Services

Tracking for reliable data and informed analysis

Modular support for tracking architecture, consent management, GA4, BigQuery and reporting - from initial review to clean handover. The goal is a robust data foundation that enables marketing budgets, landing pages and conversion funnels to be evaluated soundly and optimised in a targeted way.

Service building blocks

Services tailored to your analytics setup

Not every project needs every building block. Together, we select the topics that make sense for your setup and align the scope and depth with your existing tracking architecture and goals.

Tracking Audit

Clearly shows where the current technical implementation leads or may lead to incomplete, incorrect or inconsistent data.

Approach

Review client-side and server-side GTM containers, GA4, and relevant analytics and marketing tags for gaps and misconfigurations, and compare the implementation with existing tracking concepts or the expected behaviour. This also includes checking consent signals and consent-dependent tag firing.

Possible results

  • As-is vs. target comparison of the tracking concept and implementation or, if no tracking concept exists, a structured assessment of the current setup
  • Structured audit report - with optional results presentation
  • Concrete recommendations for resolving identified issues and sensible next steps
  • Proposed prioritisation of identified measures by relevance and urgency

Tracking concept & setup

Tracking does not start in Google Tag Manager, but with the question of which information is actually needed for analytics, reporting and marketing. This provides the basis for an aligned tracking concept that brings together business requirements, privacy and technical constraints and is then implemented cleanly.

Approach

Together with the relevant stakeholders, I clarify and challenge the business requirements and translate them into a structured tracking concept. We deliberately define which data is actually needed and which is not. Depending on the setup, this results in business specifications or technical dataLayer requirements that can be aligned with engineering and IT. The implementation is tested in the test environment wherever possible and, after go-live, validated technically as well as qualitatively and quantitatively using the data actually collected.

Possible results

  • A tracking concept that translates business requirements into concrete technical events
  • A technical specification of the required dataLayer structure
  • Configured analytics and marketing tags in Google Tag Manager and a suitably configured GA4 setup
  • A validated dataLayer

Server-side Tracking

Server-side tracking provides more control over which data is shared with analytics and marketing platforms. A suitable architecture can also improve data quality and make data flows more transparent and easier to control.

Approach

Together, we clarify what server-side tracking should achieve and which architecture best fits those goals. I advise on the appropriate technical implementation - for example with Cloud Run, Stape or JENTIS - as well as on the choice between same-site and same-origin architectures. We then define the required data flows and forwarding rules, connect analytics and marketing platforms, and technically validate the implementation.

Possible results

  • A server-side architecture aligned with the existing tracking setup
  • Controlled and traceable event forwarding with configured server-side integrations for required platforms such as GA4, Google Ads or Meta CAPI
  • A validated setup with an end-to-end tested data flow from the client to the connected platforms

Data quality & consent management

High data quality depends not only on correctly implemented tracking, but also on continuous monitoring. Consent signals, data flows and key metrics are reviewed regularly to identify deviations early and help keep analytics and marketing data reliable and usable.

Approach

I review and optimize CMP setups using solutions such as Usercentrics or Cookiebot. This includes checking consent signals, Consent Mode, and consent-dependent firing of analytics and marketing tags. In addition, I monitor key tracking metrics and compare selected GA4 data with shop systems and marketing platforms, for example, to identify deviations early and analyze them systematically.

Possible results

  • A coordinated interplay between the CMP and Consent Mode
  • Consent-dependent firing of the relevant analytics and marketing tags
  • Monitoring of key tracking metrics that makes relevant changes and data deviations visible at an early stage
  • A quantitative comparison of selected GA4 data with the shop system and relevant marketing platforms, including identified deviations

Analysis & Reporting

Data creates value when it can answer concrete questions and support decisions. BigQuery makes analytics data flexible to analyze and enables it to be combined with additional data sources. This creates analyses and reports that go beyond the standard reporting available in individual platforms.

