Tracking is the easy part — knowing what to track is the work.
Digital Analytics
Get clarity on which numbers actually drive your business, and a tracking setup that delivers them reliably across marketing, e-commerce, HR, and the rest of your digital footprint.
What digital analytics actually is.
Digital analytics is the practice of measuring how people interact with your digital products – websites, apps, portals, e-commerce systems – so you can make decisions about what to keep, change, or build next. The technical side is collection: events, dimensions, sessions, conversions. The harder side is the framing: which questions are worth answering, which numbers actually move when you act on them, and which ones are noise dressed up as data.
Most analytics setups fail not because the tracking is broken, but because the tracking was built without a clear sense of what it's for. We start with the second problem first.
Why it matters.
Decisions you can defend. A KPI you don't trust is a KPI you can't act on. Sound digital analytics gives you numbers that are reproducible, agreed on across teams, and tied to actual business outcomes – the kind you can put in front of a board and defend.
Optimisation that compounds. Marketing, conversion, and product decisions improve when each one is measured properly. The compounding effect is real: organisations that track the right things consistently outperform those that track everything inconsistently. Most companies are in the second group without realising it.
A foundation that lasts. Advanced analytics, predictive models, and personalisation only work on a clean data foundation. Get the basics right and the more sophisticated work becomes possible. Skip the basics and no amount of machine learning will fix what's broken underneath.
The complexity of your digital setup shapes the analytics you need. Three typical situations:
Where digital analytics applies.
The complexity of your digital setup shapes the analytics you need. Three typical situations:
Where digital analytics applies.
Single touchpoint
A website, an e-commerce shop, a campaign landing page. The questions are focused: which content performs, where users drop off, which channels convert. Setup is contained, but the analytics still has to answer business questions cleanly – not just produce traffic numbers.
Single touchpoint
A website, an e-commerce shop, a campaign landing page. The questions are focused: which content performs, where users drop off, which channels convert. Setup is contained, but the analytics still has to answer business questions cleanly – not just produce traffic numbers.
Single touchpoint
A website, an e-commerce shop, a campaign landing page. The questions are focused: which content performs, where users drop off, which channels convert. Setup is contained, but the analytics still has to answer business questions cleanly – not just produce traffic numbers.
Multiple touchpoints
A website plus an app, a marketing site plus a customer portal, several properties feeding the same business. The questions get harder: how users move between touchpoints, where the journey breaks, which channel actually drove the conversion that closed somewhere else. Tracking has to be coherent across systems, not stitched together after the fact.
Multiple touchpoints
A website plus an app, a marketing site plus a customer portal, several properties feeding the same business. The questions get harder: how users move between touchpoints, where the journey breaks, which channel actually drove the conversion that closed somewhere else. Tracking has to be coherent across systems, not stitched together after the fact.
Multiple touchpoints
A website plus an app, a marketing site plus a customer portal, several properties feeding the same business. The questions get harder: how users move between touchpoints, where the journey breaks, which channel actually drove the conversion that closed somewhere else. Tracking has to be coherent across systems, not stitched together after the fact.
Software and product measurement
Custom software, learning platforms, internal tools, SaaS products. The questions move from marketing to product: which features get used, by whom, and to what effect. Standard web analytics stops being enough; tracking has to be designed into the product, not bolted onto it.
Software and product measurement
Custom software, learning platforms, internal tools, SaaS products. The questions move from marketing to product: which features get used, by whom, and to what effect. Standard web analytics stops being enough; tracking has to be designed into the product, not bolted onto it.
Software and product measurement
Custom software, learning platforms, internal tools, SaaS products. The questions move from marketing to product: which features get used, by whom, and to what effect. Standard web analytics stops being enough; tracking has to be designed into the product, not bolted onto it.
What you get.
Reliable answers to the customer-journey questions that drive your decisions, instead of fragmented signals from disconnected tools.
Sustainable optimisation of your conversion paths, grounded in data your team trusts and can act on.
Earlier and clearer recognition of opportunities and friction across your digital touchpoints – the things you'd otherwise notice three quarters too late.
Reporting routines that are actually used, because they're built for how your team works rather than for how dashboards typically look.
What you get.
Reliable answers to the customer-journey questions that drive your decisions, instead of fragmented signals from disconnected tools.
Sustainable optimisation of your conversion paths, grounded in data your team trusts and can act on.
Earlier and clearer recognition of opportunities and friction across your digital touchpoints – the things you'd otherwise notice three quarters too late.
Reporting routines that are actually used, because they're built for how your team works rather than for how dashboards typically look.
How we work with you.
How we work with you.
Data-Readiness Audit
A structured review of your current analytics setup – what's tracked, what's trusted, what's missing, and what's actively misleading. The output is a prioritised list of fixes and a clear view of what needs to be rebuilt versus refined.
Data-Readiness Audit
A structured review of your current analytics setup – what's tracked, what's trusted, what's missing, and what's actively misleading. The output is a prioritised list of fixes and a clear view of what needs to be rebuilt versus refined.
Data-Readiness Audit
A structured review of your current analytics setup – what's tracked, what's trusted, what's missing, and what's actively misleading. The output is a prioritised list of fixes and a clear view of what needs to be rebuilt versus refined.
Tracking concepts and implementation
We design tracking concepts around the decisions your business needs to make, then implement them cleanly. The plan is documented, version-controlled, and handed over so your team understands not just what's tracked but why.
Tracking concepts and implementation
We design tracking concepts around the decisions your business needs to make, then implement them cleanly. The plan is documented, version-controlled, and handed over so your team understands not just what's tracked but why.
