Google Analytics 4, Google Tag Manager and Search Console each do a different job. Analytics shows user behaviour, Search Console shows organic search visibility, and Tag Manager keeps permitted tags under control. We set accounts up in your ownership and review data flows, access, conversions and consent together.
Account inventory and ownership
We review existing Google accounts, Analytics properties, Tag Manager containers, Search Console properties and Google Ads links. Duplicate setups, unknown admins and access tied to personal accounts are reported. Ownership stays with the business; team and agency access is granted by role.
GA4 data stream and key events
We check the web stream, domains, internal traffic and unwanted referrals. Form submissions, phone and WhatsApp clicks, e-commerce steps and other meaningful actions are defined by business goals. Instead of marking every click as a conversion, we create a small, clean event plan. Personal data in URLs or forms is never sent to Analytics.
Tag Manager and consent
Tags, triggers and variables are named clearly. No version is published without preview and debugging. Analytics and ad tags respect the visitor’s cookie choices. Publishing rights are limited and version notes are kept.
Search Console and technical visibility
Domain ownership is verified via DNS, the HTTPS version is checked and the XML sitemap is submitted. robots.txt, canonicals, redirects and indexing issues are reviewed. Queries, impressions, clicks and average position feed the content plan. Search Console data can be delayed and does not explain sales on its own.
Frequently asked questions
Are Analytics and Tag Manager the same thing?+
No. Analytics reports data; Tag Manager deploys Analytics and other permitted tags and manages versions.
Can we still use Universal Analytics?+
No. Universal Analytics has stopped collecting data. Measurement should be built on GA4 and old code removed.
Does Search Console guarantee rankings?+
No. It shows technical issues and search performance; content, competition and user experience still need work.