A measurement plan before any tags
What business questions the data must answer, which events answer them, and how each is named. Tagging without this produces a property nobody can interpret two quarters later.
Analytics & Reporting
GA4 Setup & Tracking
GA4 and server-side tagging configured to a documented measurement plan — so the numbers mean the same thing in six months and in every report that quotes them.
Free proposal · No contracts over 30 days · Reply within one business day
- Documented measurement plan behind every property
- 1Documented measurement plan behind every property
- What conversions are defined as
- RevenueWhat conversions are defined as
- Median signal recovered with server-side tagging
- +22%Median signal recovered with server-side tagging
The problem
Most GA4 properties were migrated automatically and never configured. Events are auto-collected with meaningless names, "conversions" include newsletter signups next to purchases, and nobody trusts the numbers enough to make a decision with them.
How we do it
What the work actually involves
Conversions that mean money
Qualified leads and revenue, not form views. Every downstream decision — including what the ad platforms optimise toward — inherits whatever you define here.
Server-side tagging where it earns it
Recovers signal lost to blockers and browser restrictions, and gives you control over what leaves the page. It adds complexity, so we recommend it when the recovered data justifies the maintenance.
Consent implemented, not simulated
Consent Mode wired so tags genuinely respect the choice. A banner that stores a preference and changes nothing is a compliance risk with a false sense of safety attached.
Included
What you actually receive
- Measurement plan tied to business questions
- GA4 property configuration and event taxonomy
- Google Tag Manager container build
- Conversion definitions at qualified-lead or revenue level
- Server-side tagging where justified
- Consent Mode implementation
- Cross-domain and offline conversion import where needed
- Documentation and team training
Tools we use
- GA4
- Google Tag Manager
- BigQuery
- Looker Studio
- CallRail
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Migrating automatically and never configuring
Auto-collected events with meaningless names, and "conversions" that include newsletter signups next to purchases. Nobody trusts the numbers enough to decide anything with them.
Counting form views as conversions
Every downstream decision inherits this definition, including what the ad platforms optimise toward. Getting it wrong is not a reporting problem, it is a bidding problem.
A consent banner that changes nothing
Storing a preference and firing every tag regardless is a compliance risk with a false sense of safety attached. Consent Mode has to be wired to actual tag behaviour.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Conversions matching the CRM
- Analytics and reality within a tolerance you agree. If they never reconcile, one of them is not being used.
- Month 1
- Events following the plan
- Share of tracked events with documented names and parameters. It is what makes the data readable in a year.
- At delivery
- Signal recovered server-side
- Where server-side tagging is used, the conversions recovered versus the browser pixel alone.
- Weeks 2–4
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callThey always will. Ad platforms count conversions on their own attribution windows and include view-through; GA4 uses last non-direct click. Neither is wrong, they answer different questions. Pick one as the source of truth for decisions and use the other for in-platform optimisation.
Looking for pricing, contract terms or timelines?
Read all FAQsKeep reading
More analytics & reporting work
- Marketing DashboardsOne dashboard showing spend, leads, cost per lead and revenue by channel — the numbers a decision needs.Read
- A/B Testing ProgrammeTests powered properly, called on pre-declared criteria, and documented so losers stay learned.Read
- Google Ads ManagementSearch campaigns managed against cost per acquisition, with the account in your name and the search terms report open.Read
Ready when you are
Ready to Build Your Next Big Project?
Tell us what you are trying to grow. You will get a straight answer on whether we can help, and what it would cost, within one business day.