Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
CRM Integration
Tag Manager & Tracking
One Source of Truth for Every Click and Conversion.
We set up Google Tag Manager (the box that holds your tracking codes) and the tracking around it. It works the same way across your marketing and CRM, and it respects visitor privacy choices. You get clean data you can trust when you decide where to spend.
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Event Coverage on Key Pages
95%+
Data Quality Score
↓ 50%
Time to Trusted Insights
80+
Tag & Tracking Projects
Why Most Tracking Setups Are a Mess
Common Tracking Problems
- Duplicate or conflicting tags firing on the same page
- Inconsistent event naming and parameters across tools
- Missing context (UTM, referrer, page type) on conversions
- Client-side only data that gets blocked or lost
- No single source of truth - every platform tells a different story
Our Approach
We treat tracking as part of your foundation. We build a clean, documented setup with saved versions (usually Google Tag Manager, plus server-side tracking where it helps), so every tool gets the same accurate data about each visit and sale.
Clean, Consistent, Privacy-Aware Tracking
Tag Management & Data Layer
- Standardized Data Layer: A single, well-documented data layer that all tags and tools consume. No more guessing what "event" means.
- Google Tag Manager Best Practices: Version control, workspaces, triggers, variables, and templates used correctly and consistently.
- Server-Side Tagging (where valuable): Move sensitive or high-volume events server-side for reliability and privacy.
Privacy & Quality
- Consent-Aware Tagging: Respect user choices and only fire allowed tags.
- Enhanced Matching & Deduplication: Better attribution without relying solely on fragile third-party cookies.
- Validation & Monitoring: Automated checks and alerts so bad data is caught before it poisons reports.
Our Tag Manager & Tracking Process
01
Current Tracking Audit
Inventory every tag, event, and data source. Identify duplicates, gaps, naming inconsistencies, and privacy issues.
02
Data Layer & Event Design
Define a clean, future-proof data layer and standard event taxonomy that works across all your tools.
03
Google Tag Manager Implementation
Build triggers, variables, tags, and templates in a maintainable, version-controlled way.
04
Server-Side & Enhanced Tracking
Move appropriate events server-side, implement enhanced matching, and connect to CRM for closed-loop data.
05
Validation, Testing & QA
End-to-end testing on real user flows, debug view validation, and cross-tool reconciliation.
06
Documentation, Training & Monitoring
Deliver clear docs, train your team, and set up ongoing monitoring and alerts for data quality.
FAQ
Common questions
What to know before you get started.
Why is our current tracking so inconsistent across tools?
Most setups grow organically with different people adding tags over time using different naming conventions and data layers. We bring order by designing a single source of truth (the data layer) that every tool consumes consistently.
Do we really need Google Tag Manager, or can we just hardcode tags?
GTM (or an equivalent tag manager) is almost always the right choice for maintainability, version control, and the ability to add or change tags without developer deployments. We use it correctly as a professional tool, not as a dumping ground.
What is a data layer and why does it matter?
The data layer is a standardized JavaScript object on the page that contains all the information tags need (page type, user info, product details, UTM values, etc.). When every tag reads from the same clean data layer, you get consistent events across GA4, Google Ads, Meta, and any other tool.
How do you handle consent and privacy regulations in tracking?
We implement consent-aware tagging so only approved categories fire. We use server-side tagging where it helps with privacy, and we make sure all tracking respects your consent model and legal requirements.
Can you fix tracking without touching our website code everywhere?
Often yes. Most fixes happen inside Google Tag Manager and server-side containers. We only need developer changes for data layer improvements or new page types. Many tracking problems can be fixed from the tag manager alone.
What about server-side tagging - is it worth it?
For most companies running paid media at scale, yes. It improves data reliability (less blocking), enables better enhanced matching, and can reduce page weight. We implement it selectively for the highest-value events.
How do you make sure events are actually firing correctly?
We use GTM preview/debug mode, GA4 debug view, and end-to-end tests with real user flows. We also reconcile platform numbers against CRM data and set up ongoing monitoring so bad data is caught quickly.
How long does a proper tracking cleanup usually take?
A focused audit and high-impact fixes are often live in 2-4 weeks. A full redesign of the data layer, migration of all tags, and server-side setup for a complex site can take 6-10 weeks. We deliver in phases so you get value fast.
Can you help us move from UA to GA4 properly?
Yes. We don't just migrate the old structure. We redesign events and parameters around the questions you actually need answered in GA4, implement server-side where helpful, and make sure historical context is preserved as much as possible.
How do you handle tracking on single-page apps or heavy JavaScript sites?
We work with your developers to ensure the data layer is pushed at the right moments in the app lifecycle. We use history change triggers, custom event listeners, and sometimes MutationObservers or framework-specific hooks to catch the right moments.
What kind of documentation do you provide?
We document the data layer schema, every event and its parameters, trigger logic, and any custom variables or templates. The goal is that your team (or future vendors) can understand and extend the setup without reverse-engineering.
How do you monitor tracking health after launch?
We set up alerts on sudden drops in key events, unusual latency, or error rates in GTM/GA4. We also run periodic audits and provide a simple health dashboard your team can check.
Can bad tracking actually hurt our ad performance?
Yes. If Google or Meta receive incomplete, duplicate, or wrong conversion data, they will aim at the wrong things and waste budget. Clean tracking is one of the most useful fixes for paid ads.
Do you work with other tag managers besides Google Tag Manager?
We primarily use GTM because of its power and ecosystem, but we have experience with other managers and can work within whatever your team already uses or prefers.
How do we get started with better tracking?
Book a free tracking audit. We'll inventory your current setup, identify the biggest gaps and risks, and deliver a clear plan with priorities so you can see exactly what trustworthy data would be worth to your business.
Ready to finally trust the numbers in your reports?
Get a free tracking audit. We'll show you exactly what's broken and what clean, consistent tracking would deliver.
Get My Free Tracking Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