Measurement starts with definitions: what counts as an enquiry, when a sale is complete, which revenue value should be reported and which actions are useful only as diagnostic events. Those decisions guide the tags and conversion settings.

We test successful actions, failed actions and repeated visits. The checks look for events that fire too early, duplicate tags and inconsistent values. Reporting differences are investigated using each system's attribution, counting and processing rules before changes are made.

What is included

The final account, page and implementation scope is agreed before work starts.

GA4 property configuration and data stream setup
Google Tag Manager container build with documented tags and triggers
Conversion and e-commerce event tracking, verified end to end
Google Ads conversion setup or GA4 imports, plus separate event configuration for Meta and other platforms
Meta Conversions API and server-side tracking where appropriate
Cross-domain tracking and consent mode where required
Written documentation you keep

Who this is for

Anyone who cannot confidently say their reported conversions match their actual sales, and any business about to scale ad spend on top of tracking that has never been verified.

Scope and measurement handover

The project is scoped around your website, agreed business events and required integrations. Tracking within a management retainer follows the deliverables agreed in that proposal.

How the work is delivered

We define the business events before changing tags, inspect the current installation, implement the agreed events and test successful, failed and repeated actions. A standard setup usually takes three to five working days after access; ecommerce, cross-domain and server-side work may need a larger scope.

What to expect at handover

The handover records event names, triggers, parameter definitions, test evidence and known limitations. Account ownership stays with you. Third-party tools, complex integrations and consent requirements are assessed before implementation. A difference between Ads and GA4 totals is investigated before being classified as a collection fault.

Use the duplicate lead test matrix · Reconcile Google Ads and GA4

Connect enquiries to qualified leads in your CRM

Common questions

Compare reported events with actual enquiries or orders, allowing for different attribution, dates, counting rules and processing delays. Then run a controlled test. A discrepancy is a reason to investigate, not automatic proof that tracking is broken.

A standard setup takes three to five working days. Complex e-commerce or multi-domain configurations take longer, mostly because verification is slow and worth doing properly.

Yes. Tracking is included with any management retainer, because we will not optimise an account on a signal we have not verified.

A click shows that a visitor opened the messaging route; it does not prove a message was sent or an enquiry qualified. Track the click separately and use conversation or CRM outcomes to report confirmed enquiries where available.

The handover documents the agreed events, triggers, values, account ownership and verification results. It also explains known collection limits and which events represent confirmed outcomes versus interactions such as button clicks.

Let us scope the right next step.

Tell us what you are trying to improve and what is already in place. We will recommend the most useful starting point and provide a clear tailored scope before you commit.

Get a tailored proposal

GA4 and Conversion Tracking Setup