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 the signals
come together.
Explore tracking, analytics pipelines, reporting, and self-service workflows. Choose a topic to take a closer look.
THE BLUEPRINT / 01 / TRACKING SETUP
Capture the moment.
Check the signal.
Reliable analysis starts with reliable tracking. See how business actions become events, and how we check the details before reporting.
Event testing & validation
Check what fires, what arrives, and whether the payload matches the customer action.
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.
Carry the data through.
From data ingestion to the finished report: a connected workflow that brings marketing, store, and analytics data into a maintained reporting foundation.
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 your sources, build a warehouse and SQL models, validate the data, and deliver the reports—with refresh schedules, monitoring, and a documented handover scoped to your needs.
THE BLUEPRINT / 03 / REPORTING & DASHBOARDS
Give every question
a clearer view.
Set up GA4 reports and explorations, build Data Studio dashboards, and turn ecommerce and marketing data into reporting your team can use.
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
Make your reporting useful from day one.
We set up GA4 reports and explorations, create Data Studio dashboards and reusable templates, and document the metrics behind them. For deeper ecommerce questions, we use BigQuery and reusable SQL. Each reporting project includes guidance for interpreting findings and identifying practical next steps.
THE BLUEPRINT / 04 / SELF-SERVICE ANALYTICS
Ask a better question.
Build a repeatable answer.
Give your team a practical way to explore approved data with Codex and Claude, grounded in clear metrics and analysis they can check.
CHOOSE AN EXAMPLE QUESTION
Illustrative workflow. These prompts do not run an AI model or query a connected dataset.
WORKFLOW PREVIEW / NO LIVE RESULTS
Where are mobile shoppers leaving checkout?
- Ground the question
Define checkout steps and compare mobile with desktop over the same period.
- Inspect the evidence
Use GA4 event exports in BigQuery. Check step coverage and duplicate events before calculating completion rates.
- Make the work reviewable
Produce a step-by-device table, inspectable SQL, and notes on funnel definitions and missing events.
- Choose the next investigation
Identify the step to inspect, then check the mobile experience and tracking before recommending a test.
A shared analytics playbook
Approved sources, metric definitions, business context, and the questions your team answers regularly.
Reusable analysis recipes
Prompts, SQL, and notebooks your team can adapt, with source references and checks built into the workflow.
A team that can check the answer
Training for interpreting outputs, spotting limitations, and deciding when deeper review is needed.
HOW LUTAS CAN HELP
Help your team find answers for themselves.
We create Codex and Claude workflows around approved data, documented metrics, and reusable queries—then guide your team through checking the outputs and applying the findings.