GA4 Setup & Audits
I review property configuration, data streams, events, key events, referrals, internal traffic considerations, and the measurement needed to understand how visitors use the site.
Analytics & Conversion Tracking
Know what is working before you decide what to optimize next.
I set up, audit, and troubleshoot the measurement behind your website and paid media so leads, calls, forms, purchases, bookings, and other meaningful actions are tracked as accurately and consistently as possible.
MEASUREMENT DASHBOARDLast 30 daysLive data view
Contact form submissions27+18%
Email clicks12+9%
Phone calls18+14%
Book a demo clicks58+22%
Demo form submissions32+17%
Paid media CVR6.4%+0.8 pts
LEAD TRENDLeads over the last year
WEBSITE + PAID MEDIAPerformance snapshot
Pageviews4,860
Avg. time on site2m 18s
Website CVR4.7%
Cost per conversion$74
Returning visitors28%
Illustrative dashboard example — the right metrics, KPIs, and reporting views depend on your website, platforms, CRM, and business goals.
Better decisions start with better measurement.
If conversion data is missing, duplicated, misconfigured, or disconnected from the actions that matter to the business, campaign performance can look better or worse than reality.
I look beyond whether a tag simply fires. I review what is being measured, when it is counted, how platforms receive the data, and whether the setup reflects the outcomes you actually want marketing to drive.
The goal is a cleaner measurement foundation you can use to evaluate performance, guide optimization, and explain what marketing is contributing without pretending every platform will report identical numbers.
Track business outcomes, not every possible click.
A useful measurement plan separates meaningful conversions from supporting engagement so bidding, reporting, and optimization stay focused on the actions that matter most.
What I can help with
Support can range from a focused tracking audit or one-time implementation to troubleshooting an existing setup or rebuilding measurement across your website and advertising platforms.
Google Tag Manager
I implement and organize tags, triggers, variables, data-layer events, and testing workflows so website measurement is easier to maintain and troubleshoot.
Conversion Events
I track actions such as forms, calls, bookings, purchases, registrations, email clicks, demos, and other events that represent meaningful progress toward a business goal.
Advertising Platform Tracking
I connect and validate conversion measurement for platforms such as Google Ads, Microsoft Ads, Meta Ads, and LinkedIn Ads so campaign optimization has stronger signals.
Enhanced & First-Party Signals
Where appropriate, I can support enhanced conversion workflows and other first-party measurement improvements that help platforms recover more useful conversion signal.
Troubleshooting & QA
I diagnose missing events, duplicate conversions, broken triggers, unexpected attribution, inconsistent counts, cross-domain issues, and other tracking problems before they distort decisions.
Not every website action should be treated like a lead.
A strong measurement plan creates a hierarchy. Supporting behaviors can still be useful, but the signals used for reporting and bidding should prioritize the outcomes closest to real business value.
Common measurement tools:Google AnalyticsGoogle Tag ManagerMicrosoft ClarityCRM
Engagement
Important page views, video engagement, scroll depth, button clicks, or other behaviors that add context without automatically becoming a primary conversion.
Lead & customer actions
Qualified forms, calls, demos, bookings, purchases, registrations, applications, or other actions directly tied to the business objective.
Lead quality & revenue
When the systems allow it, CRM outcomes, offline conversions, qualified stages, and revenue can help connect marketing activity to what happened after the initial conversion.
Your tracking stack should tell one consistent story.
The numbers will not always match perfectly across tools, but the setup should be intentional enough that differences can be understood instead of constantly questioned.
Website
The site or landing page produces the behaviors and outcomes we need to measure.
Tag Manager
GTM helps organize how events and platform tags are triggered and maintained.
Analytics
GA4 provides a broader view of traffic, behavior, events, and user journeys.
Ad Platforms
Conversion signals feed Google, Microsoft, Meta, LinkedIn, or other channels used for optimization.
CRM & Reporting
When available, lead outcomes and revenue can help evaluate what happened after the initial conversion.
One source of truth does not mean one tool.
It means each system has a clear role, the important events are defined consistently, and you understand why the same conversion may be counted differently in GA4, an ad platform, and a CRM.
