Server-side · Consent Mode v2

Tag implementation

G o o g l e

Specialist team

Every conversion.
Tracked right.

Tag Manager, GA4, server-side tagging and every third-party platform you use — implemented by specialists so your ads optimise on accurate data, your reports match your CRM and your tracking respects consent.

Get a free tracking audit → See integrations

Live data flow

— 01 · What we implement

Tracking you can actually trust.

Bad data quietly wastes ad budget. We build measurement that captures every real conversion — and nothing that isn't one.

Google Tag Manager

Clean, documented web and server containers with a naming convention your team can maintain — no more tag spaghetti.

Web GTM Server GTM

GA4 setup & migration

Events, e-commerce, key events and audiences configured around your business questions — not default reports.

GA4 E-commerce BigQuery

Ads conversions

Google Ads conversion tracking with Enhanced Conversions, values and deduplication, so Smart Bidding learns from the right signals.

Enhanced Conv. Values

Consent Mode v2

Your cookie banner connected properly to every tag, with Consent Mode v2 signals that keep you compliant and keep modelling working.

CMP GDPR UK & EU

Server-side tagging

First-party data collection on your own subdomain — more resilient to browser restrictions, faster pages and full control of what's shared.

sGTM First-party

CRM & offline conversions

Qualified leads and closed revenue from your CRM sent back to ad platforms, so campaigns optimise for sales — not just form fills.

Offline import Revenue

— 02 · Measurement plan

A plan before
a single tag.

We start with the business questions, then design a data layer and event specification your developers can implement once — and every platform can reuse.

✓ Event and parameter spec mapped to your funnel and KPIs.

✓ One data layer feeding GA4, ad platforms and your CRM consistently.

✓ Customer data hashed before it leaves your server.

{ } Data layer · purchase

Spec v1.4

dataLayer.push({

"event": "purchase",

"transaction_id": "T-10482",

"value": 249.00,

"currency": "GBP",

"items": [ … ],

"user_data": {

"sha256_email_address": "a1f9…c2"

}

});

Event Trigger Sent to

generate_lead Form submitted successfully GA4 Ads HS

purchase Order confirmation GA4 Ads M

phone_call Call lasting 60s or more Ads CR

book_meeting Meeting booked in Calendly GA4 HS

— 03 · Third-party integrations

Connected to everything you use.

Ad platforms, analytics, CRMs, e-commerce, consent tools and call tracking — all fed from one clean data layer, so every platform sees the same truth.

Ads Ad platform

Google Ads

Conversions, Enhanced Conversions and offline imports.

M Ad platform

Microsoft Advertising

UET tag, conversion goals and offline conversions.

TT Ad platform

TikTok

Pixel plus Events API for full-funnel signals.

in Ad platform

Insight Tag and Conversions API for B2B campaigns.

GA4 Analytics

Google Analytics 4

Events, e-commerce, key events and audiences.

BQ Analytics

BigQuery

Raw event export for modelling and attribution.

LS Analytics

Looker Studio

Live dashboards joining ads, analytics and CRM.

C Analytics

Microsoft Clarity

Heatmaps and session recordings, consent-aware.

HS CRM

HubSpot

Lead source capture and lifecycle-stage conversions.

SF CRM

Salesforce

Closed-won revenue sent back to your ad platforms.

K Email & SMS

Klaviyo

On-site behaviour synced for email and SMS flows.

S E-commerce

Shopify

Checkout events and server-side purchase tracking.

W E-commerce

WooCommerce

Full e-commerce data layer, including refunds.

St Payments

Stripe

Payment-confirmed conversions via webhooks.

OT Consent

OneTrust

Consent categories mapped to Consent Mode v2.

CB Consent

Cookiebot

Certified CMP with automatic tag blocking.

CR Call tracking

CallRail

Calls attributed to the keyword and campaign.

Ca Scheduling

Calendly

Booked meetings tracked as conversions.

Tf Forms

Typeform

Form completions with hidden-field attribution.

Using something else? If it has an API, webhook or tag, we can connect it.

— 04 · Privacy & server-side

Privacy-first. Signal-rich.

Cookie restrictions and consent rules don't have to mean flying blind. We respect every visitor's choice while recovering as much measurable signal as the rules allow.

Consent Mode v2 Visitor choice

ad_storage Granted

analytics_storage Granted

ad_user_data Denied

ad_personalization Denied

Tags adapt to each visitor's choice automatically, and Google's conversion modelling helps fill the gaps where consent is declined.

Server-side tagging Conversions captured

Browser only

71%

Server-side

96%

✓ First-party cookies on your own domain
✓ Fewer scripts in the browser, faster pages
✓ Personal data hashed and minimised
✓ Full control over what each platform receives

Illustrative — results vary by site, audience and browser mix.

— 05 · QA & monitoring

Tested. Documented.
Watched.

We've seen how often "working" tracking is quietly broken. Every tag we ship is tested event by event, documented for your team and monitored after launch.

✓ Every event verified in Tag Assistant, GA4 DebugView and each platform's test tools.

✓ Handover documentation your developers and marketers can actually use.

✓ Automated alerts if conversions drop or a tag stops firing.

▶ Tag Assistant · Preview

Connected

00:00.12

page_view

GA4 config · Ads remarketing · Meta PageView

3 fired

00:04.87

view_item

GA4 event · Meta ViewContent

2 fired

00:09.31

add_to_cart

GA4 event · Meta AddToCart · TikTok

3 fired

00:21.05

purchase

GA4 · Ads Enhanced Conversions · Meta CAPI (deduplicated)

4 fired

00:21.06

consent_update

ad_user_data denied · personalisation tags held

Blocked

QA result 42 checks passed · 0 duplicate purchases

— 06 · How we work

From messy tags to clean data.

Most implementations take two to four weeks, with minimal developer time needed from your side.

Step 01

Tracking audit.

We review every tag, platform and conversion to find gaps, duplicates and compliance risks.

→

Step 02

Measurement plan.

Events, parameters and destinations agreed with you before anything is built.

→

Step 03

Build & QA.

Containers, server-side setup and integrations implemented, then tested event by event.

→

Step 04

Monitor & hand over.

Alerts, documentation and a walkthrough so your data stays accurate long after launch.

— 07 · Tracking questions

Before you ask.

The questions we hear most from marketing teams and developers.

Do we really need server-side tagging?

Not always. For businesses spending meaningfully on ads, it usually pays for itself through better data. We'll tell you honestly after the audit whether it's worth it for you.

Is this compliant with GDPR and UK privacy rules?

Yes. Tags only fire according to each visitor's consent, personal data is hashed, and we document the setup so your legal team can review it.

Will it slow down our website?

Usually the opposite. Cleaning up duplicate tags and moving work to the server typically reduces the scripts running in your visitors' browsers.

Can you work with our existing developers?

Absolutely. We provide a clear data layer spec and test everything they ship — or implement it ourselves if you prefer.

— Let's measure

Stop guessing. Start measuring.

Get a free tracking audit from our team. We'll show you which conversions you're missing, where data is duplicated and what we'd fix first.