Analytics & Tracking Setup
Accurate tracking is the foundation of every decision. GA4, conversion tracking, server-side tagging, and attribution — set up properly from day one.
Everything You Get
GA4 & GTM Setup
Property configuration, data streams, enhanced measurement, custom events, and ecommerce tracking — all properly structured.
Conversions API (CAPI)
Server-side tracking for Meta, Google, and TikTok. Recover the 20-40% of events lost to ad blockers and iOS restrictions.
Google Ads Tracking
Primary and secondary conversion actions, Enhanced Conversions, offline conversion imports from your CRM.
Cross-Domain Tracking
If your funnel spans multiple domains or subdomains, we configure linked domains so the user journey isn't broken.
Consent Management
GDPR-compliant cookie consent that works with Google Consent Mode v2. Respects user choices without destroying your data.
Data Layer Architecture
Structured data layer for GTM to access dynamic values — product IDs, transaction amounts, user properties.
How We Work
Tracking Audit
We review everything currently in place: what fires, what doesn't, what double-counts, and what's missing entirely.
Conversion Definitions
Before writing a single line of code, we define every conversion action, its value, and its priority. This becomes the source of truth.
Implementation
GA4, GTM, platform pixels, Conversions API, consent management, data layer — deployed and configured.
End-to-End Testing
Every conversion path tested on desktop and mobile. We verify that GA4, Google Ads, and Meta all agree (within expected variance).
Documentation & Handoff
UTM naming conventions, event documentation, and a tracking map so your team knows exactly what's measured and how.
Why Most Tracking Setups Are Broken
We’ve audited hundreds of analytics setups. The majority have at least one critical issue: double-counted conversions, missing events, broken cross-domain tracking, or consent implementations that block 40% of data.
Bad data leads to bad decisions. You can’t optimise campaigns, allocate budget, or evaluate performance if the numbers you’re looking at are wrong.
What We Actually Fix
Double-counting: We test every conversion path and use transaction IDs to deduplicate. A single purchase should fire one purchase event, not three.
Platform discrepancies: GA4, Google Ads, and Meta will never show identical numbers. We document expected variance and investigate when the gap exceeds reasonable bounds.
Privacy signal loss: Cookie consent and iOS restrictions can eliminate 20-40% of your conversion data. We implement Conversions API and Google Consent Mode to recover as much signal as possible.
Missing offline conversions: For lead gen businesses, the most valuable conversion (a closed deal) happens outside your website. We connect your CRM to Google Ads so the algorithm knows which leads actually converted.
Attribution: The Honest Version
No attribution model is “correct.” They’re all simplifications of complex human behaviour.
We use data-driven attribution as the default in Google Ads and GA4, check everything against blended ROAS (total revenue / total ad spend), and never make major budget decisions based on a single platform’s attribution data.
We’re upfront that Meta and Google will both claim credit for the same conversion. We track view-through conversions separately. And we acknowledge that upper-funnel impact is usually bigger than last-click numbers suggest.
Platforms We Work With
Common Questions
Different attribution windows, different counting methods, different processing times. A 10-20% discrepancy is normal. Above that, something is likely misconfigured.
1-2 weeks for standard setups, 3-4 weeks for complex ecommerce with CRM integration. The time investment pays for itself immediately.
Yes. We set up offline conversion imports so Google Ads knows not just who filled out a form, but who became a qualified lead or closed deal.
We implement GTM Server-Side for clients who need maximum data accuracy. This routes tracking through your own domain, reducing data loss from ad blockers.
We configure consent management that's GDPR-compliant and works with Google Consent Mode v2. We follow best practices, though we recommend consulting a legal advisor for specific compliance questions.
Yes. Enhanced Conversions send hashed first-party data (email, phone) to improve conversion matching. This is increasingly important as third-party cookies phase out.
Ready to Scale Your Analytics Results?
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