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Google Tag Manager and GA4
Google Tag Manager and GA4, set up by a developer who also knows the code behind it
A Google Tag Manager consultant needs to do more than create tags; half the work lives in the data layer and in the code on the site. I have been a developer since 2010, so I can both clean up the container and write the data layer it should read from.
- I usually reply the same day
- Written estimate before work starts
Google Tag Manager and GA4
Cleaning up the container
Many GTM containers have grown through years of campaigns and changing agencies, and nobody dares delete anything because nobody knows what is still in use. That is how an undocumented container rots, one forgotten tag at a time. I work out what actually fires and pause the rest, so there is always a way back.
Afterwards the remaining tags get a fixed naming convention, so their purpose can be read without opening them. That detail decides whether the container is still workable in two years.
Typical tasks
- GA4 setup with ecommerce tracking, conversions and internal traffic filtering.
- Google Ads conversion tags and Enhanced Conversions.
- Meta pixel and Conversions API, preferably via a server-side GTM container.
- Cookie banner and Consent Mode v2 correctly wired into the tag setup.
- A defined data layer with fixed event names, written with your developers or by me.
- Documentation of it all, so you can maintain the container yourselves afterwards.
A data layer that holds
What decides whether a GTM setup is robust is where the events come from. Automatic click triggers guessing at CSS classes snap when the design changes, and the error only shows up weeks later in the reports.
Instead I define a data layer with fixed names and fixed fields that the site itself sends. Because I am a developer, I can write the implementation myself or hand your team a precise specification.
What you get
Concrete deliverables, not a report of recommendations someone else has to find time for.
- A cleaned container
Inactive tags paused rather than deleted, so the cleanup can be rolled back if something turns out to be in use.
- A fixed naming convention
A pattern for tags, triggers and variables, so anyone can read what they do without opening them.
- A data layer specification
Fixed event names and fields, implemented by me or handed over as a precise recipe for your developers.
- GA4 configured
Conversions on what matters, internal traffic filtered out and data retention set to the longest permitted period.
The work in practice
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How it works
Four steps. You know what happens when, and you can stop after any of them.
- 01
Audit of the current setup
Using preview mode and the network log, I work out which tags fire, which fail, and where the same purchase gets counted more than once. The result is a concrete list of what has to go and what is missing.
- 02
A new structure in GTM
The container is rebuilt with consistent naming and a clean data layer, so anyone can open it a year from now and understand what happens. Old tags are archived rather than deleted, so nothing is lost.
- 03
Server-side and consent mode
I set up a server container on your own subdomain and wire in consent mode, so the consent choice controls what gets sent. Conversion tracking for Google Ads and Meta moves over with it.
- 04
Checked against order data
For a period after launch, I compare orders in your backend with the numbers in GA4 and the ad platforms. Deviations are explained in writing, so you know how much weight the numbers can carry.
Brands I've worked with
Frequently asked questions
- What does a Google Tag Manager consultant cost?
- It depends on the job. The price is driven mainly by the size and state of the container, by whether a data layer needs building from scratch, and by how many platforms and sites are involved. Give me read access to the container and I will come back with a concrete quote, with a same-day reply.
- What is the difference between Google Tag Manager and GA4?
- GA4 is the analytics tool that receives and reports on data. Google Tag Manager is the distribution system deciding which data gets sent to GA4 and to other platforms like Meta and Google Ads. They work together but solve different problems, and errors can occur in either link.
- Do you cover all of Denmark?
- Yes. Based in Herlev near Copenhagen, with clients in Copenhagen, Aarhus, Odense, Aalborg and many smaller towns. GTM work happens over screen sharing, so geography plays no role in the quality.
- Is GA4 legal to use under GDPR?
- GA4 can be used responsibly when the setup is right: consent collected before cookies are set, Consent Mode v2 configured, Google's data processing agreement accepted, and sensible settings for retention and sharing. I am not a lawyer and do not give legal assessments, but I make sure the technical side is in place and documented. If you prefer data kept in the EU, I am also happy to set up alternatives such as Matomo or Plausible.
- We already have GA4 running. Is there anything to gain?
- Usually yes. Many setups were done in a rush when Universal Analytics shut down and have not been looked at since. A review typically reveals missing conversions, unfiltered internal traffic and a data retention period left on the default.
- Can you clean up without breaking anything?
- Yes, that is the whole method. I work in a workspace, test in preview before publishing and pause tags rather than delete them. Should something turn out to be in use after all, it can be reactivated in a minute.
- Can you teach our team to maintain the container?
- Happily. I typically spend half a day walking through the naming, the data layer and the workflow together, so your own people can make changes confidently going forward. It is often the best-spent part of the whole job.
- Do you work with analytics tools other than Google?
- Yes. I have set up Matomo, Plausible and similar for clients where EU data storage weighed heavier than Google's reports. The recommendation depends on your needs, not on partner deals; I have none.