01
GA4 architecture
Events exist, but nobody trusts what they mean.
A clean GA4 event and conversion model tied to commercial questions, with naming rules and parameters your team can understand.
- GA4 audit
- Events
- Conversions
Web analytics agencyLondon / United Kingdom
Data you can defend.
GA4, Google Tag Manager and conversion tracking for London teams that need evidence, not another dashboard full of doubtful numbers.
We map the decisions first, then build and validate the measurement system behind them. You get clean ownership, documented events and a direct line from visitor action to commercial signal.
REMOTE EUROPEAN STUDIO · UK WORKING-HOUR OVERLAP · NO LONDON OFFICE CLAIMED
TrafficRevenueDecision
GA4 ARCHITECTUREGOOGLE TAG MANAGERCONSENT MODESERVER-SIDE TAGGINGADS ATTRIBUTIONLOOKER STUDIO
01Decision-ledQuestions before tags
02ValidatedJourneys tested end to end
03Owned by youAccounts and documentation included
04Privacy-awareConsent is part of the system
The direct answer
What is web analytics?
Web analytics is the collection, validation and interpretation of website and campaign data so a business can make decisions with evidence. A reliable system connects GA4, Google Tag Manager, consent, conversions and reporting to an agreed measurement plan. Installing a tracking code alone does not create reliable measurement.
Measurement operating system
Turn scattered tags into one accountable system.
Most analytics problems are not reporting problems. They start earlier, where events are named, consent is handled and platforms decide what counts as a conversion.
02
Google Tag Manager
Tags fire twice, late or on the wrong action.
A documented GTM container with deliberate triggers, variables and data-layer requirements instead of years of accumulated patches.
- GTM
- dataLayer
- QA
03
Conversion tracking
Ad platforms optimise against weak signals.
Validated Google Ads and Meta conversion events that distinguish meaningful outcomes from clicks that never become business.
- Google Ads
- Meta CAPI
- Attribution
04
Consent and privacy
Consent choices and measurement do not agree.
Consent Mode and consent-platform integration tested across the real visitor states your website needs to handle.
- Consent Mode
- CMP
- Governance
05
Server-side tagging
Browser-only collection loses control and signal.
A server-side route when the business case supports it, with clear ownership, routing and monitoring rather than unnecessary complexity.
- Server-side
- Control
- Performance
06
Decision dashboards
Reports show activity but do not answer decisions.
Looker Studio dashboards organised around acquisition, conversion and funnel questions, backed by a measurement dictionary.
- Looker Studio
- KPIs
- Reporting
What arrives
Evidence your team can inspect, not agency theatre.
Every engagement leaves a usable operating layer. The exact scope depends on your stack, but the principle does not change: the decisions, tags and checks must be visible.
- 01Measurement map
Business questions, events, conversions, parameters and owners in one reference.
- 02Implementation record
What changed in GA4, GTM, consent and advertising platforms.
- 03Validation log
Tested journeys, observed outcomes and known limits, recorded clearly.
- 04Decision view
A reporting layer designed around the questions the business actually asks.
The first working cycle
From audit to validated signal.
We do not begin with a dashboard template. We begin with the decision that needs evidence, then work backwards to the event and implementation.
- 01
Audit the signal
Review GA4, GTM, consent and advertising endpoints. Record gaps, duplicates and unknowns.
- 02
Define the measurement map
Agree the decisions, events, conversions, parameters and owners before changing tags.
- 03
Implement the system
Configure the agreed collection layer and integrations in accounts your organisation owns.
- 04
Validate real journeys
Test consent states, devices, forms and campaign journeys. Evidence replaces assumption.
- 05
Operate and improve
Document the system, monitor data quality and evolve the map as the business changes.
London measurement context
When data is expensive, dirty data is more expensive.
London businesses often run several acquisition channels, agencies and internal stakeholders at the same time. That makes measurement architecture a commercial control, not an optional marketing report. If Google Ads, SEO, referrals and CRM outcomes use different definitions, channel comparisons become unreliable.
