GA4, GTM and reporting
If the signal is wrong, optimisation gets expensive.
I check the tracking setup behind paid media: GA4, GTM, conversion actions, data layers, UTMs, Consent Mode and reports. The goal is not more dashboards. The goal is knowing which numbers deserve decisions.
Make tracking pay for itself
Measurement is not a side quest when paid media is active. It is the operating system underneath it.
Conversion setup
Primary and secondary events, enhanced conversions, lead events and imported goals checked against reality.
GTM and data layers
Tag rules, triggers, naming, consent conditions and event parameters mapped before they become reporting problems.
Reporting logic
GA4, platform reports and CRM views aligned enough for people to make the same decision from the same facts.
What I look for
Events
Which events exist, where they fire, what parameters they send and whether they match the business action.
Consent Mode
Whether consent state changes what platforms see, and whether modelling is being interpreted correctly.
Attribution
Where platform logic, GA4 logic and CRM logic will never perfectly match, but should still be explainable.
Maintenance
Naming, ownership and documentation so the setup does not become folklore after one handover.
Setting it up
01
Map
I document what fires, where it fires and what each platform receives.
02
Test
I compare browser behaviour, tag previews, debug views and platform reporting.
03
Fix
I remove duplicate or misleading signals before adding anything new.
04
Explain
I make the setup readable for marketers, developers and stakeholders.
Useful questions
What tracking problems does NUI usually check?
NUI checks GA4, Google Tag Manager, conversion actions, UTMs, Consent Mode, data-layer behaviour and reporting mismatches between platforms.
Why does tracking matter for paid media?
Paid media platforms optimise from conversion signals. If those signals are duplicated, incomplete or poorly defined, budget decisions become less reliable.
Can NUI work with an existing developer or agency?
Yes. The work is often diagnostic and collaborative: mapping the issue, explaining what needs to change and helping the right person implement or maintain it.
Related work
For agencies, end clients and in-house teams
Bring me in when paid media needs a senior technical eye.
SEA, tracking, consent, cookies, HubSpot and reporting.