Tag Management Consultancy

Reliable data collection starts with the correct management of tags, events and integrations.

RichClicks supports companies and eCommerce businesses in the configuration and management of Google Tag Manager, data layers and tracking systems connected to Google Analytics 4, Google Ads, Meta and the main marketing platforms.

We start from your business objectives to define which actions to measure, how to collect the data and how to maintain its quality over time.

How can we help you with Tag Management?

We can work on existing configurations or design a new tracking setup.

Our main activities include:

• Google Tag Manager audit: we analyse containers, tags, triggers, variables and events to identify errors, duplications and outdated configurations.
• Measurement plan: we define which events, conversions and parameters should be collected based on the objectives of the project.
• Data layer: we design or verify the structure used to send information from the website to analytics and advertising tools.
• Events and conversions: we configure the tracking of relevant actions, from purchases and leads to specific website interactions.
• GA4 and advertising: we connect the setup to Google Analytics 4, Google Ads, Meta and the other platforms being used.
• Consent Mode: we verify tag behaviour in relation to users’ consent preferences.
• QA and monitoring: we test tracking and monitor any anomalies or changes that may affect data collection over time.

Google Tag Manager audit

Over time, a GTM container can accumulate unused tags, duplicate triggers, old conversions and configurations introduced by different teams or suppliers.

A Google Tag Manager audit helps reconstruct what is actually being tracked and how.

We verify:

• active tags, triggers and variables;
• missing or duplicate events;
• conversion configuration;
• data layer and parameters sent;
• integrations with Analytics and advertising platforms;
• consent management;
• legacy elements that can be removed or simplified.

The goal is to create a setup that is easier to understand and maintain, reducing the risk of inconsistent data reaching the platforms used by marketing teams.

Google Tag Manager and data layer

The data layer is one of the central elements of a structured tracking setup.

It makes information about actions, products, transactions, users and other relevant elements available to Google Tag Manager, avoiding the need to build every tracking implementation directly around the website interface.

For an eCommerce business, for example, we can verify events such as product views, add to cart, checkout and purchase, together with parameters such as value, currency, product and transaction ID.

A consistent structure makes it easier to use the same signals across Analytics and different advertising platforms.

Tag Management for GA4 and advertising

Google Tag Manager can become the operational point through which events and conversions for multiple tools are managed.

For GA4, we configure events and key events based on the measurement plan.

For advertising platforms, we verify that the conversions being sent accurately represent the actions the business wants to use for measurement and optimisation.

This becomes particularly important with solutions such as Enhanced Conversions in Google Ads, where data quality, conversion configuration and first-party data need to be considered within the same measurement ecosystem.

Consent Mode and tag management

Tag behaviour must be consistent with the preferences expressed by users through the CMP.

We can verify the integration between Google Tag Manager, Consent Mode, GA4 and advertising platforms, checking which tags are activated and which signals are sent under different consent states.

Tag Management therefore becomes part of a broader system that includes tracking, consent and data governance.

Client-side and Server-Side Tracking

Google Tag Manager can be used both within client-side configurations and as part of more advanced architectures.

Client-side tracking continues to play an important role in collecting interactions that take place in the browser. In some projects, it can be combined with a Server-Side Tracking infrastructure to increase control over data flows and platform integrations.

The right approach depends on the complexity of the project, the tools being used and the measurement objectives.

We explored the differences in our Magazine article on Server-Side Tracking vs Client-Side Tracking.

Tracking QA and maintenance

A setup that works correctly today may stop doing so after a change to the website, checkout, CMP or an external platform.

For this reason, Tag Management also includes QA and periodic verification activities.

We can check:

• correct event activation;
• values and parameters sent;
• conversions and key events;
• potential duplications;
• changes to the data layer;
• consistency between the website, Analytics and advertising platforms.

This makes it possible to identify issues that could compromise reporting and campaign measurement more quickly.

Why choose RichClicks for Tag Management?

Our approach combines expertise in analytics, tracking and performance marketing.

This allows us to design tagging while considering how the data will then be used by Analytics, advertising and reporting systems.

Do you need to review Google Tag Manager, implement new events or reorganise a setup that has become difficult to manage?

Tell us about your project: we will analyse the current configuration and identify the priority actions needed to improve tracking, data quality and tag management.