Website tracking and tagging.
GA4, Tag Manager and ad platform tags, audited or built from scratch.
Who it's for
GA4 reports one number of conversions and the ad platforms report another. Nobody can say which tags are on the site, who added them, or what makes them fire. A form or a checkout step changed, and the numbers moved the same day.
Or you are starting clean. A new site, a new product or a new set of campaigns, and you want the tracking planned before launch instead of patched after it.
What you get
- →A tag audit. Every tag, trigger and event on the site, checked against what it is supposed to record. What fires twice, what never fires, and what still sends data to an account nobody opens.
- →A tracking plan. The events that matter, each named once, with the details it carries. One page your marketing team and your developers both work from.
- →The build in Google Tag Manager. GA4 events and key events, conversion tags for the ad platforms you run, such as Google Ads and Meta, and UTM rules so traffic lands in the right channel.
- →Retargeting audiences built from what people do on the site, such as reaching a checkout step and leaving, sent to Meta and Google.
- →Testing before anything goes live, and a written record of what each tag does and why it is there.
How it runs
An audit is read-only. I need view access to Google Tag Manager, GA4 and the ad accounts. You get a written list of what is wrong, ordered by what it is costing you, and a call to walk through it.
A build starts from the tracking plan. I work in a Tag Manager workspace and test in preview mode, and nothing is published until you have seen it record correctly. How long it takes depends on how many sites, events and platforms are involved, so I scope it after a short call.
If the data is going into a warehouse afterwards, the events are named with that in mind. Reporting built on them should not need a mapping table to make sense of what was collected.
Where I have done this
My first data job was tag audits, ten years ago. I still do this work. Client names stay private. The work looks like this.
- →Tag audits for a B2B lead generation company.
- →A full tracking implementation for a CPG company.
- →Web tracking, planned and built, for a health care client.
- →Retargeting audiences for a retail checkout funnel, built from web events and sent to Meta and Google. Read the case study.
Related
What gets collected here is what a data cleaning and warehouse build stores, and what reporting is built on. For what an audit covers, read what a GA4 and Google Tag Manager audit checks.
Next step
Send me an email.
Tell me which site, which platforms, and which number you stopped trusting. I'll come back in a day or two with a scope.