Step 01
Non-binding first consultation
Together we discuss what's possible where on your website and which tools you already have or still need to be set up. On this basis you get an individual quote based on time spent.
Tracking is complex, multi-layered and usually underestimated: from the marketing lead through information security and legal to IT, there are many points of contact and everyone has different requirements and ideas. On top of that, tracking setups are individual from company to company and usually only become "important" once necessary data suddenly turns out to be missing.
It doesn't have to be that way: Tracking & Analytics are my specialty, and as a freelancer I set up your Google Tag Manager and your GA4 so that even the most critical stakeholders give you the green light.
Who it's for
For businesses that value data-driven marketing. Whether for the first clean setup or for overhauling an existing one.
What you get
Implementation or revision of your tracking setup. GA4, Google Tag Manager, social media pixels, custom events and consent management. Including documentation.
How I work
Holistically: I understand tech & code, requirements around consent management & revised Swiss FADP/GDPR compliance, and also which data matters to the marketing team.
Admittedly, a small website that mainly serves as a "shop window" for a small business probably gets by with a mini setup or no analytics at all. But at the latest once the website delivers a measurable share of business success, more marketing budget is meant to flow, management or the board demands a report, or you want to improve your site based on data, clean data is no longer a "luxury" but a minimum requirement.
When analytics gets complex
The crux: setting up simple analytics is actually relatively easy, but more complex setups aren't. As soon as user consent, event listeners, custom events or the interplay of several endpoints (Meta Pixel, Google Ads Conversions, GA4, Looker Studio) come into play, it takes interdisciplinary know-how. There's no point in being able to track everything but not knowing what you're allowed to track. Just as little does a technically perfect tracking concept help if marketing can't use it to answer where the funnel breaks. And even if everything is in place: tracking has to be maintained, otherwise the next website relaunch destroys the setup - usually unnoticed.
These are exactly the problems I can solve for you as a tracking freelancer: I translate marketing requirements into clean GTM setups, mediate between IT and marketing (or build the tech myself right away). From the pixel to the CRM, I know which data needs to land where – and where better not. Consent, revised Swiss FADP and GDPR aren't add-ons with me, but part of the setup. On top of that, I document everything cleanly, so that even in two years you still know what happens where and don't have to start from scratch every time the website is revised.
How it works
Step 02
Tracking concept
Based on your wishes & best practices, I prepare an individual tracking concept for you, which I send you for approval. In this step I also check your privacy terms and other dependencies.
Step 03
Tracking build
After your approval, it finally starts: I implement the tracking according to your requirements and make sure everything lands correctly in the desired tools (GA4, Meta Events Manager, etc.).
Step 04
Documentation
To finish, you get documentation of your tracking, so you know exactly what is measured, how, where, when and why. That way you're equipped for all the questions internal stakeholders might ask you about your marketing data.
Step 05
Follow-up support
I'm deliberately very accommodating if questions come up later: should something be unclear – even weeks or months afterwards – you can get in touch any time. Brief explanations of the setup are part of the project scope with me.
By the way: collecting user data is one thing. Preparing, analysing and translating user data into actionable insights and measures is another.
If you need a Data Studio dashboard in which your marketing team or other stakeholders find the charts, graphs and numbers they need, I can help you with that too. And if you'd like a regular "external audit" that checks and translates your data, my analytics reportings and KPI reviews are exactly the right thing for you.
Frequently asked questions
Google Analytics is merely an analysis tool that collects, processes and presents data in reports. The Tag Manager is the intermediary piece that connects the website with Analytics (as well as other analytics tools). You can also integrate Google Analytics without Google Tag Manager, but for more complex setups it's worth using a tag manager.
In principle, you can measure most page interactions that happen directly on your website. There are a few special cases (iframes, data that can't be tapped directly from the DOM, etc.), but in most cases there's a clever workaround to capture the interaction or at least a proxy value.
That said, "being able to measure everything" is far from meaning you should measure everything. Data minimisation reduces the privacy-related attack surface, and the insights from 20 metrics are usually better than the static noise from a sea of analytics events.
There's no universal answer here. Both "classic", client-side tracking and server-side tagging and tracking have pros and cons. In many cases the extra effort for SST isn't worth it, but whether that's the case for you is best found out through dialogue and scoping.
Yes, I take consent mode into account by default, if desired and possible in your architecture.
My focus is on the Google ecosystem. I can also support other analytics platforms, but I'm happy to check in the first consultation whether I'm the right point of contact for your project.
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I usually get back to you within the next few hours. If you'd like, you can go ahead and explain what this is about and leave me a link to your website.