Implement reliable measurement - Google Analytics 4 and Google Tag Manager setup, event tracking, conversions, and a tagging governance model that remains supportable.
If you cannot measure it, you cannot improve it. Many websites and campaigns run on incomplete or unreliable analytics: tags fire inconsistently, conversions are not defined correctly, and reporting mixes marketing performance with tracking noise. GA4’s event model is powerful, but only when events, parameters, and conversions are designed intentionally - aligned to your customer journey and the outcomes you care about. Without a clear tagging plan and governance, tracking drifts over time and the data becomes hard to trust.
LW IT Solutions delivers Analytics & Tagging (GA4/GTM) as a structured service to implement measurement that is accurate, maintainable, and aligned to business objectives. We define a tracking plan, configure GA4 and GTM to capture key events and conversions, and put in place a tagging governance approach so changes remain controlled. Where consent and privacy requirements apply, we design the tracking approach accordingly and document what is implemented so your marketing, product, and leadership teams can rely on the data.
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Service Overview
Highlights
- GA4 event and conversion design aligned to real user journeys
- Tag deployment and control through Google Tag Manager
- Clear naming conventions and documentation
- Validation and test evidence for critical tracking
- Designed to support ongoing marketing and product changes
Business Benefits
- Accurate and consistent measurement of user behaviour and conversions
- Clear visibility of marketing and website performance using trusted data
- Reduced tracking errors caused by duplicated, broken, or unmanaged tags
- Improved confidence in reports used for decision-making and optimisation
- A supportable tagging setup that can be changed safely over time
Typical use cases
- New website or campaign requiring GA4 and GTM setup
- Migration from Universal Analytics to GA4
- Unreliable or inconsistent conversion tracking
- Multiple tags firing with no clear ownership or control
- Need for trusted data to support SEO and paid media decisions
Objectives & deliverables
What Success Looks Like
- Create a clear measurement plan aligned to business outcomes and user journeys
- Implement GA4 event tracking and conversion definitions that are consistent and testable
- Deploy and manage tags via Google Tag Manager with a controlled change approach
- Reduce ‘unknown’ traffic/conversion loss caused by broken or duplicated tags
- Provide reporting foundations that support SEO and paid campaign optimisation
What You Get
- Tracking plan (events, parameters, conversions, naming conventions)
- Configured GA4 property with implemented tracking within scope
- Configured GTM container with documented tags/triggers/variables
- Validation notes and test evidence for key events/conversions
- Governance and handover notes: how to manage tags safely going forward
How It Works
- Discovery to confirm business goals, user journeys, and measurement requirements
- Definition of a tracking plan covering events, parameters, and conversions
- Configuration of GA4 and GTM within the agreed scope
- Testing and validation of key events and conversions across environments
- Documentation and handover of tagging and governance approach
Engagement Options
- Initial Setup - GA4 and GTM implementation with a defined tracking plan
- Audit & Fix - Review of existing analytics and tagging with remediation
- Enhancement - Extension of tracking for new journeys, campaigns, or features
Common Bundles
Customers who use this service often bundle with these services
SEO & Content Strategy
SEO and content strategy covering technical SEO, on-page optimisation and content planning to improve organic visibility and measurable search performance.
Paid Ads & Campaign Enablement
Paid advertising setup and campaign support across search and social, with clear activation plans, landing pages, and measurable conversions.
WordPress Website Builds & Optimisation
WordPress website builds and optimisation covering architecture, performance, security hardening, SEO readiness, and handover for maintainable, conversion focused sites.
Landing Pages & Funnels
Design and build conversion-focused landing pages with clear offers, structured sections and measurement-ready setup to improve lead generation.
Frequently Asked Questions
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