Website analytics you can actually act on
US-based engineers building GA4, Segment, and warehouse-based analytics — with typed events, revenue attribution, and dashboards that drive decisions.
What this service delivers
Website analytics fails most companies not because the tools are bad but because the instrumentation is bad. Events are named inconsistently, revenue attribution is broken, and the dashboards nobody trusts sit unused.
NextGen builds analytics stacks that produce decisions. We instrument sites and applications with typed event schemas, wire revenue and attribution correctly, and build dashboards that answer the questions your team actually asks.
Every engagement is designed for the reality that analytics is a product — it needs an owner, a schema, and a review cadence. We hand off documentation so the analytics survives after we're gone.
Why choose NextGen Coding
Most 'analytics implementations' are copy-pasted tracking snippets that answer 'was there traffic?' and nothing more. NextGen instruments as engineers: typed events, contract tests, and a single source of truth for what each event means.
We work with your marketing, product, and finance teams to define what needs to be measurable — then engineer the pipeline so the answers stay accurate as the site evolves.
Built for teams that need to move
Post-GA4 migration cleanup
Teams whose UA-to-GA4 migration produced confusing or missing data.
E-commerce revenue attribution
Stores where revenue in GA4 doesn't reconcile with revenue in Shopify or Stripe.
SaaS product analytics
Product teams instrumenting activation, feature usage, and expansion signals.
Marketing attribution
Growth teams needing multi-touch attribution across paid, organic, and referral channels.
Executive dashboards
Leadership teams needing a single, trusted view of revenue, funnel, and cohort behavior.
Everything included in a NextGen build
Event taxonomy
Documented event schema — names, properties, and when each event fires.
GA4 configuration
GA4 property, streams, custom events, conversions, and audiences configured properly.
Server-side tagging
Server-side GTM to bypass ad blockers and reduce data loss.
Segment or RudderStack
Event routing to warehouse, ad platforms, and product analytics tools.
Product analytics
Amplitude, Mixpanel, or PostHog configured for activation, retention, and expansion tracking.
Warehouse pipeline
BigQuery, Snowflake, or Redshift as the analytics source of truth.
Attribution model
Multi-touch attribution model wired across channels with documented assumptions.
Consent and privacy
GDPR/CCPA-compliant consent, IP anonymization, and cookie policy integration.
Dashboards
Looker, Metabase, or Mode dashboards for exec, marketing, and product audiences.
QA and monitoring
Event validation in staging, plus production alerts on event drop or schema drift.
How the engagement runs
Analytics discovery
Stakeholder workshops to define the questions the analytics needs to answer.
Event taxonomy
Documented event schema signed off by product, marketing, and finance.
Instrumentation
Client and server-side event instrumentation with typed schemas.
Pipeline and warehouse
Event routing into warehouse plus attribution model construction.
Dashboards
Executive, marketing, and product dashboards with documented definitions.
Monitoring and iteration
Event drop alerts and quarterly review of the taxonomy.
Transparent, US-market pricing
GA4 setup and audit
GA4 audit and configuration with event and conversion setup. Starting $6,000.
Full analytics stack
Segment, GA4, warehouse, and dashboards. Starting $22,000.
Attribution engagement
Multi-touch attribution model build with documentation. Starting $18,000.
All pricing is transparent and US-market calibrated. We don't compete on the lowest upfront number — we compete on delivering outcomes that generate the highest return on investment.
Results our clients experience
Revenue reconciled
A DTC brand's GA4 revenue matched Shopify within 1.5% (down from 22% variance) after a full instrumentation rebuild.
Paid ROAS lifted 31%
A B2B company reallocated paid spend after our attribution model revealed a channel that GA4 default attribution had been under-crediting by 40%.
Activation rate defined
A SaaS product finally had a single defined activation event, and used it to prioritize a roadmap that lifted activation 28% in six months.
Thought leadership & technical writing
Event taxonomy as a product
How to design event schemas that survive three years of feature work.
Server-side GTM without breaking things
The migration to server-side tagging that actually improves data quality.
Attribution honestly
What multi-touch attribution can and can't tell you.
Objections, addressed
GA4 is broken.+
GA4 is different, not broken. Most complaints trace to instrumentation issues that predated the migration and now show up more visibly. We fix the instrumentation.
We can't trust our data.+
Fair — and usually correct. Most analytics data is untrustworthy because nobody owns the event taxonomy. Fix the taxonomy and the trust follows.
Do we need a warehouse?+
For a small site, no. For anything with multi-channel marketing, subscription revenue, or product analytics needs, a warehouse pays back within a year.
Frequently asked questions
Which analytics tools do you support?+
GA4, Segment, RudderStack, Amplitude, Mixpanel, PostHog, Looker, Metabase, Mode, BigQuery, and Snowflake are all common. We match the stack to the questions and the team.
How do you handle privacy and consent?+
IAB TCF or equivalent consent frameworks, IP anonymization, and cookieless server-side tracking where feasible. GDPR- and CCPA-compliant by default.
Can you audit our existing setup?+
Yes. A 1–2 week audit produces a prioritized list of instrumentation gaps and a reconciliation of reported vs actual metrics.
Do you build dashboards?+
Yes, in Looker, Metabase, Mode, or Tableau depending on your stack. We hand off documentation so your team can extend them.
Engineering discipline. US-based delivery.
NextGen Coding Company builds websites and software as measurable business assets, not decorative art. Our team combines rigorous engineering discipline with design and conversion strategy, and every deliverable is accountable to an outcome. Clients partner with a single US-based team that owns strategy, design, build, and post-launch iteration.
All work is performed by US-based engineers and designers. Our team's proximity to US business hours, cultural context, and buyer expectations produces web experiences that resonate with domestic audiences — a nuance offshore teams frequently miss. We serve clients from New York and across the country, from early-stage startups through Fortune 500 enterprises.
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