Define what a useful conversion means
A sent form, qualified enquiry and completed order represent different stages. We map the events to the questions your marketing and sales teams need to answer.
Agree the definitions before adding tags.
GA4 configuration
Make decisions with data you can explain.
When purchases, leads and channel reports disagree, optimisation becomes guesswork. We configure GA4 around your customer journey and validate the events your team uses to make decisions.
From €690
The decisions behind the work
Start with the business question. Then build the measurement.
Trace the event from action to report
We inspect the data layer, triggers and destination. For e-commerce, transaction IDs, currency, values and duplicate handling all belong in the acceptance checks.
Validate a complete journey instead of checking that a tag fired.
Make differences understandable
Consent choices, refunds, reporting windows and attribution can change what appears in a report. We document the comparison rules and investigate unexplained discrepancies.
Give the team a repeatable way to interpret the numbers.
Clarity you can act on
A purchase measurement acceptance sheet
A useful deliverable connects the finding to a clear decision and the next action.
APG / Working notesExample work format
Transaction ID
One completed order has one stable identifier.
Check the same ID from checkout through the analytics event.
Value and currency
The payload follows the agreed value definition.
Check tax, shipping, currency and refund treatment.
Consent and duplicates
Events follow the consent setup and duplicate rules.
Test accepted and declined states, refreshes and repeat visits.
From plan to progress
A clear way of working.
Map the journey
Agree business questions, key events, data sources and access.
Configure the setup
Implement agreed GA4 and GTM settings, events and integrations.
Validate the data
Test representative journeys and compare eligible events with source records.
Hand over clearly
Deliver the event map, validation notes and guidance for using the reports.
What is included
Know what your investment covers.
- Measurement plan and event definitions
- GA4 and Google Tag Manager configuration
- Agreed lead or e-commerce event implementation
- Consent signal and duplicate-event checks
- Validation record and handover documentation
Before we start
Your questions, answered.
Why does GA4 differ from our order system?
The systems measure different things under different rules. We compare transaction IDs and eligible journeys first, then review consent, values, refunds, timing and attribution.
Will server-side tracking fix every discrepancy?
No. It can improve control over event delivery, but the event definition, consent setup and source data still need to be correct.
Can you repair an existing setup?
Yes. We inspect the current configuration, identify the material gaps and propose a repair scope before rebuilding anything unnecessarily.
How long does setup take?
A standard setup is usually planned over one to two weeks after access and requirements are ready. Custom development and integration dependencies are scheduled in the proposal.
Build a connected plan
Where this work connects.
Explore how APG approaches creative testing, campaign optimisation and growth in our Google and Meta Ads client work.
Read our case studies ↗Let’s find your next moveBring the challenge.
Bring the challenge.
We’ll help define the plan.
Tell us what you want to improve, where you operate and what is holding you back. We’ll shape a practical next step.