analytics-tracking

Auditing GA4 and GTM involves checking event taxonomy for inconsistencies, validating dataLayer patterns, and monitoring for duplicate tags. You review tag and trigger configurations against your tracking plan to identify missing or noisy events and ensure reliable data capture.

DataLayer design works by structuring a JavaScript object on your site to pass specific event names and properties to Google Tag Manager. This structured layer separates your site's business logic from your marketing tags, enabling consistent measurement across web and app environments.

Setting up UTM strategy for analytics involves defining consistent UTM parameters to capture marketing campaign attribution accurately. You map these parameters to custom dimensions in your analytics platform, ensuring marketing events and conversions are reliably attributed to their sources.

You validate events using debug tools to check data quality and prevent duplicates. To handle consent and PII constraints, you configure your tags and triggers to respect user privacy settings, ensuring your analytics measurement remains compliant while capturing business-critical data.