Analytics & Tracking Implementation
Get the right data, tracked properly. From GA4 and Google Tag Manager setup to custom event tracking for websites, apps and booking journeys, we design and implement measurement that captures the interactions that matter to your business.
Whether you are starting from scratch or fixing numbers you do not trust
We work across GA4, Google Tag Manager, conversion tracking and more complex measurement setups, from a single website to an organisation running dozens of digital properties.
Analytics audits and troubleshooting
We review your existing GA4 and Google Tag Manager setup for missing events, duplicate conversions, inconsistent data and configuration problems. You finish knowing what works, what does not, and what needs fixing first.
Event tracking and measurement planning
Before anything is built, we design what should be measured: each interaction specified with the parameters that give it context, mapped to the stage of the journey it belongs to, and signed off by your team. For an app or product we do the same from interface designs, before development starts.
GA4 and Google Tag Manager implementation
We configure analytics and event tracking around the actions that matter to your business: enquiries, bookings, purchases, and the steps customers take on the way to them.
Ecommerce and booking engine tracking
Where your booking engine or store sends standard ecommerce events into GA4, we use those and check they arrive complete. Where it does not, we build each step of the purchase manually in Tag Manager, named to your own convention so it joins to the rest of your data.
Conversion, campaign and cross-domain tracking
Key conversions measured consistently across your website and your advertising platforms, and the session kept intact when a customer moves between your site, a booking engine or another domain, so the sale keeps the source that earned it.
Consent, privacy and server-side tracking
Consent Mode configured against your consent platform, whether that is CookieYes, Cookiebot or OneTrust, with a check on which banner each market actually receives. Data minimisation handled properly, and server-side tracking where it genuinely helps.
Specified, built, validated, documented
Understand your measurement requirements
What you need to track, what your current setup already does, and which events and conversions matter. On a live account we propose additions rather than a rebuild.
Design and specify
Every event documented with its parameters and its place in the customer journey, with a screenshot of where it fires, so your team can sign off what is being measured before any of it is published.
Implement and validate
Built through Google Tag Manager, then tested against real scenarios on live data. We resolve discrepancies before handover rather than after someone questions a number.
Document and support
You get a working container and a tracking sheet written for your team rather than for analysts: what each event measures, the parameters it carries for your analysis, and a plain description of when it fires. Where site changes are needed to support the tracking, your developers get a brief for those. We help maintain it as the site and the business change.
See what you are signing off
Before implementation, we document each event, its parameters and where it fires, so your team can confirm we are measuring the right interactions. For websites, apps and booking journeys, that specification becomes the reference for implementation, testing and every change after it.
A specification, in outline
booking_start
Customer opens the booking flow
availability_selected
Dates chosen, before payment
enquiry_submitted
Form completed, with the form identified
outbound_links
Click through to an operator or partner site
Captured with each one
page_path · click_text · click_url · click_element
Illustrative. The event specification and sign-off sheet are part of every setup; an annotated view of your own interface like this one is produced on request.
Then your team works through it, one event at a time
Every event lands on a sign-off sheet with its tag, its parameters, where and when it fires, a live link to trigger it, whether it counts as a conversion, and whether it goes to Google Ads and Meta. Each row carries a screenshot of the element it fires on.
A row stays orange until the event has been tested in Tag Manager Preview. When the sheet is clear, the tracking is signed off and nothing on it is a guess.
| Tested | Event name | Key parameters | Where it fires | Conversion | Ads | Meta | Sign-off | Test link | Screenshot |
|---|---|---|---|---|---|---|---|---|---|
| booking_start | page_path, product_item | Booking page load | — | — | — | AwaitingSigned off | /book | ||
| availability_selected | date_from, date_to | Date fields | — | — | — | AwaitingSigned off | /book | ||
| enquiry_submitted | form_id, form_name | Enquiry form | ✓ | ✓ | ✓ | AwaitingSigned off | /enquire | ||
| outbound_links | click_url, click_text | Operator links | — | — | — | AwaitingSigned off | /operators |
Consistent analytics across more than 20 health websites
Te Whatu Ora’s Health Promotion directorate runs more than 20 websites carrying national campaigns on harm prevention and healthy living. Analytics had been applied inconsistently across them, so performance could not be compared across the portfolio.
We developed a shared measurement framework, implemented tracking through Google Tag Manager, validated it across the sites, and moved the key measures into dashboards the team could use without us, showing the full customer journey: where people arrive from, the pages they visit and the key actions they take.
The reporting gave teams comparable performance information across the portfolio, and improved their ability to answer internal reporting requests, including Parliamentary Questions and Official Information Act requests that carry statutory deadlines.
“Some of our internal advisors now have a level of oversight that they have never seen before.”
We do not treat this as installing tags
We combine analytics implementation expertise with an understanding of marketing performance and the customer journey. So the question is not only whether the tracking fires, but how the data will be used when someone asks a harder question in six months.
We protect existing reporting where we can, document what we build, and validate the setup before handing it over.
We know what to track, how to implement it, and how to prove it is right.
Frequently asked questions
Where the measurement did the work
How we think about measurement
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Whether you are starting from scratch, migrating platforms, or trying to fix numbers you do not trust, we can work out what is needed and get your tracking working properly.