Tracking
Tracking that survives consent and doesn't need a server.
The approach
Ecommerce tracking is a solved problem. A good plugin on the platform, purchase events with real values, enhanced conversions on, and server-side GTM on managed hosting only where the volume or the browser losses justify it. We install it, test it, and leave it alone.
Lead generation is where the effort goes, because the outcome that matters happens off the site.
What we build for lead gen
Microsoft Clarity for behaviour. Free, session recordings and heatmaps, and it shows you why the form on the landing page does nothing on mobile. It is also the fastest way to find the chat widget that opens itself over the call button.
n8n for events. Forms post to an n8n webhook rather than an email address. The workflow stores the lead with its GCLID, click IDs and landing page, scores it, writes it to the CRM and fires the conversion to Google Ads with a value. No dataLayer gymnastics, no tag that breaks when the page changes, and every lead is in a table you can query.
Consent Mode v2 wired in from day one with Cookiebot. We put this in scope even for clients who would rather not, because the tracking has to be built on ground that will not move. When Google's compliance email arrives, and it does arrive, an account with consent already handled carries on. One without it breaks in the middle of a good month.
GTM stays for what it is good at: GA4, the odd third-party tag, and the ecommerce side. We write a measurement plan and a dataLayer spec so the next developer knows what fires and why.
What you get
A measurement plan. The dataLayer spec. Consent configured and tested. The n8n lead capture workflow. A QA sheet showing every conversion firing once, with the right value, in the right place.
Partners
Cookiebot.
Related: Clarity and n8n instead of server-side tracking · CRM feedback loop
FAQ
Why not server-side tracking for everything?
For lead gen the lead itself is the server-side event. Capturing it in n8n gives you the record, the scoring and the upload in one place. Server-side GTM adds a hosting bill and a container to maintain, and for most lead gen accounts adds nothing the webhook does not.
We had a cookie banner and turned it off. It was ugly.
They can be made less ugly. They cannot be skipped. We will show you the version that costs the fewest visitors.
Do you still do GA4?
Yes. Twenty years of it, including the migration from Universal Analytics across multiple properties.