ANALYTICS AND TRACKING SERVICES

GA4 and conversion tracking setup, done by developers

Most tracking is set up once, in a hurry, by whoever launched the site. Then the site changes, a form is rebuilt, a new campaign starts, and the tracking quietly stops matching reality. Months later, you are making budget decisions on numbers that are wrong.

We set tracking up the way we build software: planned, tested and documented. Because we are developers as well as marketers, we can add events in the code, send conversions from the server and fix breaks ourselves, rather than guessing from inside a tag manager.

Start with what counts

Before we touch GA4, we agree what a real enquiry is for your business. For most service businesses it is a submitted form, a call over a certain length, a booking or a WhatsApp message. Those become your key events. Everything else is useful context, but it is not a conversion, and we do not send it to your ad platforms as one.

GA4 and Tag Manager, set up cleanly

We create or tidy your GA4 property, link it to Google Ads and Search Console, and set the right retention and filters. In Tag Manager, every tag, trigger and variable is named consistently, so anyone who opens the container later can follow it. We write down what each event means and where it is sent, and hand that document to you.

Server-side conversions and Consent Mode

Browsers and phones now block much of what tracking scripts used to see. Server-side conversions send the enquiry from your own server to Google Ads and the Meta Conversions API, matched and deduplicated, so your data is more complete. We pair this with Consent Mode v2 and a banner that defaults to denied until a visitor agrees. Your data stays as full as consent allows, and you stay on the right side of UK privacy rules.

Call tracking

For many businesses the best enquiries come by phone. We set up tracked numbers by source, record calls over a set length as conversions and send them to your ad platforms, so a phone call from an ad counts the same as a form.

Dashboards you can read

A dashboard should answer the questions you actually ask: how many enquiries did we get, from where, and what did each one cost? We build a Looker Studio report around those questions, fed automatically. Where you use a CRM, we can link enquiries through to the work they became, so you see revenue by channel rather than just leads.

The foundation for everything else

Tracking is the first thing we set up in any growth marketing work, because it decides whether the rest can be judged fairly. Google Ads and Meta Ads both optimise towards the conversions you give them, and SEO is only worth measuring in enquiries. If you are moving platforms, our guide to moving off WordPress without losing your rankings covers keeping tracking and search intact through the switch. For a site built around enquiries, see the Casibus case study.