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Google Analytics 4 is Google’s current analytics platform. It measures websites and apps with an event-based data model, where page views, clicks, form submissions and purchases are all recorded as events with parameters. It replaced Universal Analytics, which stopped processing data in July 2023.

Common causes are a tag that fires on the wrong trigger, a changed thank-you page, consent settings that block the tag, a checkout on another domain, or conversions imported from GA4 with a different counting method. An audit checks each of these in Tag Manager Preview, the browser network log and Google Ads diagnostics.

Server-side tracking sends events from the browser to a server container you control, usually on a subdomain of your site, before they are forwarded to platforms such as GA4, Google Ads or Meta. It gives you more control over what data leaves your site. It does not override a visitor’s consent choices.

Not strictly, but for most businesses it is the practical choice. Tag Manager keeps tracking code in one managed place, adds version history and preview testing, and lets tags change without editing site code each time.

The Meta Conversions API sends conversion events from a server directly to Meta alongside the browser Pixel. When both send the same event with a shared event ID, Meta deduplicates them, which gives more complete conversion data.

Yes. The audit reviews GA4, Tag Manager, Google Ads and Meta conversions, ecommerce events, consent configuration and duplicate events, then gives you a prioritised list of issues and fixes.

Yes. We implement GA4 recommended ecommerce events from product views through purchase and refund, with transaction IDs, values and item data, and connect the same purchases to Google Ads and Meta. Shopify, WooCommerce and custom checkouts are supported.

Enhanced Conversions is a Google Ads feature that sends hashed first-party customer data, such as an email address, with a conversion. Google uses it to match conversions to signed-in users, which improves measurement when cookies are limited.

Consent Mode lets Google tags adjust their behaviour based on the visitor’s consent choices. Version 2 uses four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization. It is required for sites using Google advertising features with visitors in the European Economic Area.

It depends on scope. A focused fix or a standard GA4 and Google Ads setup can take a few days. A full implementation with server-side tagging, several ad platforms and ecommerce events usually takes one to three weeks, including validation.