Measurement audit

Google Tag Manager, GA4, and server-side GTM. Three jobs, and the third is separate work rather than more of the same.

The question underneath

Measurement is how much of what actually happened ever reaches the machine. Everything above it — bidding, audiences, reporting, the decisions you make in a Monday meeting — inherits whatever this layer got wrong.

Which is why an audit that starts by checking tags is starting in the wrong place. A tag that fires correctly on an event nobody wanted counted is a working tag and a broken measurement.

What we read

• What fires, when, and on whose consent — and how much of reality is lost before the platform sees it.
• Which conversions carry a value, where that value comes from, and whether it is the same value the business uses.
• What the sales side feeds back: offline conversions, lead scoring, and why deals were won or lost. This is where a judgement becomes an instruction.
• Server-side containers where you run them, which change what is observable and what is not.

What comes back

Findings with their evidence, and, next to every number, how far it can be trusted — which is what decides what it can be used for. Where measurement is poor enough, the number is withheld and you get the list of decisions that were made on it instead.

What we ask for

GA4 Viewer and GTM read. No admin rights, no second factor, no developer time.

What we do not promise

Eighty to ninety percent is the realistic ceiling here. What you get is a known state rather than a clean one.

And then what?

This is level one of the ten: your numbers, and how far each can be trusted. Everything above it inherits this layer, which is why it is usually the right place to start and always the wrong place to skip.

How to start

Tell us what you are trying to fix — the account, the channel, what you have already tried. That is the whole first step.