Measurement you can trust enough to make decisions with
GA4, Google Tag Manager, conversion and eCommerce tracking, dashboards and reporting built around the questions your business actually needs answered — and fed back to the platforms that spend your money.
You cannot improve what you cannot measure properly.
Which is why we treat tracking as the layer every other layer depends on, not a setup task at the end.
Why measurement is often incomplete
Most sites have analytics installed. Far fewer have numbers anyone should act on.
Conversions are counted twice, or not at all
Duplicate tags and missing events make cost per lead a guess.
Platforms and analytics disagree
Ads, GA4 and the CRM each report a different truth, so nobody trusts any of them.
No values, no revenue
Leads are all counted the same and eCommerce revenue never reaches the ad platforms.
Tags nobody owns
Years of containers, plugins and pixels with no documentation.
Consent breaks the data quietly
Banner configured once, events silently dropping ever since.
Reports describe, they do not decide
Sessions and impressions on a dashboard, with no next action attached.
Tracking + Reporting is layer 05 of nine
Highlighted below. Every ads, SEO, website and CRM engagement depends on this layer being right.
Supporting layers for tracking: website forms and events, ad platform conversions, CRM records and the reporting that closes the loop.
The work inside a tracking engagement
From clean events to a report that leads to a decision.
GA4 and Google Tag Manager
A property and container you understand and own.
- Account and property structure
- Container audit and clean-up
- Naming and documentation
- Consent mode configuration
Conversion tracking
Every action that matters, once, with a value.
- Form, call and booking events
- Deduplicated platform conversions
- Lead values and stages
- Enhanced conversions
eCommerce tracking
Revenue that matches the store.
- Purchase and funnel events
- Product and revenue data
- Cross-domain and checkout
- Shopify and WooCommerce specifics
Dashboards
One view, built around decisions.
- Questions defined first
- Leads, quality, cost and revenue
- Channel and page breakdowns
- Shared with your team
Platform feedback loops
Good data flowing back to where bidding happens.
- Offline and CRM conversion import
- Lead-quality signals
- Value-based bidding readiness
Data quality and audits
Tracking drifts. Someone has to notice.
- Monthly health checks
- Site change reviews
- Tracking audits before campaigns
- Documentation kept current
Numbers you can read, trust and act on
Every engagement produces artefacts you keep — a documented measurement plan, verified events, and a reporting view built around your decisions.
Ownership
Your analytics property, tag container and dashboards stay in your name. Always.
Measurement plan
What is tracked, why, where it is used and what it is worth.
Clean container and property
GA4 and GTM configured, documented and de-duplicated.
Verified conversion events
Tested end to end, including consent and platform delivery.
Reporting view
Dashboards that answer the questions you set, not the platform’s.
Feedback loops
CRM and offline data flowing back to ad platforms.
Next-priority list
The layers the data now says are the constraint, ranked.
Before we touch a tag
Technical and commercial checks at the start of every tracking engagement.
What you need to decide each month, and which numbers would inform it.
What is firing, from where, and whether anyone knows why.
Duplicates, missing events, wrong values and test traffic.
Banner, consent mode and what is dropped when people decline.
Whether ads, analytics and CRM can be reconciled at all.
How often the site changes and who breaks tracking when it does.
Tracking work is most useful when…
And we will say so plainly if it is the wrong first move for you.
Good fit
Money is being spent on decisions the data cannot support.
- You run paid campaigns
- You cannot reconcile leads to revenue
- Reports are assembled by hand
- A new site or campaign is about to launch
Fix something first
Measurement will only confirm a known leak.
- No forms or conversion actions on the site
- Leads have no owner or CRM record
- The offer is not defined
- Site is about to be rebuilt — track inside it
Probably not yet
A lighter check will do.
- Very low traffic with no paid spend
- One event to fix on an otherwise clean setup
- Reporting needs a conversation, not a build
How a tracking engagement runs
Five stages, with decisions defined before anything is built.
Decision and audit review
What you need to decide, and what the current setup can and cannot tell you.
Output: audit findings and measurement plan
Clean and configure
GTM container, GA4 property and consent set up or rebuilt to the plan.
Output: documented container and property
Implement and verify
Events built, tested end to end and confirmed in every destination.
Output: verified conversion events
Report and connect
Dashboards built around your questions; CRM and offline data connected to platforms.
Output: reporting view and feedback loops
Maintain
Regular checks so tracking survives site and campaign changes.
Output: monthly health check and log
Relevant measurement work
What was disconnected and what we joined up. Verified detail only.
Emma & Tom’s
Turning existing brand equity and new customer discovery into measurable ecommerce revenue.
The Artisans Bottega
Connecting ecommerce, advertising, SEO, email and tracking to build a complete digital growth system.
What tracking connects to
Follow the layer that concerns you most.
Tracking FAQ
We already have GA4 installed. Is that enough?
Installed and configured are different things. Most properties we see count some conversions twice, miss others and carry no values.
Do you work with server-side tagging?
Yes, where the volume and privacy requirements justify it. It is not the right first step for every business.
Can you fix tracking without touching the site?
Often, through the tag container. Some events need small site changes, which we specify precisely.
Which dashboard tool do you use?
Looker Studio for most clients; AgencyAnalytics or another tool where it fits better. The questions matter more than the tool.
How do you handle consent?
We configure consent mode and document exactly what is and is not collected when a visitor declines.
Before you judge any channel, check the numbers judging it
The free growth plan includes a review of your tracking and reporting so decisions rest on data you can trust.
To see what is measurable on your site right now, the free Conversion Tracking Checker reports which tags are present, and the Marketing Health Check scores the wider picture.