At a German performance marketing agency, I took the event and conversion tracking that was already in place and rebuilt it to one best-practice standard, with every status green.
A digital marketing agency in Germany that focuses on performance: its campaigns are judged on the leads and sales they bring in.
For an agency like this, campaign decisions depend on events and conversions being recorded correctly. The tracking also has to be consistent enough that anyone on the team can read it and build on it.
Event and conversion tracking had been set up before I started. It worked, but it had grown piece by piece instead of following one standard:
Without a standard, every new event meant a fresh decision about how to record it, and every report needed a second look.
I reviewed the existing setup and rebuilt it to one standard.
A review of what existed
I went through the events and conversions already in place to understand what each one measured and where it fell short of a consistent setup.
Rules for recording events
I defined how events should be recorded, so every event follows the same conventions and means the same thing in every report.
Conversion tracking to the same standard
I reworked the existing conversion tracking to match, so conversions are counted consistently and the team can rely on them for campaign decisions.
Every flow green
I rebuilt the data flows end to end and checked each tag and conversion until all of them showed a green status.
| Layer | Tool | Role |
|---|---|---|
| Tag management | Google Tag Manager | Tags, triggers, and variables for every event |
| Analytics | Google Analytics 4 | Events recorded to one standard |
| Advertising | Google Ads | Conversions counted consistently for campaign decisions |
The agency’s event and conversion tracking now follows one standard from start to finish.
| Before | After |
|---|---|
| Events recorded in different ways | One best-practice standard for every event |
| Conversion tracking without a common rule | Conversions rebuilt to the same standard |
| Data flows with unverified status | Every flow green, verified end to end |
When the team adds new events and conversions, they follow the same rules instead of starting from scratch.
If your tracking has grown without a standard, hire me.
“Sultan is professional and gets things done quickly. He took the event and conversion tracking we had built up piece by piece, brought it to one clear standard, and didn't stop until every status was green. Now the whole team follows the same rules when we add something new.”
Tag management, data layers, and Consent Mode V2 that fire once, with consent, and Google Ads can bid on.
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