Tracking Agency & Google Analytics
Accurate figures,
before making decisions.
Astrak configures, monitors, and manages your audience measurement on Google Analytics 4 and Google Tag Manager: tagging plan, conversion tracking, consent, and month-after-month analysis of your website's performance.
Make an AppointmentAn installed Google Analytics account does not mean a measured website. In the properties we audit, the same scenario comes up over and over again: full dashboards, but wrong numbers. A conversion configured on an event that never fires, a consent banner that makes your European visitors disappear, a property that is the wrong one. And no one notices, because a fake report looks exactly like a right one.
The cost is real: a budget redirected to the wrong channel, a page deemed useless when it actually converts, a campaign cut too soon. And unlike an SEO mistake, Data that has not been collected cannot be recovered Google Analytics is not retroactive.
Our tracking offering covers the entire chain, from the audit of existing setups to monthly analysis: tagging plan, implementation in Google Tag Manager, conversion tracking, Consent Mode, connections with Search Console and Google Ads, and finally the interpretation of results. The scope is intentionally focused on Google Analytics 4 and Google Tag Manager, the tools our team uses every day to manage our clients' SEO.
What is a tracking setup?
Tracking encompasses everything that allows you to know where your visitors come from, what they do on your site, and which ones become customers.
Google Analytics 4 is the tool that stores and restores this data. Since the end of Universal Analytics, which stopped collecting in July 2023, everything relies on events : a page view, a click on a phone number, a submitted form, a purchase. The ones that really matter to your business are marked as Key events, the new name for conversions in GA4.
Google Tag Manager is the layer that decides when to send these events, without touching the site's code with every change. Tags, triggers, and variables are version-controlled there: we know who changed what, and we can roll back.
Between the two, the marking plan connects it to your goals: which events to track, under what name, with what parameters. This is what prevents the accumulation of events that no one knows how to read anymore. Finally, since March 2024, Google has required the Consent Mode v2 to leverage European visitor data in its advertising tools. Misconfigured, it also filters a portion of your audience out of your GA4 reports, without the slightest error message.
What our tracking offer covers
GA4 audit of existing setup
Property and data stream, actually triggered events, key events, internal traffic filters, data retention period, duplicate tags.
Tagging plan
The list of events to track, their names and parameters, created from your business objectives and shared with your teams.
Google Tag Manager
Tags, triggers, and variables: forms, phone and email clicks, appointment bookings, downloads, key journey steps.
Conversion tracking
Key events that correspond to an actual inquiry or sale, with a properly attributed traffic source.
Consent Mode v2
Verification of the signal sent to Google by your consent banner, before and after acceptance, so that Europe does not disappear from your reports.
E-commerce and connections
GA4 e-commerce events, up to purchase and revenue. Property linking with Search Console and Google Ads.
Your tracking is lying to you if...
- GA4 shows 0 conversions even though you receive inquiries every week
- Your French or European visitors are virtually absent from your reports
- GA4 records more organic sessions than Google registers clicks in Search Console
- Almost all of your registrations are attributed to «Direct» traffic»
- A simple click on a button is counted as a conversion
- Your account contains multiple properties and no one knows which one is authoritative
- The same GA4 tag is loaded twice, once by a plugin and once by Tag Manager
- Your scans date back only two months, the default retention period
Why entrust your tracking to an SEO agency?
Because we read this data every day to manage our own clients, and we know what broken data looks like.
A tracking system is judged less by its installation than by its lecture. Our consultants cross-reference Google Analytics data with Search Console data each month for dozens of sites. It is this cross-referencing that reveals anomalies: when organic sessions exceed the clicks measured by Google, it is not a traffic increase, it is a session fragmenting across pages.
We have also learned to be wary of the obvious. A very high-volume event already declared as a conversion can be useless if it loses the visit source. A deceptively named property might be the right one, and a perfectly named property may be empty. Every conclusion is verified in the raw data, not in the interface.
Finally, reliable tracking serves all your channels at once. The key events we set up feed your SEO reports, your sales management, and, if you run them, your Google Ads campaigns. Google's automated bidding optimizes based on the conversions it receives: if those conversions are false, the campaigns optimize for the wrong thing.
At Astrak, every setup starts with your goals rather than a standard list of events. We document what is implemented, test it in real-world conditions, and provide you with a tracking plan that your teams can update without us.
The benefits of reliable tracking
Arbitrations on facts
Know which channel, which page, and which campaign are actually generating leads before moving budget.
Meaningful conversions
An appointment booked, a quote sent, a purchase: not a click on a button nor a page view disguised as a goal.
All your measured audience
A properly implemented Consent Mode to measure visitors who accept without distorting the trends of the others.
