Service
Tracking and measurement
If your GA4, ad platforms and finance numbers all disagree, this is where I start. I audit and rebuild the measurement layer: GTM containers, GA4 configuration, consent mode, cross-domain tracking, offline conversion feedback into Google and Meta, and the conversion actions bidding actually uses.
Recent work includes diagnosing a cross-domain break that left the majority of paid revenue unattributed, and rebuilding conversion actions so the platforms optimised to real sales instead of soft page events.
The work runs on forensics as much as configuration: pulling tag container and account change histories to line dates up against damage, reconciling the same metric across platform, analytics and fulfilled-order bases, and joining individual ads through to funnel behaviour and real sales so creative and budget decisions rest on evidence.
Typical scope
- —GTM container audit: what fires, what is orphaned, who publishes, and an approval process so changes stop being surprises
- —Conversion architecture: primary versus secondary actions, deduplication, counting methods and values
- —Consent mode implemented properly, with the reporting impact measured and explained in advance
- —Cross-domain and subdomain tracking that survives the journey to checkout
- —Offline conversion feedback: fulfilled orders and refunds sent back to Google and Meta so bidding optimises toward customers, not clicks
- —A reporting basis everyone can live with: which number is used for which decision, written down
Common questions
- Can you work with our developers and agency?
- Yes, and usually that is the shape of it: I diagnose and specify, they implement, I verify. Every fix is proven with data before it is called done.
- Do we need server-side tagging?
- Sometimes. It is an answer to specific problems, not a badge. If your case does not need it, I will say so and save you the build.