Tracking concepts and implementation
We design tracking concepts around the decisions your business needs to make, then implement them cleanly. The plan is documented, version-controlled, and handed over so your team understands not just what's tracked but why.
KPI frameworks and definitions
A working set of KPIs that are defined the same way across teams, calculated the same way across reports, and tied to actual business outcomes. Most reporting disagreements aren't analytical – they're definitional. We fix that first.
KPI frameworks and definitions
A working set of KPIs that are defined the same way across teams, calculated the same way across reports, and tied to actual business outcomes. Most reporting disagreements aren't analytical – they're definitional. We fix that first.
Reporting and data storytelling
Reports built for the audience that reads them. Executive summaries that answer one question well. Operational dashboards that surface the metric that needs attention. Documentation that makes the underlying logic transparent.
Reporting and data storytelling
Reports built for the audience that reads them. Executive summaries that answer one question well. Operational dashboards that surface the metric that needs attention. Documentation that makes the underlying logic transparent.
Reporting and data storytelling
Reports built for the audience that reads them. Executive summaries that answer one question well. Operational dashboards that surface the metric that needs attention. Documentation that makes the underlying logic transparent.
Cohort and segmentation analysis
Going beyond aggregate numbers to understand how different user groups actually behave – by acquisition source, by behaviour pattern, by lifecycle stage. Where averages hide the story, segmentation reveals it.
Cohort and segmentation analysis
Going beyond aggregate numbers to understand how different user groups actually behave – by acquisition source, by behaviour pattern, by lifecycle stage. Where averages hide the story, segmentation reveals it.
Cohort and segmentation analysis
Going beyond aggregate numbers to understand how different user groups actually behave – by acquisition source, by behaviour pattern, by lifecycle stage. Where averages hide the story, segmentation reveals it.
Drill-down and exploratory analysis
For the questions that don't fit a standard report. Ad-hoc analysis on top of clean data, performed by senior analysts, delivered as a memo or a working session rather than a dashboard.
Drill-down and exploratory analysis
For the questions that don't fit a standard report. Ad-hoc analysis on top of clean data, performed by senior analysts, delivered as a memo or a working session rather than a dashboard.
Drill-down and exploratory analysis
For the questions that don't fit a standard report. Ad-hoc analysis on top of clean data, performed by senior analysts, delivered as a memo or a working session rather than a dashboard.
Ongoing analytics support.
For teams who want continuous support rather than project-based engagements, we offer Guided Analytics: a subscription that covers regular data quality checks, ongoing tracking adjustments as your product evolves, and quarterly strategic sessions that keep the setup aligned with your business priorities. From CHF 800 per month.
The model is built for organisations that have a working setup and want to keep it healthy without rebuilding it every time something changes. It's the alternative to annual analytics overhauls.
Ongoing analytics support.
For teams who want continuous support rather than project-based engagements, we offer Guided Analytics: a subscription that covers regular data quality checks, ongoing tracking adjustments as your product evolves, and quarterly strategic sessions that keep the setup aligned with your business priorities. From CHF 800 per month.
The model is built for organisations that have a working setup and want to keep it healthy without rebuilding it every time something changes. It's the alternative to annual analytics overhauls.
Ongoing analytics support.
For teams who want continuous support rather than project-based engagements, we offer Guided Analytics: a subscription that covers regular data quality checks, ongoing tracking adjustments as your product evolves, and quarterly strategic sessions that keep the setup aligned with your business priorities. From CHF 800 per month.
The model is built for organisations that have a working setup and want to keep it healthy without rebuilding it every time something changes. It's the alternative to annual analytics overhauls.
Companies we work with
Companies we work with
Companies we work with
«Layer understood our needs and our company's unique characteristics from the very beginning. The solution they developed is very useful and easy to understand. Their professional expertise and their interpersonal skills are simply excellent.»
Nathalie Müller
Communication Specialist
allgemeine baugenossenschaft luzern abl
«Layer understood our needs and our company's unique characteristics from the very beginning. The solution they developed is very useful and easy to understand. Their professional expertise and their interpersonal skills are simply excellent.»
Nathalie Müller
Communication Specialist
allgemeine baugenossenschaft luzern (abl)
Want to talk through your setup?
If you're not sure whether your current analytics is doing what it should – or where to start if it isn't – an intro call is the fastest way to find out. We'll look at where you are, what you'd want to know that you currently can't, and whether and how we can help.
François Bruneau
Analytics Lead
E-Mail: francois@layer.swiss
Want to talk through your setup?
If you're not sure whether your current analytics is doing what it should – or where to start if it isn't – an intro call is the fastest way to find out. We'll look at where you are, what you'd want to know that you currently can't, and whether and how we can help.
François Bruneau
Analytics Lead
E-Mail: francois@layer.swiss
Want to talk through your setup?
If you're not sure whether your current analytics is doing what it should – or where to start if it isn't – an intro call is the fastest way to find out. We'll look at where you are, what you'd want to know that you currently can't, and whether and how we can help.
François Bruneau
Analytics Lead
francois@layer.swiss
Layer guides you purposefully through the complexity of your user and customer data to enable a data-driven way of working and strategy.
datahub gmbh
Sentimattstrasse 6
6003 Luzern
Layer guides you purposefully through the complexity of your user and customer data to enable a data-driven way of working and strategy.
datahub gmbh
Sentimattstrasse 6
6003 Luzern
Services
Layer guides you purposefully through the complexity of your user and customer data to enable a data-driven way of working and strategy.
datahub gmbh
Sentimattstrasse 6
6003 Luzern