We've made ourselves a new website. Honestly, it's one of the less interesting things we've built this quarter, but the process itself has been a fitting metaphor for where Measurelab is heading.
Why the change?
We've a long history supporting clients in their implementation and use of Google Analytics, GTM and Looker Studio. We've earned a reputation for great work. And that work's not going anywhere - although through a combination of augmentation and automation, how we do it evolves by the day.
But for some time we've done much much more. Since its introduction, we've seen and embraced the potential of BigQuery and the wider Google Cloud toolset. That commitment culminated in us earning the Google Cloud Marketing Analytics specialisation last year (recently re-labelled the Data & Analytics Competency in Google Cloud - more on that another time).
It's a bet that's paid dividends, with at least half our work now being cloud-focused - with BigQuery the unified data and AI platform at the centre. While Google continues to invest untold billions to build capacity and capability in cloud and Gemini.
But the real story isn't where the work is happening, it's what the work is enabling. We've gone from sometimes feeling like we're perpetually patching problems, to building intelligence platforms that are unlocking huge efficiencies and growth opportunities for clients.
Our old website presented us as friendly neighbourhood analytics geeks. And we still are, deep down. But the tools we wield have changed and we've come to realise we're now operating at the sharp end of something that's radically changing how businesses operate. The look and language of the new site is intended to reflect that.
A thoroughly modern stack
Our old site was a bloated WordPress install. Loads of features we didn't use. A handful of things we desperately wanted to do but couldn't. WP Engine hosting costs that made us wince every month. And a myriad of plugins that continually needed updating.
At the risk of forcing an analogy, it's remarkably similar to the story we hear from clients about their martech infrastructure every day. Too many tools. Too much spend. Not enough control. The nagging feeling you're renting a liability rather than investing in an asset.
We wanted something slick and blazing fast. A static site with clean HTML and minimal bloat. So we chose to build (ourselves, with some AI assistance) using Astro, Shadcn UI, Tailwind CSS, and Ghost as a user-friendly headless CMS for the newly combined blog, podcast and video content. The process was so addictive, before we knew it, we'd built ourselves an internal operations hub and a new client-facing portal too.
For the site measurement, we've got Google Analytics in place, obviously. Also Posthog, because it's fun and full-featured, and Plausible for privacy-friendly traffic stats. Server side GTM via Stape. All feeding into BigQuery. We're not going to be short of data to play with.
Measurelab solutions page with headline 'Cloud platforms, data products and tracking solutions' on a minimalist background with geometric shapes
The content conundrum
Over ten years of Measurelab means a breadth and depth of blog, audio and video content that ensures we rank well in the SERPs. But what we do today is very different to what we were doing ten years ago (we miss you, UA). A website replatform was an unmissable opportunity for a pre-spring clean. Out with the old, doubling down on the new.
In the last quarter, our number one source of inbound leads has been people finding us as a result of a chatting with their preferred LLM advisor (mostly ChatGPT for what it's worth). So we're thinking harder about GEO (generative engine optimisation) too - conscious we've got to cater for our new robot friends, as well as our cherished human readers.
Measurelab insights page showing three featured articles: Google Cloud Marketing Analytics Specialization award, IPA Beacon List 2025 recognition, and UK university recruitment intelligence
Where to stop?
Through the project, we've rediscovered a passion for coding, creating, experimenting, and being hands-on. Measurelab has always been about building and delivering things - more than the docs and decks favoured by other consultancies.
We'll be sharing more about what we're building and the value it's delivering. The question we keep coming back to: what would you build if you weren't spending all your time maintaining the legacy you inherited? If you're curious how a new intelligence platform might unlock growth for your business, let's have a chat.
