GA4 & Conversion Tracking

The measurement foundation
your marketing needs.

You can't optimise what you can't measure. It's a cliche because it's true, and yet I regularly encounter businesses spending thousands on SEO, PPC, and content marketing with analytics setups that are fundamentally broken. Missing conversion events, double-counted transactions, misconfigured goals, and GA4 properties left on default settings since the day they were created. If your measurement foundation is wrong, every decision you make on top of it is built on sand.

I offer GA4 and conversion tracking as a dedicated service because I've seen first-hand how much it matters. Some of the biggest wins I've delivered haven't been SEO tactics at all; they've been fixing a client's tracking so they could finally see which channels were actually driving revenue. Once you have accurate measurement in place, the right strategic decisions tend to become obvious. My approach covers the full stack: Google Tag Manager configuration, GA4 event architecture, cross-platform conversion tracking, e-commerce data layer implementation, and integration with advertising platforms and CRM systems.

What's Included

What does a tracking
setup include?

⚙

GA4 Setup & Configuration

Full Google Analytics 4 implementation or audit of your existing setup. Property configuration, data stream settings, custom dimensions, user properties, and data retention policies, all configured to best practice standards rather than left on defaults that miss half your data.

  • Property and data stream setup
  • Custom dimensions and metrics
  • User property configuration
  • Data retention policies
  • Internal traffic filtering
🎯

Conversion Event Architecture

Custom event design around your actual business goals. Form submissions, phone clicks, downloads, scroll depth, video engagement; every meaningful user action captured accurately through Google Tag Manager with proper event parameters and naming conventions.

  • Custom event architecture
  • Form submission tracking
  • Click and engagement events
  • Google Tag Manager setup
  • Event parameter configuration
🛒

E-Commerce Tracking

Complete e-commerce measurement implementation including product impressions, add-to-cart events, checkout steps, and transaction data. Built on a clean data layer that gives you full visibility into the purchase journey from product view to completed order.

  • Data layer implementation
  • Product impression tracking
  • Checkout funnel events
  • Transaction and revenue data
  • Promotion tracking
🔗

Cross-Platform Integration

Connect your analytics with Google Ads, Meta, LinkedIn, and other advertising platforms. Accurate conversion data flowing back to your ad platforms means better automated bidding, more efficient spend, and clearer attribution of which channels generate real revenue.

  • Google Ads conversion linking
  • Meta Pixel configuration
  • LinkedIn Insight Tag setup
  • Server-side tracking options
  • Consent Mode v2 implementation
📈

Documentation & Handover

A documented measurement plan that defines what you're tracking, why, and how. Includes event naming conventions, tagging specifications, QA procedures, and data governance guidelines your team can follow long after the implementation is complete.

  • Event naming conventions
  • Tagging specification document
  • Data governance guidelines
  • QA and testing procedures
  • Team handover and training
Why Work With Me

Why does proper tracking
setup matter?

Everything Else Depends on It

I've lost count of the projects where the first step was fixing broken tracking. Getting your measurement right isn't glamorous, but it's the single most impactful thing you can do for your digital marketing. Your data analysis, your reporting, your strategy decisions: all of it depends on the numbers being accurate in the first place.

Proves SEO's Commercial Impact

Accurate tracking unlocks the ability to tie organic search performance directly to revenue. When you can prove that SEO generates a measurable return on investment, budget conversations get easier and strategy decisions get sharper. I've explored this relationship in more depth in my guide on SEO costs and proving ROI. Without proper measurement, SEO remains a line item that's hard to justify.

Full-Stack Understanding

I work across GA4, Google Tag Manager, Looker Studio, BigQuery, server-side tagging, and advertising platform integrations. This isn't a narrow specialism; it's a comprehensive understanding of how the entire measurement ecosystem fits together, which means fewer gaps and fewer surprises when the data starts flowing.

How It Works

How does a tracking
implementation work?

01

Audit Existing Setup

I review your current tracking in detail: what's firing, what's missing, what's misconfigured. This includes GTM container review, GA4 event validation, and data accuracy checks against known conversion numbers.

02

Define Measurement Plan

Together we define the events, conversions, and custom dimensions that align with your business goals. This becomes the blueprint for the entire implementation and ensures nothing important gets missed.

03

Implement & Test

Tags are built in GTM, data layers configured, and every event tested thoroughly in debug mode before going live. No guesswork; every data point is validated against expected behaviour across devices and browsers.

04

Document & Handover

You receive full documentation of your measurement setup: what's tracked, how it works, and how to maintain it. Your team has everything they need to keep things running accurately as your site evolves.

Common Questions

Tracking setup
questions answered.

Most GA4 setups I audit have significant issues. Common problems include properties left on default settings with no custom event configuration, missing conversion events for key actions like form submissions or phone clicks, double-counted transactions, and internal traffic inflating the data. If you set up GA4 by installing the tag and haven't touched it since, there's almost certainly work to do. A tracking audit will identify exactly what needs fixing.

GA4 is where your data lives and gets reported. Google Tag Manager is the tool that sends data to GA4 (and other platforms) by managing the tags on your website. Think of GTM as the delivery mechanism and GA4 as the destination. They work together: GTM fires tags when specific user actions happen, those tags send event data to GA4, and GA4 processes and displays that data. Setting them up properly as a pair is what makes your measurement accurate.

Yes, ecommerce tracking is one of the most valuable implementations I do. A proper setup includes data layer configuration for product impressions, add-to-cart events, checkout steps, and transaction data. This gives you full visibility into the purchase journey. The implementation depends on your platform, but I've worked across Shopify, WooCommerce, Magento, and custom-built stores.

A standard GA4 and GTM setup for a lead generation site typically takes one to two weeks from audit to go-live, including testing. E-commerce implementations are more complex and usually take two to four weeks. I always include thorough QA testing in debug mode before anything goes live, because pushing broken tracking to production creates more problems than having no tracking at all.

Every implementation I deliver includes Google Consent Mode v2 integration, which ensures your tracking respects user consent choices while still collecting modelled data where consent is denied. I configure consent banners to work properly with GTM's consent signals so that tags only fire when appropriate, and GA4 uses behavioural modelling to fill gaps without compromising user privacy. This is essential for GDPR compliance.

Ready to Start?

Know exactly where your
revenue comes from.

Not sure if your tracking is telling the full story? Let's find out, and build a measurement foundation you can rely on for every revenue decision you make.

Get your free tracking audit → View all services