Data & Intelligence
GA4 / GTM
We rebuild GA4 and Google Tag Manager around the decisions you need to make, so you know what each number counts and what it misses.
The problem
Your GA4 numbers don't match your CRM or ad platforms, and nobody can say which is right.
GA4 usually goes in late in a website project, with no written plan. Tags pile up, one action fires under two names, and the knowledge leaves with whoever set it up.
The mismatch gets read as a broken tool. Part of it is a defect. Part is method: ad platforms credit conversions under their own rules, and visitors who decline cookies under KVKK or GDPR can't be followed. The work is separating the two, fixing the first and documenting the second.
You may recognize this
- Orders or leads differ across GA4, CRM and ad platforms, with no written explanation.
- A large share of sessions sits under Unassigned or Direct.
- Ad tags still fire after a visitor rejects cookies.
How we work
Measurement plan and taxonomy
We work back from your team's decisions to the events and parameters each one needs. Developers get a data layer spec, with fields like transaction_id defined once.
Consent Mode
We connect your consent platform to Consent Mode v2 and test every tag in granted and denied states. Whether denied-state pings are acceptable is a call for your legal counsel.
Server-side and BigQuery
Where justified, a tagging server on your own subdomain controls what vendors receive, at the cost of hosting and upkeep. BigQuery export keeps raw events beyond GA4's retention window.
QA and handover
Events are checked in GTM Preview and DebugView, then reconciled against orders or CRM records before handover.
What we deliver
- Measurement plan
- Event and parameter dictionary
- Data layer specification
- Cleaned, versioned GTM container
- GA4-to-CRM reconciliation sheet
How we measure
- Reconciliation gap against orders or CRM: a stable, explained gap means the data is usable.
- Unassigned traffic share: as it falls, channel reports become usable.
- Events outside the taxonomy: a rising count is the first sign of decay.
An online store with off-site payment
Illustrative scenario: An online retailer's payment step runs on a third-party domain. Buyers return as new sessions credited to the provider, so campaigns lose the sale. We'd list the provider as an unwanted referral and send purchase with a transaction_id, so a reloaded thank-you page can't count twice.
Common questions
Why won't GA4 ever match our CRM exactly?
Your CRM records the transaction. GA4 records what a browser let it see. Declined consent, ad blockers and device switching live in that gap, so we explain it and set a tolerance.
Do we need server-side tagging?
Often you don't. It earns its cost when you run many third-party tags or send conversions through an API, and it removes no consent obligation.
Can you fix the setup without losing history?
Past GA4 data can't be reprocessed. We run old and new events side by side briefly, then annotate the changeover so nobody misreads the trend.
Before we work together, let's think together.
Requests are answered by the founder.