Setting up lead tracking and reporting for a services business
A completed multi-month engagement: GA4 and Google Tag Manager implemented and tested for a lead-magnet funnel, and GSC and GA4 reporting built so that starting data, internal visits and test activity are separated rather than averaged together.
Client work. The client's name and dates are withheld, and I have not reproduced the original test records. The completed engagement has a public client review on the professional profile.
What they wanted
A controlled lead action should be traceable from the moment the visitor takes it. And the reports should be able to tell real activity apart from internal visits and test activity — otherwise every decision after that is made on a number nobody trusts.
What was wrong
The lead-funnel actions had no working GA4 and GTM setup, and the reporting could not separate genuine activity from the visits the client's own team was making. The finished setup also had to be documented well enough to hand over.
What I did
- Traced and repaired the path from the user action through the dataLayer, GTM, the browser request, GA4 and Google Ads, then ran the test again.
- Separated starting data, internal visits and controlled tests in reporting, so the funnel could be read without subtracting things by hand.
- Wrote the measurement documentation and the handover notes, including the steps that were still open.
How I checked it
For each agreed primary action I recorded the observed problem, the correction and the result. The checks used GTM Preview, browser network requests, GA4 debugging and the reports themselves.
What it doesn't prove
This is tracking and reporting work. It does not report growth in traffic, subscribers, leads, conversions or revenue.
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Describe the workflow, the data or the system you need built. Scope and any quote are handled privately after the enquiry.
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