GA4 and Tag Manager, rebuilt so the numbers mean something
Almost every GA4 property we look at was migrated in a hurry, configured by whoever built the site, and never revisited. Events fire on things that are not conversions, internal traffic is counted, channel groupings are wrong, and the tag container has six years of scripts in it that nobody can account for.
This is fixable in a couple of weeks and it is the prerequisite for every other decision you make about marketing. Events that represent real leads, calls and forms both counted, internal and bot traffic filtered, channels grouped correctly, consent handled, and one clean tag container instead of scripts pasted into the theme by three different vendors.
Start by testing what is already there
We submit your forms, call your tracked numbers and watch what appears in GA4 and the ad platforms. That simple exercise finds most problems in an afternoon and it is skipped almost universally, which is why so many accounts optimize against numbers nobody ever validated.
A conversion has to mean a lead
Page views, scroll depth, clicks on a phone link that was never dialed, and duplicate events all inflate conversion counts and teach bidding algorithms the wrong thing. We rebuild the events so each one is something you would be happy to call a lead.
Get the phone into the data
For most service businesses the majority of leads never touch a form. Analytics that ignores calls will consistently undervalue whichever channel drives them, which is usually search. Call tracking is the single highest value addition in most setups.
Filter the noise out
Your own team, your developers, bots, uptime monitors and staging environments all inflate session counts and distort behavior metrics. Filtering them changes the numbers, sometimes uncomfortably, and it is the only way conversion rate means anything.
One tag container, documented
Scripts pasted directly into the theme by different vendors over the years slow the site, conflict with each other, and cannot be audited. Everything moves into one container with a name and a purpose recorded for every tag.
Then set up the reporting
Explorations and a dashboard built around the questions you actually ask, plus the ad platform links so paid and organic can be compared honestly. The setup is only finished when someone can answer a real question with it in under a minute.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
