# Server-side tracking, GA4 and GTM consulting | Measurelab > Server-side tracking, GA4, GTM and consent. Plan, repair and test tracking with a Google Cloud Partner holding the Marketing Analytics Specialization. Source: https://www.measurelab.co.uk/solutions/analytics-implementation/ ## Tracking & consent management You should know what your tracking collects. We plan, repair and test measurement across websites and apps, from the data layer to consent and server-side tracking. Bring the missing conversion, the duplicate event or the setup you’ve inherited. We’ll agree what needs to work and show you how we checked it. We don't buy or sell media or take a cut of ad spend, so we recommend tools around what you need and explain the trade-offs. ## From plan to proof Whether it's a repair, a migration or a new build, tracking work follows the same path. Start at the step you need. ### Agree what to measure Measures, event names and a data layer specification tied to the decisions your team makes, including before a replatform or migration. - Measurement plan - Data layer specification - Migration planning [Unsure what's broken? Start with a Foundation Audit](https://www.measurelab.co.uk/solutions/foundation-audit/) ### Implement and repair GA4 and Tag Manager configured or repaired across websites and apps, with server-side tagging where it gives you clearer control. More of what happens then reaches the platforms that rely on it, which is what Google means by data strength. - GA4 and GTM - Server-side tracking and tagging, hosted with Stape or Addingwell - App measurement [What Google means by data strength](https://www.measurelab.co.uk/insights/blog/you-cant-buy-data-strength-you-build-it/) ### Respect people's choices Consent controls implemented against requirements agreed with your privacy team, with evidence of how tags respond. - Consent Mode - OneTrust, Cookiebot and other consent platforms - Tag behaviour in each consent state [Consent Mode audits](https://www.measurelab.co.uk/solutions/consent-audit/) [Run the free Collection & Consent check](https://solutions.measurelab.co.uk/collection-consent-check/) ### Show it works A record of tests showing whether important events are collected correctly, run alongside your existing tracking before cutover. - Test record - Parallel running - Handover notes - Monitoring set up with Trackingplan [Keep it working with Data Assurance](https://www.measurelab.co.uk/solutions/managed-analytics/) ## Tools we work with Google Analytics and Tag Manager are where most of this work happens. These are the partners and other tools we often connect them with. Technology partners Collection and consent collection-and-consent ## What changes for you Your team can say what the tracking collects and show how it was checked. When a number looks wrong, there's a specification and a test record to compare it against. Consent works the way your privacy team agreed, and you have the evidence to show it. The reports, platforms and models built on the data afterwards start from collection you can vouch for. Guides and conversations from our team on planning, server-side tagging and consent. ### [Analytics planning: build a measurable digital strategy](https://www.measurelab.co.uk/insights/blog/analytics-planning-is-at-the-heart-of-a-truly-measurable-digital-strategy/) ### [GA4 property and data stream setup best practices](https://www.measurelab.co.uk/insights/blog/ga4-property-data-stream-setup-best-practices/) ### [Why you should consider server-side GTM](https://www.measurelab.co.uk/insights/blog/why-server-side-gtm/) ### [A six-step framework for server-side GTM migrations](https://www.measurelab.co.uk/insights/blog/update-server-side-gtm-migration-framework/) ### [What is Consent Mode for GA4?](https://www.measurelab.co.uk/insights/blog/consent-mode-ga4/) ### [Debunking common cookie consent, GDPR and ePrivacy myths](https://www.measurelab.co.uk/insights/podcast/cookie-consent-gdpr-eprivacy-rowenna-fielding/) [Everything we've published on Google Analytics, Google Tag Manager, server-side tagging, consent and privacy](https://www.measurelab.co.uk/insights/tag/google-analytics+google-tag-manager+server-side-tagging+data-privacy/) The work, in practice ## [Container usage down from 95% to 51%](https://www.measurelab.co.uk/insights/success-stories/ual-reduce-container-size-improve-core-web-vitals/) UAL's GTM container was close to full, carrying legacy tags that were slowing the site down. We audited and streamlined it, taking container usage from 95% to 51%, cutting JavaScript execution time from 3.5 seconds to 1.9 and reducing Total Blocking Time by 26%. University of the Arts London JavaScript execution 3.5s to 1.9s ## [Automated campaign reporting](https://www.measurelab.co.uk/insights/success-stories/howard-kennedy-ga4-data-content-performance-reporting/) We agreed campaign measures with stakeholders and built a dashboard that reduced manual reporting and made GA4 data accessible to colleagues. Howard Kennedy Shared measures and self-service ## [GA4 app attribution](https://www.measurelab.co.uk/insights/success-stories/pret-adjust-ga4-app-attribution/) We integrated GA4 and Adjust attribution parameters and exported Adjust data to BigQuery, preparing a consolidated dataset for analysis of app downloads and journeys. Pret A Manger Cross-platform tracking ## Rebuilding collection after a sharp drop Unily saw sessions fall away sharply as consent requirements and browser tracking prevention took effect. We worked through consent configuration, GTM and attribution together, using our UPDATE framework for the server-side move, to rebuild collection they could report on with confidence. Unily Consent, tagging and attribution remediated ## A six-month GA4 implementation Autodata, part of Solera, had GA4 in place but with issues still to resolve. Over a six-month engagement we reworked the tracking plan to cut duplicate events and warnings, and extended tracking to more of the group's sites. Autodata Tracking plan reworked ## [A user ID that survives registration](https://www.measurelab.co.uk/insights/success-stories/integrating-web-analytics-with-crm-charles-stanley/) Email-based identification was unreliable, so web journeys couldn't be matched to the CRM. We implemented a hybrid user ID, hashed emails before registration and customer IDs after, with GA4 data in BigQuery updated retrospectively so each journey reads as one. Charles Stanley Privacy-compliant hybrid ID ## False signals caught A misconfigured funnel report was badly understating conversion rates. We traced the issue to incorrect event types polluting the data, cleaned up the GTM implementation and closed tracking gaps across acquisition funnels. EDF Energy Funnel reporting corrected ## Global measurement framework Lush needed a scalable measurement framework across global markets. We designed a unified architecture that ensures regional compliance while maintaining data granularity for global marketing teams. Lush Multi-region compliance ## One framework across branches and channels Euro Car Parts sells through a large branch network and online, to both trade and retail customers. We implemented GA4, wrote the data layer specification and supported analytics across both sides of the business. Euro Car Parts B2B and B2C coverage ## Tell us what needs to work Bring a tracking problem, a consent question or a planned change. We'll discuss the scope and what a checked implementation would involve. Discuss your tracking ## What clients say