GA4 broke most companies' analytics setups when it forced the migration from session-based to event-based measurement. Conversion tracking that worked for years suddenly didn't. Attribution models reset. Reports that took an hour to build now take a day. Three years in, most accounts are still patched together with duct tape — events firing twice, channel groupings misconfigured, audiences not syncing properly.
Three patterns show up in every analytics audit. One: conversion events double-counted across pixel, server-side, and CRM imports — every channel claims the same revenue. Two: attribution stuck on last-click in GA4 despite Google rolling out data-driven attribution as the default in 2023. Three: data sitting in 8-12 different platforms with no unified view, so every cross-channel question becomes a manual spreadsheet exercise.
Worse, the analytics function in most marketing teams has become a reporting bottleneck rather than a decision engine. Someone pulls the numbers. Someone formats the slides. Someone answers ad-hoc questions. Nobody actually moves the business with what the data says, because the data is never trusted enough to act on.
Fixing this isn't a tooling problem — it's an architecture problem. That's what we rebuild.