Our work creates a shared definition of the meaningful action, then tests how that action travels from the website into analytics and advertising platforms. Privacy choices and technical limits remain visible. We do not promise perfect attribution where the platforms cannot provide it.
Measurement plans
Start lean. Upgrade when the signal earns it.
Low-entry plans for the first UK clients, with clear layers and no need to buy infrastructure before the measurement problem requires it.
Measurement Foundation
For a business that needs the core numbers to be dependable.
from£250/ month
- Initial measurement audit
- GA4 event and conversion setup
- Clean GTM container
- Measurement map
- Core conversion validation
- Monthly support
Recommended for active campaigns
Signal Pro
For active marketing teams connecting privacy, ads and reporting.
from£420/ month
- Everything in Foundation
- Consent Mode integration
- Google Ads and Meta conversions
- Server-side assessment
- Looker Studio dashboard
- Ongoing data QA
Data Operations
For multi-site or multi-source measurement that needs active ownership.
from£750/ month
- Everything in Signal Pro
- Multi-site measurement model
- Connected data sources
- Executive reporting layer
- Fortnightly working session
- Priority analytics support
Final scope follows a review of your website, consent platform, analytics property and advertising stack. Accounts remain yours.
Questions before a measurement project
Clear answers, before access is granted.
01What does a web analytics agency do?
A web analytics agency designs the measurement framework behind your website and campaigns. That includes defining useful events and conversions, implementing GA4 and Google Tag Manager, validating the data, connecting advertising platforms and presenting the result in dashboards that support real decisions.
02How is this different from installing Google Analytics?
Installing the Google Analytics tag only starts data collection. Reliable measurement also needs a measurement plan, a clean event model, tested conversions, consent handling, attribution checks and ongoing validation. Without those layers, a dashboard can look complete while reporting the wrong numbers.
03Can you audit an existing GA4 and Google Tag Manager setup?
Yes. We review the current GA4 property, GTM container, data layer, consent signals and advertising conversions. The audit identifies duplicate events, missing parameters, broken referral handling and conversion gaps, then turns those findings into a prioritised repair plan.
04Do you provide GA4 and GTM support for London businesses?
Yes. YAG works remotely with teams in London and across the UK. Delivery is organised around UK working-hour overlap, shared documentation and direct access to the people implementing the measurement system. We do not claim a physical London office.
05What is Consent Mode and why does it matter?
Consent Mode changes how Google tags behave according to the consent choices made on your website. It helps align measurement with privacy requirements while preserving the signals that can be collected lawfully. It must be connected correctly to the consent platform and tested, not simply switched on.
06When is server-side tagging useful?
Server-side tagging can improve control, data quality and performance by moving part of the collection process away from the browser. It is most useful for organisations with meaningful advertising investment, complex integrations or stricter data-governance needs. We recommend it only when the expected benefit justifies the extra infrastructure.
07How much does analytics and measurement support cost?
Plans start at £250 per month for the core GA4, Google Tag Manager and conversion-tracking foundation. More advanced plans add Consent Mode, server-side tagging, advertising integrations, dashboards and ongoing validation. The exact scope is confirmed after reviewing your current stack.
08Who owns the analytics accounts and data?
You do. GA4, Google Tag Manager, advertising accounts and dashboards remain under your organisation. We document the setup and access model so the measurement system does not become an agency black box.
London first · UK-wide delivery
A web analytics partner for teams across the United Kingdom.
London is the priority market for this service. Delivery is remote, with UK working-hour overlap and the same implementation team available to organisations in Manchester, Birmingham, Bristol, Leeds, Liverpool, Edinburgh, Glasgow and elsewhere in the UK.
There is no invented local office or directory address. Local relevance comes from the service, the language, the commercial model and the evidence on the page.
Measurement audit
Find the gap between the number and the truth.
We will review the measurement stack, identify the highest-risk gaps and define the first repair cycle. No obligation to replace tools that already work.