Freelance Google Tag Manager Expert
As a GTM consultant, I help organizations implement, troubleshoot and improve complex tracking and measurement.
25+ years in web analytics · 10+ years with GTM · Google Analytics Certified
Complex Google Tag Manager implementations need more than tags and triggers.
Google Tag Manager can make measurement easier to manage, but complex implementations often involve much more than configuring tags inside a container.
I work with organizations that need reliable measurement across websites, ecommerce platforms, advertising systems and analytics tools. That can mean building a new GTM implementation, improving an existing one, or diagnosing tracking that appears to work but is producing incomplete or unreliable data.
My work regularly involves GA4, Google Ads and other advertising platforms, ecommerce measurement, custom events and data layers, cross-domain journeys, consent behaviour, and complex checkout flows.
I’ve worked in web analytics for more than 25 years and with Google Tag Manager for more than a decade.
Because my work extends beyond GTM into analytics, advertising measurement, BigQuery and reporting, I can evaluate the wider measurement path rather than treating the GTM container in isolation.
Google Tag Manager consulting for real measurement problems.
GTM Troubleshooting
A tag firing in GTM Preview doesn’t necessarily mean the measurement is working. I investigate why conversions, purchases or other events aren’t being recorded as expected and identify where the measurement chain breaks.
Conversion Tracking
Reliable conversion tracking requires more than firing a tag. I implement and troubleshoot Google Ads and other advertising conversions, then validate that the measurement reaches its intended destination correctly.
Ecommerce & Purchase Tracking
Ecommerce tracking gets complicated across pages, domains and platforms. I implement and troubleshoot purchase measurement for GA4 and advertising platforms, and investigate discrepancies between tracked purchases and actual sales.
Data Layer & Custom Tracking
Reliable GTM implementations start with good data. I design data layers for forms, funnels, ecommerce and custom events, giving GA4 and advertising platforms a stronger, more durable measurement foundation.
When you may need a Google Tag Manager expert
Some tracking requirements are straightforward. Others require looking beyond the container itself.
You may need specialist GTM help when:
- Tags fire, but conversions are missing. GTM Preview shows the expected behaviour, but Google Ads, GA4 or another destination isn’t recording the result correctly.
- Analytics and actual business results don’t reconcile. Purchases, leads or other important events are materially different from what your operational systems show.
- Your checkout or funnel is technically complex. The user journey may involve multiple domains, single-page applications, iframes, third-party platforms or non-standard confirmation flows.
- Consent affects measurement behaviour. Tags may behave differently depending on consent state, timing and platform requirements.
- Your GTM container has become difficult to trust. Years of changes, multiple vendors and undocumented tags can make it difficult to determine what is still required and what is actually working.
- Multiple platforms need consistent measurement. GA4, Google Ads and other advertising or reporting systems may all depend on the same underlying business events and data.
The right solution isn’t always another tag. Sometimes the problem is in the website, the data layer, the browser request, consent behaviour, platform configuration or the way the resulting data is processed.
My role is to trace that measurement path, determine what can be proven, and fix the part that is actually causing the problem.