GTM is deceptively simple to start but exceptionally difficult to master. With hundreds of configurations behind me, I know that no two implementations are alike and robust tracking always requires both technical depth and creative problem-solving.
A site update, a button rename, a template change. Suddenly your tags stop firing and no one notices until the data is already gone.
GA4 says one thing, your ad platforms say another, and your backend says something else entirely. You're making budget decisions without a source of truth.
Most implementations are misconfigured, either leaking data without consent or blocking too aggressively and losing signal you're legally entitled to collect.
A transparent, structured process from initial audit through to documented handoff.
Review of your current stack, existing tags, and regional privacy requirements before anything is touched.
Defining exactly what to track, why it matters, and how each event connects to conversions and revenue.
Tags and triggers built around your specific stack. Bespoke workarounds where standard approaches fall short.
Custom dimensions added to events for deeper segmentation and granular analysis beyond standard GA4 reporting.
Every trigger validated in GTM Preview, Tag Assistant, and against backend data before publishing.
Complete documentation and a team walkthrough. Full visibility into every tag, trigger, and variable in your container.
Phil has been a great resource for us where we've had particularly tricky tracking issues. He's able to investigate and provide solutions and a clear path to fixing any problems. He's a pleasure to work with and has always been reliable and able to find solutions.
Managing Director, Talking Stick Digital
GTM is the hub, but the ecosystem it connects to is vast. Tracking implementations are only as good as the platforms they feed.
Book a strategy session to get a clear picture of where your tracking is failing and how a robust GTM implementation can give you data you can actually trust.
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