GA4 and Google Marketing Platform for Measurement and Analytics

In-depth diagnosis of your current analytics setup: cross-platform discrepancies, session breakage, double counting of transactions and channel attribution errors. We identify why your sales data doesn’t match Analytics and map out the corrective plan to regain confidence in your metrics.

We implement custom events, dimensions and metrics that respond to your specific KPIs. We configure Enhanced Ecommerce for full funnel visibility: from the product display to the Thank You Page.

We implement server containers with GTM Server-Side and Meta and Google Conversion APIs to send data directly from your server, regardless of the user’s browser. You will recover the traceability that blockers and cookie restrictions are eliminating, with direct impact on the quality of your campaign learning and reported ROAS.

We define and document an agnostic and scalable data layer together with the development team. It ensures that your site’s dynamic information (prices, SKUs, categories, user status, funnel steps) is available in a structured way for all your marketing tools, reducing the dependency on constant changes in the source code.

Container auditing and restructuring: naming protocols, versioning and permissions to make GTM a maintainable asset. Diagnosis of third-party scripts that slow down the site or generate conflicts. Documentation of each active tag with trigger criteria, purpose and maintainer.

Design and development of interactive reports connected to GA4, Google Ads, Search Console and other sources. Executive, operational and campaign performance dashboards tailored to the profile of each internal audience. Automatic updates, dynamic filters and visual storytelling that goes beyond the standard GA4 reports.

Exporting and exploiting GA4 raw data in BigQuery for analyses that the standard interface does not allow: historical queries without sampling limits, cross-referencing data from multiple properties, cohort modeling at the individual user level, and building custom audiences for campaigns. Without the limits of the GA4 interface.

Offline data import and connection with CRM to link digital behavior with real sales results in store, call center or sales team. Measurement of the ROPO effect and closing of the attribution cycle between advertising investment and actual revenue, regardless of the channel where the sale was closed.

Configuration of Google’s Consent Mode to respect cookie preferences before triggering any tags. Design of logic in GTM to ensure that measurement is complete within the user consent framework. Compliance with GDPR, CCPA and local regulations without sacrificing data quality.

Why don't my sales in Analytics match those in my backend or ERP?

It is the most frequent problem and has multiple causes: ad blockers that prevent the triggering of the purchase event, Data Layer errors that send incorrect data, sessions that are cut off before reaching the Thank You Page, lack of Server-Side measurement or duplicate transactions due to page reloads. Our audit systematically isolates each variable and applies corrections until the discrepancy is reduced to zero, giving you back confidence in your conversion reporting.

Is it necessary to migrate to Server-Side Tracking?

If you are looking for accuracy and long-term sustainability, yes. Modern browsers and ad blockers eliminate between 20% and 40% of the events you think you are recording with client-side tracking. Server-Side does not depend on the browser: it sends the data directly from your infrastructure, ensuring greater completeness of events, better site speed and more accurate input for Google Ads and Meta optimization algorithms. The reported ROAS impact is measurable in the first weeks of implementation.

What is the purpose of exporting GA4 data to BigQuery?

The GA4 interface has important limitations: sampling on properties with high data volume, maximum of 14 months of accessible history, predefined dimensions and metrics, and inability to cross-reference data with external sources. BigQuery provides access to raw data without any of these restrictions. You can perform cohort analysis at the individual user level, cross-reference GA4 data with your CRM or ERP, build predictive models about your users' actual behavior, and create custom audiences for campaigns based on signals that GA4 does not directly expose.