GA4 and GTM
A clearer event plan before another tracking tag.
A setup is more useful when the events match the questions your team needs to answer. We document what should be measured, then check the agreed implementation.
- Event naming and definitions agreed
- Consent dependencies documented
- Documented in your own accounts
You are probably here because
Does this sound like your week?
- GA4 shows half the purchases Shopify does.
- Duplicate purchase events inflate revenue.
- Nobody knows what half the GTM tags do.
- Conversions do not feed Google Ads properly.
- The universal analytics set-up was never rebuilt for GA4.
What we actually do
What do we actually do?
01
Audit
Every tag, trigger and event compared against what the store or CRM recorded.
02
Event plan
A written measurement plan: which events, which parameters, which conversions.
03
Implementation
Selected GA4 and GTM configuration, with parameter requirements and consent dependencies.
04
Verification
Test and QA evidence, duplicate-event checks and a comparison with store or CRM data.
What you get
What do you get?
- Event naming and definitions
- Selected GA4 and GTM configuration
- Parameter requirements
- Test and QA evidence
- Duplicate-event checks
- Consent dependencies
- A handover record
How it runs
How long does it take?
01
Audit
Tags, events and conversions compared with source data.
02
Plan
Measurement plan agreed.
03
Build
GTM and GA4 configured and tested in debug.
04
Reconcile
Data compared with the source; handover record.
Examples
Can we show you how this would work for you?
Client examples will be published when approved for sharing. In a free preliminary diagnosis we look at your business, marketing and website and explain where we would start.
When this is not the answer
When should you not buy this?
- You need advanced attribution modelling: that is a separate attribution project.
- You want identical numbers in every tool. Systems can legitimately differ; we explain why.
Analytics
GA4
Event-based analytics for sites and apps.
Tag management
Google Tag Manager
Tags managed without editing site code.
Server-side tracking
Stape
Server-side tagging, where the setup needs it.
FAQ
What do buyers ask about GA4 and GTM?
What is GA4?
Google Analytics 4 is Google’s event-based analytics platform for websites and apps. It records actions such as page views, add-to-carts and purchases as events.
What is Google Tag Manager?
Google Tag Manager is a free tool for adding and managing tracking tags (GA4, Google Ads, Meta and others) without editing your site’s code every time, with version history and preview testing.
Why does GA4 show fewer purchases than Shopify?
Common causes are ad blockers, consent choices, events firing on the wrong page, payment pages that break the session, and COD orders confirmed outside the website. An audit shows which apply to you.
How long does a GA4 set-up take?
It depends on the site and the agreed events. The scope covers the measurement plan, implementation, testing and documentation.
Do we need server-side tracking as well?
Not always. Server-side tagging can help in some setups, but it adds cost and does not remove consent requirements or guarantee complete measurement.
How do you handle consent?
Consent dependencies are part of the plan. We configure the agreed tags to follow your consent banner; your legal obligations remain yours to confirm.
Can you fix an existing messy GTM container?
Yes. Most projects start by removing duplicate and broken tags, renaming everything clearly and rebuilding the events that matter.
Is installation the whole job?
No. The scope should include verification and documentation. We do not add a second purchase event simply to make a report look fuller.
Next step
Discuss GA4 and GTM setup.
A free preliminary review of your business, marketing and website, with suggested priorities for what to tackle next.
No obligation. We’ll contact you about the next step.