GA4 audit & rebuild
Event taxonomy that means something, key events marked correctly, channel groupings and attribution settings that reflect how people actually find you, and internal traffic properly excluded.
Service
Analytics & Tracking
Every optimisation decision you make rests on a number. If that number is wrong, the decision is wrong — and you will not find out for months. This is the work that makes the rest of it trustworthy.
The least visible work with the largest consequences
Broken tracking does not announce itself. Campaigns keep running, dashboards keep filling, reports keep going out. It just quietly teaches the bidding algorithm the wrong lesson, every day, until you are spending confidently on the thing that does not work.
I have opened accounts where a thank-you page refresh counted as a second purchase, where Performance Max was claiming credit for brand searches, and where a tag had silently stopped firing on mobile three months earlier. In each case the reports looked completely normal.
What I fix
Google Tag Manager
A clean container: naming conventions, no duplicate tags, no orphaned triggers, and documentation so the next person can work out what it does.
Server-side tracking
Conversions API for Meta, enhanced conversions for Google, server containers where the volume justifies it — with matching event IDs so nothing gets counted twice.
Consent Mode v2
Wired to your actual cookie banner, with modelling configured so you keep usable data without ignoring what people consented to.
Offline conversions
Qualified-lead and closed-won status imported back from your CRM, so the platforms optimise for revenue instead of form submissions.
Cross-platform reconciliation
Making GA4, Google Ads, Meta and your back office agree — or at least documenting exactly why they differ, which is often the more useful outcome.
The audit
Most engagements start here. It is a fixed-scope piece of work and it produces a document, not a conversation:
- Every tag, trigger and variable inventoried, with what it does and whether it still should
- Each conversion action traced from user action to platform report, testing for missed and duplicated events
- Reported conversions reconciled against your actual orders or CRM records
- Consent flow tested in both states — granted and denied
- A prioritised fix list, severity-ranked, with the revenue impact of each where it can be estimated
Tools
Google Analytics 4, Google Tag Manager (web and server), Google Ads conversion tracking and enhanced conversions, Meta Pixel and Conversions API, Microsoft Clarity, HubSpot, Looker Studio — and ConvoPixel, the free WordPress plugin I built for ChatGPT Ads conversion tracking.
Frequently asked questions
How do I know my tracking is wrong?
The usual signs: platform-reported conversions that do not match orders in your back office, a conversion count that jumped or fell on a date nobody can explain, thank-you page refreshes counted as extra sales, or GA4 and Google Ads disagreeing by more than about 10%. If any of those sound familiar, the tracking is worth a look before anything else.
What is server-side tracking and do I need it?
Instead of the browser reporting a conversion directly to the ad platform, your own server does. It survives ad blockers, ITP cookie limits and closed tabs. If a meaningful share of your audience uses Safari or blockers — which is most audiences now — it typically recovers conversions the browser was losing.
Will this make my site slower?
Done properly it usually makes it faster. Most sites I audit are carrying several years of accumulated tags, half of which fire on every page for tools nobody uses any more. Consolidating into a clean GTM container generally removes more weight than it adds.
Is this GDPR and DPDP compliant?
It is built to be. Consent Mode v2, integration with your cookie banner, hashed customer data rather than plain text, and IP handling set appropriately for your regions. I am not a lawyer and this is not legal advice — your privacy policy and consent requirements remain your responsibility.
Do you work with GA4 migrations or audits?
Yes, both. GA4 audits are common: a property that was migrated quickly in 2023 and never revisited, with events that do not map to anything useful and key events that were never marked as such.
Related services
Performance Marketing
Paid media on Google and Meta, managed to profit rather than to clicks.
Conversion Rate Optimisation
Turning the traffic you already pay for into customers.
Lead Generation
A predictable flow of qualified leads at a cost you can plan around.
E-commerce Growth
Shopping feeds, Performance Max and the unit economics underneath them.
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