Always Evolving SEO

Analytics and tracking you can make decisions with

GA4, Google Tag Manager, Consent Mode v2, server-side tagging and reporting, set up so marketing and finance look at the same numbers.

Book a discovery call What's included

Problems we fix

  • GA4 revenue doesn't match Shopify or the CRM
  • Conversions counted twice or not at all
  • Consent banner blocking all tracking, or none of it
  • Cross-domain checkouts breaking attribution
  • Ad platforms and GA4 reporting different numbers
  • Dashboards nobody uses because nobody trusts them

How we approach Analytics & Tracking

If nobody trusts the numbers, every marketing decision turns into an argument. The usual causes are predictable: conversions firing twice, consent banners that block tags without telling Google, cross-domain journeys splitting one visit into two, and a GA4 property nobody has looked at properly since it was migrated from Universal Analytics.

We audit and rebuild tracking so it reflects what actually happened: who arrived, from where, what they did and what it was worth. Then we report on it in a way that answers the questions your business actually asks.

What's included

GA4 audit and configuration
Events, key events, custom dimensions, data retention, filters, cross-domain setup and ecommerce tracking checked against what your site actually does.
Google Tag Manager
A clean, documented container with naming conventions, a proper data layer and tags that fire once, in the right order.
Consent Mode v2
Your consent platform wired into Google's consent signals so tags respect user choices and Google can still model conversions you would otherwise lose.
Server-side tagging
Server-side GTM for more durable measurement, better control over what data leaves your site and cleaner conversion APIs for ad platforms.
Attribution and conversion modelling
Attribution model comparisons, assisted conversions and offline conversion imports, so organic and upper-funnel channels get proper credit.
Dashboards and reporting
Looker Studio dashboards built on GA4, Search Console and ad platform data, designed around the decisions they need to support.

Who it's for

Marketing leaders

You need numbers you can take to the board without a caveat on every slide.

Ecommerce teams

Revenue in GA4 doesn't match the platform and you need to know which one is wrong.

Regulated and multi-site businesses

Consent, cross-domain journeys and several properties make tracking complex, and getting it wrong has compliance consequences.

How the work runs

  1. 1

    Measurement plan

    Agree the business questions, the key events that answer them and how each one is defined.

  2. 2

    Tracking audit

    Tag-by-tag review of GTM, GA4 and ad platform conversions, tested in a real browser with consent accepted and declined.

  3. 3

    Rebuild

    Data layer specification for your developers, container changes and consent configuration, all published through versioned GTM workspaces.

  4. 4

    Validation

    Conversions reconciled against your CRM or order system, and debug sessions recorded as evidence.

  5. 5

    Reporting

    Dashboards and a short monthly read on what changed and why.

Analytics & Tracking questions

Something else? Ask us directly.

Do we need Consent Mode v2?

If you advertise with Google and have UK or EEA users, Google requires consent signals for its ad personalisation and measurement features to work fully. Implementing it properly also lets Google model some of the conversions lost when users decline cookies.

Why doesn't GA4 match our ecommerce platform?

Some gap is normal: ad blockers, declined consent and the way each system defines a transaction. Big or growing gaps usually mean duplicate or missing purchase events, broken cross-domain tracking or refunds handled differently. We find which.

Is server-side tagging worth it?

For businesses with meaningful ad spend or strict data requirements, often yes. It gives you more control over what data is sent where and more reliable conversion data for ad platforms. It needs hosting and maintenance, so it isn't the first fix for every site.

Can you fix tracking without a developer?

Much of it, through Google Tag Manager. Some fixes, such as a proper data layer for ecommerce, need a developer, and we'll write the specification for them.

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Let's find out where your growth is hiding.

Book a discovery call. We'll look at your Search Console and analytics with you and tell you honestly where the biggest opportunity is, even if it isn't with us.

Book a discovery call Email Paul