Tracking Setup

A tracking setup is the technical foundation that shows you how users interact with your website, which channels perform well, and where there’s room for improvement. Tools like Google Tag Manager, Google Analytics 4, or similar solutions help you collect and analyze data in a targeted way, giving you a clear picture of what’s really happening online.

A tracking setup is essential for any business that wants to understand its digital activities, manage them more effectively, and make informed decisions instead of relying on gut feeling.

• Higher conversion rates: Data-driven insights help you improve the user experience, reduce drop-offs, and guide more visitors toward conversion.
• A reliable foundation for scaling: Growth starts with knowing your numbers. A smart tracking setup gives you the data you need to invest your budget where it actually delivers results.
• Better alignment across teams: When marketing, sales, product, and leadership work with the same data, it’s easier to set shared priorities. Resources are used more effectively, and goals are reached faster.
• Legal compliance: A GDPR-compliant tracking setup with properly implemented consent management protects you from legal risks and builds trust with your website visitors.

Step 1: We ask questions

Before we set up your tracking, we want to understand where you’re headed and what truly matters to you.

• Which KPIs matter most to you when evaluating the success of your marketing efforts?
• Are there specific pages, steps, or actions on your website that you want to track in detail?
• Are you already using any analytics tools? If so, which ones?
• Are there any technical specifics on your website we should consider when setting up tracking?

Step 2: We define the project scope

We openly discuss the project scope, priorities, and budget. This creates clarity and ensures we can work with a clear focus.

Step 3: We assess the current status

We’ll start by analyzing your current setup:

• Which tools are in use (e.g. Google Analytics 4, Google Tag Manager)?
• Are they configured correctly?
• Which advertising platforms are you using (e.g. Google Ads, Meta Ads)? Are they receiving all the data needed to manage campaigns effectively?
• Do you have a cookie consent banner, and is it working properly?

This audit is a crucial first step as it helps identify issues and ensures that everything is built on a clean, reliable foundation.

Step 4: We develop an individual tracking concept

Based on your goals and current setup, we’ll create a tailored tracking concept. This includes defining which interactions (e.g. clicks, purchases, or form submissions) should be tracked as conversions, and outlining the technical steps required to do so. This is the roadmap for the entire implementation.

Step 5: We implement & test the tracking

Next, we implement the concept on a technical level. We set up Google Tag Manager, create the necessary tags, triggers, variables, and configure your conversion goals.

We also integrate your advertising platforms, such as Google Ads or Meta Ads, to ensure that conversions are properly tracked and campaigns can be optimized. A thorough testing process follows to make sure all data is captured accurately and reliably.

• You have a retainer: In that case, the tracking setup is already a fixed part of our service. If you're using multiple ganztags. services, we set monthly priorities together to ensure the most important tasks are tackled as fast as possible.
• You had a fixed project budget: Once all agreed services have been delivered and the allocated hours are used up, you have the following options:
  1. The project is complete and no further action is required. Keep in mind, however, that tracking is not a one-time project. Since platforms like Google continuously update their requirements, regular audits are essential to ensure compliance and maintain a reliable data foundation for informed decision-making.
  2. We agree on a new project budget. This ensures ongoing optimization of the tracking setup and guarantees that all data is collected accurately and in compliance with legal requirements.
  3. You switch to a monthly retainer so you can benefit from additional services beyond the tracking setup.