Tracking & data collection
Build data you can trust.
Tracking plans, tag management, conversion APIs and consent-aware collection, implemented so every event is counted once and means one thing.
Problems it solves
Can you trust your conversion data?
Tracking grows by accretion: a pixel added for one campaign, events renamed for another, a consent banner bolted on later. The result counts some conversions twice and others not at all.
Duplicate or missing conversions
Events fire twice, or not at all, depending on browser, consent state and page.
Platforms optimize on bad signals
Ad platforms learn from conversions that are miscounted or arrive without the data they need.
No written tracking plan
Nobody can say which events exist, who owns them or what they are supposed to mean.
Leads lose their source
Form and CRM data do not keep the campaign that produced them.
Deliverables
Tracking plan
Events, parameters, conversions and their business meaning, documented.
Tag Manager implementation
Clean GTM or server-side containers, versioned and governed.
Conversion APIs
Meta Conversions API, enhanced conversions and platform APIs where they improve signal quality.
Consent-aware collection
Tags that respect consent choices, with measurement designed around them.
Validation and debugging
Checks that events fire once, with the right parameters, across browsers and devices.
Process
Audit the current setup
Inventory tags, events and conversions; identify duplicates, gaps and risks.
Write the tracking plan
Agree what each event means and which decisions depend on it.
Implement
Build or rebuild containers, APIs and integrations to the plan.
Validate and hand over
Test, document and train the team that will maintain it.
Tools and systems
- GA4
- Google Tag Manager
- Server-side GTM
- Meta Pixel and Conversions API
- Google Ads conversions
- Enhanced conversions
- LinkedIn Insight Tag
- TikTok events
- Consent mode
Questions
Is this just a GA4 installation?
No. GA4 is one destination. The work covers the tracking plan, every platform that receives conversions, the CRM connection and the checks that keep them consistent.
Do we need server-side tracking?
Sometimes. It helps when browser restrictions or ad blockers lose meaningful data, or when you need to control what is sent to platforms. It is recommended only where the benefit justifies the maintenance.
How does consent affect measurement?
Tags must respect the choices visitors make. Measurement is designed around consent, for example with consent mode and modelled conversions where platforms support them, rather than by ignoring it.