Analytics & tracking · GA4, GTM, conversion tracking, attribution
When the ad platform, GA4 and the CRM report three different numbers for the same month, every meeting becomes an argument about data and no decision gets made.
This engagement rebuilds the measurement layer: correct events, correct values, reconciled platforms, and reporting written for the decisions your team actually makes.
Experience includes
This is the layer everything else depends on, and the one most often assumed to be fine because it was set up once.
What needs measuring, derived from the decisions you make — not from everything that can be measured.
A GA4 event and parameter model that is consistent, documented and survives someone else taking it over.
Correct actions, deduplicated, with real values, across Google Ads, Meta and analytics.
Why it matters: bidding toward a broken conversion is the most expensive error in paid media.
A clean container: triggers that mean what they say, no orphaned tags, and documentation.
Qualified-lead and closed-deal values fed back into the ad platforms so optimisation targets revenue.
Looker Studio dashboards built around questions, with the reconciliation differences explained rather than hidden.
Optimisation decisions rest on a signal that means what you think it means.
Budget can move toward the campaigns that produce revenue rather than the cheapest actions.
Meetings discuss what to do rather than whose number is right.
Attribution will still be imperfect. The goal is knowing where and by how much, not pretending otherwise.
01
Action: verify current tracking against source data rather than trusting the interface.
Output: a list of what can and cannot be trusted today.
02
Action: map the decisions, then the metrics that serve them.
Output: a measurement plan, documented.
03
Action: GTM, GA4 and platform conversions rebuilt; developer work specified where required.
Output: a working data layer.
04
Action: compare platforms and explain the differences that remain.
Output: a documented tolerance instead of a mystery.
05
Action: dashboards and a review cadence.
Output: reporting that gets used.
Doubling spend on top of tracking you have not verified doubles the error, not the return. That is the whole argument for doing this first.
It is unglamorous work with no visible output, which is exactly why it is skipped and why it holds most of the recoverable value in an underperforming account.
Much can be done in Tag Manager alone. Ecommerce purchase tracking and CRM integration usually need some developer time, and I specify precisely what.
Usually yes. Most GA4 problems are configuration, not the platform.
It depends on cycle length and channel mix. The more useful answer is to look at several and understand what each one hides.
The rebuild is a project. A light ongoing check is worth having, because tracking breaks silently whenever the site changes.
If nobody in the business fully trusts the marketing numbers, no other improvement can be verified.