Tracking & consent management
GA4 and Google Tag Manager tracking you can trust
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.
1. Plan
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
2. Build
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
3. Consent
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
4. 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
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
Server-side GTM hosting partner.
Server-side GTM hosting partner.
Tracking quality and consent monitoring partner.
Collection and consent
- Shopify
- Ecommerce measurement, checkout tracking and consent integration.
- OneTrust
- Configure consent, connect the platform to Google Tag Manager and test what fires before and after consent.
- Cookiebot
- Configure consent, connect the platform to Google Tag Manager and test what fires before and after consent.
- RudderStack
- Event collection, GA4 integration and attribution troubleshooting.
- AppsFlyer
- App measurement, paid-channel attribution and tracking integration.
- Meta Conversions API
- Implement server-side conversions and connect them with browser events.
- Ometria
- Investigate and resolve tracking issues in existing Ometria setups.
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.
The work, in practice
Container usage down from 95% to 51%
JavaScript execution 3.5s to 1.9s
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%.
Read the full story →
Automated campaign reporting
Shared measures and self-service
We agreed campaign measures with stakeholders and built a dashboard that reduced manual reporting and made GA4 data accessible to colleagues.
Read the full story →
GA4 app attribution
Cross-platform tracking
We integrated GA4 and Adjust attribution parameters and exported Adjust data to BigQuery, preparing a consolidated dataset for analysis of app downloads and journeys.
Read the full story →
Rebuilding collection after a sharp drop
Consent, tagging and attribution remediated
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.
A six-month GA4 implementation
Tracking plan reworked
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.
False signals caught
Funnel reporting corrected
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.
Global measurement framework
Multi-region compliance
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.
One framework across branches and channels
B2B and B2C coverage
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.
More client stories (6)
- UnilyRebuilding collection after a sharp dropConsent, tagging and attribution remediated
- AutodataA six-month GA4 implementationTracking plan reworked
- Charles StanleyA user ID that survives registrationPrivacy-compliant hybrid ID
- EDF EnergyFalse signals caughtFunnel reporting corrected
- LushGlobal measurement frameworkMulti-region compliance
- Euro Car PartsOne framework across branches and channelsB2B and B2C coverage
What clients say
Measurelab have been a key partner to us as we've undertaken a complete overhaul of our app and web analytics. Having access to the wide range of skillsets within the organisation has been invaluable.
Further reading
Guides and conversations from our team on planning, server-side tagging and consent.
- BlogAnalytics planning: build a measurable digital strategy
- BlogGA4 property and data stream setup best practices
- BlogWhy you should consider server-side GTM
- BlogA six-step framework for server-side GTM migrations
- BlogWhat is Consent Mode for GA4?
- PodcastDebunking common cookie consent, GDPR and ePrivacy myths
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.
What happens next
- Tell us what's going on, in a message or on a call.
- We talk it through and suggest a first piece of work. That might be a scoped fix, a focused piece of analysis or a project. We suggest an audit or Framing only where it would help.
- We agree the scope, the outputs and the fee in writing before any work starts.
Prefer to talk it through? Book a 25-minute call
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