We build your tracking from scratch.

Why this matters

Google Ads Smart Bidding and Meta's Advantage+ both rely on conversion signals to optimise your campaigns. When those signals are incomplete, or wrong, the algorithms make bad decisions with your money.

A properly implemented tracking stack means every purchase, lead, and sign-up is captured accurately across platforms. Your bidding strategies work better. Your attribution is reliable. And you can actually trust the numbers in your dashboards.

Phase 1

Discovery & planning

We start by understanding your business. What are you selling? What ad platforms are you using? What does a conversion look like for you: a purchase, a form submission, a phone call?

Then we audit what exists. If you already have GTM and GA4 set up, we review what's there and decide what to keep, what to fix, and what to rebuild. If you're starting fresh, we plan the full architecture.

The output is a clear implementation plan: which events we'll track, which platforms they'll feed, and how consent will be handled.

Phase 2

Building the tracking stack

We build everything in a staging GTM workspace so nothing touches your live site until it's verified. Here's what typically gets built:

• Google Tag Manager: clean container with proper naming, trigger groups, and data layer variables. Built to be maintainable, not just functional.
• GA4: custom events aligned to your goals, ecommerce tracking if relevant, cross-domain measurement, and conversions marked correctly.
• Google Ads: conversion actions created and linked, enhanced conversions enabled, value tracking configured where applicable.
• Meta: Pixel events firing client-side, Conversions API sending server-side, event match quality optimised, and deduplication configured.
• Consent Mode v2: integrated with your cookie banner so tags respect consent state and you recover modelled conversions without breaking GDPR.

If server-side tagging makes sense for your setup, for first-party data collection and resilience against ad blockers, we deploy that too.

Phase 3

Testing & validation

Nothing goes live until we've tested every event in real conditions. We use GTM Preview mode, GA4 DebugView, Meta Events Manager, and Google Tag Assistant to verify everything fires correctly.

We test across scenarios: different pages, different consent states, mobile vs desktop, and cross-domain flows if you have them. We also confirm that what arrives in GA4 matches what Google Ads and Meta are reporting. No discrepancies.

Phase 4

Go live & handover

We publish the GTM workspace, confirm data is flowing correctly in production, and monitor for the first few days to catch any edge cases.

You get full documentation of what we built: every tag, trigger, and variable explained. If you have a developer or agency managing your site, they'll be able to maintain it going forward.