Plan
Each event, its parameters and when it fires, agreed with you and documented in one place.
GA4 and conversion tracking you can rely on.
We set up GA4, Google Tag Manager and Search Console so that every form, call, WhatsApp click and purchase is recorded once, the visitor's consent choice is respected, and each campaign is credited with the leads it brought.
- Stack
- GA4 · Tag Manager
- Every lead
- Recorded once
The tracking loop
Plan. Implement. Reconcile. Repeat.
Tracking breaks quietly: a new form, a changed thank-you page, a consent update. Each cycle checks the numbers against your CRM before anyone reads a report.
Plan
Each event, its parameters and when it fires, agreed with you and documented in one place.
Implement
Tags and the dataLayer built on staging and tested in GTM preview, with consent granted and denied.
Reconcile
GA4 lead counts compared with your CRM and orders, and the gap explained or fixed.
Every releasewith a monthly reconciliation
The tracking layer
Six pieces that decide whether the numbers are right.
The goal is a lead count in GA4 that agrees with the leads in your CRM.
- GA4
GA4 setup
Properties, data streams, events and key events configured for how your business sells.
- Data streams per site
- Key events
- Cross-domain setup
- GTM
Tag Manager
One organised GTM container, with clear naming, versions and a dataLayer from the site.
- Clear naming
- Versioned changes
- A dataLayer from the site
- dataLayer
Conversion events
Forms, calls, WhatsApp clicks, bookings and purchases recorded once, with their value.
- Forms and bookings
- Calls and WhatsApp clicks
- Purchases with their value
- Consent Mode
Consent-aware tagging
Tags that follow the visitor's choice in the cookie banner, tested in each state.
- Cookie banner connected
- Consent Mode signals
- Tested granted and denied
- UTM
Attribution checks
UTM rules, cross-domain links and payment-page referrals fixed so campaigns get credit.
- UTM rules
- Cross-domain links
- Payment-page referrals
- Search Console
Search Console
Verified, linked to GA4, and read alongside conversions instead of on its own.
- Verified per language
- Linked to GA4
- Read with conversions
01GA4 setupGA4
Properties, data streams, events and key events configured for how your business sells.
- Data streams per site
- Key events
- Cross-domain setup
02Tag ManagerGTM
One organised GTM container, with clear naming, versions and a dataLayer from the site.
- Clear naming
- Versioned changes
- A dataLayer from the site
03Conversion eventsdataLayer
Forms, calls, WhatsApp clicks, bookings and purchases recorded once, with their value.
- Forms and bookings
- Calls and WhatsApp clicks
- Purchases with their value
04Consent-aware taggingConsent Mode
Tags that follow the visitor's choice in the cookie banner, tested in each state.
- Cookie banner connected
- Consent Mode signals
- Tested granted and denied
05Attribution checksUTM
UTM rules, cross-domain links and payment-page referrals fixed so campaigns get credit.
- UTM rules
- Cross-domain links
- Payment-page referrals
06Search ConsoleSearch Console
Verified, linked to GA4, and read alongside conversions instead of on its own.
- Verified per language
- Linked to GA4
- Read with conversions
Reconciliation
One lead count, in GA4 and in your CRM.
Most tracking problems are duplicates, gaps and self-referrals. We compare GA4 with what actually happened, and document the gap that remains.
GA4 key events
Leads, calls, WhatsApp clicks and purchases, each recorded once.
CRM conversions
Leads closed in the CRM sent back to GA4 with the Measurement Protocol.
Consent states
Reports read with consent in mind: what was measured, and what could not be.
Campaign tags
UTM rules your team follows, so each campaign gets credit for its leads.
Monitoring
Every key event, watched after every release.
A changed form or a new cookie banner can stop an event without anyone noticing. We check the counts every day and tell you when one moves.
Key events · this week vs last
Sample data| Event | Type | This week | Change | Last week |
|---|---|---|---|---|
| generate_lead | key | 118 | −5% | 124 |
| whatsapp_click | key | 64 | +12% | 57 |
| phone_click | key | 22 | +5% | 21 |
| purchase | key | 41 | 0% | 41 |
| begin_checkout | event | 96 | +3% | 93 |
| form_start | event | 0 | −100% | 188 |
- generate_leadkey · prev 124This week 118Change −5%
- whatsapp_clickkey · prev 57This week 64Change +12%
- phone_clickkey · prev 21This week 22Change +5%
- purchasekey · prev 41This week 41Change 0%
- begin_checkoutevent · prev 93This week 96Change +3%
Recent alerts
Sample01 / 04 · swipe
Reporting cadence
A rhythm you can plan around.
A conversion report in plain language, and checks that catch broken tracking before it reaches the report.
Daily
Automated checks
Key event counts · Zero-event alerts · Tag errors
Weekly
Tracking review
GA4 against CRM counts · New pages and forms · Fixes shipped
Monthly
Conversion report
Leads by campaign · Gaps explained · Next month's changes
Quarterly
Tracking plan review
Events still needed · Consent and privacy changes · Access and ownership
FAQ
Questions about tracking.
Why doesn't GA4 match the number of leads in our CRM?
The usual causes are events that fire twice, forms that redirect before the tag runs, visitors who decline cookies, and leads that arrive by phone or WhatsApp. We find which apply to you, fix what can be fixed and document the gap that remains.
Do we need a cookie banner?
If you use analytics or advertising cookies, privacy rules in many markets expect you to ask first, and Google requires consent signals for some advertising features. We connect your banner to GTM so tags follow each visitor's choice. The legal wording is for your lawyer.
Can you track leads from WhatsApp and phone calls?
Clicks on WhatsApp and phone links are tracked as events. To tie the conversation itself to a campaign, the lead has to be recorded in a CRM, Engage or your own, and sent back to GA4 as a conversion.
Who should own the GA4 and Tag Manager accounts?
Your company. We recommend creating them under your own Google account and giving us user access, so the data and the setup stay with you if suppliers change.
How is this different from your Analytics service?
This service measures your website: visits, campaigns and conversions. Analytics, in our Intelligence services, covers business data such as sales, orders and stock across your CRM and ERP.
Start with a tracking audit
Find out which numbers you can trust.
An audit of every tag, event and conversion, compared with your CRM and orders, with a fix list, whether or not we make the fixes.
The audit covers
- Every tag and trigger in GTM
- GA4 events and key events
- The cookie banner in each state
- Lead counts against your CRM
- A ranked fix list with effort