Those numbers —
are they actually right?

Google Analytics (GA4) and ad conversion tracking break more often than you’d think, and usually without anyone noticing. Double counting, data from another site bleeding in, missed conversions — we audit your entire measurement setup and rebuild it into a state you can trust. Because we’re a development company, we go behind the tags to pin down the real cause.

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Pain points

Do any of these sound familiar?

These are all common, real-world symptoms. If any ring true, we start by diagnosing where things stand.

Your conversion count doesn’t match actual sign-ups or purchases.

Traffic from another site or app somehow ends up in the same GA property.

A single sign-up gets inflated and counted as two or three.

Personal information such as email addresses is being recorded in your URLs.

You’re spending on ads but can’t tell whether it’s driving results.

Reasons

Our strength is reading beyond the admin screen, down to the delivered code

Measurement drift can’t be traced from the admin settings alone. As a development company, we read the tracking code actually delivered to the page and the server-side implementation, separating “is this a tagging problem, or is it how the site is built?”

We go behind the tags

Beyond the admin settings, we inspect every instance of the tracking code actually firing on your pages. We identify double counting, duplicate tags, and data bleeding in from other sites from the cause side, not the symptom side.

We don’t stop at diagnosis

We don’t just surface the problems — we fix the tags, implementation, and settings, starting with the highest-priority ones. Rather than handing over an audit report and calling it done, our goal is to restore a state you can measure correctly.

We can implement server-side measurement

When ad blockers and cookie restrictions are causing browser-based tracking to miss more and more, we handle the switch to server-side measurement (Measurement Protocol). We’re a company that solves in code the problems settings changes can’t.

We get ahead of privacy risk

Email addresses or names leaking into URLs and event values run straight into terms-of-service violations and data-deletion costs. We put you in a safe state to measure, including redaction and consent management (Consent Mode).

Scope

What we cover

Not just the front side of the tags — we go into the delivered code and the server side to restore measurement to a correct state.

01 Audit

Measurement audit (current-state diagnosis)

We inspect your GA4, Google Tag, and ad conversion settings — not only the front-side admin screens but the code actually delivered to your pages. We surface issues one by one — double counting, data bleeding in, missed conversions, personal information being recorded — and compile a diagnosis report with the impact and cause of each. Because we can read the implementation as a development company, we can separate “is the tagging done wrong, or is it how the site is built?”

Full check of tag firing
Detecting double counting & duplicate tags
Reviewing cross-domain setup
Validity of conversion definitions
Exclusion settings such as internal traffic
Whether personal information is leaking in

02 Rebuild

Redesigning conversion measurement

We redesign your important outcomes — sign-ups, purchases, enquiries — so each one is measured correctly, exactly once. We close the gaps where reloads or back-navigation double-count, and we standardize event naming and definitions. When ad blockers and cookie restrictions make browser-based tracking miss too much, we handle the switch to server-side measurement (Measurement Protocol).

Redefining conversion events
Deduplication (one event, one count)
Server-side measurement (Measurement Protocol)
Enhanced conversions
Tidying up the GTM container
Firing tests & verification

03 Privacy

Personal information & privacy

We check whether personal information such as email addresses or names is leaking into URL and event parameters, and we configure redaction or fix the implementation. Recording personal information not only violates GA’s terms of service but also drives data-deletion costs, so we prioritize closing it off early. We put you in a safe state to measure, including IP anonymization, data retention, and consent management (Consent Mode).

Checking URL parameters for personal information
Redacting query strings & event values
IP anonymization & regional settings
Reviewing consent management (Consent Mode)
Setting data retention periods
Confirming alignment with the terms of service

04 Reporting

Reporting & visualization

Using the corrected data, we build reports in Looker Studio and similar tools that show sources, conversions, and return on spend at a glance. Even when the numbers are right, decisions won’t change if it’s unclear which ones to watch and act on — so we also recommend the metrics to focus on and how to read them. We design it to hold up as a weekly or monthly check, so operations continue even when the person in charge changes.

