expert
google tag manager
consultant

Google Tag Manager sits between your website and many of the analytics, advertising and marketing platforms that rely on its data.

When the container becomes cluttered, tags fire incorrectly, triggers overlap or the data layer does not provide the information you need, problems quickly appear in the platforms connected to it.

I work on both the technical implementation and the measurement logic behind it, so the aim is not simply to make tags fire. It is to make sure the right events are captured, with the right information, and passed to the right platforms at the right time.

My development background also means I can handle more complex requirements involving JavaScript, DOM interactions, ecommerce data and custom website behaviour rather than being limited to standard GTM templates.

I can help with the following areas of Google Tag Manager consultancy and implementation:

google tag manager setup and configuration

I can build new GTM containers or restructure existing setups so tags, triggers and variables are organised clearly and the container is easier to understand, test and maintain.

ga4 event and ecommerce tracking

I can implement GA4 through Google Tag Manager, including custom events, conversions, ecommerce activity and the additional parameters needed for useful reporting.

advertising and conversion tracking

I can implement and troubleshoot tracking for Google Ads, Meta, Pinterest, affiliate platforms and other marketing tools through GTM, including conversion events and the supporting data those platforms require.

custom event tracking

I can build tracking for interactions that are not available through standard GTM triggers, including forms, internal links, dynamic content, user journeys and other website behaviour.

cookie consent and consent mode

I can configure Google Tag Manager to work with your cookie consent and tracking setup, including Google Consent Mode and the consent signals used to control analytics and advertising tags.

server-side google tag manager

I can build and troubleshoot server-side tracking implementations using GTM server containers where moving selected measurement away from the browser makes sense.

tracking troubleshooting

If tags are firing twice, conversions are missing, events contain the wrong information or different platforms are reporting conflicting numbers, I can trace the problem through GTM and the wider tracking setup.

GTM containers tend to grow over time. Agencies change, campaigns come and go, new tags are added and old implementations are often left behind.

I can audit an existing container to identify unused or duplicated tags, conflicting triggers, broken variables, outdated tracking and areas where the structure has become unnecessarily difficult to maintain.

Where appropriate, I can then clean up and restructure the container rather than simply layering new tags on top of an already complicated setup.

The result should be a GTM implementation that is easier to understand, easier to troubleshoot and less likely to cause tracking problems the next time something changes.

Some tracking requirements cannot be solved reliably by reading whatever happens to be visible on the page.

For more complex implementations, I can work with your website's data layer or define the information that needs to be made available to GTM so events can be tracked consistently.

This is particularly useful for ecommerce, dynamic websites, custom forms and applications where transaction details, product information, user states or other values need to be passed into analytics and advertising platforms.

Where the website does not expose everything GTM needs, I can work with your developers on the required data layer changes or build a suitable JavaScript solution where that is the better option.

Google Tag Manager can also be useful when important technical or on-page SEO changes are difficult to implement through the CMS itself.

My background in development, technical SEO and website architecture means I can use GTM for more than standard tracking. Where the platform is restrictive, I can build controlled solutions that change or enhance what appears on the page without waiting for major CMS or development work.

I have used this approach to improve things such as structured data, internal linking, metadata, page content and other technical elements where the underlying CMS did not provide a practical way to make the required changes.

For example, I recently worked on a Craft CMS website where GTM was used to support a much wider technical SEO improvement programme, including schema implementation and internal linking changes that were difficult to achieve through the CMS alone.

Where possible, I still prefer important SEO changes to be implemented directly in the website code or CMS. But when that is not practical, GTM can be a very effective way to test, deploy or bridge the gap until a permanent solution is available.

I can manage the GTM work directly or slot into an existing marketing team, digital agency or development team as the tracking specialist.

That works particularly well when your team already knows what it wants to measure but needs someone to translate those requirements into a reliable technical implementation.

Your existing specialists can continue to own their campaigns, website or reporting while I take responsibility for the GTM configuration and measurement layer connecting everything together.

If you need broader support across an internal team, you can also find out more about how I work with in-house teams.

Google Tag Manager sits at the centre of many of the tracking projects I work on, but the container itself is only one part of the measurement setup.

It often connects GA4, advertising platforms, affiliate tracking, consent management, ecommerce systems and server-side tracking.

If the problem extends beyond GTM itself, I can review the wider analytics and tracking setup or carry out a website tracking audit to identify where the underlying measurement issues sit.

A GTM container rarely stays unchanged for long. New campaigns, website features, platforms and reporting requirements all create new tracking needs.

I can provide ongoing or ad-hoc GTM support when you need new tracking implemented, an existing configuration changed or a problem investigated.

I can also help keep larger containers organised and maintainable so they do not gradually turn into a collection of undocumented tags that nobody wants to touch.

tracking & reporting

Keeping an eye on performance and making sure your tracking stays accurate.
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ad-hoc support

Quick questions, troubleshooting, or tracking tweaks - flexible help, whenever you need it.
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