Every decision becomes a guess
Without conversion tracking, the only numbers you can see are clicks and impressions. Both go up when you spend more. Neither tells you whether you made any money.
Service · GA4, GTM & Pixel
Tracking & Analytics
GA4, Tag Manager and Pixel done right, so you finally know what your ads deliver. This is the least glamorous thing I do and the one that changes the most.
Book a free audit
Tracking is the first of the five checks. It's also the one that fails most often.
Why it matters
Untracked ads don't just hide results — they actively get worse
It's tempting to treat tracking as reporting: nice to have, not urgent. That misreads how the platforms work. Conversion data is the input their bidding runs on. Without it you're not just flying blind, you're telling Google and Meta to optimise toward the wrong thing.
The algorithm optimises toward noise
Smart bidding needs conversion signal. Feed it page views instead of purchases and it will faithfully find you the cheapest possible page views — from people who were never going to buy.
You can't tell channels apart
When Google and Meta each define a conversion differently, both claim the same sale. You end up with reports that add up to more revenue than you actually made, and no way to decide where the next rupee should go.
Fix the measurement first. Everything downstream gets cheaper.
What gets installed
Four pieces, configured to agree with each other
Google Analytics 4
Installed cleanly and configured around the actions that matter to your business, not the defaults. Includes the reports you'll actually open, so GA4 stops being a thing you log into once and abandon.
- Property and data stream set up in your own Google account
- Key events marked as conversions and linked to Google Ads
- Internal traffic and known bots filtered out
Google Tag Manager
One container to hold every tag, so adding or changing tracking later never needs a developer or a site deploy. This is what stops your tracking rotting six months from now.
- Container installed and every existing loose tag migrated into it
- Triggers and variables named so a stranger could read them
- Versioned and published, so any change can be rolled back
Meta Pixel
Installed through Tag Manager and matched to the same event definitions as GA4, so the two platforms stop telling you different stories about the same week.
- Pixel and standard events firing on the right pages and actions
- Duplicate and legacy pixels found and removed
- Verified in Meta's Events Manager before handover
Conversion events
The part that takes judgement rather than clicks. We agree what counts as a real outcome for your business — an enquiry, a booking, a purchase — and only those get marked as conversions.
- Form submissions, calls, bookings and purchases tracked as distinct events
- Soft signals kept as events but deliberately not counted as conversions
- Every event fired by hand and verified live before I call it done
Deliverables
What you're left holding
- Measurement plan
- A one-page definition of what counts Written before anything is installed, agreed with you, so "conversion" means the same thing to both of us and to every platform.
- Live install
- GA4, GTM and Pixel running in your own accounts Created under your email, with you as owner and me as a user you can remove at any time.
- Verification
- Proof that each event fires A short document showing each conversion tested live, so you're not taking "it's installed" on trust.
- Handover
- A walkthrough and written notes Where the container lives, what each tag does, how to check something is still firing, and what to do if the site gets rebuilt.
How to buy it
One-off project, or included in the retainer
You don't have to hire me to manage ads to get your tracking fixed. Plenty of businesses only need this once.
One-off project
Install it, hand it over, done
A standalone engagement. I build the measurement plan, install and verify everything, walk you through it and leave. You keep full ownership and there's no ongoing commitment. This is part of the Setup & First Campaign tier.
- Best if you run ads yourself but can't trust the numbers
- Fixed scope, fixed price, no retainer attached
- You can hire anyone afterwards — the setup isn't locked to me
Included in retainer
Installed first, then maintained
If I'm managing your ads, tracking isn't a line item — it's the first week of work, because I can't do the rest of the job without it. It then gets checked continuously rather than left to drift.
- No separate charge — it's the foundation of the retainer
- Events re-checked when your site or offer changes
- Broken tracking caught in the weekly pass, not three months later
Questions
Tracking, answered straight
Usually not. Most accounts I open have GA4 collecting page views and nothing else — no conversion events defined, not linked to Google Ads, so the platform still can't optimise. Having analytics installed and having useful measurement are different things.
Only enough to install the Tag Manager container once — usually a plugin, a theme setting, or one snippet your developer pastes. After that, everything else happens inside GTM without touching the site again.
For a straightforward site, days rather than weeks. The variable is your platform and how many things need untangling first — old pixels, duplicate tags, a checkout that doesn't expose the data cleanly. I'll give you a realistic estimate after looking, not before.
It stays exactly where it is. Every account is created under your email with you as the owner. You remove my access and nothing breaks — no data leaves, no tags stop firing, and the next person can pick it up because it's documented.
I'll set up tags to respect a consent banner if you have one, and I'll flag anything in your setup that looks like a problem. But I'm not a lawyer and this isn't legal advice — if you're handling personal data at any scale, get a proper review.
Free ad account audit
Find out what your tracking is actually recording
The first of the five audit checks is measurement. I'll tell you which events fire, which don't, and whether the numbers you've been reporting to yourself mean anything.
No obligation, no long pitch. You keep the summary either way.