Google Analytics 4 & Google Tag Manager

I helped an e-commerce business implement a complete analytics and conversion tracking system using Google Analytics 4 and Google Tag Manager to improve data accuracy, measure conversions, and enable data-driven marketing decisions.

The client was running paid advertising campaigns but had inconsistent and incomplete conversion tracking. Purchase events were not properly recorded, and lead form submissions were missing from their analytics reports. As a result, the marketing team struggled to measure campaign performance and optimize their advertising spend.

I conducted a full tracking audit and implemented a structured event tracking system through Google Tag Manager.

Key implementations included the following:

• Complete GA4 property configuration • Google Tag Manager container setup and optimization • Enhanced Ecommerce tracking for purchase events • Lead form submission tracking • DataLayer implementation for reliable event capture • Custom events and parameters for detailed reporting • Conversion setup inside GA4 for both purchases and leads • Debugging and validation using GTM preview mode and GA4 DebugView

Implemented an e-commerce purchase event with transaction ID, revenue value, product details, and currency parameters.

Ensured accurate revenue attribution inside GA4 reports.

Configured form submission events using triggers and custom event tags.

Captured important parameters such as form name, page location, and user interaction details.

After implementation, the client achieved the following:

• 100% validated event tracking • Accurate purchase revenue reporting • Reliable lead generation data • Improved marketing attribution insights • Better optimization of advertising campaigns

The new tracking infrastructure allowed the business to measure their entire customer journey—from website visits to lead generation and completed purchases—using reliable analytics data.

• Google Analytics 4 • Google Tag Manager • DataLayer implementation • Conversion tracking setup • Debugging and testing tools

This project demonstrates my ability to build accurate, scalable, and marketing-ready analytics systems that empower businesses to make smarter decisions with their data.