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GA4 Setup, Audits and Server-Side Tracking Services
Accurate analytics and ad tracking you can trust, set up the privacy-safe way.
Stack we work in
- Google Analytics 4
dbt
Power BI- Google Search Console
- Firebase
- Shopify
- WordPress
- Next.js
- Projects delivered
- 680+
- Clients served
- 310+
- Client retention
- 98%
- Certified engineers
- 20+
- Building since
- 2018
Figures as of Oct 2026
Trusted by
- Aralia
- Rosa Pistrina
- Lashbo
- Micromunchi
- Payroll Ninja
- POD
- Petdx
- Yokey
- Spin Up
- Starwear
- Udlins
- Vegpal
- Wander Wings
- Wish It
- Wisl
Signs your tracking needs work
If your analytics, ad platforms and CRM all show different numbers, you cannot tell which marketing works.
Read the full overview
We set up and fix Google Analytics 4, Google Tag Manager and conversion tracking so your data is complete, consistent and compliant with consent rules. Server-side tracking recovers data that browsers and ad blockers now drop, Consent Mode v2 keeps you compliant while still modeling conversions, and BigQuery and Looker Studio turn the data into reports your team can use.
Numbers that do not match
GA4, Google Ads, Meta and your CRM all report different conversion totals.
Conversions dropped suddenly
A site release, new consent banner or browser update broke tracking.
No consent set-up
Tags fire before visitors accept cookies, or Consent Mode v2 is missing.
Reports nobody trusts
Teams export data to spreadsheets because the dashboards are wrong or missing.
Outcomes
What you get
- Analytics, ad platforms and CRM numbers that agree
- Conversions recovered that browsers and ad blockers dropped
- Consent handled correctly, with modelled data where allowed
- Better ad performance from accurate conversion signals
- Raw GA4 data in BigQuery that you own
- Dashboards people use, instead of exports and spreadsheets
What we deliver
What you receive
Tracking audit
Every gap and error in GA4, GTM, pixels and consent, ranked by impact.
Measurement plan
Events, conversions, parameters and a data layer spec for developers.
Working set-up
GA4, GTM, server-side tagging, consent and conversion APIs, tested and published.
Dashboards
Looker Studio dashboards on top of GA4 and BigQuery.
Documentation
Naming guide, change log and maintenance notes.
GA4 setup and audits
A clean analytics foundation.
- GA4 property, data streams and data retention settings
- Event and conversion plan based on your business goals
- Ecommerce and lead tracking with correct parameters
- Audit of existing GA4: missing events, duplicate tags, broken attribution
- Cross-domain, subdomain and app plus web tracking
Google Tag Manager
Tags organized, tested and documented.
- Clean GTM container structure with naming conventions
- Data layer specification for developers
- Marketing pixels for Google Ads, Meta, LinkedIn, TikTok and Microsoft Ads
- Workspaces, versions and approvals for safe publishing
Built with
- Google Tag Manager
Server-side tracking
Recover data and control what you share.
- Server-side GTM on Google Cloud Run or Stape
- First-party tracking domain to extend cookie life
- Meta Conversions API, Google Ads Enhanced Conversions and LinkedIn Conversions API
- PII removal and data filtering before data reaches vendors
- Better page speed by moving tags off the browser
Built with
- Google Cloud Run
- Stape
- Meta Conversions API
- Google Ads Enhanced Conversions
- LinkedIn Conversions API
Consent and privacy
Track only what users agree to.
- Consent Mode v2 with basic or advanced implementation
- Consent banners with Cookiebot, OneTrust, CookieYes or Usercentrics
- Tag behavior checks before and after consent
- Documentation for GDPR and ePrivacy compliance reviews
Built with
- Consent Mode v2
- Cookiebot
- OneTrust
- CookieYes
- Usercentrics
BigQuery and reporting
Own your raw data and report on it.
- GA4 BigQuery export set-up and cost control
- SQL and dbt models for sessions, attribution and funnels
- Looker Studio dashboards for marketing, sales and leadership
- Joining analytics with CRM and ad spend data
Built with
- BigQuery
- dbt
- Looker Studio
- Looker
- SQL
Why teams choose Equitysoft for GA4 and tracking
Audit before changes
We audit your current tags and data first, so fixes target the real causes of mismatched numbers.
