GTM · GA4 · SERVER-SIDE · CONSENT
Tracking Implementation
Tracking that holds up under audit, ad blockers, and the next privacy update.
A tracking implementation engagement designs and ships the measurement layer underneath your site, app, and ad spend. Tag management, server-side tracking, consent enforcement, and conversion APIs delivered as one system.
Outcomes
Measurement that survives ad blockers
Server-side tracking and conversion APIs that recover the signal browsers and extensions block client-side.
Consent enforced before tags fire
TCF and GPP signals checked on every event. No leakage, no after-the-fact retrofits.
A tag library you can read
GTM containers documented, naming standardised, and dead tags removed. The container makes sense to the next person who opens it.
A tracking plan tied to outcomes
Events mapped to revenue, retention, or product KPIs. No more 400-event taxonomies that no one queries.
How the engagement runs
Audit and tracking plan
Inventory current tags, events, and destinations. Draft the target tracking plan tied to the metrics that actually drive decisions.
Server-side architecture
Design the server-side tag manager environment (sGTM, Tealium EventStream, or Stape) and the data flow from client to destinations.
Consent and governance
Wire TCF v2.2 and GPP signals into the tag layer. Default-deny posture, suppression logic for restricted geographies, audit trail for the DPO.
Build and QA
Implement client-side and server-side tags, conversion APIs (Meta CAPI, Google Enhanced Conversions, TikTok Events API), and full-funnel QA in staging and production.
Validation and handover
Reconciliation against ad platforms, backend systems, and analytics. Handover doc, change-control process, and an alerting setup for tag failures.
What you get
- Tracking plan with events mapped to KPIs
- GTM and server-side container builds in production
- Conversion APIs live for Meta, Google, and TikTok where relevant
- Consent enforcement against TCF v2.2 and GPP
- QA reports reconciled against ad platforms and backend
- Documentation, alerting, and a change-control process
Where this work has shipped
Selected programs. Names listed with permission.
Leroy Merlin Italy
First-Party Data Activation
ho.mobile
Consent & Compliance Orchestration
Edenred
Data Collection & Tracking Architecture
Sky Italy
Tag Management & Cross-Platform Tracking
Common questions
Why bother with server-side tracking?
Browsers, extensions, and OS-level privacy features now block a meaningful share of client-side hits depending on industry. Server-side tracking and conversion APIs recover that signal, keep first-party data inside your domain, and reduce reliance on third-party cookies.
Do you do server-side GTM (sGTM) or Tealium EventStream?
Both, plus Stape and self-hosted server-side containers when the use case calls for it. The choice depends on your existing stack, hosting preference, and how the team wants to operate the system day-to-day.
Can you fix a broken tracking implementation we already have?
Yes. Recovery engagements start with an audit and reconciliation against ad platforms and backend systems. The output is a prioritised list of fixes ranked by attribution impact, then the implementation work to close the gaps.
How do you handle GDPR and IAB TCF?
Default-deny consent posture, with TCF v2.2 and now GPP signals checked at the tag and the server-side endpoint. Restricted-geography suppression and audit trails are built in. The DPO gets a doc they can hand to a regulator without rewriting it.
Will you train our team to operate it?
Yes. Handover includes a runbook, a change-control process, alerting on tag failures, and enablement sessions for the team that owns the container after I leave. The system does not require me to stay.
What variables make a tracking project hard to scope upfront?
The number of source surfaces (web, app, kiosk), the consent regime, the number of ad platforms with conversion APIs, the depth of reconciliation needed, and the maturity of the existing GTM container. Each of those moves the engagement substantially. Scope and timing are agreed during discovery, never quoted blind.
Want to see if this fits?
A short intro call to talk through scope, the questions you are carrying, and whether the work is a sensible match.