About Urbancy
We've been doing this since before your stack existed.
Urbancy was founded in Toronto in 2002 by Jason Bannister. At the time, "web analytics" meant server logs and gut feeling. The tools were primitive, the standards were nonexistent, and the idea that marketing data should be engineered — not just collected — was radical.
Twenty-two years later, the tools are sophisticated and the problems are structurally identical. Teams have more data than ever and less confidence in any of it. Attribution is more complex. Privacy law is more stringent. Vendor proliferation is worse. The need for rigorous, engineering-first MarTech practice is higher than it's ever been.
We've stayed independent by design. We don't run media. We don't take vendor kickbacks. We don't have a reseller agreement that nudges our recommendations. We tell clients what to buy, what to cut, and what to build — and then we build it.
What We Believe
Four principles that govern every engagement.
Data is the infrastructure, not the dashboard.
A beautiful report built on broken tracking is a beautiful lie. We fix the foundation first. The reporting is straightforward once the data is right.
We implement, not just advise.
There are firms that will audit your stack, write you a 40-page deck, and leave. We write the code, configure the containers, and validate the numbers ourselves.
Every recommendation is measurable.
We don't recommend things we can't prove. Every engagement includes a baseline measurement and a post-implementation comparison. If we didn't improve your data quality, we haven't done our job.
We work in your stack, not our preferred one.
We don't have vendor relationships that colour our recommendations. We tell you which tools to cut, which to add, and which to configure differently — based on what your business needs.
The Team
Practitioners, not account managers.
Everyone who works with clients at Urbancy has written production code, configured production containers, and fixed production bugs. We don't have account managers who translate between you and a delivery team.
Jason Bannister
Founder & Managing Director
Jason has been building MarTech stacks since the early days of web analytics — before GA existed, before pixels existed, before consent law existed. He founded Urbancy in 2002 with a single conviction: that measurement should be engineered, not configured. Twenty-two years later, that conviction hasn't changed.
Samira Pouya
Principal, Data Engineering
Samira leads all server-side implementation and data pipeline work. Former data engineer at a mid-market SaaS company who got tired of watching agencies break things. She's implemented server-side GTM for 40+ clients and written the internal playbook every Urbancy engineer uses.
Marcus Osei
Principal, Attribution & Analytics
Marcus spent six years at a performance agency watching the same attribution arguments happen every quarter. He joined Urbancy to build the measurement infrastructure that makes those arguments unnecessary. He leads all attribution and GA4 implementation work.
Toronto
HQ — King West, ON, Canada
Remote — Canada
Team distributed across BC, AB, ON, QC
Remote — US
Serving US clients (EST / PST coverage)
Work with a team that implements what it recommends.
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