Renewable Energy Provider
A Nordic regional energy provider
Context
About this project
This Nordic energy company had a GA4 and GTM setup in place but had growing doubts about whether the data they were reporting on was accurate. Marketing decisions, including paid media budget allocation, were being made based on this data. They needed an independent review to understand what was working, what wasn't, and what the path forward looked like.
Challenge
The challenge
- Suspected discrepancies between reported conversions and actual business enquiries
- GTM container had accumulated tags from multiple previous setups, potential for duplicate and misfiring events
- No documentation of what was tracked, why, or how it was configured
- Growing awareness that client-side tracking limitations (ITP, ad blockers, cookie restrictions) were affecting data quality
- No plan for how to address these limitations going forward
Approach
What I did
- 1
GTM container audit
Reviewed every tag, trigger, and variable in the GTM container. Identified redundant tags from previous agency setups, conflicting trigger logic, and several events that were either misfiring or not firing at all. Documented each finding with severity and recommended action.
- 2
GA4 property review
Examined the GA4 property configuration, data streams, conversion events, channel groupings, filters, and reporting identity settings. Cross-referenced reported data with expected behaviour based on site traffic to identify anomalies.
- 3
Data quality assessment
Compared conversion event counts against CRM data and form submission logs to quantify the gap between what GA4 was recording and what was actually happening. Identified which tracking gaps were configuration issues versus fundamental client-side limitations.
- 4
Server-side tracking roadmap
Prepared a structured roadmap for migrating to server-side tracking using Google Tag Manager Server-Side. Covered infrastructure requirements, which tags should be migrated first, expected data quality improvements, and implementation effort estimates.
Results
Outcome
- Full audit report delivered covering GTM, GA4, and data quality findings
- Prioritised list of quick fixes (tag cleanup, trigger corrections) and longer-term improvements
- Quantified the data gap between GA4 reporting and actual conversions
- Server-side tracking roadmap with phased implementation plan and expected benefits
- Internal team has a clear picture of their analytics health for the first time
Key takeaways
- Most long-standing analytics setups accumulate significant technical debt, audits are underused
- Data quality problems that go unaddressed compound over time and erode trust in reporting
- Server-side tracking is increasingly necessary but requires a clear business case and phased approach
Project summary
- Category
- Analytics Audit
- Tools used
- GA4GTMServer-side Tracking
- Outcome
- Audit delivered with server-side tracking roadmap
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