GA4 & Google Tag Manager Setup
GA4 and Google Tag Manager setup configures analytics to measure business outcomes rather than page views. It covers container structure, event tracking, e-commerce data, conversion definitions and the data retention settings that determine how much history you keep.
Prices shown are starting points. The final cost depends on the size and scope of your project, and we confirm it in writing before any work begins.
GA4 out of the box measures very little of use. It counts sessions and some automatic events, and nothing that tells you which channel produced revenue. Without deliberate configuration, you have traffic data and no answers.
We define events that map to actual business outcomes, wire them through Tag Manager so they can be maintained without a developer, verify each fires correctly, and raise data retention to fourteen months: the setting most accounts leave at the two-month default and regret a year later.
What's included
- GTM container structure and installation
- GA4 property configuration and data streams
- Event tracking for meaningful interactions
- E-commerce tracking with full purchase data
- Conversion definitions mapped to business outcomes
- Cross-domain tracking where needed
- Consent mode configuration
- Data retention raised to 14 months
- Debug verification of every event
Questions people actually ask
Why does GA4 show fewer conversions than Google Ads?
They attribute differently. Google Ads counts a conversion against the click that led to it, including view-through and cross-device; GA4 uses its own attribution model and loses data to consent refusal and ad blockers. A gap is expected: a large, growing gap suggests a tracking problem.
Do I need Tag Manager if I have GA4?
Not strictly, but you will want it. GTM lets you add and change tracking without touching site code, which means faster changes and fewer developer tickets. It also makes it far easier to see what is actually firing.
What is the most common GA4 setup mistake?
Leaving data retention at two months. It cannot be recovered retroactively, so a year later you have no year-on-year comparison. Change it on day one; it takes thirty seconds.