Measurement foundations (GA4, GTM, dashboard)
Most websites are live, but nobody knows what visitors do on them — or there's Analytics installed, but the numbers are noisy, contradictory, and you can't base decisions on them. The goal of measurement foundations is to let you see it from a single, clean source: where they come from, what they do, and what converts.
Setting up GA4 and Google Tag Manager
We set up a fresh GA4 property (or fix the existing one), and manage all measurement code through Google Tag Manager — so in future you can swap tools any time without going back to a developer.
Key events (button clicks, form submissions, scroll depth, add-to-cart, purchase) go in as custom events — not just basic pageview data. This is what separates 'we have Analytics' from 'we can actually work with it'.
Wiring up Consent Mode v2
If you have a cookie banner (ours or someone else's), we set up the Consent Mode v2 signals — so GA4 and Google Ads know exactly what each visitor may be measured for.
This matters because without consent Google provides modelled data — and if Consent Mode is wired up wrong, you get neither the actual nor the modelled numbers. Many advertisers lose 30–50% of measurable data this way without noticing.
Search Console, Meta Pixel, and other tools
We configure Google Search Console and connect it to GA4 — so organic search data (what people find you for, at what position) is available in one place too.
If you advertise on Meta or other channels, we also handle Pixel and Conversion API (CAPI) setup — increasingly important, because iOS and Safari mean the Pixel alone no longer gives a complete picture.
Looker Studio dashboard
Data is worth something when you glance at it and see what's happening — not when you have to log into 4 different interfaces. We build a Looker Studio dashboard with the most important KPIs: traffic, sources, conversions, campaign performance.
We design the dashboard so a manager can grasp it in 2 minutes, and checking it once every two weeks is enough — it's not meant for daily monitoring.
Frequently asked questions
What's the difference between 'having Analytics' and measurement foundations?
The difference is usability. A default GA4 tag sees pageviews, but doesn't tell you how many clicked the quote-request button, how many forms went out, or what a customer costs by source. Measurement foundations track these as explicit events and give you a traceable report on them.
Does it need a cookie banner?
Yes, either yours or ours. Without a cookie banner, Consent Mode can't work properly, and legally you shouldn't fire non-essential cookies either. We usually bundle the two services.
How long does it take?
About 1–2 weeks for the full setup, including the dashboard. After that we suggest reviewing the first data together in 2–3 weeks — that's when the fine-tuning items usually surface.
What if I already have GA4?
Then first we review what's good and what isn't (often a lot is broken), and you get a proposal on what's in place and what to change. You don't always have to start from scratch.