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GA4, Google Tag Manager, server-side tracking and consent. The layer everything else depends on, set up properly so the reports sitting on top of it mean something.
In short
Analytics and tracking is the set-up that records what visitors do on your website and where they came from: Google Analytics 4 (GA4), Google Tag Manager, consent, and the reports built on top. We make sure it counts the right things once, respects consent, and answers the questions you actually ask, so decisions about ads, content and the website rest on numbers you can trust.
Tools
GA4, Google Tag Manager, Consent Mode v2, Looker Studio, and server-side tagging where it pays
Where it starts
A tracking audit listing what is broken and what each fault distorts
Existing set-ups
Fixed where possible, so you keep your historical data
Handover
Documented, with training for your team if you want it
We inherit accounts where a conversion fires on page load, where the same enquiry is counted twice, where the consent banner blocks the tag that was supposed to measure consent. The dashboard still fills up. The numbers are still wrong. Decisions get made on them anyway.
Events and conversions mapped to things that matter to you rather than the default set, and channel grouping that stops paid, organic and referral bleeding into each other.
A container with naming conventions, folders and no orphaned tags firing on every page. Documented, so it survives a change of agency.
Consent Mode v2 wired correctly against your real banner, so you keep modelled data without breaking UK and EU rules.
Looker Studio dashboards built around the decisions you make, not around every metric the platform offers.
A tracking audit listing what is broken and what each fault distorts.
A rebuilt GA4 and GTM setup, documented rather than left in someone head.
Consent Mode v2 implemented and tested against the live banner.
A reporting dashboard you open because it answers something.
How it works
01
Every conversion, tag and consent state tested on the live site, with faults listed in order of how much they distort.
02
Which actions are results for your business: enquiries, bookings, sales, calls. Everything else is context.
03
GA4 and Tag Manager repaired or rebuilt, Consent Mode v2 wired to your real banner, and every event tested.
04
A dashboard built around your decisions, plus documentation so the set-up outlives any agency, including us.
Your ad platforms and GA4 disagree about how many leads you got. You are about to spend more on paid media. Or nobody is quite sure what your GA4 property is counting.
Your site has very little traffic. A simple, correct set-up is enough until volume grows, and we will tell you that rather than sell you a bigger one.
Usually fix. Starting again loses your history, which is worth more than a tidy container. We only rebuild when the data model is genuinely beyond repair.
Only if browser restrictions are demonstrably costing you data. It adds cost and complexity, so we check whether it is warranted before recommending it.
Some raw data, yes. Consent Mode v2 recovers much of it through modelling. The alternative is being non-compliant, which is not really an alternative.
Yes, and we write the documentation rather than leaving the knowledge with one person.
They count differently. Google Ads credits a conversion to the ad click that led to it, and its standard reports date it to the day of the click. GA4 uses its own attribution and records the conversion on the day it happened. Consent choices and ad blockers remove some data from both. A small gap is normal; a large one usually means something is set up wrong.
Google's way of adjusting tags to match each visitor's cookie choice. When someone declines, tags send limited cookieless signals and Google models the missing conversions. Since March 2024 it has been needed to keep using Google's audience and remarketing features for visitors from the UK and EEA.
GA4's name for an action you have marked as important, such as a form submission or a purchase. Google renamed GA4 conversions to key events in 2024; conversions now mainly means the actions used for bidding in Google Ads.
Not always. If your questions are simple, a few saved GA4 reports will do. A dashboard earns its place when you need ads, analytics and other sources side by side, or when people outside marketing need to read it.
We will audit your GA4 and Tag Manager and show you which numbers you can rely on and which you cannot.
Get a tracking audit