01 / CAPTURE
↘︎
Define the events that matter
Map the actions that represent real progress — purchases, qualified leads, booked calls, subscriptions or meaningful funnel stages.
Tracking & measurement
Make your data
usable again.
I audit and rebuild conversion measurement across GA4, GTM, Google Ads and Meta so the numbers are consistent enough to guide budget, bidding and reporting — not just fill another dashboard.
GA4GTMMeta CAPIGoogle AdsServer-sideConsent Mode
Where measurement breaks
The ad platforms are only as good as the signals you give them.
Tracking problems rarely look dramatic. More often, they quietly distort reporting and teach bidding systems to optimise toward the wrong thing.
01
Platforms disagree
GA4, Google Ads, Meta and your CRM all report different versions of the same conversion.
02
Events fire more than once
Duplicate tags or mixed browser/server events inflate conversions and make performance look better than it is.
03
Every lead looks equal
Campaigns optimise for form fills even when the business cares about qualified leads, booked calls or completed sales.
04
Consent changes the picture
Tags behave differently before and after consent, leaving gaps that nobody notices until reporting no longer reconciles.
Measurement signal flow
Live events
SourceWebsite / CRM
CollectionGTM / Server
DestinationsGA4 / Ads
Illustrative example — shows how a single conversion flows through your tracking setup, from the website to the platforms you report on.
EVENTgenerate_leadreceived
VALUEpurchase · €184.00matched
CRMqualified_leadsent back
CONSENTanalytics_storagegranted
Clean event logicDeduplicatedValidated
Before →︎ after
What cleaner measurement
can look like.
Illustrative example only — the numbers below demonstrate the type of discrepancy a tracking rebuild is designed to reduce. They are not presented as a guaranteed client result.
Before
Fragmented setupMeta leads vs CRM0% gap
Duplicate event rate0%
Conversions with value0%
Qualified lead feedback0%
→︎
After
Validated measurementMeta leads vs CRM0% gap
Duplicate event rate0%
Conversions with value0%
Qualified lead feedback0%
The point
Not “more data.” Better agreement between systems, fewer false signals and a measurement model that reflects the business outcome.
The system
Capture it. Verify it.
Use it.
02 / VERIFY
↘︎
Make the systems agree
Check event logic, values, deduplication, consent behaviour and platform discrepancies before the data is trusted.
03 / ACTIVATE
↘︎
Feed better signals back
Send the right conversion data to Google and Meta so bidding learns from the outcomes the business actually values.
Principle
The tracking stack should disappear into the background. What remains is a cleaner answer to a simple question: what should we do next?
What can be included
Built around the gaps
in your current setup.
01
GA4 & GTM architecture
Event structure, parameters, triggers, conversions, cross-domain logic and cleaner container organisation.
02
Google Ads conversion tracking
Primary and secondary actions, values, enhanced conversions and validation against the website or CRM.
03
Meta Pixel & Conversions API
Browser and server event setup, event IDs, deduplication, data quality checks and lead or purchase events.
04
Server-side measurement
Server container architecture where it materially improves resilience, signal quality or control over event delivery.
05
Consent behaviour
Review of what fires before and after consent, including Consent Mode and compatibility with the consent setup in use.
06
CRM & offline conversion feedback
Where possible, push later-stage outcomes back to advertising platforms so they can learn beyond the initial form submission.
How the project runs
Fix the foundation.
Then trust the data.
01
Audit
I review the current setup, compare what each platform records and identify missing, duplicated or misleading events.
02
Design
We decide what should count as a conversion, what information each event needs and where that data should be sent.
03
Implement
The agreed setup is built in GTM, GA4 and the relevant ad platforms, including server-side or CAPI components where appropriate.
04
Validate
I test the full journey, resolve discrepancies and document the setup so future campaign or website changes do not silently break measurement.
FAQ
Questions before
we touch the tags.
Yes, in most cases. Browser-based tracking alone loses a growing share of data to ad blockers, Safari/Firefox tracking prevention and cookie limits, so server-side tracking is strongly recommended if you want accurate, durable measurement. I scope it to the level each project actually needs, but I default to recommending it rather than treating it as optional.
Yes. Most projects start with an existing setup. I normally audit what is already there first, keep what is sound and rebuild only the parts that are creating unreliable data.
Often, yes. The exact method depends on the CRM and sales flow, but the measurement plan can include qualified lead stages or offline outcomes instead of treating every form submission as equally valuable.
Consent behaviour is part of the implementation, not an afterthought. I check what fires before and after consent and make sure the measurement design matches the consent setup you are using.
Yes. An audit can be delivered as a standalone engagement with the issues, priorities and recommended fixes documented for your team or developer to implement.
It depends on the website, platforms and whether CRM or server-side work is involved. A focused audit is much faster than a full measurement rebuild; I scope the work after seeing the current setup.
Message
Tell me what
you want to improve.
Share a few details about your setup and goals, and I'll reply within 1–2 business days.