GA4 & GTM implementation
Setup, audits, and repairs for GA4 and GTM, including ecommerce data layers and events for product views, cart additions, checkout, and purchases.
THE FULL BLUEPRINT
See how your data
supports decisions.
Collect the right data, connect your sources, build useful reports, and help your team explore further. Choose a topic to see how we can help and what you receive.
THE BLUEPRINT / 01 / TRACKING SETUP
Track what matters.
Check the data.
Define the customer actions you need to measure, set up the events that record them, and test the details before the data feeds your reports.
Event testing & validation
Check that each event fires at the right time, reaches the intended platform, and includes the expected values without unintended duplicates.
Pixels & server-side tracking
Connect conversion signals to ad platforms through pixels, server-side tagging, and conversion APIs such as Meta CAPI, with clear responsibilities across browser and server tracking.
HOW LUTAS CAN HELP
Build tracking you can trust.
We audit your setup, define the events that matter, and implement GA4, GTM, pixels, and server-side tracking where needed—with testing and a clear handover.
THE BLUEPRINT / 02 / END-TO-END ANALYTICS PIPELINES
Connect your sources.
Prepare the data for use.
Connect marketing, store, and analytics sources, store their data, and prepare consistent tables for reporting. Agree how the data refreshes and who maintains the workflow.
01 / DATA INGESTION
Bring the right sources together.
Connect GA4, ad platforms, store orders, and other agreed sources through native exports, APIs, or suitable connectors. Define the fields, history, and refresh cadence the project needs.
WHAT YOU RECEIVE
A source inventory, configured connections, and a documented ingestion schedule with known limits.
ILLUSTRATIVE WORKFLOWHOW LUTAS CAN HELP
From scattered sources to a working reporting system.
We connect the agreed sources, organize the data in a warehouse, and build checked reporting tables and dashboards. Refresh schedules, monitoring, maintenance responsibilities, and the handover are defined as part of the scope.
THE BLUEPRINT / 03 / REPORTING & DASHBOARDS
Give every question
a clearer view.
Build GA4 reports and explorations and Data Studio dashboards around agreed business questions, with clear metrics, filters, and comparisons.
Reports built around your decisions.
Configure GA4 reporting and Data Studio dashboards so your team can follow performance, compare segments, and investigate what changed.
- GA4 report setup
- Relevant report collections, acquisition views, ecommerce reporting, and explorations for specific questions.
- Data Studio dashboard setup
- Connected sources, agreed metrics, filters, date comparisons, and clear notes on how to read the results.
REPORT & DASHBOARD / EXAMPLE LAYOUT
Date rangeChannelDevice
RevenueOrdersCampaign spend
Performance over time
Channel comparison
Illustrative layout. No live metrics.
Where do customers go next?
Follow event sequences, spot unexpected detours, and investigate how customers move toward a purchase.
- What to look for
- Common routes, repeated actions, and exits before checkout.
PATH EXPLORATION / ILLUSTRATION
Layout preview only. No live data or client results.
Which step needs attention?
Compare movement through a defined purchase journey and identify where to investigate drop-off.
- What to look for
- Product views, cart additions, checkout starts, and purchases—with device comparisons.
FUNNEL ANALYSIS / ILLUSTRATION
View item
Add to cart
Checkout
Purchase
Illustrative proportions only. No measured conversion rates.
When did the pattern change?
Look at journey activity over time to find changes worth investigating alongside campaigns and site updates.
- What to look for
- Changes in event activity, unusual spikes, and gaps in measurement.
TREND CHART / ILLUSTRATION
Illustrative lines only. No dates, volumes, or client results.
Ask deeper ecommerce questions.
Connect GA4 to BigQuery and use SQL queries to analyze exported event data beyond the Explore interface.
- Questions we can investigate
- Which products are viewed together? How do purchase journeys differ by device? Where do shoppers stop between product view and checkout?
- What we can build
- Reusable queries, documented metrics, and reporting tables that can connect to store orders or campaign data when suitable join keys are available.
Results depend on event coverage and metric definitions. Exported data can differ from GA4 reports.
Plan a BigQuery analysis projectGA4 + BIGQUERY / ANALYSIS WORKFLOW
- 01GA4 events
Product views, cart actions, and purchases
- 02BigQuery export
Event data available for custom analysis
- 03SQL queries
Define journeys, group products, and compare segments
- 04Ecommerce insights
Documented findings and reusable reporting
Workflow preview only. No connected dataset or live results.
HOW LUTAS CAN HELP
Build reporting your team can use.
We set up GA4 reports and explorations, create Data Studio dashboards, and document the metrics behind them. BigQuery and reusable SQL can support deeper questions when the data is suitable. We agree the reporting views, interpretation guidance, and handover with your team.
THE BLUEPRINT / 04 / SELF-SERVICE ANALYTICS
Explore your data.
Check the answers.
Help your team use reports and explore follow-up questions through reusable views, spreadsheets, queries, and guided workflows. Clear metrics, approved data, and training underpin the work. ChatGPT, Codex, and Claude are our main tools for AI-assisted analysis; the wider workflow uses the tools that fit your team.
CHOOSE AN EXAMPLE QUESTION
Illustrative workflows. These examples do not run an AI model or query a connected dataset.
WORKFLOW PREVIEW / NO LIVE RESULTS
Where are mobile shoppers leaving checkout?
- Define the question
Define checkout steps and compare mobile with desktop over the same period.
- Explore the agreed data
Start with a validated funnel report or dashboard. Use an agreed query or AI-assisted workflow on approved event data when the report cannot answer the question.
- Check how the answer was built
Keep the step definitions, filters, and calculations visible. Check event coverage and duplicates before comparing completion rates.
- Choose the next investigation
Identify the step to inspect, then check the mobile experience and tracking before recommending a test.
Clear definitions and access
Agreed sources, access permissions, metric definitions, and business context, so your team knows what it can explore and how to read the results.
Reusable ways to explore
Dashboard views, spreadsheet templates, saved queries, or AI-assisted workflows, chosen around your recurring questions and technical skills.
Practical training and guidance
Guidance for using the tools, checking calculations, recognizing limitations, and knowing when a question needs specialist review.
HOW LUTAS CAN HELP
Make everyday analysis easier for your team.
We build reusable ways for your team to answer recurring questions and investigate new ones. This can include dashboard views, spreadsheet templates, documented queries, and AI-assisted workflows, primarily with ChatGPT, Codex, and Claude. Training and review steps help your team check the results and use them with confidence.