Tracking what
actually matters
Most analytics setups collect data without a plan for using it. Bonuscircuit was built around a different premise: that understanding conversions requires structured group work, not just dashboards.
We work with local businesses and distributed teams to build tracking systems they can actually act on.
Where this started
Bonuscircuit grew out of a recurring problem: small businesses in Sydney were paying for analytics tools but couldn't connect the numbers to decisions. The data sat in reports nobody read. Sessions where teams actually talked through the numbers produced different results.
Starting in 2021, we formalised that observation into a working method. Group sessions with a structured agenda, a facilitator, and a shared screen showing live conversion data. Not a training course. Not a consulting engagement. Something between the two.
The focus stayed narrow: conversion tracking. What events fire, what counts as a conversion, where the funnel breaks down. These questions sound technical but they're mostly organisational - different people in the same company have different answers.
Group sessions surface disagreements about what counts as a conversion - disagreements that would otherwise stay invisible inside the data.
People behind the sessions
A small team with specific expertise. No generalists. Everyone here has spent time working directly with tracking data before facilitating sessions about it.
Declan Forde
Lead Analytics Facilitator
Declan spent seven years building tag management systems for retail and media clients before moving into facilitation. He runs most of the group sessions and writes the structured agendas that keep them from drifting. His particular interest is in the gap between what a tracking spec says and what actually fires in production.
Yuki Brennan
Data Infrastructure Lead
Yuki handles the technical side - event schemas, data layer audits, and the connection between tracking setups and reporting tools. She joins sessions when the conversation turns to implementation.
Tomasz Ó Briain
Client Engagement
Tomasz works with clients before and after sessions - scoping what needs to be measured, and following up on whether the agreed changes actually got made.
How the sessions are structured
Each session follows a fixed skeleton that keeps the group focused. The content changes - the structure doesn't.
Pre-session audit
Before anyone joins the call, we pull the current tracking setup and flag inconsistencies. Participants arrive with a shared starting point rather than spending the first 20 minutes establishing one.
Timed agenda blocks
Each session runs in 20-minute blocks with a defined question per block. This prevents one topic from consuming the whole session and ensures every part of the funnel gets examined.
Decision log
Every session produces a written log of what was agreed - not a transcript, just the decisions. This becomes the reference document for the next session and for any implementation work that follows.
Research informs the method
The session structure at Bonuscircuit draws on published research into group decision-making and measurement frameworks. We keep a curated reading list and update it as new work comes out.
If you want to understand the evidence behind structured group analytics work, the journal page reviews specific papers with author attribution and notes on how they apply to conversion tracking practice.
Read the research journal