Comparisons over time
Every modification is dated in the tagging plan: a break in measurement is no longer confused with a drop in traffic.
Better optimized campaigns
Reliable key events imported into Google Ads give automated bidding the right signals.
A measure that belongs to you
Ownership and container remain on your accounts, documented and transferable to your teams or another service provider.
How Astrak sets up your tracking
1. Audit of the existing measurement
We start from what is already running: properties and streams present in your account, events actually triggered over the past twelve months, key events, conversion distribution by channel, and consent behavior. We compare GA4 sessions with Search Console clicks to detect broken tracking. You receive the list of anomalies, ranked by impact.
Tagging plan
We translate your goals into events: what needs to be measured, when, with which parameters, and what counts as a conversion. The plan is drawn up with you, validated before any implementation, and becomes the shared reference between marketing, sales, and development.
3. Implementation in Google Tag Manager
We configure tags, triggers, and variables in your container, clean up duplicate tags, and set up your GA4 property: internal traffic filters, data retention, key events. When an event requires information that only the website knows, such as an order amount, we write the data layer specifications for your developers.
4. Consent and Acceptance
We verify Consent Mode with your banner: default state, data transmission after consent, and behavior in case of refusal. Then, each event is tested under real conditions, in the Tag Manager preview and GA4 DebugView, right down to the request sent to Google. Nothing is delivered solely on the basis of a configuration.
5. Performance monitoring and analysis
Once the measurement is reliable, we make the data speak. Your GA4 and Search Console data power the reporting we use for our clients, complete with conversions by channel and by page. We monitor measurement disruptions, explain variations, and tell you what they mean for your next decisions.
International SaaS publisher
The traffic report showed zeros across the board. This client's Google Analytics account contained nineteen properties: the one that was connected was a regional property that received no visits. Once the correct property was identified, two other flaws appeared: the site was set up as e-commerce even though it sells nothing online, and its sign-up events, despite being very high in volume, were losing almost all of the visit sources. Instead, we used the trial request and confirmation events, which were correctly attributed.
The team behind your tracking
Experience at a measurement tool publisher, a Google Analytics certification, and technical website expertise.
Léo Poitevin
Founder · Ex-AT InternetFounder of Astrak, Léo started his career at AT Internet, the French publisher of audience measurement solutions acquired by Piano and which became Piano Analytics. This hands-on experience on the measurement tool side helps understand how data is collected before interpreting it, and to spot when it is not.
Marvin Coquemont
Google Analytics CertifiedAs a consultant at Astrak, Marvin works on the technical aspects of the accounts he manages. He holds the Google Analytics certification, which covers property configuration, explorations, and conversion attribution, as well as the Google Ads Search certification. It is this expertise that ensures the figures in our reports are interpreted correctly before formulating a strategy.
Nicholas Sanchez
SEO technique & AnalyticsExpert SEO technique, crawl, and Core Web Vitals specialist, Nicolas also works on Google Analytics. He bridges the gap between measurement and site technology: that is often where a poorly loaded tag distorts the data, or slows down the pages it is supposed to measure.
FAQ – Tracking and Google Analytics
How long does a tracking setup take?
It all depends on the number of conversions to track, your CMS, and the availability of your developers when a data layer is needed. The audit and tagging plan come first, followed by implementation. One thing to keep in mind: Google Analytics isn’t retroactive. Every week spent with broken tracking is a week of lost data.
Do you work with tools other than Google Analytics?
Our offering focuses on Google Analytics 4 and Google Tag Manager, the tools our team uses on a daily basis. In fact, Google Analytics is the subject of an official Google certification within the team. If your measurement relies on another solution, we will tell you during our very first conversation rather than improvising.
Do I need a consent banner?
To measure European visitors, yes. Without a consent signal passed to Google, part of your audience may disappear from GA4 without any error message. We verify that your banner sends the correct signal and that measurement starts properly after consent. The choice of solution and your legal texts remain the responsibility of your counsel or your DPO.
Will I lose my history if you redo the configuration?
No. Fixing events, conversions, or tags does not delete data that has already been collected. On the other hand, corrected metrics are no longer comparable to the inaccurate metrics that preceded them: this is why every change is dated in the tracking plan, so that a break in data continuity is never misread as a traffic fluctuation.
How much does a tracking service cost at Astrak?
The budget depends on the state of your current measurement, the number of conversions to track, and the need for ongoing tracking: a one-time setup does not require the same resources as a monthly performance analysis. Each quote is prepared after an initial discussion about your situation.
Ready to make it reliable
your data?
Let's talk about your current measurement: what's coming up, what's missing, and what your numbers are really saying.
Make an Appointment