GA4 and Tag Manager setup
A GA4 property and a Google Tag Manager container set up from scratch or cleaned up, with a clear naming plan so the events still make sense in a year.
GA4
GA4 Consultant: Setup and Analytics
I work as a GA4 consultant for businesses that want to trust their numbers. I set up Google Analytics 4 and Google Tag Manager properly, with a clean dataLayer, consent mode, and event and conversion tracking that reflects what actually matters to your business, from form enquiries to ecommerce revenue.
What I Do
GA4 setup, done so you can trust it
Most GA4 problems come from setup, not from GA4 itself. These are the four parts I work on.
Consent mode
Consent Mode v2 wired to your cookie banner, so analytics respects the visitor's choice under GDPR and you still get modelled data where Google allows it.
Conversions and ecommerce
Form submissions, calls, bookings and purchases tracked as key events, including Shopify GA4 setup and WooCommerce ecommerce events with revenue by product.
Reports and audits
An audit of an existing setup, and simple reports that answer the questions you actually ask: where do enquiries come from, and which pages convert.
Why It Matters
Google Tag Manager consulting that ends the guesswork
Google Ads, Meta Ads and SEO decisions are only as good as the data behind them. If a form submission is counted twice, or purchases are missing from GA4, every campaign optimises for the wrong thing. Getting the tracking right is usually the cheapest improvement a marketing budget can buy.
This site runs GA4 with consent mode and loads it only after the visitor interacts or accepts, so it does not slow the page down. I set clients up the same careful way. See also Google Ads and Meta Ads.
Who It's For
A Google Analytics consultant for businesses here and abroad
I work online with businesses in Portugal, the UK and the US, and meet businesses in Porto, Vila Nova de Gaia and nearby in person when it helps.
Setup Guide
What a proper GA4 setup includes
A GA4 setup is more than pasting a tag into the site. I set it up through Google Tag Manager so changes don't need a developer every time, connect consent mode to your cookie banner, and define the few events that matter as key events: a form sent, a call clicked, a booking made, a purchase. I filter out internal traffic, link Search Console and Google Ads, set data retention, and check every event in DebugView before calling it done.
For online stores I add the ecommerce events, from viewing a product to purchase, so you can see where people drop off.
Audits
When your numbers don't add up
If GA4 shows more sales than your store, or none at all, something in the setup is wrong. Common causes are duplicate tags, a purchase event that fires on page reload, consent blocking tags it shouldn't, and cross-domain checkouts that split one visit into two. I find the cause, fix it, and write down what is tracked so the next person can understand it.
If you want to do it yourself, follow my GA4 setup guide.
How This Works
How a GA4 project runs
-
Call
A free 20-minute call about the questions you want your data to answer.
-
Audit
I check what is tracked now, what is missing and what is double counted.
-
Set up
GA4, Tag Manager, consent mode and key events, tested in debug mode.
-
Report
A simple report and a short walkthrough so you can read it yourself.
FAQ
GA4 questions
What is GA4?
Google Analytics 4 is the current version of Google Analytics. It tracks visits as events, works across websites and apps, and replaced Universal Analytics, which stopped collecting data in 2023.
What is the difference between Google Tag Manager and Google Analytics?
Google Analytics stores and reports the data. Google Tag Manager is the tool that sends data to Analytics and other platforms from your site, without editing the site code for every new tag.
How do I set up GA4?
Create a GA4 property, add the tag (ideally through Google Tag Manager), set up consent mode, then define the key events that matter to your business and test them in debug mode. The last two steps are where most setups go wrong.
Can you set up GA4 for Shopify?
Yes. Shopify has its own Google integration for the basics, and I add or fix the events and conversions it misses, so revenue and enquiries line up with what Shopify reports.
Is GA4 GDPR compliant?
It can be used in a GDPR-compliant way with a proper cookie banner and consent mode, so analytics cookies are only set after consent. Check the legal side with your adviser; I handle the technical setup.
Do I need Google Tag Manager to use GA4?
No, but it helps. Tag Manager keeps all tracking in one place, so adding an event or a new ad pixel later doesn't mean editing the site's code. For most sites I set up GA4 through it.
Can GA4 track phone calls and WhatsApp clicks?
It can track the clicks. When someone taps your phone number or a WhatsApp button, that click can be sent to GA4 as an event and marked as a key event, so you can see which pages and campaigns lead to calls and messages.
Not sure your analytics numbers are right?
Tell me what you want to know from your data. I will check the setup and tell you honestly what is missing.