Performance marketing ยท GA4 and analytics consulting
Tracking You Can Trust Before You Spend More.
Measurement fixed before spend scales. GA4 setup, conversion tracking and reporting you can trust.
Measurement fixed before spend scales. GA4 setup, conversion tracking and reporting you can trust.
GA4 consulting is the work of setting up Google Analytics 4 and your conversion tracking so that the numbers you make decisions on are correct.
Route Ignite audits what is being counted, fixes what is not, and builds simple dashboards, so marketing and finance finally see the same figures.
We are a Google Partner, and we see broken tracking in most accounts we inherit.
Double-counted conversions, missing events, form submissions that never register, and ad platforms and analytics disagreeing: these are routine. We see them in most accounts we inherit.
The result is that real decisions get made on wrong numbers. A campaign gets paused because its conversions were not being counted. Another is scaled because the same sale was counted twice. Fixing the measurement is often the single most valuable thing we do in the first month.
Google Analytics 4 replaced Universal Analytics, and it counts things differently. It is built around events rather than sessions, which gives more flexibility and a steeper learning curve.
Many businesses switched it on and never configured it. They collect data, but not the data they need. A proper setup defines which events matter, names them sensibly and marks the important ones as key events.
| Area | Common problem | What it costs you |
|---|---|---|
| Conversions | Counted twice, or not at all | Wrong decisions on which campaigns work |
| Forms | Submissions not tracked | Leads that look like they never happened |
| Calls and WhatsApp | Not connected to campaigns | No idea which ads drive phone enquiries |
| Ecommerce | Revenue and product data missing or wrong | Return on ad spend you cannot trust |
| Attribution | Branded and direct traffic mixed with paid | Ads credited for customers who were already coming |
| Spam and internal traffic | Bots and staff visits counted | Inflated traffic and distorted rates |
Google Tag Manager is powerful and easy to turn into a mess. We set up containers with clear naming, a documented structure and a testing routine, so a change by one person does not quietly break tracking for everyone.
You own the container. We give you documentation so that whoever works on it next can understand it.
Ad platforms each report their own numbers and each count in their own way. We link Google Ads, Meta and GA4 so conversions are defined consistently, and we reconcile the differences.
The aim is one version of the truth that marketing, finance and leadership all accept. Platform dashboards are still useful, but they are checked against something independent.
Browser-based tracking is increasingly limited by privacy settings, ad blockers and cookie rules. Server-side tracking sends some data from a server you control, which can recover signal and improve data quality.
It is not needed by every business and it adds cost and complexity. We recommend it when the data gain is worth it, and tell you plainly when it is not.
A short dashboard of the numbers you actually manage by, not forty widgets. Looker Studio reports that refresh on their own and make sense to someone who is not an analyst.
We design them around the questions you ask: which channel brings customers, what a customer costs, where visitors drop off.
| Step | What happens | What you get |
|---|---|---|
| 1. Audit | We review analytics, tags, ads and forms | A written list of what is wrong |
| 2. Plan | We agree what to measure and how to name it | A measurement plan |
| 3. Build | GA4, tags and conversions set up and tested | Tracking that works |
| 4. Validate | We compare against ad platforms and your own sales data | Numbers you can trust |
| 5. Report | Dashboards built and handed over | Reports your team can use |
Some of what we find will be uncomfortable: campaigns that looked good because of broken tracking. We would rather you hear it from us now than discover it in a quarterly review.
Good measurement sometimes lowers the numbers you were proud of. It also makes every later decision better.
No tracking setup is perfect. Privacy rules, consent choices and platform limits mean some data will always be missing. We will not promise that every conversion is captured.
We promise to get as close as is practical, document the gaps and explain how to read the numbers given them.
Universal Analytics has been retired. We set up GA4 properly from scratch and carry over the reporting you still need.
Yes. Call tracking and click-to-WhatsApp tracking can both feed GA4 and your ad accounts.
A setup where some tracking runs from a server you control rather than only in the visitor's browser. It can improve data quality, and it is not needed for every business.
Yes. You own the analytics property, the tag manager and the dashboards.
A basic setup can take days. A full audit with fixes and dashboards usually takes a few weeks, depending on the site.
Rules vary by market and use. We advise on what suits your audience and set tracking to respect consent choices.
Yes. Most of our work starts with auditing and correcting an existing setup.
It supports both. You can also hire us for measurement alone.
Tell us what's broken. We'll tell you whether we're the right people to fix it, and if we're not, we'll say so.