---
title: "PPC Data and Analytics Agency | GA4, GTM and Reporting | Clean Digital"
description: "PPC data and analytics for GA4, GTM, CRM imports, value-based bidding and reporting. Clean Digital fixes the numbers behind bidding, dashboards and budget decisions."
canonical: "https://cleandigital.co.uk/data-and-analytics"
image: "https://cleandigital.co.uk/og-image.png"
content_signal: "ai-train=no, search=yes, ai-input=yes"
---

Google Premier Partner · GA4 · GTM · BigQuery · Edinburgh, UK

# CONVERSION TRACKING & ANALYTICS THAT HOLD UP

If the measurement is wrong, the budget decisions built on it are wrong too. Our **data and analytics** team builds the conversion tracking, offline imports, attribution and reporting that your bidding systems and budget decisions rely on.

Get A Free Tracking Review Review a sample tag audit

Reviewed by the senior team. Reply within one working day, no obligation.

92% client retention £160M+ ad spend managed 12:1 average ROI

Tracking health check

GA4 conversion events deduplicated Pass

Conversion values present on key actions Pass

Offline outcomes imported from CRM Missing

Consent Mode configured and verified Pass

Brand / non-brand split in reporting Missing

Two gaps directly affecting what Smart Bidding optimises toward, identified in the first pass of a review.

Get your account checked

Illustrative example. Your review is run against your own tags, accounts and CRM.

## Bad numbers start in the tracking code

In the first week we review tags the way engineers review a pull request. These three files are a composite of recurring findings: ten implementation faults across **Google Tag Manager**, page code and pixel setup, each one throwing the reported numbers off.

1 <!-- /order-confirmation -->

2 <script>

3 window. dataLayer = window. dataLayer || [];

4

5 dataLayer. push ({ 1

6 event: 'purchase',

7 value: undefined, 2

8 currency: 'GBP',

9 items: cart.items.length

10 });

11

12 gtag ('event', 'conversion', {

13 send_to: 'AW-880…/order',

14 // transaction_id: ? 3

15 });

16 </script>

1

Bug · line 5

### Purchase fires on every page load

There is no guard against refreshes or back-button visits, so the event repeats on every render of the page. On this template, one order in five was recorded twice.

2

Bug · line 7

### Conversion value is undefined

Value-based bidding is enabled, but every conversion arrives without a value. Smart Bidding receives no revenue signal and optimises toward conversion count.

3

Bug · line 14

### No transaction_id, no dedupe

Without a dedupe key, Google Ads and the weekly report both count the same order as many times as it renders.

Findings 1 and 3 record the same order in two different files. The duplication is only visible when the files are reviewed together.

## The 90 days after the fix

The audit is the first two weeks. The value builds afterwards, once bidding, budgets and testing are running on reliable numbers.

qualified outcomes per week · illustrative shape

1. wk 1 Fixes deployed
2. wk 2 Revenue reconciles with finance
3. wk 4 Value-based bidding enabled
4. wk 8 Budget reallocated to verified performers
5. wk 11 First significant test concluded

### Week one starts with this document

The free review returns the findings and fix plan, every fault documented with its severity, effort and owner, and the sequence the fixes should ship in. The same document opens every engagement on this page.

Request the findings & fix plan

Timeline and document are illustrative; yours are built from your own accounts.

## Marketing analytics services, implementation through reporting

Six disciplines across the four stages below. Everything is built in **your** accounts and documented for your team.

Capture

GA4 + GTM events · Click IDs on every lead · Consent handled properly

Verify

Deduped conversion actions · Values on what matters · Data QA’d up front

Connect

CRM and sales stages in · Offline conversions imported · Warehouse-grade exports

Decide

Dashboards built for decisions · Value-based bidding live · Budgets that hold up

### 01 GA4 and Google Tag Manager implementation

Events, conversions and consent built properly: deduplicated actions, clean parameters, and a GTM container that remains maintainable. Everything else depends on getting this layer right.

ga4 · gtm · consent-mode

### 02 Conversion values and value-based bidding

Revenue, margin or lead-quality values attached to every conversion that matters, so Smart Bidding optimises toward profit rather than conversion count, the work behind the results we publish.

see it working [SignalPulse, our value-bidding system](https://cleandigital.co.uk/signalpulse) [see it working at Arden University](https://cleandigital.co.uk/case-studies/arden-university) conversion-values · smart-bidding

### 03 Offline conversion tracking and CRM feedback

When revenue closes on a call, in a pipeline, or months later, we wire it back: click IDs captured, CRM stages mapped, and offline conversions imported so the platforms learn from real outcomes.

