GA4 is the standard for web analytics, but how it’s configured determines the value of the data. We set up GA4 properly from the ground up: property structure, data streams, event tracking, and conversion definitions. Custom events track the actions that are relevant to your business—not just page views. Audiences and segments help you analyze specific user groups. For Google Ads, we set up the integration so that campaign data flows directly into GA4. We build explorations and custom reports tailored to your questions: Which pages convert best? Which traffic sources bring in qualified visitors? We regularly check data quality and clean up spam traffic, duplicate events, or incorrect configurations. This ensures that GA4 delivers reliable figures you can count on. An analytics and tracking agency spends most of its time on this work—not just on the dashboard.

Proper tag management is the technical foundation for reliable tracking. We use Google Tag Manager to centrally manage all tracking codes: GA4, Google Ads, Facebook Pixel, LinkedIn Insight Tag, and custom events. Each tag is assigned a clear trigger that defines when it is activated. Variables control which data is collected. This reduces errors and makes the setup transparent. We implement new tags without your web development team having to modify the website code. This saves time and minimizes risks. We test every change in debug mode before it goes live. We fully document the container structure so that you or another service provider can always understand what triggers what, where, and why.

Tracking and data protection don’t have to be at odds with each other. We rely on consent management platforms that are GDPR-compliant and configure them so that only the data for which consent has been given is collected. Server-side tracking via the Google Tag Manager Server Container enables data to be processed in a privacy-friendly manner without sending it directly to U.S. servers. We also evaluate and implement cookie-less tracking alternatives such as Matomo. We coordinate the technical implementation with your data protection officer and document all data flows. We test consent banners for proper functionality: Are tags actually loaded only after consent is given? Are opt-out requests respected? In conjunction with accessibility measures, we ensure that the consent dialog is accessible to all users.

Without accurate conversion tracking, you won’t know if your website is working. Together, we’ll define what counts as a conversion: form submissions, phone calls, downloads, purchases, or specific page views. Each conversion is recorded as an event in GA4 and Google Tag Manager and attributed to the correct marketing channel. For Google Ads, we set up Enhanced Conversions to maintain data quality even with limited cookie tracking. We also track micro-conversions such as scroll depth, video playback, or clicks on key elements. This data is incorporated into your landing pages and campaign optimization. Regular checks ensure that all conversions are firing correctly. Faulty tracking costs you data—and thus the basis for decision-making—which is why monitoring is so important.

Simply having data in GA4 isn’t enough—it needs to be organized in a way that your team can work with. We build dashboards in Looker Studio that clearly display your most important KPIs: traffic sources, conversion rates, top landing pages, and campaign performance. Each view is tailored to a specific audience: Senior management needs different metrics than the marketing team. In addition to interactive dashboards, we also provide automated reports via email, either monthly or weekly. The reports include not only numbers but also analysis and recommendations. Upon request, we’ll discuss the results during a monthly call. We also build dashboards for Google Ads, social media, and other channels so you have all your data in one place.