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Specialization · Google Tag Manager & Google Analytics 4

A clean container. A GA4 property that answers questions.

Structured Google Tag Manager containers and correctly configured GA4 properties, so the reports your team opens every week are ones they can rely on.

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What it is

Google Tag Manager decides what gets measured on your website and where that data is sent. Google Analytics 4 is where much of it is analysed. Both are easy to install and surprisingly easy to set up badly.

This service covers the design, build and cleanup of both: a container with a clear structure, a data layer your developers can maintain, and a GA4 property configured to reflect how your business actually works.

Why businesses need it

  • Default GA4 is not a finished setup

    Out of the box, GA4 collects generic events. Key events, custom dimensions, data retention, filters and cross-domain settings all need deliberate configuration.

  • Containers decay over time

    Years of quick fixes leave duplicate tags, paused experiments and triggers no one remembers. A structured container is faster, safer and easier to change.

  • Everything else depends on it

    Ad platform conversions, audiences and reporting dashboards all inherit the quality of the GTM and GA4 foundation underneath them.

Problems it solves

Sound familiar?

These are the situations that usually lead someone to get in touch.

  • GA4 reports full of '(not set)', unassigned traffic or self-referrals
  • Key events that count the wrong action or count it twice
  • A GTM container with dozens of unnamed or duplicate tags
  • E-commerce revenue in GA4 that doesn't line up with the store
  • Internal and developer traffic mixed into production data
  • Tags that ignore the site's consent banner
Workspace · Tags
6 tags · structured
  • GA4 · configGoogle TagConsent initialised
  • GA4 · view_itemGA4 EventCE – view_item
  • GA4 · add_to_cartGA4 EventCE – add_to_cart
  • GA4 · purchaseGA4 EventCE – purchase
  • Ads · purchaseAds ConversionCE – purchase
  • Meta · PurchaseCustom templateCE – purchase

Illustrative workspace · demo data

Container structure

A container anyone can read.

Consistent naming, one trigger per business event and variables that are reused rather than duplicated. When something needs changing later, it takes minutes instead of an investigation.

  • Naming conventions

    Platform · event — so every tag explains itself.

  • Event-driven triggers

    Tags fire on data layer events, not fragile click selectors.

  • Versioned releases

    Each publish is named and described, so changes can be traced.

What is included

Scope of the work.

Every engagement is scoped to what you actually need — these are the building blocks it is assembled from.

  • 01

    Container architecture

    Naming conventions, folders, reusable variables and a structure that stays readable as it grows.

  • 02

    Data layer specification

    A written spec of every data layer push, ready for a developer to implement or for me to build.

  • 03

    GA4 property setup

    Data streams, retention, attribution settings, referral exclusions and internal traffic filters.

  • 04

    Key events and conversions

    Business actions defined as key events and linked to Google Ads where relevant.

  • 05

    E-commerce events

    GA4's recommended e-commerce events with complete item arrays and consistent values.

  • 06

    Custom dimensions and metrics

    The extra context your reports need, registered and documented.

  • 07

    Consent mode

    Tags wired to your consent platform so that behaviour follows each visitor's choice.

  • 08

    Container cleanup

    Auditing an existing container, removing dead weight and consolidating duplicates safely.

Technologies used

The stack behind this service.

Chosen per project to fit the platforms you already use.

  • Google Tag Manager
  • Google Analytics 4
  • Google Ads
  • Looker Studio
  • Microsoft Clarity
  • Hotjar

Implementation process

How the work is carried out.

Clear stages, so you always know what is happening and what comes next.

  1. 01

    Review

    I export and review the current container and GA4 configuration, and list what should be kept, fixed or removed.

  2. 02

    Specify

    The data layer and event structure are written down before anything is built.

  3. 03

    Build

    Tags, triggers, variables and GA4 settings are implemented in a workspace and versioned clearly.

  4. 04

    Test and publish

    Everything is verified in GTM preview and GA4 DebugView before it is published to the live site.

FAQ

Questions about GTM & GA4.

What is the difference between GTM and GA4?

Google Tag Manager is the tool that deploys and controls tracking on your website. GA4 is an analytics product that receives and reports on that data. GTM sends; GA4 analyses. Most setups need both to be configured well.

Can you work with a container someone else built?

Yes. I start by documenting what is there, then fix or restructure it in a separate workspace so that nothing changes on the live site until it has been tested.

Do you set up dashboards as well?

I can configure GA4 explorations and reporting views as part of the work, so the events we build are actually visible and usable. Larger reporting projects can be scoped separately.

How long does a typical setup take?

It depends on the size of the site and how much needs to be tracked. After an initial review I'll give you a clear scope and timeline before work begins.

Related services

Start a conversation

Let's talk about GTM & GA4.

Tell me what you're working with and what you need. I'll reply with next steps and, where it makes sense, an audit of your current setup.

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