Build a measurement plan before adding tags
Agree which actions represent business outcomes and which are supporting signals. A completed enquiry belongs in a different category from opening a contact page. Document the event name, trigger and destination so the report stays understandable.
For ecommerce, define how orders, values and refunds are handled. For lead generation, connect campaign reporting with the sales team's assessment of lead quality where feasible.
Validate events against real journeys
We check successful submissions, rejected forms, refreshes and repeated clicks. A tag firing in preview does not prove a real conversion was recorded correctly. Check the destination platform and make sure an action is not counted twice through different integrations.
Consent and data settings should match the site's actual privacy arrangements. Avoid sending form contents or personal details in analytics event names and URLs.
- Form completion and confirmation events
- Phone and WhatsApp click measurement
- Purchase value and currency checks
- Campaign tagging conventions
- Google Ads and analytics reconciliation
Explain the limits of attribution
Different platforms can report different totals because they use different windows, models and consent signals. A customer may also move between devices or return directly. Reporting should explain these limits instead of presenting every attributed conversion as a proven causal result.
A useful dashboard combines traffic and cost with qualified enquiries, sales feedback and the next optimisation decision.
Common questions
Is a WhatsApp click a lead?
It shows that someone opened the WhatsApp route, not that a conversation happened. Label it as a click unless the business can verify the later enquiry.
Why do Google Ads and GA4 totals differ?
Attribution settings, time zones, consent, event definitions and reporting delays can differ. The first step is to check that the same action is being compared.