Skip to content

Data tracking · Google Tag Manager

One container. Every tag accounted for.

Tag Manager is where tracking either becomes manageable or turns into an archaeological site. We build a container you can read, with a naming convention, version notes and nothing firing that nobody can explain.

1 container Nothing hard-coded in the theme
Named Every tag, trigger and variable
Versioned Every change described and reversible
Staging first Tested before it touches the live site
What we do

Four things, in this order.

01 The clean-out. Hard-coded scripts in the theme, plugin trackers and tags from agencies nobody remembers are removed. One container, one place to look.
02 A naming convention. GA4 – Event – form_submit, not Tag (3). Folders by purpose, version notes on every publish. Whoever comes after us can read it.
03 A data layer for what matters. Form names, product data, order values and user type pushed by the site, read by Tag Manager. Tracking stops depending on CSS classes that change with the next theme update.
04 Consent built in. Every tag checks consent before it fires. Marketing pixels wait for the choice; essentials do not. The banner and the container agree by construction.

The audit

What we usually find in the first hour.

Most containers were built by three people who never met. This is what that looks like.

Sprawl

  • —Three containers on one site
  • —Tags from agencies no one remembers
  • —Hard-coded scripts duplicating what GTM already fires

Unreadable

  • —Tag (1), Tag (2), Tag (3)
  • —No version notes for two years
  • —Triggers firing on every click on the page

Unsafe

  • —Custom HTML tags with no consent check
  • —Pixels firing before the banner
  • —Publish rights still held by ex-employees
How it works

Three weeks, then a routine.

Week one Every tag, trigger and variable catalogued with what it does and whether anyone still needs it.
Week two Rebuilt in a fresh workspace on staging: naming convention, data layer, consent checks. Old scripts removed from the theme.
Week three Preview mode on every template, consent tested both ways, access tidied, publish with notes.
Every month Version history reviewed, unused tags retired, anything new documented.

Part of data tracking, which is inside every maintenance retainer. As standalone work it is quoted after the audit.

Keep reading

Let’s look at your site together.

Thirty minutes with Ali. He will ask about the business first, then go through the site with you on the call.

Book a call with Ali
Ali Demirci
Ali Demirci
Founder
What we would fix first
The handful of things actually holding it back.
What we would leave alone
Usually more than you expect.
Whether we are a fit
And we will tell you if we are not.

Common questions

Can we keep our existing container?+

Yes, if it is salvageable. Often it is quicker and safer to rebuild in a new workspace and cut over in one publish, but the container ID can stay the same.

Do you use server-side Tag Manager?+

When it earns its keep. See server-side tagging for when that is.

Who has access?+

You own the account. We are added as users with publish rights and can be removed in a click. Nobody else keeps access.

Does Tag Manager slow the site?+

A tidy container is lighter than the pile of scripts it replaces. We measure before and after; it is usually faster.