Analytics & Conversion Tracking Setup
To base your marketing decisions on data, you need the right analytics infrastructure. We set up GA4, Google Tag Manager, Meta Pixel, LinkedIn Insight Tag and CRM integrations to measure which channels are actually generating conversions.
Common Challenges
Spending on ads but not knowing which channel is generating conversions
Switched to GA4 but cannot understand the reports — it's not the same as Universal Analytics
Form submissions, phone calls and WhatsApp clicks cannot be measured
Meta and Google ads are showing different conversion numbers — which is correct?
GTM is installed but no-one has checked which tags are firing correctly
Without analytics, digital marketing is blind. Every month ad budget is spent, campaigns are run — but it's unknown which ad produced which sale. A properly configured analytics and conversion tracking infrastructure is essential to eliminate this uncertainty.
GA4 (Google Analytics 4) is the next-generation measurement platform that replaced Universal Analytics. It has moved from session-based to event-based measurement and offers the ability to track user journeys across different devices and channels. However, this transition brings a learning curve: most companies' GA4 setups are incomplete or misconfigured.
Google Tag Manager lets you manage all marketing tags without writing code. You don't need a developer to add a new pixel, update an existing tag or start tracking a conversion action. When GTM is set up correctly, the marketing team is freed from technical dependency.
Serverside GTM has become critical, especially for high-traffic e-commerce sites. Clientside (browser-side) tagging leads to data loss due to iOS privacy restrictions and adblocker usage. Server-side tagging significantly reduces this loss and sends more signals to the optimisation algorithms of ad platforms.
CRM integration allows you to attribute offline conversions (phone calls, face-to-face sales, long sales cycles) to digital channels. Google Ads Enhanced Conversions and Meta CAPI (Conversions API) form the technical infrastructure of this integration.
At Multiligo, after completing these setups we also offer a monthly analytics health check: are tags still firing, is data consistent, what are the optimisation opportunities?
How We Work
Before starting the analytics setup, we prepare a measurement plan: which actions (form submission, phone click, add to cart, page view, video watch, etc.) are important for business objectives? This list forms the roadmap for every step of the setup.
We centrally manage all tags through Google Tag Manager: GA4 events, Google Ads conversion tags, Meta Pixel events, LinkedIn Insight Tag and other third-party tools. We verify that each tag fires correctly using GTM Preview and GA4 DebugView.
Once setup is complete, we build a basic GA4 report dashboard — the metrics your marketing team will look at each week appear on screen. We also give your team a short training on how to read GA4.
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