Approach

Starting from the specific question, I identify the required data sources and combine them in BigQuery. Using SQL, I prepare the data, develop suitable metrics and analyses, and provide the results as an ad-hoc analysis, reusable data foundation or report depending on the use case.

Possible results

  • An ad-hoc analysis that answers a specific business question
  • A consolidated and prepared BigQuery data foundation using relevant analytics, shop and marketing data
  • Automated data preparation and analyses using Dataform, pipelines or Scheduled Queries to keep reports up to date
  • Reporting tailored to the specific use case, for example as a dashboard in Data Studio

Documentation & handover

Tracking should not only work technically, but also remain understandable to others. Structured documentation keeps the setup understandable over time and makes it easier to operate, evolve and hand over.

Approach

Tracking concepts and technical implementation guides can be created before implementation as specifications for engineering and IT, or documented retrospectively for existing setups. Building on this, I add user-oriented documentation that explains events, parameters and their meaning for later work in an accessible way.

Possible results

  • Central and transparent documentation of the production tracking setup
  • An up-to-date overview of implemented events, parameters and relevant data flows
  • Documented technical decisions, dependencies and specific characteristics of the setup
  • A structured foundation that analytics, marketing and engineering teams can continue to maintain

Working style

Modern analysis workflows — used responsibly

Depending on the project, I use modern AI tools to speed up research, analysis, SQL and JavaScript support or structured setup validation. The level of usage is agreed in advance: from anonymised support without customer data to approved workflows using tools such as Claude, ChatGPT or GA4/GTM MCP servers. Confidential data, project IDs and personal information are not used without explicit approval.

Common questions

Practical questions about analytics consulting

What does privacy-compliant tracking mean?

Privacy-compliant tracking treats GDPR and other relevant legal and privacy requirements as implementation guardrails. Consent and rejection signals from the consent manager determine which analytics or marketing measurements may run. If data is collected without consent, it should be collected without identifiers: no user IDs, client IDs, advertising IDs, cookie IDs, device fingerprints, or other personal or pseudonymous identifiers should be sent.

What does a tracking audit include?

An audit reviews events, analytics and marketing tags, consent signals, data flows, and analytics settings such as GA4 settings. The findings and possible next steps are then discussed and prioritized together.

Does better tracking automatically improve ROAS?

No, tracking alone does not improve ROAS. But it helps evaluate campaigns, channels and conversions more reliably. This makes budget decisions, optimisation and testing much more informed.

Do you use AI tools in client projects?

Yes, but transparently and by agreement. Depending on the project, I use AI tools for research, structuring, SQL/JavaScript support or analysis preparation. Whether and which data may be used is clarified in advance.

What are the benefits of server-side tracking?

Server-side tracking helps control which data is sent to analytics and marketing platforms and which data is not. It can make data flows more robust and maintainable; whether it fits depends on goals, architecture, consent, and operational feasibility.

What is a tracking concept?

A tracking concept is developed together with stakeholders from business, marketing, or product management. It translates business goals and requirements into a concrete tracking implementation plan for IT and implementation teams.

What is a consent manager needed for?

A consent manager records whether users consent or reject. Its consent signals control which measurement and marketing activities may run or send data, ensuring those choices are respected.

How can BigQuery improve analytics workflows?

BigQuery makes raw analytics data accessible through SQL and allows it to be combined with data from other systems such as shop systems or marketing platforms. This supports data models, reporting workflows, and continuous data quality monitoring.

How do projects usually start?

Projects start with a short discussion of goals, stakeholders, and open questions. Together, we decide whether a full audit is needed or a short analysis of the existing setup is the right first step.

How can we work together?

Collaboration can be project-based or continuous; both models are billed monthly. Continuous collaboration has no fixed monthly minimum: it may be a few hours, several days, or sometimes no hours at all. I can prepare a proposal if required.

Next step

Which building block fits your setup?

Let’s briefly align on requirements, data quality and priorities — and derive the right next step from there.

Request an intro call

Briefly describe your setup and what you need. Then we can align on the right next step.

Request a call