Tracking Audit
Review GTM setups, GA4 settings and tracking concepts to identify deviations between concept and implementation, as well as gaps and duplicates.
More about the audit
Tracking and analytics for e-commerce and content websites
Clean tracking. Better decisions.
I help marketing, product and business teams set up website tracking, consent management, GA4, marketing pixels, BigQuery and reporting so that data collection is controlled, privacy-conscious and technically robust.
Profile
Experience that connects planning, implementation and analysis
I’m Rolf Seegelken, a freelance Digital Analytics Consultant based in Berlin. My focus is on tracking that is planned with purpose and implemented cleanly from a technical perspective. Years of experience across in-house roles, client projects and my own projects help me assess new requirements quickly and implement them in a way that fits the specific context. This creates reliable data for analysis, reporting and optimisation.
Depending on the project, I continue to work with established methods or add responsibly used AI workflows to selected steps - where they meaningfully support analysis, technical implementation, automation or documentation.
- Tracking architecture & tag management
- 15+ years in digital analytics
- Freelance since 2016
- Marketing, product & engineering
Services
From a clear assessment to reliable reporting.
My services are modular and can be combined flexibly. Implementations are tested technically and analytically and documented clearly - aligned with your internal processes.
Tracking concept & setup
Translate tracking requirements with stakeholders into a structured tracking concept and support it through technical implementation: specify and validate the dataLayer, configure GTM and GA4, and verify data collection after go-live.
More about tracking concept & setupServer-side Tracking
Implement server-side tracking with Cloud Run, Stape or JENTIS and manage data flows to GA4, Meta CAPI, Google Ads and other platforms in a controlled way.
More about server-side trackingData quality & consent management
Review the CMP setup, consent signals and Consent Mode and monitor key tracking metrics to identify deviations in data collection at an early stage.
More about data quality & consentAnalysis & Reporting
Run ad-hoc analyses, combine platform data in BigQuery and develop clear reports for informed decisions.
More about analysis & reportingDocumentation & handover
Document tracking concepts, implementation guides, events and parameters for their respective audiences so IT, analytics and marketing teams can work with them over time.
More about documentationMy approach
Privacy, data quality and collaboration belong together.
Reliable analytics emerges when data collection is planned deliberately, checked continuously and adapted together as requirements evolve.
Set the right framework
Privacy, business requirements and technical possibilities are considered together from the start. This results in a tracking concept that defines which data is needed and how consent decisions are taken into account during collection.
Ensure reliable data
Aligned tracking concepts, validated events and controlled data flows create the foundation for analysis, reporting and informed decisions. Continuous monitoring helps maintain this quality over time.
Keep the setup evolving
Tracking setups evolve with the company’s requirements. Collaboration can therefore be project-based or ongoing, with scope and cadence aligned to the actual needs.
Business value
Why reliable tracking matters commercially
Good measurement concepts do not guarantee performance, but they reduce misdirection and make optimisation, testing and reporting more informed.
Make better-informed budget decisions
Incomplete or inaccurate tracking can lead to marketing budgets being allocated based on flawed assumptions. Reliable data reduces this risk and provides a stronger basis for efficient budget decisions.
Assess impact more realistically
Metrics such as ROAS are only as meaningful as the data behind them. Reliable measurement helps put results into context and reduces the risk of misinterpretation.
Identify issues earlier
Monitoring and plausibility checks help detect tracking issues before they affect reports, analyses or optimisation decisions.