Measurement layer
good decisions start with reliable measurement.
Event taxonomy, GA4, tag management, server-side tagging, consent and Conversions API, so the numbers on your screen match what happens in your business.
The problem
Three numbers that don’t match.
Often there are three numbers that don’t match: the platform reports roughly double what actually happened, GA4 reports fewer, and your own back office fewer still. That makes it hard to know which number to steer on.
Automated bidding optimises towards whatever signal it receives. A tracking error therefore affects not only your reports, but also where your budget goes, until it’s fixed.
What we build
Clear naming first, then the tags.
- Taxonomy first. One naming convention, written down, for every event on every platform. It makes every next step easier.
- Google Tag Manager: a clean, well-organised container.
- GA4: set up to answer business questions, with key events tied to real value.
- Server-side tagging: for accuracy where browsers and ad blockers lose part of the signal.
- Conversions API / offline conversions: for lead gen, sending back who actually became a customer, not just who filled in a form.
- Consent mode & GDPR: measurement that respects consent and privacy.
How we run it
Audit, taxonomy, build, verify, monitor.
Audit.
What’s measured now, what’s measured twice, what isn’t measured at all. You get the list whether or not you continue with us.
Taxonomy.
Names and definitions agreed before a single tag gets touched.
Build.
Implementation, on a staging environment wherever there is one.
Verification.
Every event tested end to end: trigger, tag, platform and dashboard. We check that each conversion lands in the right place.
Monitor.
We check tracking for the accounts we manage every day. If a key event stops firing, you hear about it the same day.
Measured against your own figures
“We compare platform data with your own figures, so decisions rest on solid ground.”
Verdi van der Steege · founder, aida ads
What you get
Yours to keep.
- A documented event taxonomy that’s yours, also if we stop working together
- A clear GTM container that someone else can easily take over
- One agreed source of truth per KPI, in writing
- A heads-up when measurement breaks, not only when results drop
Result (anonymised)
An e-commerce business in industrial equipment.
One account reported on “all conversions”, so the platform showed roughly double the real number: 25 conversion actions, none of them with a value. Budget kept moving to campaigns that only seemed profitable. After the clean-up the numbers went down and became accurate, and bidding finally had reliable data to work with.
More cases →FAQ
Frequently asked questions.
Is server-side tagging necessary?
Not always. It’s worth it when signal loss measurably affects a channel. We measure the gap first, then decide together.
Does consent mode cost me conversions?
Modelled conversions cover part of the gap. The bigger loss usually comes from a cookie banner that isn’t set up well, so that’s where we look first.
We already have GA4. Do we still need this?
Having GA4 and having GA4 set up correctly can be two different things. The audit shows you within 5 working days.
Can you do this without running our media?
Yes. The audit and the build are available on their own.
What don’t you do?
We don’t build data warehouses, we don’t offer BI dashboards as a product, and we don’t offer attribution modelling as a separate deliverable. We focus on getting the events underneath right, because that matters most.
One audit, one clear list.
You get the findings even if you fix it all yourself.