Google Tag Manager: what it is, why it matters and how to use it
Google Tag Manager keeps your website's tracking code in one place. Set up properly, it controls what is measured and what may be measured.
Web analytics
you can take to the board.
Search is all we do, so our tracking has one job: showing which searches bring you customers. As a web analytics agency for search, we make sure a conversion means a genuine enquiry, call or sale, and that your campaigns bid for it.
What we fix
The tracking behind your search campaigns, the quality of the data, and reports anyone in the room can read.
Get your free search auditBefore we change anything, we find out what’s actually being measured today. You get a review of your tracking, your data quality and your consent setup, and a clear plan for what to fix.
We bring the numbers that matter most to your business into one simple view that anyone can read, usually built in Looker Studio.
We set up conversion tracking in Google Analytics and directly in the ad platforms we run, Google Ads and Microsoft Ads (Bing), for better-quality data.
We set up server-side Google Tag Manager via Stape, built on first-party data that holds up as browsers restrict third-party cookies.
We feed what happens after the enquiry back into your ad platforms, straight from your CRM or ERP, so the bidding learns what a good customer looks like.
We set up Enhanced Conversions so you can see more of the conversions that are already happening, and your campaigns bid on better data.
See what we’d do with your search
It starts with a free search audit. We look at your search before we talk, and our founder takes you through what we find in 30 minutes. Nothing to prepare, no obligation.
You'll come away with:
- What's working today – and what we'd do more of
- Where you're losing money – and what we'd switch off
- How you compare with your competitors
- A clear plan for what we'd do if we took over
Quick, easy to work with, and they often sort things out before I’ve even had time to worry.Suad Dimiraca, HyrBox
Speak to our founder
No sales team. Your first conversation is with our founder, who has spent 14 years in search. Email or book 30 minutes.
Nils Fridlund
The team at Sunbird
No account managers and no hand-offs: you work directly with the senior specialist who sets up your tracking. And because it’s one team, the tracking ties into your search campaigns and growth targets, so someone owns the whole picture.
What you can expect
Four promises we make to every client.
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Data you understand
You should be able to trust the numbers and justify them – to yourselves, your management team and your board. No black box.
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Results you can feel
Growth should be something you notice day to day and see in your revenue – not in clicks and impressions.
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A partnership, not a transaction
A relationship that gathers pace over the years. We understand you better every day, and the results build rather than tail off.
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Hungry for more
Because we can't help it, and because we only win when you do. Our job is to stay ahead, so you never have to wonder whether your agency is keeping up.
Insights
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Read the article
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Read the articleGoogle Ads Offline Conversions: How to Improve Lead Quality
On average 57 per cent of a lead budget goes to leads that never become customers. Offline conversions fix that at the source.
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Read the articleConversion rate: how to calculate it and read it properly
Conversion rate is the share of visitors who complete a goal. How to calculate it, what a good level looks like and how to raise it in every channel.