Tracking that still works after the next platform update.
GA4, server-side tagging, conversion tracking, attribution. The plumbing under every report and every ad-spend decision. If the numbers lie, nothing downstream is trustworthy. I set up tracking that keeps working after the next browser update, so the reports you make decisions from are reports you can actually believe.
- GA4
- Server-Side GTM
- Conversion Tracking
- Attribution
- Tracking Plans
Who this is for.
Owners whose ad platform conversion numbers don't match GA4, which don't match the CRM, which doesn't match the bank account. Businesses relying on tracking built three years ago by someone who has since left. Anyone about to spend real money on paid media and wanting the foundation right before scaling up.
Also for SMBs that inherited a mess of pixels, tags, and conversion events from a succession of agencies and have no idea what's firing, where, or whether any of it is accurate anymore.
What you get.
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GA4 set up properly Events, conversions, audiences, and data warehouse export configured to actually answer business questions. Not the default install; a custom setup aligned to your funnel and KPIs.
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Server-side tagging where it earns its keep A dedicated server-side GTM container on your subdomain, with events routed to Google Ads, Meta CAPI, TikTok Events API, and GA4. More accurate, more resilient, and less vulnerable to ad blockers and ITP.
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Conversion tracking you can reconcile Enhanced conversions for Google Ads, CAPI for Meta, offline conversion imports for CRM-driven leads. Numbers that reconcile between platforms within a reasonable tolerance.
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Attribution that fits the business Data-driven attribution in GA4, custom lookback windows where appropriate, and a written document explaining which channel gets credit for what, and why.
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A tracking plan you can reference A written document mapping every event, conversion, parameter, and audience to the business question it answers. Lives in your Drive, not ours. When a platform update breaks something or you hire a new analyst, this is the spec that tells them what was supposed to happen and why.
How the work runs.
Analytics engagements are often one-time projects rather than ongoing retainers. Once tracking is clean, it usually stays clean until a platform update breaks something or the business adds a new channel. Project-based with a clean handoff, or a light retainer for monitoring. Either works.
Current-state audit
Full review of what's firing, where, and whether it's accurate. Documentation of gaps, broken events, and redundant tracking.
Specs & build
Implementation plan written. Server-side container provisioned. Events and conversions rebuilt. Engineering involvement coordinated if needed.
Validation & reconciliation
End-to-end testing. Platform conversion numbers reconciled against source of truth. Discrepancy report and acceptable tolerance documented.
Handoff or monitoring
Full documentation delivered. Optional light retainer for monitoring, platform update response, and ongoing implementation requests.
Common questions.
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Do I need server-side tagging?
Probably, if you're spending meaningful money on paid media and you care about the numbers. Safari's ITP and iOS restrictions cut a noticeable portion of client-side events. Server-side tagging recovers most of it, but it isn't free: there's a hosting cost and a setup cost. I'll tell you honestly whether the juice is worth the squeeze for your account.
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Can you migrate from Universal Analytics to GA4?
Yes, though by 2026 most businesses have already made the move. If you're still relying on UA or have a half-finished GA4 setup with broken conversions, I can clean it up. Historical UA data is gone from Google's side, so migration now is about getting GA4 set up properly, not preserving history.
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What attribution model should I use?
For most SMBs, data-driven attribution in GA4 plus a simple last-click reality check is enough. Custom multi-touch attribution models are usually more trouble than they're worth below a certain budget. I'll recommend what fits the business, not what sounds most sophisticated.
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What happens when Google or Apple changes the rules again?
They will. Between iOS ATT, Safari ITP restrictions, cookieless Chrome, and the slow retirement of client-side pixels, every 12 to 18 months something breaks. My job during the engagement is keeping your tracking ahead of these changes. New work gets built toward the direction platforms are clearly heading: server-side, first-party, durable. The tracking plan you're left with documents the design choices, so when the next shift hits, there's a written record of what the setup was trying to do.
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Can you work alongside an in-house engineering team?
Yes, often. Server-side tagging and CAPI integrations typically need engineering to ship container and endpoint changes. I write the specs, validate the implementations, and keep the project moving without becoming a bottleneck on your team's roadmap.