Deuk Spine
Deuk Spine, a specialist spine medical provider
Context
About this project
Deuk Spine needed a fully functional analytics and conversion tracking setup that could operate correctly across different user consent states. Operating in the medical space meant that privacy compliance wasn't optional, the tracking infrastructure had to respect what users agreed to, while still giving the business meaningful data to make marketing decisions.
Challenge
The challenge
- No Consent Mode v2 integration, all tracking fired regardless of user consent, creating GDPR exposure
- Cookiebot was installed but not connected to the analytics and ad tracking stack
- GA4 was collecting raw pageviews but had no meaningful event or conversion data
- Paid media campaigns had no reliable conversion signals, making optimisation guesswork
Approach
What I did
- 1
Consent Mode v2 implementation
Configured Cookiebot as the Consent Management Platform and wired it to Google's Consent Mode v2 via GTM. This ensured that GA4, Google Ads, and Meta Pixel all respected user consent choices, firing in full mode for consented users and in modelled/ping mode for unconsented users.
- 2
GA4 and GTM setup
Audited the existing GTM container and GA4 property, removed conflicting tags, and rebuilt the tracking plan. Set up a clean GA4 configuration with proper data streams, session parameters, and internal traffic filters.
- 3
Conversion event mapping
Identified the key user actions that mattered commercially, form submissions, phone click-throughs, appointment request steps. Implemented each as a named GA4 conversion event with the correct trigger logic in GTM.
- 4
Ad platform conversion tracking
Connected GA4 conversion imports and native pixel-based tracking for Google Ads and Meta Ads, verified with the Tag Assistant and Meta Pixel Helper, and confirmed that modelled conversions were flowing in both platforms for non-consented traffic.
- 5
QA and documentation
Ran a full QA pass in Tag Assistant across key user journeys, consent accepted, consent declined, and consent not yet given. Documented the full setup for the internal team.
Results
Outcome
- Fully consent-compliant analytics and ad tracking with Consent Mode v2 active
- GA4 now captures meaningful conversion events across the patient enquiry funnel
- Google Ads and Meta Ads both receive clean conversion signals, enabling proper campaign optimisation
- Cookiebot correctly gates all tracking in line with user consent choices
- Internal team has documentation to maintain and extend the setup
Key takeaways
- Consent Mode v2 is not a checkbox, it requires deliberate configuration per tool to function correctly
- A CMP that isn't integrated with your ad stack gives users a false sense of control
- In regulated industries, tracking compliance and tracking quality are the same problem