Service area

Marketing Analytics and Measurement Services: GA4, GTM and BigQuery

Our marketing analytics and measurement services start with one question: is what gets counted counted correctly? Before we judge any campaign, we check that. We build measurement in four layers: Google Tag Manager collects the data, GA4 processes it, BigQuery stores the raw data and joins it with sales and cost data, and Data Studio turns the result into a report management can read. A GA4 and tracking audit decides which layer we start with.

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Illustrative view: illustrative view of a measurement report.

Purpose and appearance

What do we use this service for?

We build measurement to show which channels actually bring in sales and customers. The goal is to allocate the marketing budget across channels from one dataset that matches your order system, not from each ad platform's own report, so management and marketing make decisions from the same numbers.

Funnel stages it serves

Awareness
Consideration
Conversion
Loyalty

Analytics and Measurement

services within Analytics and Measurement

Google Analytics 4

A GA4 audit and setup: event plan, key events, ecommerce tracking and attribution settings, checked against real orders.

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Google Tag Manager

Google Tag Manager setup with a data layer, an organized container, Consent Mode v2 and, where it pays off, server-side tagging.

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BigQuery

A data warehouse that joins raw GA4 event data with CRM, returns and ad cost to show real profit and lead quality.

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Data Studio (Looker Studio)

A fast-loading Looker Studio (Data Studio) marketing dashboard with written metric definitions, so management and marketing read the same numbers.

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How GTM, GA4, BigQuery and Data Studio fit together

The layers work like a chain, and errors travel upward. A purchase tag in Tag Manager that fires every time the thank-you page is refreshed inflates revenue in GA4; the same error flows into BigQuery and shows up as growth in the monthly report. That is why we always fix from the lowest layer up. Correcting a number in the report by hand only hides the problem.

The connection runs the other way too. Every metric in the report has a definition, and that definition goes down to the event plan in GA4 and from there to the data layer in Tag Manager. Our aim is to always be able to show which event the number management reads as 'new customers' comes from.

What a GA4 tracking audit checks first

We run the audit with a checklist and real order data. We put a chosen week's orders side by side with the figures in GA4 and the ad platforms, and explain where each difference comes from. In the accounts we take over, most problems show up in the same few places, regardless of the size of the site:

Events marked as key events that add no value (page views, scrolls)
Purchase events sent without a transaction_id and currency
Email and SMS sends without UTM tags, so their sales are credited to the 'direct' channel
Both the Google Ads conversion tag and the conversion imported from GA4 set as primary
Meta Pixel and the Conversions API sending the same event twice without event_id deduplication

Why ad platform conversion numbers don't add up

Every platform looks at sales through its own window. The same order can appear in both the Performance Max report and the Meta Advantage+ sales campaign report; add the two together and you get more sales than actually happened on the site. We make cross-channel budget decisions with GA4's data-driven attribution and the real order data in BigQuery, and use platform reports for in-campaign optimization. This split is the first step of our growth approach.

Analytics and Measurement: when do we recommend it?

We recommend it

Brands whose total sales reported by the ad platforms don't match the figure in their order system
Teams advertising on more than one channel that want to reallocate budget across channels
Businesses that close sales outside the website (phone, WhatsApp, dealers, CRM) and can't see the link to advertising
Brands preparing to change their site platform, payment provider or domain

We don't recommend it

BigQuery and custom reporting for new sites without regular traffic yet; a basic GA4 setup is enough at first
Teams that want to leave measurement solely to a single ad platform's own pixel

How we manage Analytics and Measurement

InventoryWe list every tag running on the site, all GA4 properties and the ad account links.
Order reconciliationWe compare a chosen week's GA4 sales with the order system, line by line.
Event planWe document which event is sent with which parameters and which ones become key events.
Tag fixesWe test fixes in Tag Manager's preview mode and publish them with version notes.
Raw data and reportingWe enable the BigQuery link and build the shared report on top of this data.

Analytics and Measurement: metrics and requirements

Metrics we track

Order reconciliation gap
Number of key events
Revenue by channel
Marketing cost / revenue
New customer rate

What you need to get started

Administrator or editor access to GA4 and Google Tag Manager
Read access to the ad accounts (Google Ads, Meta, others)
One week of order or lead exports
A developer who can add tags to the site, or access to the site's admin panel

Official sources

The Brand Move Measurement Team

To learn more about measurement services, contact The Brand Move Measurement team today.

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Frequently asked questions

Analytics and Measurement: frequently asked questions

What does a GA4 audit include?

We list every tag on the site, every GA4 property and every ad account link, then compare a chosen week of GA4 sales with your order system line by line. The usual findings are key events that add no value, purchase events without transaction_id or currency, untagged email and SMS traffic landing in 'direct', duplicate primary conversions in Google Ads, and Meta Pixel and Conversions API events sent twice without deduplication.

How long does a measurement audit take, and what do you deliver?

It depends on the number of sites and accounts; for a single e-commerce site it usually takes a few working days. You receive a written list of every error found, its impact on the data and its fix priority. The fixes can be made by us or by your team.

Do we need BigQuery, or is GA4 enough?

For a single-channel, low-volume site, a correctly configured GA4 and Tag Manager setup is often enough. BigQuery comes in when part of your sales closes outside the site (phone, WhatsApp, dealers, CRM) or when you want to see the cost of several channels next to real orders.

Why do Google Ads and Meta report more sales than our store?

Each platform credits the sale to itself, so one order can be counted by several platforms. Inside a single platform, setups such as two primary conversions for the same purchase or Pixel and Conversions API events without event_id matching also inflate the count. We fix these at the tag level and make budget decisions from data reconciled with orders.

Is Looker Studio now called Data Studio?

Yes. On April 16, 2026, Google renamed its reporting tool back to Data Studio. Existing reports and sharing links keep working; the paid version continues as Looker Studio Pro.

Can you work without breaking the setup our current agency built?

Yes. We run the audit with read access and document what each tag does before switching anything off. We share findings with your current agency and agree on who makes which fix. We only change GA4 and BigQuery settings after your written approval.

Let's run a first Analytics and Measurement review together.

In a free call we review your analytics property and tag setup, then show you in writing where data is missing or double-counted.

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