Normalizing sources & channels
Visualizing conversion paths
Return on spend (ad integration)
Looker Studio dashboards
Metric design for ongoing monitoring
A guide to reading the data & deciding

Process

How we work

We start with the audit — making clear what’s broken and in what order it should be fixed.

01Interview & access sharing — you share the metrics you want to see and viewer access to your GA and ad accounts.
02Audit — we inspect the measurement implementation and compile the issues and their impact into a diagnosis report.
03Fixes — starting with the highest-priority items, we correct tags, implementation, and settings. We introduce server-side measurement where needed.
04Verification & handover — we verify the corrected state and hand over the report and operating guidance. We’re happy to discuss ongoing improvement.

Plans

Engagement formats

We take on requests that start with just a spot audit. Once the diagnosis makes the problems and priorities clear, you can expand step by step into fixes and operations. We design the scope to fit each engagement.

Audit

Just the measurement audit first

Diagnose the current state with viewer access only
Full check of tag firing
Surface double counting, bleed-in & missed data
Organize problems & priorities into a diagnosis report

Rebuild

Through to the fixes

Redefining conversion events
Deduplication & cross-domain fixes
Server-side measurement (Measurement Protocol)
Firing tests & verification

Reporting

Reporting & ongoing

Building dashboards in Looker Studio
A guide to the metrics to watch & how to read them
Designed to hold up as ongoing monitoring
Discussing ongoing improvement

Comparison

Compared with the alternatives

Anyone can touch measurement settings. The dividing line is whether you can trace drift back to the implementation, pin down the cause, and keep it measuring correctly.

Leave it to an ad-ops agency

Bundle it into ad operations

They’ll look after the ad-settings side
Drift caused by site implementation is hard to separate out
Implementation work like server-side measurement is often out of scope
Hard for them to go as far as personal-information leakage

Touch the settings in-house

Handle the admin & GTM yourself

Small fixes can be made on the spot
Hard to separate causes by reading the delivered code
Pinning down double counting tends to depend on one person
Verifying the corrected state tends to get neglected

SHANNON

Alongside you from audit to fixes to operations

Read the delivered code & server side to pin down the cause
Fix deduplication & cross-domain in the implementation
Handle the switch to server-side measurement
Set up verification & reporting so operations continue

FAQ

Frequently asked questions

Yes. We’ll take on just the measurement audit (current-state diagnosis) as a spot engagement. After we lay out the problems and priorities in the diagnosis report, whether to proceed with fixes is your call.

We support Google Analytics (GA4), Google Tag / Google Tag Manager, Google Ads conversion tracking, Search Console, and more. We can also handle server-side measurement (Measurement Protocol) and custom-built measurement.

The audit can generally be done with viewer access. Only when the fix phase requires settings changes do we ask for edit access, limited to the relevant scope. We explain the scope of work in advance.

On the premise that measurement is correctly in place, we’re happy to advise on ad conversion design and improvement. We prioritize first creating a state where results are measured correctly.

Related services

AIO

AI Search Optimization (AIO / GEO)

Once your numbers are right, the next step is growing traffic. We optimize your content to be referenced more easily by AI search and generative AI.

See AI search optimization Speed

WordPress Speed Optimization

A slow site loses visitors before measurement even matters. We measure Core Web Vitals in the field and lift both perceived speed and conversion.

See WordPress speed optimization Infra

Infrastructure Build & Operations

Stable server-side measurement and tag delivery need solid infrastructure underneath. We take it on end to end, from build through operations.

See infrastructure build & operations

Get in touch

Contact

Let’s talk — the first consultation is free.

Even if your requirements aren’t fixed yet, that’s fine. We reply within 2 business days.

You can also reach us by phone (050-1794-9651, automated voice; we call back on business days). For detailed enquiries with budget and timing, please use the contact form. Note: we do not accept sales solicitations.

Those numbers —are they actually right?