I audit a lot of accounts. The most common finding is not a bad campaign or a slow site — it is that the numbers everyone has been making decisions on were never correct.
Duplicate conversion events. A “lead” that fires on page view. Cross-domain tracking that resets the session at checkout so every sale is attributed to a referral. None of these are exotic; all of them silently invalidate months of optimisation.
What the work covers
- GA4 property configuration, event design and conversion definitions
- Google Tag Manager implementation and container cleanup
- Server-side tagging where browser restrictions have degraded the data
- Conversion API setup for Meta, TikTok and Snapchat
- Cross-domain tracking, including checkout and booking subdomains
- Lead, call and WhatsApp tracking
- E-commerce and enhanced e-commerce tracking
- Consent handling and a defensible position on privacy regulation
- UTM taxonomy that survives more than one campaign
- Looker Studio dashboards built around business questions
- Reconciliation between platform-reported and back-end numbers
- Attribution comparison across models, with an honest account of what each can and cannot tell you
The problems this solves
“Every platform claims the same sale”
Meta, Google and TikTok each report the conversion. Reconciliation against your back end establishes one number everyone can argue from.
“We do not know where leads come from”
Source data lost at form submission, or a CRM that never received it. Fixable, and it usually changes where the budget goes.
“GA4 does not match our sales”
Normally cross-domain, consent or duplicate-event issues. Rarely GA4 itself being wrong.
“Nobody reads the report”
Because it answers questions nobody asked. A dashboard should open with the two or three numbers the business acts on.
A note on attribution
Attribution in 2026 is directional, not exact. Privacy changes, cross-device behaviour and walled-garden reporting mean no model gives you truth. What good measurement gives you is a consistent, honestly-constructed number that moves when reality moves, which is enough to make correct decisions. Anyone selling exact multi-touch attribution is selling confidence rather than accuracy.
Frequently asked
Do we need server-side tagging?
If you spend meaningfully on paid social, it is usually worth it. It materially improves event match quality and therefore delivery. For a small site with modest spend it is often over-engineering. The spend level decides.
Can you fix GA4 without rebuilding it?
Usually. Most GA4 problems are event and conversion definition problems rather than property problems. I would only rebuild if the historical data is already unusable, because rebuilding forfeits year-on-year comparison.
What about privacy regulation?
Egypt’s Law 151/2020, Saudi PDPL and UAE PDPL all impose real obligations, and enforcement expectations are rising. I set up consent handling that is defensible and still leaves you with usable data. I am not a lawyer, and anything sensitive should be reviewed by one.
How long does a tracking audit take?
One to two weeks for most sites. E-commerce with multiple domains, apps or a complex checkout takes longer, mostly because verification, testing that each event fires correctly, is the slow part.