Infrastructure

Tracking & Analytics Implementation

We build the infrastructure that shows what people do after they reach your website and which actions matter to the business. Measurement starts from real outcomes such as leads, forms, calls, WhatsApp, bookings, checkout, Purchase and revenue. We start with “What do we need to know to make better decisions?”

Google Analytics 4

Google Tag Manager

Google Analytics 4 setupGoogle Tag ManagerGoogle Ads conversion trackingmeasurement framework

EUR 50 / hour

Request a tracking & analytics estimate.

Complementary products

Google Ads Management Meta Ads Management Conversion Rate Optimization (CRO)CRM Integration

Implementation builds or repairs; audit diagnoses.

01PRODUCT READER

First screen

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What problem does it solve?

Installed GA4/GTM/Pixel does not mean correct tracking. Common issues include unclear conversions, click measured instead of success, duplicates, wrong value/currency, missing transaction ID, inconsistent naming, unexplained platform differences, lost UTM/GCLID, broken cross-domain, payment referrals, consent problems, legacy tags and campaigns optimizing toward the wrong action.

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What does the product do?

We build action -> event -> context -> measurement platform -> conversion -> analysis -> decision and define the outcomes, funnel events, parameters, destinations, source/campaign logic, deduplication, domains, consent and validation.

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What you receive

Business objective analysis; measurement strategy/framework/plan; primary conversions; intermediate events; taxonomy and naming; GA4/GTM/dataLayer; forms/direct actions; ecommerce/Purchase; Ads conversion tracking; UTM/GCLID; Pixel/CAPI/deduplication; cross-domain; consent; server-side/first-party where justified; QA, documentation and handover.

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How we work

Understand business -> questions -> primary conversions -> event map -> parameters -> architecture -> implement -> connect -> test -> validate journeys -> document -> handover.

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What we need from you

Website, platform, important actions, forms, journey, checkout/booking, existing measurement/Ads/Meta/CMP/ecommerce/CRM context, documentation and known issues.

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What we do not do / What we do not promise

26. What we do not do

No purpose-free pixels/events, no click=sale, no duplicate Purchase, no automatic PII, no consent bypass, no invented data, no forced platform equality, no server-side for prestige.

27. What we do not promise

No 100% tracking, perfect attribution, identical numbers, retroactive missing data or automatic commercial improvement.

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Frequently asked questions

GA4/GTM, forms, ecommerce, Google Ads conversions, Pixel/CAPI, deduplication, Consent Mode, server-side, UTMs/GCLID and cross-domain can be handled where in scope. Dashboards, CRM and Ads management are separate. Historical uncollected data cannot normally be recreated. No 100% tracking guarantee.

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Tracking means more than installing a script

Installed/Active/visible in debugger does not prove correctness. The right event needs to fire once, at the right time, with the right information.

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Measurement strategy and framework

Business questions are mapped through objective -> KPI -> action -> event -> parameters -> data source. generate_lead may be primary for services; purchase for ecommerce, with supporting funnel events.

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Primary conversions and intermediate events

Not every interaction becomes primary. Funnel events explain behaviour without competing with the commercial outcome.

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Event taxonomy and parameters

Use standard/recommended events where appropriate; custom events for business-specific actions; avoid synonyms. Parameters provide useful context only.

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GA4 and GTM

GA4 may cover streams, events, parameters, key events, ecommerce, cross-domain, referrals and Ads integration. GTM manages tags/triggers/variables/consent; tag count is not quality.

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dataLayer

For structured projects, dataLayer connects website -> data -> GTM -> platforms and can expose transaction/product information. Do not over-engineer simple sites.

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Forms and direct actions

Measure real form success; preserve the boundary Phone click != call, WhatsApp click != sent message, Email click != sent email. Do not automatically send personal form content.

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Ecommerce and Purchase

Measure relevant funnel events and validate Purchase trigger, transaction ID, value, currency, items, quantities, tax, shipping, coupon and duplicates.

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Ecommerce vs analytics

Ecommerce answers real order/status/refund questions; analytics explains journey/source/funnel. Understand differences rather than forcing equality.

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Google Ads measurement

Configure conversion actions, Google tag/GTM/Conversion Linker, GA4 link, value/currency/transaction ID, auto-tagging/GCLID and appropriate primary vs secondary conversion roles.

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Meta Pixel, CAPI and deduplication

Implement Pixel/CAPI and browser-server measurement where required. One real action must remain one real action through deduplication.

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UTM, GCLID and campaign attribution

Use coherent UTM taxonomy and validate auto-tagging/GCLID persistence through redirects and checkout. UTMs complement native attribution.

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Cross-domain and referrals

Maintain journey continuity across domains and distinguish real sources from technical intermediary referrals.

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Consent-aware tracking

Implement CMP/Consent Mode behaviour for default/accept/reject/change states. Technical implementation does not determine legal requirements.

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Server-side and first-party measurement

Use only where justified and account for cost, maintenance, consent, security and complexity. First-party does not mean consent bypass or 100% observability.

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Source of truth and attribution

Ads platforms, analytics, ecommerce, CRM and commercial systems answer different questions. Do not mechanically add platform conversions.

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Measurement does not mean perfect observability

Consent, browsers, devices, external systems, offline actions and missing integrations create real limits. Do not invent precision.

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Relationship with CRM, dashboards, CRO and Ads

Generated lead != qualified lead != won customer. Tracking collects data; CRM continues the commercial process; dashboards present it; CRO and Ads consume it.

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Tracking Implementation vs Tracking Audit

Implementation builds/repairs; audit diagnoses existing infrastructure in depth.

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QA and debugging

Validate consent, triggers, timing, parameters, value/currency/transaction IDs, duplicates, forms, mobile/desktop, checkout, cross-domain, UTM/GCLID, redirects and failure states.

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Documentation, ownership and access

Document tools/accounts/events/taxonomy/consent/integrations/testing/limits. Client controls assets; use permissions rather than passwords.

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Price, individual product and timeframe

EUR 50 / hour; scope varies by platform and infrastructure. Can be standalone or part of a broader System. Separate implementation time from platform data-processing/accumulation time.

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Support intents

Google Analytics 4 setup

Google Tag Manager

Google Ads conversion tracking

measurement framework

Tracking & Analytics Implementation

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