From business goal to tested conversion signal.
I build tracking around the decision the data needs to support—not around a checklist of tags.
Define
Identify the outcomes that matter, the supporting actions worth observing, and how each conversion should be used.
Map
Document where the action happens, what triggers it, which platforms need the signal, and what existing setup needs to stay intact.
Implement
Build or refine the tags, events, platform connections, naming, and conversion settings needed for the measurement plan.
Validate
Test the full path, check for duplicates or gaps, compare systems, and confirm the event behaves the way the business expects.
When analytics & tracking support is useful
You do not need a completely broken setup to benefit from a measurement audit. Small tracking issues can quietly influence reporting and automated bidding for months.
It may be time for a tracking review when…
- Google Ads or another platform shows conversions you cannot reconcile with actual leads.
- Forms, calls, purchases, bookings, or registrations are missing or only partially tracked.
- You suspect duplicate conversions or multiple tags are firing for one action.
- GA4, ad-platform, and CRM numbers differ and no one can explain why.
- You are changing websites, forms, landing pages, CRMs, domains, or advertising platforms.
- You want stronger conversion signals before increasing paid media spend.
The first step may be broader than tracking when…
- The business has not defined what a meaningful lead, sale, or qualified action actually is.
- No one has access to the website, tag manager, analytics, or advertising accounts needed to diagnose the setup.
- The website flow itself is changing so quickly that any new tracking would immediately need to be rebuilt.
- Lead quality is not recorded anywhere, making deeper attribution impossible without a process change.
- The goal is perfect attribution across every touchpoint rather than a practical measurement system that supports decisions.
Measurement stays connected to the marketing decisions it supports.
You work directly with me from the tracking plan through implementation and validation. I can handle a focused analytics project or support measurement as part of ongoing paid media and marketing work.
Business context firstI define conversions around what makes a lead, customer, or action valuable—not simply what is easiest to track.
Plain-English explanationsI explain what is being measured, where the data goes, what the limitations are, and what I would trust for decision-making.
Cross-platform perspectiveI connect website analytics with Google, Microsoft, Meta, LinkedIn, reporting, and downstream lead information when those systems are part of the scope.
Analytics & Conversion Tracking FAQs
Google Analytics 4 is an analytics platform used to understand traffic, behavior, events, and user journeys. Google Tag Manager is a tag-management system that can help deploy and organize analytics and advertising tags. They work together often, but they serve different purposes.
Yes. A large portion of tracking work is reviewing an existing setup, testing the conversion path, identifying gaps or duplicate signals, and deciding what should be kept, removed, or rebuilt.
I regularly work with conversion measurement for Google Ads, Microsoft Ads, Meta Ads, and LinkedIn Ads. The exact implementation depends on the website, campaign type, consent requirements, available first-party data, and platform capabilities.
Enhanced conversions are a Google Ads measurement feature that can use hashed first-party customer data, when collected and implemented appropriately, to improve conversion measurement. Whether it is a fit depends on your conversion flow, data collection, consent, and technical setup.
Differences can come from attribution models, reporting windows, conversion definitions, event timing, consent, cross-device behavior, import settings, and how each platform credits an interaction. The goal is not always identical totals; it is a setup where the differences are understood and the right system is used for the right decision.
Yes. Depending on the site and tools available, I can support form submissions, click-to-call actions, calls from ads, bookings, purchases, registrations, demo requests, email clicks, and other meaningful website or advertising conversions.
Potentially. If the CRM, website, identifiers, and advertising platforms support the required data flow, I can help plan or implement offline conversion and downstream lead-quality measurement. I will scope this based on the systems involved rather than assuming every CRM can be connected the same way.
I can help make sure the measurement implementation respects the consent setup and technical requirements provided for the site, and I can coordinate with your developer or consent-management platform. I do not provide legal advice, so privacy-policy and compliance decisions should be reviewed with qualified legal counsel when needed.
Want more confidence in your conversion data?
Tell me what you are trying to track, which platforms are involved, and what looks wrong or incomplete today. I’ll review the details personally.