Analytics and tracking
Tracking you can trust: GA4, Tag Manager and server-side tagging
PPC tracking is the setup that tells Google Ads, Microsoft Advertising and Meta which clicks became leads or sales. If it is wrong, automated bidding optimises to the wrong thing and every report misleads. We set up and audit GA4, Google Tag Manager, consent mode, enhanced conversions and server-side tagging so the numbers your campaigns run on match what actually happened in your business.
In short
- Conversions checked against your own records
- Consent handled properly
- Server-side where it is worth it
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Signs your tracking is wrong
- Google Ads reports more leads than your inbox received.
- Conversions are counted on page views of a thank-you page that can be reached without filling in the form.
- GA4 and Google Ads disagree wildly about the same campaign.
- Sales from an online shop are counted twice when customers refresh the confirmation page.
- Phone calls, which may be most of your enquiries, are not tracked at all.
- Nobody can say which version of the tag is live or who set it up.
What we set up
| Piece | What it does |
|---|---|
| Google Tag Manager | One place to manage every tag on the site, with versions and a record of changes |
| GA4 | Site analytics, key events and audiences, linked to Google Ads |
| Google Ads conversions | Direct conversion tags for the actions that matter, with values |
| Enhanced conversions | Hashed first-party data, such as an email address, sent with a conversion to improve measurement |
| Consent mode | Passes each visitor's cookie choice to Google's tags so they behave accordingly |
| Call tracking | Calls from ads and the website counted above a minimum length |
| Meta Conversions API | Server-to-server events so Meta still counts conversions when the pixel is blocked |
Consent in the UK
UK privacy law requires consent before non-essential cookies are set, and Google's EU user consent policy applies to users in the UK as well as the EEA. Consent mode lets Google's tags adjust when a visitor declines, and Google can model some of the conversions it can no longer observe. Google's requirement to send a verified consent signal currently applies to traffic from the EEA rather than the UK, but a proper consent banner and consent mode are still the right setup for any UK site that uses advertising cookies.
Server-side tagging
Server-side tagging moves tags from the visitor's browser to a server you control, using a Google Tag Manager server container. It can make data more complete and the site faster, and gives you more control over what is shared with each platform. It also has a monthly hosting cost and needs maintaining, so we recommend it when the ad spend or the data quality problem is large enough to justify it, not by default.
Related
Where this connects
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
B2B PPC
Paid search for long sales cycles, where one lead can be worth a year of clicks.
Free PPC audit
A written review of your account, tracking and landing pages, free and yours to keep.
Questions people ask us
Do I need Google Tag Manager?
Not strictly, but it is the easiest way to manage several tags safely, keep a record of changes and test before publishing. Most sites running paid ads benefit from it.
What are enhanced conversions?
A Google Ads feature that sends hashed first-party data, such as an email address, along with a conversion. Google hashes it with SHA256 before use and matches it to signed-in users to measure conversions more accurately.
Is server-side tracking worth it?
When your ad spend is significant or data loss from blocked browser tags is distorting results, often yes. For a small account the hosting and maintenance cost can outweigh the gain.
Why do GA4 and Google Ads show different numbers?
They count differently: different attribution models, time zones, conversion windows and treatment of consent. Some difference is normal; a large one usually means a setup fault worth finding.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.