see it working [our GCLID capture walkthrough](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) gclid · crm · offline-import

### 04 Attribution and contribution analysis

Last-click attribution overstates some campaigns and understates others. We separate brand from non-brand, quantify assisted demand, and show what each channel contributes to a sale.

see it working [how we use click share to find outliers](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) attribution · brand-split

### 05 Dashboards and reporting pipelines

Custom dashboards on top of warehouse-grade data (GA4, Google Ads, Search Console and CRM exports in BigQuery) scoped to the decisions made monthly rather than to every available metric.

bigquery · dashboards

### 06 Experimentation and forecasting

We work out how big a test needs to be and how long it will run, forecast budgets up front, and read results against the same statistical methodology behind our public calculators.

see it working [ad test significance calculator](https://cleandigital.co.uk/tools/ad-test-significance) [media spend calculator](https://cleandigital.co.uk/tools/media-spend-calculator) monte-carlo · forecasts

## Lead generation and ecommerce measure differently

**Offline conversion tracking** decides whether lead gen works; deduped values decide whether **ecommerce tracking** can be trusted. The pipeline is shared; the implementation differs at every stage.

### The outcome that matters

Lead generation

Sales-accepted leads, booked meetings and closed pipeline.

Ecommerce

Margin-adjusted revenue and returning-customer rate.

### Where measurement typically fails

Lead generation

All enquiries counted equally, so low-quality leads inflate apparent growth.

Ecommerce

Duplicate purchase events, refunds left unsubtracted, brand campaigns credited with existing demand.

### What we wire in

Lead generation

Click IDs on every lead, CRM stages mapped, offline conversion imports.

Ecommerce

Deduped purchase events with real values, feed data, refund handling.

### What bidding learns

Lead generation

Which clicks become customers, so budget allocation follows lead quality.

Ecommerce

Which products and audiences are profitable across seasonal cycles.

### Proof it works

Lead generation

28% lead-quality lift and 127% more enrolments at [Arden University](https://cleandigital.co.uk/case-studies/arden-university).

Ecommerce

14:1 ROAS and 176% PPC sales growth at [Dobbies](https://cleandigital.co.uk/case-studies/dobbies-garden-centres).

Most of our clients sell through both. The two set-ups run side by side and feed our [paid search management](https://cleandigital.co.uk/paid-search) and [paid social](https://cleandigital.co.uk/paid-social) work on the same accounts. [See both in the case studies](https://cleandigital.co.uk/case-studies)

## Proprietary tooling, built on the same measurement

The team that wires your measurement also builds our own tooling on top of it, monitoring accounts continuously between reporting cycles.

![Aitor Larrañaga, Head of Data & Analytics at Clean Digital](https://cleandigital.co.uk/images/team/headshots/aitor-larranaga.png)

Built by the analytics team **Aitor Larrañaga** leads, the same people who wire your measurement.

clean-digital/stack

$ ls --proprietary-tools

[rover / AI-powered PPC optimisation that flags wasted spend early. open →](https://cleandigital.co.uk/rover)

[signalpulse / Value-based bidding system that optimises ad spend for profit rather than click volume. open →](https://cleandigital.co.uk/signalpulse)

[brandguard / Protects your brand terms from competitor bidding around the clock. open →](https://cleandigital.co.uk/brandguard)

[adintelligence / AI analysis of ad creative and performance, built on the data the team trusts. open →](https://cleandigital.co.uk/adintelligence)

$ stack --supported

ga4 · gtm · bigquery · google-ads · microsoft-ads · meta-capi · crm · google-sheets

$ full stack → [/technology](https://cleandigital.co.uk/technology)

## The results, once the data was right

Enrolments per month

Illustrative shape

optimising to enquiries

value-based bidding live →

The shape of the Arden result: once enrolment data reached the bidding system, budget reallocated toward enrolment likelihood.

Enrolment data was wired back into the ad platforms so bidding could optimise toward enrolment likelihood rather than enquiry volume. Every result below comes from that measurement work.

Touchpoint analysis quantified how much of online revenue paid media influenced beyond its last-click share.

[Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) [Dobbies case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

127%

YoY increase in PPC enrolments

[Arden University](https://cleandigital.co.uk/case-studies/arden-university)

28%

YoY increase in lead quality

[Arden University](https://cleandigital.co.uk/case-studies/arden-university)

5.2x

Return On Ad Spend (ROAS)

[Arden University](https://cleandigital.co.uk/case-studies/arden-university)

1 in 2

purchases included a paid touchpoint

[Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

25%

Of online purchases from a last-click paid touch point

[Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

## Three ways to work together, each with a clear end point

Each one has a clear end point. A lot of accounts need two weeks of focused work rather than an ongoing retainer, and all three start with the same free review.

01

### The audit sprint

Two weeks of focused work: tags, code, containers and CRM path read end to end, every finding written up in plain English with the restated numbers beside it.

Ends with: the fix list, the restatement, and a recommendation on whether further work is needed.

02

### The rebuild

We implement the fix list: events and values rebuilt, offline conversions wired in, dashboards stood up, all in your accounts, documented for your team.

Ends with: measurement your team and your bidding can both trust.

03

### The measurement partner

Ongoing experimentation, reporting and value-bidding tuning, usually alongside our paid media teams working the same account.

Ends with: a quarterly review against agreed outcomes.

Not sure which one fits? The free review will tell you.

## Data & analytics FAQs

Straight answers on **conversion tracking**, GA4, offline conversions and reporting. The same measurement thinking powers our [free PPC tools](https://cleandigital.co.uk/resources) and every [case study](https://cleandigital.co.uk/case-studies) we publish.

Q.

### Can you audit our existing conversion tracking?

A.

Yes. It is where every engagement starts. We check GA4 and Google Tag Manager events, deduplication, conversion values, consent handling, and what the ad platforms are actually being taught, then hand back a prioritised fix list in plain English.

[Get a free tracking review](https://cleandigital.co.uk/contact)

Q.

### Do you set up GA4 and Google Tag Manager?

A.

Yes. Implementation, migration cleanup, event design, ecommerce tracking, and consent configuration, built in your own accounts, documented so your team can maintain it, and verified against real transactions rather than test pings.

Q.

### Can you connect our CRM to Google Ads?

A.

Yes. Offline conversion tracking is one of the highest-impact fixes in paid media: click IDs captured on every lead, CRM stages mapped to conversion actions, and closed revenue imported back so Smart Bidding optimises to customers rather than form fills.

[Read the GCLID capture walkthrough](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm)

Q.

### Who owns the data and the accounts?

A.

You do. GA4, Tag Manager, ad accounts, dashboards and any warehouse pipelines are built in your properties under your ownership. If we ever part ways, everything keeps working and stays with you.

Q.

### What dashboards and reporting do you build?

A.

Decision-led dashboards on top of clean data: paid media performance tied to revenue or pipeline, brand and non-brand separated, and the small set of figures a board actually reviews.

Q.

### How much does analytics and tracking work cost?

A.

It depends on the state of the current setup and how much needs rebuilding versus verifying. The free tracking review scopes it honestly; many accounts need two weeks of focused work rather than an ongoing retainer.

[Start with the free review](https://cleandigital.co.uk/contact)

Q.

### Can you work alongside our in-house developers or another agency?

A.

Yes. Most tracking work ships through someone else’s release process. We write the specs, the dataLayer contracts and the GTM changes, your developers deploy on their schedule, and we verify against real transactions afterwards.

Q.

### How long does a tracking rebuild take?

A.

The audit sprint is two weeks. A typical rebuild (events, values, offline imports, dashboards) usually lands within one to two months depending on release cycles and CRM access. The free review gives you a scoped answer for your setup.

[See rebuilds inside the case studies](https://cleandigital.co.uk/case-studies)

Q.

### Do you audit Meta and Conversions API as well as Google?

A.

Yes. Pixel and Conversions API events get the same treatment as GA4 and Google Ads: deduplication between browser and server events, real values, and exclusion of low-quality signals, so Meta optimises toward completed customers rather than click-stage events.

## Get a free tracking & measurement review

Find out what your numbers can actually prove right now.

1 Request the review Two fields; no call required.

2 We read your setup A senior analyst goes through tags, containers and the CRM path.

3 Written findings + walkthrough The fix list and restated numbers, in plain English. Reply within one working day.

Your tracking review

not yet requested

Viewer-level access only (ga4 viewer · gtm read · ads read-only), revocable by you at any time. Nothing in your accounts changes without sign-off.

![Aitor Larrañaga, Head of Data & Analytics at Clean Digital](https://cleandigital.co.uk/images/team/headshots/aitor-larranaga.png)

Aitor Larrañaga Head of Data & Analytics, reviews every request UK Search Awards Winner · 7+ industry awards

Reply within one working day, no obligation. We will never share your information.

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