Everyone has their own definition of success.
Editorial optimizes for pageviews, growth cares about subs, sales chases impressions—and the dashboards never fully agree.
Industry · Media, Publishing & Content Platforms
Turn pageviews and plays into subscribers, attention, and revenue.
We help media, news, and content platforms build analytics that go beyond "traffic"—tying attention, subscriptions, and ad inventory together so product, editorial, and revenue teams make decisions from the same playbook.
- Clean tracking for pageviews, engaged sessions, scroll depth, plays, and key content interactions.
- Subscription and registration funnels measured end-to-end from anonymous reader to paying member.
- Ad, paywall, and content recirculation strategies evaluated on revenue, not vanity engagement.
Built for publishers, streaming platforms, membership communities, and content-led brands where audience attention and revenue both matter.
Example · Editorial & Revenue View
Editorial signals
- ✦ Engaged time on article / episode
- ✦ Scroll depth and completion rate
- ✦ Topic / section performance
- ✦ Recirculation and next-click behaviour
Revenue signals
- ▸ Paywall impressions & conversions
- ▸ Reg vs subscriber splits by content
- ▸ Ad impressions, viewability, and fill
- ▸ ARPU by cohort and content type
Result: a shared view where editors, product, and sales see the same story—what content grows audience, drives subs, and sells inventory.
Media Reality
You're publishing strong content—but the way you measure it keeps everyone arguing instead of improving.
We rebuild analytics around how media businesses really work: audience development, monetization, and editorial missions—not just generic "events" from an out-of-the-box GA4 setup.
You can’t see the full reader or viewer journey.
Anonymous visitors, registered users, and subscribers live in different tools. It’s hard to tell what content actually nudges people to sign up, subscribe, or stay.
Paywall and ad changes ship without measurement.
New paywall rules, placements, and A/B tests go live, but tracking is partial. You learn about bad experiments weeks later in the revenue reports.
Consent and regulation keep breaking your signals.
CMP changes, consent rules, and privacy regimes quietly drop events. Ad serving and analytics both degrade, and nobody has a clean view of the impact.
Foundations First
Track how people actually consume, subscribe, and return—then worry about dashboards.
Strong dashboards are just the visible layer. Underneath is a measurement design that understands content types, reader states, monetization paths, and the constraints of privacy and consent.
Event schema for content, sessions, and engagement
- Design events that distinguish between pageviews, engaged sessions, scroll completion, video/audio plays, and key on-page interactions.
- Capture topic, section, author, and format as structured metadata—not just in URLs.
- Model homepage, article, topic page, and recommendation module performance consistently.
Registration, subscription, and paywall funnels
- Track step-by-step funnels from anonymous visitor to registered user to paying subscriber.
- Wire paywall impressions, views, and conversion events into GA4 and downstream BI.
- Measure which content, channels, and surfaces actually convert and retain subscribers.
Ad inventory, viewability, and yield signals
- Integrate ad server or header bidding signals with page and session-level analytics.
- Measure viewable impressions, active view time, and layout impact on both UX and revenue.
- Align ad strategy with editorial and subscription goals instead of treating it in isolation.
Consent-aware measurement and privacy alignment
- Implement consent mode, regional rules, and CMP integrations without flying blind.
- Differentiate between modelled vs observed conversions in your reporting.
- Document a measurement posture that satisfies legal, reduces risk, and still powers insight.
Media Data Architecture
A stack where content strategy, subscriptions, and ad sales talk to each other.
The goal is not just to see "what performed". It's to see why, for whom, and how it contributes to growing a resilient media business—audience and revenue together.
Content & Experience Layer
- Page types and templates: homepage, article, topic, tag, video hub, gallery, series.
- Engagement events: scroll, plays, pauses, completes, recirculation clicks, search within site.
- Context: author, section, topic, tone, and content format as first-class properties.
Typical tech
CMS, front-end frameworks, GA4, GTM, server-side tagging where needed, experimentation setup for layouts and modules.
Identity & Reader State Layer
- Map anonymous visitors, registered users, and subscribers across sessions and devices.
- Model reader states: casual, returning, fan, churn-risk, high-value subscriber.
- Track registration and subscription funnels, including paywall and trial flows.
Typical tech
Auth systems, subscription platforms, CRM/CDP, server-side events, GA4 user properties and audiences, downstream warehouse tables keyed by user/account.
Monetization & Inventory Layer
- Integrate ad impressions, viewability, and revenue with content and user-level data.
- Tie subscription, membership, and contribution revenue back to specific behaviors.
- Measure the trade-offs between ad load, UX, content depth, and subscription uptake.
Typical tech
Ad server / SSP data, subscription billing, GA4 ecommerce events when relevant, server-side event pipelines, BI models for ARPU and yield.
Warehouse, Models & Decision Layer
- Centralize content, audience, and monetization data in the warehouse.
- Build models for content contribution to subs, retention, and revenue—not just clicks.
- Create decision frameworks around coverage, formats, frequency, and acquisition spend.
Typical tech
BigQuery/Snowflake/Redshift, dbt or SQL models, Looker Studio / Power BI, content and cohort scorecards consumed by editorial, growth, and leadership.
Optimization & Experimentation
- Structured testing of paywalls, layouts, recommendation modules, and offers.
- Always-on measurement of content recirculation and audience development experiments.
- Feedback loops that actually change prioritization, not just generate decks.
Typical tech
Experimentation platforms or in-house frameworks, GA4 experiments where appropriate, A/B tools integrated with analytics and BI models.
Selected Media Engagements
From chasing pageviews to growing durable audience and revenue.
The pattern: define meaningful engagement, wire in subscriptions and revenue, and give each team a lens that matches their decisions—on top of one shared data foundation.
Subscription-led news publisher
Problem: Editorial and growth disagreed about what content converted subscribers. All sides relied on partial, channel-specific dashboards.
What we did: Redesigned event schema, wired paywall and subscription events into GA4 and the warehouse, and built content contribution models by topic, author, and section.
Impact: Clear view of which beats and formats actually drive subs and retention; editorial and growth could align coverage and promotion around high-leverage areas.
Ad-supported media network
Problem: High traffic but unclear yield per pageview. Ad ops, product, and editorial didn’t share a common view of inventory, viewability, or layout trade-offs.
What we did: Integrated ad server data with analytics, standardized page and slot metadata, and rolled out dashboards for RPM, viewability, and layout performance.
Impact: Teams could see which layouts and modules improved both UX and yield; experiments focused on profitable, reader-friendly inventory changes.
Membership content platform
Problem: Membership sign-ups were tracked in isolation from content and community behaviour. Leadership couldn’t tell what drove long-term member value.
What we did: Mapped content, engagement, and membership events into a unified model, and built cohort views by acquisition source, content mix, and engagement pattern.
Impact: Strategic decisions shifted from "more content" to "the right content and experiences" that actually improved retention and member ARPU.
For editorial & content
Understand which stories, beats, and formats grow loyal audience and subs—not just one-off traffic spikes—and get reporting that feels like a tool, not a scorecard.
For product & audience development
Clear funnels through registration, paywalls, and membership with the ability to test layouts, recommendation modules, and offers in a structured way.
For revenue, sales & leadership
Joined-up view of ad yield, subscription revenue, and member value by cohort—so you can steer the business, not just react to last month's numbers.