ServiceGrowth: SEO & ads
Tracking you can trust: every sale and enquiry counted once, with consent
Our tracking service sets up the measurement every other decision depends on: Google Analytics 4 with e-commerce and lead events, a consent banner where Refuse is as easy as Accept and Google Consent Mode wired to it, Search Console, and the Meta pixel plus Conversions API with deduplication. The goal is simple — each sale or enquiry counted once, in the right place, with the visitor's choice respected.
What we do for you
- Google Analytics 4 property set up in your name, with a clear list of the events that matter
- E-commerce events such as add_to_cart, begin_checkout and purchase, with transaction ID, value and currency
- Lead events for forms and calls, marked as key events
- A consent banner where Refuse is as easy as Accept, and Google Consent Mode reflecting the visitor's choice
- Google Search Console verified and linked, sitemaps submitted
- Meta pixel and Conversions API sending the same events with matching IDs, so Meta counts each one once
- Key events imported as Google Ads conversions when you advertise
- A test purchase or test lead end to end before any campaign relies on the data
Who it is for
- Fits: anyone about to spend on ads — without tracking, no stop/scale rule can be read
- Fits: shops whose analytics shows revenue that does not match the payment platform
- Fits: sites with a cookie banner that only offers "Accept" or hides refusal
- Does not fit: anyone wanting to track visitors who refused consent as if they had accepted
Why tracking comes first
Every rule we apply to ads — a target cost per sale, a stop/scale decision at day 14 — is only as good as the count behind it. If a purchase is missed, a good campaign looks bad; if it is counted twice, a bad one looks good. So before a single paid click, we make sure that a test sale or test enquiry appears once in analytics, once in Google Ads and once in Meta. We have set up GA4 with a consent banner and e-commerce events (add_to_cart, begin_checkout, purchase) on 26 of our own selling sites.
What we set up, piece by piece
| Piece | What it does | Platform rule we follow |
|---|---|---|
| GA4 purchase event | Records a sale with its value | transaction_id avoids duplicate purchases; currency is required when value is set |
| GA4 key events | Marks the actions that matter (purchase, lead) | Key events can be turned into Google Ads conversions for bidding and reporting |
| Consent banner + Consent Mode | Asks and passes the visitor's choice to Google tags | Consent Mode does not replace the banner; it adjusts tags to the choice obtained |
| Meta pixel + Conversions API | Sends events from the browser and from your server | Deduplicated when event_id and event name match, within 48 hours |
| Search Console | Shows searches, clicks and indexing | Sitemaps with accurate lastmod dates |
Consent, done properly
Google's Consent Mode lets tags adjust their behaviour to the visitor's choice, through four consent types: ad_storage, analytics_storage, ad_user_data and ad_personalization. Google describes two implementations. In basic mode, Google tags do not load until the visitor interacts with the banner, and no data is sent before consent. In advanced mode, tags load with default states and, when consent is denied, send cookieless measurements that feed modelling.
Consent Mode is not a banner: Google says you still need to obtain the visitor's choice and pass it on, which a consent management platform usually does. Our banners make Refuse as easy as Accept. Which mode suits you depends on your country's rules and your risk appetite; we explain the difference and apply your decision. We are not your lawyer, and the legal responsibility stays with the site owner.
Server-side events for Meta
Meta's Conversions API sends events from your server, which Meta says is less affected than the pixel by browser loading errors, connectivity issues and ad blockers. Sending both is useful only if Meta can tell they describe the same purchase: the pixel's event ID must match the server's event_id and the event names must match, and deduplication applies within 48 hours of the first event. We generate one ID per order and send it through both channels. More in our Conversions API guide.
How we work
- Audit what exists: tags, events, duplicates, the banner, links between GA4, Google Ads and Search Console.
- Write the event plan: which actions matter, their names, parameters and where they fire.
- Implement on your site or shop, server-side events included where your platform allows.
- Test end to end with a real test purchase or lead, in each tool.
- Hand over a one-page list of what is measured and where, in plain language.
What we need from you
- Admin access to your site or shop, or your developer's contact
- GA4, Google Ads, Search Console and Meta Business accounts in your name (we help create them)
- Your decision on the consent approach, after we explain the options
- Permission to place a test order or lead
Questions we get
Why does GA4 show different revenue from my payment platform?
Common causes are purchases without a transaction ID (counted twice), missing currency, visitors who refused consent, or events firing on the wrong page. Our audit finds which applies.
Do I need a cookie banner?
If you use advertising or analytics cookies, consent rules usually apply depending on your country. Google's Consent Mode needs a consent choice to pass on; it does not collect it for you.
Will Consent Mode let me track people who refused?
No. In advanced mode Google tags send cookieless signals when consent is denied, which Google uses for modelling; it does not turn a refusal into an acceptance.
Is the pixel enough for Meta Ads?
It works, but browser events get lost. Adding the Conversions API with matching event IDs gives Meta a more complete and deduplicated count.
Who owns the data?
You do. All accounts are in your name; we work with the access you grant and you can remove it at any time.
Sources
- Google Analytics developers — Recommended events reference (checked 2026-10-06)
- Analytics Help — About key events (checked 2026-10-06)
- Google Tag Platform — Consent mode overview (checked 2026-10-06)
- Meta Business Help Center — About Conversions API (checked 2026-10-06)
- Meta for Developers — Handling duplicate pixel and Conversions API events (checked 2026-10-06)
- Google Search Central — Build and submit a sitemap (checked 2026-10-06)