If your conversions don't match your sales, or your tracking stopped working after a site change, a Google Tag Manager consultant can find out why and put it right. That's the work I do. This page is about Google Tag Manager, Google's tool for managing the tracking tags on your website, so if you were looking for go-to-market strategy, that's a different GTM. Working with me, you end up with a container you can trust, and GA4, Google Ads and Meta all get the data they need.
What I Offer as a Google Tag Manager Consultant
A Google Tag Manager consultant sets up, audits and fixes GTM containers so your tags, triggers and conversion tracking send accurate data to GA4, Google Ads and other ad platforms. That means checking what fires, when it fires and what data goes with it.
Every GTM project follows the same three steps:
- Audit. I go through your container, your site and the accounts it feeds to find what's missing and what's being counted twice.
- Plan of action. You get a plan setting out what needs fixing or building, so you know what's changing before I touch anything.
- Implementation. I build the fixes and any new tracking in GTM, then check the data is landing where it should.
You deal with me from the audit to the last tag going live. I've been in digital marketing since 2017 and an SEO specialist since 2019. You can read more about my background and how I got here.
This is a good fit if:
- Your GA4 or ad platform conversions don't match your real sales or enquiries
- Your tracking broke after a website change, redesign or migration
- Your container has grown over the years and nobody has ever audited it
Book A Discovery Call
Book your free discovery call to see how I can help your business grow.
Server-Side Tracking and Conversion Accuracy
For accurate conversion data, I build one connected setup covering:
- GA4
- Google Ads with Enhanced Conversions
- Meta Conversions API, with deduplication so the same sale isn't counted once from the browser and again from the server
- Consent Mode
- Server-side tagging, built on TAGGRS
Enhanced Conversions uses first-party data such as an email address, hashed with SHA256 before it's sent to Google, to help match conversions back to your ads. Server-side tagging moves much of the work off your visitor's browser and onto a server container. Google's comparison of client-side and server-side tagging lists the benefits as lighter pages, the ability to strip personal data before it reaches marketing partners, and cookies that stay within your own domain.
Server-side tagging won't get round consent or ad blockers. Google's guidance on consent mode with server-side Tag Manager says consent mode is set up in the web container and the server tags adjust to the choices your visitors make, so your consent banner still decides what gets collected. If a tagging vendor quotes a big uplift in conversions, treat that as the best case. I won't promise it.
For Clemsons Vintage, a Shopify store I've done SEO for, I set up GA4 from scratch with ecommerce tracking, revenue by channel, content engagement and a sales funnel, plus custom reports and two training sessions.
If you run paid search, my Google Ads management page covers how I put that conversion data to work.
What a Google Tag Manager Audit Covers
A Google Tag Manager audit checks whether every tag in your container fires when it should, sends the right data and respects consent. I look for duplicate tags, missing or misfiring conversions, consent gaps, an undocumented dataLayer and broken cross-domain tracking, then set out what needs fixing.
In practice, that includes:
- Duplicate tags: the same event or conversion firing twice and inflating your results
- Missing or misfiring conversions: form fills, calls or purchases that never get recorded, or that fire on the wrong page
- Consent gaps: tags firing before a visitor has made a choice, or Consent Mode signals not being passed on
- The dataLayer: what your site sends into GTM, and whether anyone has written it down
- Cross-domain tracking: journeys that break when visitors move between domains, such as a third-party checkout or booking system
A solid Google Ads conversion tracking setup in GTM needs a Conversion Linker tag, the right conversion ID and label, and a real value wherever there is one. Google's Tag Manager help on Google Ads conversions points out that an empty value field gets sent as zero, and recommends passing a transaction ID through the dataLayer so the same conversion isn't counted twice. Both are easy to miss, and both change what Google Ads sees when it bids for you.
If your problems go beyond the tag layer into GA4 configuration, reporting or training, my Google Analytics consultancy covers that.
Do You Need a Consultant, or Can You Manage It In-House?
Google Tag Manager is still Google's free tool for managing tags, so what's worth checking is how well your container is looked after. If someone on your team is confident in GTM, an audit may be all you need to check their work.
It's time to bring in outside help when:
- Your conversions don't match your sales and nobody can explain the gap
- A website change broke your tracking and it was never fully fixed
- Nobody in-house feels safe editing the container
- You need Consent Mode or server-side tagging and it's never been set up
If the problem turns out to sit outside GTM, I'll tell you.
Frequently Asked Questions
Is Google Tag Manager Still Relevant in 2026?
Yes. Google Tag Manager is still Google's free tool for adding and managing tracking tags without editing your website's code, and it works with GA4, Google Ads and third-party tags. The bigger risk is a container that's grown messy over time, full of duplicate or broken tags nobody has checked.
How Much Does Google Tag Manager Cost?
The standard version of Google Tag Manager is free to use, and Google also sells an enterprise version called Tag Manager 360. I quote GTM audits and implementation as a fixed, one-off project, with pricing bespoke to your container and what you need tracked.
What Does a Google Tag Manager Audit Involve?
A Google Tag Manager audit reviews every tag, trigger and variable in your container, checking that each one fires correctly and respects consent. It ends with a plan of action setting out what to fix, and I can implement the fixes for you.
Do I Need Google Tag Manager, Google Analytics, or Both?
Usually both. Google Tag Manager deploys and manages the tags on your site, including the GA4 tag, and GA4 reports the data those tags collect. Google describes Tag Manager as tightly integrated with GA4. You can install GA4 without GTM, but once you add Google Ads, Meta or other tags, GTM keeps them all in one place.
If your tracking needs a proper look, drop me a message and we'll start with a free discovery call. I'll reply within 24 hours.