Professional-services client project
Setting up lead tracking and reporting for a services business
I implemented and tested GA4/GTM tracking for a lead-magnet funnel and built GSC/GA4 reporting that separated the starting data, internal visits, and test activity. The completed setup was documented and handed over.
The project
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What the client needed
A controlled lead action should be traceable through the tracking setup, and internal or test activity should be distinguishable in reporting.
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The problem
- Lead-funnel actions needed a working GA4/GTM setup.
- Reports needed to distinguish real activity from internal visits and tests.
- The completed setup needed documentation for handover.
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My role
- Implemented and checked the GA4/GTM funnel measurement.
- Built the GSC/GA4 reporting structure.
- Documented the setup and remaining next steps.
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What I changed
- Checked the path from the user action through the dataLayer, GTM, browser request, GA4, and Google Ads.
- Corrected the identified tracking break and repeated the test.
- Separated starting data, internal visits, and controlled tests in reporting.
- Completed the measurement documentation and handover.
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How I checked it
- Recorded the observed tracking problem, correction, and result for each agreed primary action.
- Used GTM Preview, browser network requests, GA4 debugging, and reporting checks.
- The completed engagement has a public client review on the professional profile.
About these results
- This case describes tracking and reporting work. It does not report growth in traffic, subscribers, leads, conversions, or revenue.
- Client names and private materials are withheld. The original test records are not reproduced here.