Tracking and analytics services

Most accounts I look at do not need more tags. They need the existing ones to fire once, at the right moment, with the right values. The audit finds what is missing, duplicated or misconfigured, and ranks it by how much it affects your ad spend.

A measurement plan comes first: which actions matter to your business and what each event should carry. Then a clean Tag Manager container that someone else can understand a year from now.

Ad platforms can only optimise toward what they see. I set up conversions so each lead or sale is counted once, with the right value, in every platform you advertise on.

A server-side Tag Manager container receives events on your own subdomain and forwards them to each platform. It gives you more reliable collection and control over what each platform receives. It does not override consent choices, and I will tell you if your site is unlikely to benefit before you pay for it.

If you have visitors from the UK or EU, Google requires consent signals for ads personalisation and measurement. I connect your cookie banner to Google tags so the default and updated states are sent correctly. Consent Mode is a technical setup; it does not replace legal advice on your banner text.

For lead generation, the form fill is only the start. I track calls and forms with their source, then send qualified leads and closed deals from your CRM back to Google Ads, so bidding learns which leads were worth paying for.

Once the data is right, one dashboard is enough: spend, leads, cost per lead and the outcomes that matter to you, by channel and campaign.

Search and Performance Max campaigns, built after the tracking is verified so bidding learns from real leads and sales.

Campaigns for lead generation and ecommerce on Meta and TikTok, set up after the Pixel and server events are working.