What does a GA4 and Google Tag Manager implementation include?

A GA4 account audit, configuration of events and goals, Google Tag Manager integration, reports and dashboards, Consent Mode v2 and, if you want it, training for your team. We start with a measurement plan and finish with validation against source data.

Can you take over a set-up that someone else built?

Yes. We configure GA4 from zero or after taking it over from someone else. A takeover starts with an audit to see whether the existing data is complete, clean and up to date.

How can I tell whether GA4 is collecting data correctly?

Check that events fire at the right moment, that transactions are counted once, that values and currencies are correct and that sources and campaigns are identified properly. Useful tools are GTM preview mode, GA4 DebugView, tag diagnostics and a comparison with source data, such as orders in your shop.

Why do GA4 numbers differ from my shop's orders?

Differences come from consent choices, measurement blocking, returns and different reporting rules. We compare analytics data with your orders to understand the gap, and we use transaction IDs to catch duplicates.

Does Google Tag Manager replace GA4?

No. Google Tag Manager manages how tags are implemented, and GA4 analyses the data they send. You need both set up correctly, with the data layer passing complete information about events, products and transactions.

Which events should we track?

It depends on your business model. A shop needs purchase, add_to_cart and begin_checkout with values. A service company needs generate_lead and contact events. Primary conversions judge results, and supporting events help you understand behaviour.

Do you implement Consent Mode v2?

Yes. We set the default consent states, integrate with your consent management platform, update the signals after the user's choice and verify the result in diagnostic tools. It supports measurement, but it does not replace a legal assessment of your compliance.

Do you train our team to read the data?

Yes. Training or team support is part of the service, so your people learn to read the data and to understand what it shows. Contact us to agree the scope for your team.

GA4 and GTM

GA4 and Google Tag Manager implementation, done sensibly

We set up GA4 and Google Tag Manager properly, from scratch or after taking over someone else's set-up, so your data is complete, clean and useful. You see where visitors come from, where you lose customers, what works best and what to fix, including scroll, forms and sales.

Order a GA4 set-up Web analytics services

Google Premier Partner 2026
Top 3% of Google Ads agencies in Poland
Microsoft Advertising Partner
Campaigns in 25 export markets

Why GA4 needs more than an installed tag

Without data you cannot optimise marketing. GA4 shows what works, provided it is set up well and someone knows how to read it. A good GA4 and Google Tag Manager implementation answers four plain questions: where do your visitors come from, where do you lose customers, what works best and what is worth improving.

Data without context is just numbers. So we do not only measure. We draw conclusions and help you act, from configuration through reports to analysis. This work is the foundation of our wider web analytics service.

What a well-configured GA4 gives you

Control over your sales funnel.
Knowledge of which sources actually sell.
Information on which campaigns are worth scaling.
Less guessing and more decisions.

What we do

A full configuration, either from zero or after taking over a set-up from someone else.

GA4 account audit

We check that your data is complete, clean and up to date: that events fire at the right moment, transactions are not counted twice, values and currencies pass correctly and sources and campaigns are identified properly.

Events and goals

We measure what users really do: clicks, scroll, forms and purchases. Primary conversions judge the results, and supporting events explain the behaviour behind them.

Google Tag Manager integration

Order in your tags and more flexibility. GTM manages analytics and marketing tags from one place, without editing the site code for every change.

Reports and dashboards

Data matched to your business goals and your team. Custom dashboards can bring GA4 together with ad platforms and your CRM through APIs.

Learn more

Consent Mode v2

We implement Consent Mode v2 and integrate it with your consent platform, so data is collected in line with the rules and stays usable in your campaigns.

Training and team support

We teach your team to read the data and to understand what they are looking at.

How a GA4 and GTM project runs

We start with the business, not with the code. Not every company needs a data warehouse and elaborate dashboards from day one, so the foundations come first.

Audit
We verify your tools and the quality of the data you already have.
Measurement plan
We define conversions, KPIs and data sources before touching any tags.
Implementation
We configure GA4, Google Tag Manager, events and integrations.
Validation
We test that the data is correct and compare it with source data.
Reporting
We build dashboards and agree the definitions of your indicators.
Development
We analyse results, give recommendations and extend the set-up as you grow. Some companies need only a one-off audit. Others need ongoing monitoring, API integrations and their own analytics environment.

What we configure in GA4

GA4 analyses traffic and events across websites and apps. Unlike Universal Analytics, it is built on events rather than mainly on sessions and pageviews. Installing the code is not enough, so we set up and verify:

data streams and measurement settings
events and their parameters
key events that correspond to your conversions
ecommerce measurement and transaction values
integrations with Google Ads and other sources
attribution and reporting settings

Google Tag Manager and the data layer

Google Tag Manager runs your analytics and marketing tags from one place. You configure tags, triggers and variables, for example to send an event to GA, Google Ads or another platform, and you do not touch the site code for each change. The key element is the data layer: the layer of data your site passes on, with information about events, products, transactions and purchase stages.

GTM does not replace GA4. GTM manages the implementation, and GA4 analyses the data. Both need verifying together, which we do in GTM preview mode, GA4 DebugView, tag diagnostics and by comparison with source data. If you also want raw event data in the cloud, see BigQuery implementation for marketing.

Events we typically measure

A conversion is an action with business value. A click is not always a conversion, so we set measurement up to limit false and duplicated events.

Event	What it records
purchase	A completed purchase, with its value
generate_lead	A valuable enquiry
add_to_cart	A product added to the basket
begin_checkout	The start of the purchase process
sign_up	A completed registration
Contact events	Clicks on a phone number or email address, separating a click from an actual contact

Consent Mode v2 and your tags

Google Consent Mode v2 adjusts how Google tags behave according to the consent your consent management platform passes on. It works through four signals: analytics_storage, ad_storage, ad_user_data and ad_personalization. In an implementation, we set the default consent states correctly, integrate with your consent platform, update the signals after the user's choice, check the order in which tags fire and verify it all in diagnostic tools.

Consent Mode is not a way to collect unlimited data without consent. It can support modelling of missing information, but it does not recover every lost event, and an implementation does not replace a legal assessment of your compliance with privacy and cookie rules.

Common GA4 mistakes we fix

Reports can look credible even when the data is wrong. These are the problems we meet most often:

events counted twice, so one conversion reaches the system more than once
wrong goals, with low-value interactions treated as primary conversions
no transaction value, so you see the number of purchases but not what they are worth
an incorrect data layer, with incomplete or wrong product data
unclear campaign tagging, which makes traffic sources ambiguous
Consent Mode problems, where consent signals and tag firing do not match the configuration
no sales data, so marketing is judged by forms alone
no checks after site changes, when an update breaks measurement and nobody notices

Why wrong conversions are expensive

Passing wrong conversions to automated ad systems is especially costly. The algorithm then optimises for the wrong actions. That is why conversion quality matters for every Google Ads campaign, and why we check the data before we advise on scaling the budget.