GA4 sessions and conversions are under-reported
because Consent Mode v2 was not properly implemented — Google's modelled data only works when the consent framework is correctly wired to the tag
ANALYTICS & TRACKING SETUP
GA4 and GTM Setup for UK Businesses That Need Accurate Conversion Data
Every paid acquisition decision rests on whether your tracking is working. We configure GA4, GTM, Google Ads conversions, Meta Pixel with CAPI, call tracking, CRM offline conversion import, and Google Merchant Centre — with full UK GDPR Consent Mode v2 compliance built in from the start.
This is for you if
Who This Engagement Is Built For
Lead-generation businesses running Google Ads or Meta Ads in the UK who cannot reconcile their ad platform conversion counts with their actual lead intake — and are therefore making budget decisions on unreliable data.
UK ecommerce brands on Shopify, WooCommerce, or Magento whose GA4 purchase event counts do not match Shopify order reports, whose Meta ROAS figures are inflated by browser-blocked events, and whose Google Shopping campaigns are suppressing products because of feed errors.
Professional services firms — legal, financial, property, insurance — where a significant share of enquiries arrive by phone and are currently invisible to paid media attribution.
Scale-up businesses that have outgrown their initial GA4 setup, have accumulated years of inconsistent GTM tags, and need a clean rebuild before increasing ad spend.
In-house marketing teams who have the capability to manage campaigns but need the measurement infrastructure set up correctly once, with documentation that supports ongoing maintenance.
What's broken
Broken Tracking Costs More Than a Broken Campaign
Meta Pixel fires on page view but misses purchase and lead events
because the standard pixel alone cannot fire through Safari ITP and iOS restrictions — CAPI is the fix
Phone calls are invisible
in industries like legal, financial services, property, and healthcare, a significant share of conversions come through the phone and are never recorded
Google Ads and GA4 show different conversion counts
because the tag configuration is inconsistent or duplicate triggers exist in GTM
Offline conversions from CRM are never imported
qualified leads that convert days after the click are permanently unattributed
What we engineer
What an Analytics and Tracking Setup from Ignited Nepal Covers
GA4 Property Configuration
We audit or build your GA4 property from the ground up: data stream configuration, enhanced measurement settings, cross-domain tracking if required, user ID implementation for logged-in user journeys, and event deduplication. We configure key events correctly — purchase, generate_lead, begin_checkout, sign_up — and verify they are firing accurately against your actual user journeys, not just against the debug view in isolation.
Google Tag Manager Setup and Governance
GTM is the infrastructure that holds everything else together. We structure your container with a consistent naming convention, tidy variable and trigger architecture, and workspace governance so that future tag additions do not break existing tracking. For UK accounts we implement Consent Mode v2 using your existing CMP (Cookiebot, OneTrust, CookieYes, or similar) so that GA4 and Google Ads measurement continues through Google's modelling even when users decline analytics cookies — which is the legally compliant and measurement-preserving approach required under UK GDPR.
Google Ads Conversion Tracking
We configure Google Ads conversion actions through GTM with the correct attribution window, counting method, and value settings for your business type. We remove duplicate conversion actions that inflate reported conversions, set primary versus secondary conversion action designations correctly, and implement enhanced conversions so that first-party data is sent alongside standard conversion signals. For ecommerce clients we implement transaction-level conversion values so that Smart Bidding can optimise toward revenue rather than just conversion volume.
Meta Pixel and Conversions API (CAPI)
The Meta Pixel alone misses a growing share of web events because of browser-level blocking, iOS privacy changes, and ad blockers. We implement the Conversions API via GTM server-side tagging or direct server integration to send conversion events directly from your server to Meta — bypassing client-side restrictions. We configure event deduplication so that the same event is not counted twice, and we map your standard events (Lead, Purchase, InitiateCheckout, ViewContent) correctly to your actual funnel steps.
