Analytics setup that survives an audit
Most tracking problems are not about missing tools. They are about events that fire twice, conversions that never reach the ad platform, and phone calls that nobody counts. I fix that — and then prove the numbers reconcile.
Five things I set up
- → GA4 and GTM from scratch. Event schema, dataLayer design, e-commerce, cross-domain, internal traffic filtering. Not a default install — a measurement plan first, then the tags.
- → Server-side tagging. When ad blockers and browser limits eat your data, events go through your own container instead of the browser.
- → Call tracking into the CRM. For businesses where people phone instead of filling forms, this is usually where half the conversions were hiding.
- → Enhanced Conversions and offline import. So the ad platform optimises towards real sales, not towards form submissions that never close.
- → BigQuery and dashboards. Raw GA4 export, SQL models, Looker Studio or DataLens. Event-level data, no sampling, updated by itself.
Typical problems I get called for
- × GA4 and the ad platform report different conversion numbers
- × Events fire twice, or fire on page load instead of on the action
- × Traffic to a booking tool or a subdomain loses its source
- × Phone calls are invisible, so half the campaigns look unprofitable
- × Reports are built by hand every month and nobody trusts them
How the work goes
- 1 Audit. I go through the current setup and list what is broken, why, and what it costs you in lost data.
- 2 Measurement plan. Which events matter for your business and how they map to your funnel. Agreed before anything is built.
- 3 Implementation. Tags, triggers, variables, server-side if needed.
- 4 Verification. Every event tested and reconciled against the source — the CRM, the store backend, the phone system.
- 5 Documentation. So your team knows what fires where, and the next person does not start from zero.
One example
An auto service was running paid ads and could not tell which campaigns worked. Most of their customers called instead of filling forms, so the ad platform saw almost no conversions and optimised towards the wrong traffic.
I set up 18 events in GA4 through GTM, connected call tracking to their CRM, and enabled Enhanced Conversions. After that, calls and offline sales appeared in the same reports as online ones — and it turned out the campaigns they were about to switch off were the ones bringing customers.
Send me your setup
Describe what you track now and where the numbers stop making sense. I will look and tell you what is actually wrong — before we talk about scope or money.