Tracking and analytics questions, answered.
Plain answers to the questions I get asked most: how working with me works, and the GA4, Google Tag Manager, server side tracking and attribution questions behind most broken setups.
Working with me
How long does a typical analytics setup take?
Most standard setups take 1 to 2 weeks. That includes the initial audit, implementation, testing and documentation. More complex projects with several platforms or custom integrations can take 3 to 4 weeks.
Do you work with my existing tools?
Yes. I work with whatever you already use: GA4, GTM, Meta, Google Ads, HubSpot, Salesforce and many more. The goal is to make your current stack work better, not replace it.
What if my tracking is completely broken?
That's my specialty. I'll audit what you have, find what's broken or missing, and rebuild it properly. Many clients come to me after a failed implementation, or when they realise their data can't be trusted.
Can you help with server side tracking?
Yes. I set up server side Google Tag Manager, the Meta Conversions API, Google Enhanced Conversions and other first party data setups.
Server side tracking setupDo you offer ongoing support?
Yes. After the initial setup I offer maintenance packages to keep your tracking accurate, add new events as you need them, and help you get more value from your data over time.
How much does fixing broken GA4 tracking cost?
A focused GA4 audit and repair typically costs $250 to $1,200 depending on scope: how many properties you have, whether server side GTM is needed, and how many conversion events need rebuilding.
See pricingHow do I know if my marketing attribution is broken?
Common signs: your ad platforms and GA4 report very different conversion numbers, a large share of your traffic shows as Direct / (none), CRM leads have no source data, or paid campaigns look unprofitable in one tool and profitable in another.
How do we get started?
Book a free consultation call. We'll talk through your current setup, pain points and goals, and then I'll send a proposal with a timeline and price.
Book a callGA4 basics
How long does GA4 take to show data?
The Realtime report shows visits within seconds, so it's the place to check that tracking is firing. The standard reports can take 24 to 48 hours to fully process, so don't judge a new setup by yesterday's numbers.
What's the difference between a conversion and a key event in GA4?
Nothing, apart from the name. In 2024 Google renamed GA4 conversions to key events, so the events that matter most to your business are now marked as key events. In Google Ads they are still called conversions.
How long does GA4 keep my data?
Standard GA4 properties keep detailed event data for 2 months by default, which limits what you can analyse in Explorations. Change it to 14 months under Admin, Data collection and modification, Data retention. Standard reports are not affected, but it's worth doing on day one.
Should I connect GA4 to BigQuery?
Yes, if you want to keep your raw data or join it with ad spend and CRM data. The export is free to switch on under Admin, Product links, BigQuery links, and it gives you every event unsampled. Standard properties are limited to 1 million events per day for the daily export, which covers most small and mid sized sites.
Marketing analytics and BigQuery reportingTracking problems
Why don't GA4, Google Ads and Meta conversions match?
Each tool counts differently. Ad platforms give themselves full credit for any sale inside their attribution window, report it on the day of the ad click, and Meta also counts people who only saw an ad. GA4 splits credit across channels and loses some data to ad blockers and consent banners. A steady gap is normal; a sudden jump usually means something broke.
Read the full guideWhy is my GA4 direct traffic so high?
Direct / (none) is where GA4 puts any visit it can't attribute. The usual causes are untagged links in emails, PDFs and apps, redirects that strip UTM parameters or click IDs, visitors declining cookies, and AI assistants that don't pass a referrer. Fixing tagging and redirects normally brings it down a lot.
Read the full guideWhy does GA4 show PayPal or Stripe as a traffic source?
When a customer pays on an external checkout and comes back to your thank you page, GA4 can treat the payment provider as a new referral and give it the credit for the sale. Add those domains under Admin, Data streams, Configure tag settings, List unwanted referrals.
Why does HubSpot show my contacts as Offline Sources?
HubSpot uses Offline Sources for contacts it didn't see arrive through a tracked web visit: imports, integrations, contacts added by hand, and forms submitted through the API or a non HubSpot form without the HubSpot tracking cookie. The fix is usually passing the hutk cookie and UTM values with every form submission.
Read the full guideTag Manager and server side tracking
Do I need Google Tag Manager to use GA4?
No. GA4 works with the plain Google tag added to your site. Tag Manager is still worth it for most businesses, because you can add and change tracking for GA4, Google Ads, Meta and others without touching the site code every time.
Google Tag Manager setupWhat is server side tracking?
Instead of every tag sending data straight from the visitor's browser, the browser sends events to your own tracking server, which then forwards them to GA4, Meta, Google Ads and others. It's harder for ad blockers to interfere with, lets cookies last longer, and gives you control over exactly what data each platform receives.
Server side tracking setupDoes server side tracking get around cookie consent?
No, and it shouldn't. Server side tracking changes where data is sent from, not whether you're allowed to collect it. If a visitor declines tracking, your server setup still has to respect that choice.
What is the Meta Conversions API?
It's Meta's way of receiving conversion events from your server instead of only from the browser pixel. Running both together, with a shared event_id so Meta can remove duplicates, usually recovers conversions the pixel alone misses and helps Meta's ad delivery.
Server side tracking setupDo I need Consent Mode v2?
If you advertise with Google and have visitors from the European Economic Area, yes. Since March 2024 Google requires Consent Mode v2 signals to keep using audience and measurement features for those users. It also lets GA4 model some of the conversions from people who decline cookies.
Cost
How much does a GA4 setup cost?
A basic GA4 setup for a small business usually starts around $250 to $350. A full audit and repair across GA4, Tag Manager and your ad platforms is typically $750 to $1,200, and setups with server side tracking or a data warehouse start higher. Server side tracking also has a small monthly hosting cost.
See the full price breakdownGot a question that isn't here?
Book a free 20 minute call and ask me directly. You'll know within the first few minutes whether your tracking needs fixing.
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