Full-fibre broadband, rolling out across the country.

Lightspeed Broadband is a full-fibre internet provider, building and running its own network to bring faster broadband to homes and businesses across its growing footprint.

The marketing team runs customer acquisition across a mix of channels, and needed measurement and reporting that could keep pace with how quickly the business was scaling.

GA4 and reporting that did not reflect the business.

The brief was a measurement one rather than a media one. The marketing team did not have a dependable picture of how their channels were performing. Three things were getting in the way:

• No server-side measurement. Tracking ran entirely in the browser, leaving it exposed to signal loss and inconsistent data.
• GA4 not built for the business. The GA4 setup did not reflect how Lightspeed actually acquires customers, so the reports it produced were hard to act on.
• Fragmented channels. Channel groupings and campaign tagging were inconsistent, so the same activity showed up in different places and reporting was scattered across tools.

A measurement layer built around how Lightspeed grows.

We rebuilt the measurement from the ground up, focused on what the marketing team needed to see:

• Server-side tagging. Built and deployed a server-side Google Tag Manager container, so tracking is more durable and less exposed to browser-level data loss.
• GA4, rebuilt. Reconfigured GA4 around how the business actually acquires customers - the events, conversions and journeys that matter for a broadband rollout.
• Joined-up channels. Standardised channel definitions and UTM tagging, so every channel is measured consistently and campaigns are easy to compare.
• Reporting the team can run on. Built clear, consistent reporting on top of the new setup, so marketing has one place to see channel performance.

The tools behind the work.

The measurement layer was built to be durable, consistent, and genuinely useful to the marketing team.

Measurement the marketing team can plan on.

Lightspeed Broadband came out of the project with a server-side measurement layer, a GA4 setup that reflects how the business actually grows, and channels that are tagged and grouped consistently across the board.

The marketing team now has reporting it can plan on - a dependable read on which channels are working, built on data the team can trust.