Call Tracking Setup
For UK businesses in sectors where phone enquiries are a primary conversion channel — legal, property, financial services, insurance, home services — we implement dynamic number insertion (DNI) call tracking through platforms such as Infinity, ResponseTap, or CallRail. Calls are mapped as conversion events in GA4 and Google Ads, giving you session-level attribution for every inbound call rather than a volume number with no channel context.
CRM Offline Conversion Import
When your sales cycle is longer than a few hours, last-click attribution misses the full story. We set up offline conversion imports from your CRM — Salesforce, HubSpot, Pipedrive, or others — so that qualified leads, opportunities, and closed deals are sent back to Google Ads and tied to the original ad click. This means Smart Bidding trains on the outcomes that actually matter to your business, not just the initial form fill.
Google Merchant Centre
For UK ecommerce and retail advertisers, we configure or audit your Merchant Centre account: feed submission and validation, product data specification compliance, account-level settings, shipping and return policy configuration, and the link between Merchant Centre, GA4, and Google Ads. We resolve feed errors that suppress product listings and implement supplemental feeds where needed for title and description optimisation.
UK GDPR and Consent Mode v2
This is not an optional layer added at the end. UK GDPR compliance and Consent Mode v2 configuration are built into every part of the setup. We verify that your CMP correctly signals consent status to GTM, that Google tags respect those signals, and that you have the consent documentation and tag behaviour that a post-Brexit UK data audit would expect to find. We do not deploy tracking that fires analytics or advertising tags before consent is given.
Common questions
Common Questions About Analytics and Tracking Setup
Do I need Consent Mode v2 if I already have a cookie banner?
Consent Mode v2 requires specific GTM configuration that links your CMP's consent signals to Google's tags — a cookie banner alone does not implement it. Without the correct GTM-side setup, Google tags will not respect the consent signals your banner collects, and your GA4 and Google Ads data will either be missing or non-compliant with UK GDPR requirements. We verify and implement this as part of every engagement.
How long does a full tracking setup take?
Most engagements complete the implementation phase within 10 business days. The timeline depends on the complexity of your existing setup, the number of platforms being integrated, and how quickly your team can provide access credentials. We agree the scope and timeline during the audit phase before implementation begins.
Will this break my existing GA4 historical data?
Reconfiguring your GA4 property does not delete historical data — events already recorded remain in your property. Where we make changes that affect how future events are categorised, we document the change date so you can apply the correct context when comparing historical and post-setup data.
Can you work with our existing CMP?
Yes. We implement Consent Mode v2 against whichever CMP you are using — Cookiebot, OneTrust, CookieYes, Complianz, and others are all supported through GTM's built-in consent API and CMP-specific templates. If you do not have a CMP, we can recommend one appropriate to your site and scale.
What is the difference between Meta Pixel and Conversions API?
The Meta Pixel is a client-side tag that fires from the visitor's browser — it is blocked by iOS 14+, Safari ITP, and browser-based ad blockers, meaning a growing share of your conversions are never reported. The Conversions API sends the same event data directly from your server to Meta, bypassing client-side restrictions. Implementing both with deduplication enabled gives you the most complete event coverage available.
Do you import historical offline conversions or only future ones?
We import both. Google Ads accepts offline conversion uploads with historical click timestamps up to 90 days in the past. Where your CRM holds historical qualified lead or closed deal data with GCLID values attached, we upload that history so Smart Bidding has a fuller training signal from day one.
Our team
The people behind the work
Not a black box. Real specialists you can call, with their names on the work.
Niraj Raut
Founder — Ecommerce SEO
Keshab Joshi
PPC Expert
Hawrry Bhattarai
Google Ads Expert
Arogya Rijal
SaaS SEO Expert
Start here
Start with a Tracking Audit
Before we build anything, we audit what you have. The audit identifies every tracking gap, data quality issue, and compliance risk in your current setup — and gives you a clear picture of what needs to change before you scale spend.
Email us at uk@ignitednepal.com with a brief description of your current setup and the platforms you are running ads on. We will confirm scope and timeline within one business day.