Consent built in
Consent Mode v2 and your cookie banner are set up together, so tracking respects consent.
Developers and data engineers
Our engineers set up server-side tagging, the Meta Conversions API and BigQuery exports end to end.
Documented set-up
Every tag, trigger and event is documented, so your team or any future agency can maintain it.
How we work
Audit
We review GA4, GTM, ad pixels, consent and CRM data to find gaps and errors.
You receive Tracking audit
Measurement plan
We agree the events, conversions and reports that match your business goals.
You receive Measurement plan and data layer spec
Implement
We build GA4, GTM, server-side tagging, consent and conversion APIs in a test environment.
You receive Working tracking set-up
Test and launch
We test every event and consent state, then publish with version control.
You receive QA report and launch
Report
We set up BigQuery export and Looker Studio dashboards.
You receive Dashboards and data models
Monitor
We monitor for broken tags and data drops after site releases.
You receive Monitoring and alerts
Tech stack
Technologies we use
Data platforms
Pipelines and orchestration
- dbt
Databases
BI and analytics
- Google Analytics 4
- Google Tag Manager
- Server-side Google Tag Manager
- Looker Studio
- Looker
- Power BI
- Google Search Console
Frontend
Languages
Cloud and DevOps
CRM, commerce and CMS
Other tools
Engagement
Ways to work with us
Tracking audit
A review of GA4, GTM, pixels and consent, with a fix plan.
- Fixed price
- Results in 1 to 2 weeks
Full set-up
Measurement plan, GA4, server-side tagging, consent and dashboards.
- Tested before launch
- Fully documented
Ongoing analytics support
Monitoring, fixes after releases and new reports each month.
- Monthly retainer
- Alerts on data drops
Questions, answered
Common causes are missing or duplicated tags, consent banners that block tracking, ad blockers, different attribution models and conversions counted differently in each tool. An audit finds which of these apply and fixes them, so the numbers line up as closely as the tools allow.
It depends on the number of sites and apps, events, ad platforms, and whether you need server-side tracking and BigQuery reporting. Server hosting is billed to your own cloud or Stape account. As a guide, a GA4 and GTM audit usually costs $1,500 to $5,000, and a full set-up with server-side tracking, Consent Mode v2 and dashboards $5,000 to $20,000 or more (USD).
Instead of every marketing tag running in the visitor's browser, data is sent once to your own tagging server, which then passes it to GA4, Google Ads, Meta and others. It recovers data lost to browser limits, lets you remove personal data before sharing it and can speed up your site.
It is Google's way of adjusting tags based on a visitor's cookie choice, and of modeling conversions for people who decline. Google requires it for advertisers who want to use remarketing and measurement features for users in the European Economic Area and the UK. We set it up with a certified consent banner.
No, and it should not. Server-side tagging still has to respect each visitor's consent choice. We set it up so tags only fire, or only send limited data, according to the consent given.
It sends conversion events from your server to Meta, alongside the browser pixel, so Meta receives more complete and reliable data. That usually improves ad optimization and reporting. We set it up through server-side GTM or a platform integration such as Shopify's.
The GA4 interface samples, limits and summarizes data. BigQuery gives you the raw events, kept as long as you want, so you can build custom attribution, join with CRM and ad spend data and feed dashboards in Looker Studio or Power BI.
Yes. We set up GA4 for apps through Firebase, align app and web events, and connect them in one property for a full view of the customer journey.
Yes. You get a measurement plan, data layer spec, GTM naming guide and a change log, so your team or any future agency can maintain it.
A tracking audit usually takes 1 to 2 weeks and a full set-up 2 to 6 weeks. We need admin access to GA4, Google Tag Manager and your ad platforms, plus your consent banner settings.
You do. Properties, containers and BigQuery projects are created in your accounts, and we can be removed at any time.
More about our GA4 and Server-Side Tracking
Not sure your tracking is right?
Book a call. We will review your GA4, tags and consent set-up and list what needs fixing.