Anthony McGrath

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Tracking and analytics

If it can be tracked, I can track it

No limits. Any platform, any tool, any setup, any stack.

Ads only work when the numbers are right. I set up, fix and audit tracking across every ad platform, analytics tool, website builder and CRM, from a simple GA4 install to full server-side tagging with offline sales fed back into Google and Meta.

Get your tracking checkedSee everything I cover
  • 22 years in digital marketing
  • Hands-on, no hand-offs
  • Fixed properly, documented, tested

By Anthony McGrath · Updated

Everything I track

Not a short menu. If your setup is on this list, it is covered. If it is not on the list, it is still covered: send it over.

Analytics

  • Google Analytics 4 from scratch or rebuilt
  • Events, conversions and key events
  • Ecommerce: views, carts, checkout, purchases, refunds
  • Cross-domain and subdomain tracking
  • Custom dimensions, audiences and channel groups
  • BigQuery export and Looker Studio dashboards

Google Tag Manager

  • Web containers built clean or tidied up
  • Server-side GTM (Stape, Google Cloud, Cloudflare)
  • Data layers designed for developers to follow
  • Single-page apps, React, Vue and Next.js sites
  • Forms, clicks, scroll, video and file downloads
  • iframes, booking widgets and embedded forms

Ad platform conversions

  • Google Ads conversions and Enhanced Conversions
  • Meta Pixel and Conversions API (CAPI)
  • TikTok Pixel and Events API
  • Microsoft Ads UET, LinkedIn Insight and CAPI
  • Pinterest, Snapchat, Reddit, X and Amazon tags
  • Deduplication so browser and server count once

Privacy and consent

  • Google Consent Mode v2, basic or advanced
  • Cookie banners: Cookiebot, OneTrust, CookieYes, Complianz
  • First-party data and cookie lifetimes
  • Tracking that respects UK GDPR and PECR
  • Consent-aware server-side setups

Leads, calls and CRMs

  • Offline conversion imports from your CRM
  • HubSpot, Salesforce, Pipedrive, Zoho, GoHighLevel
  • Call tracking: CallRail, WhatConverts, CallTrackingMetrics
  • Lead quality and value sent back to the ad platforms
  • WhatsApp, live chat and phone click tracking
  • Calendly, Typeform, Jotform and HubSpot forms

Ecommerce platforms

  • Shopify and Shopify Plus (Customer Events, checkout)
  • WooCommerce, Magento, BigCommerce
  • Squarespace, Wix, Webflow, Duda and custom carts
  • Klaviyo and email revenue attribution
  • Profit tracking (POAS) and product margins
  • Subscriptions and repeat purchase tracking

Audits and fixes

  • Full tracking audits with a clear fix list
  • Double counting and missing conversions found
  • Revenue that does not match the shop, fixed
  • Broken tags after a redesign or migration
  • Tag Assistant, DebugView and network-level testing
  • Plain-English write-up of what was wrong and why

Reporting and attribution

  • Looker Studio and custom dashboards
  • UTM rules your whole team can follow
  • Attribution models compared side by side
  • AI and ChatGPT referral traffic tracked
  • Microsoft Clarity and Hotjar behaviour data
  • Monthly checks so tracking stays right

Platforms and tools

A sample of what I work with every week.

  • GA4
  • Google Tag Manager
  • Server-side GTM
  • Stape
  • Google Ads
  • Meta CAPI
  • TikTok Events API
  • Microsoft Ads
  • LinkedIn
  • Pinterest
  • Snapchat
  • BigQuery
  • Looker Studio
  • Consent Mode v2
  • Cookiebot
  • OneTrust
  • Shopify
  • WooCommerce
  • Magento
  • BigCommerce
  • WordPress
  • Webflow
  • Wix
  • Squarespace
  • HubSpot
  • Salesforce
  • Pipedrive
  • GoHighLevel
  • Klaviyo
  • CallRail
  • Calendly
  • Typeform
  • Microsoft Clarity
  • Hotjar
  • Cloudflare

How it works

  1. AuditI check what fires, what is missing and what is counted twice, across every platform.
  2. PlanYou get a plain-English fix list and a tracking plan: every event, where it goes and why.
  3. BuildI set it up in GTM, server-side and the ad platforms, with clean naming.
  4. Test and hand overEvery conversion tested end to end, then documented so you know exactly what is tracked.

Questions

What tracking do you set up?

Everything: GA4, Google Tag Manager, server-side tagging, Google Ads and Enhanced Conversions, Meta and TikTok Conversions API, Microsoft, LinkedIn and Pinterest tags, Consent Mode v2, call tracking, CRM and offline conversions, and ecommerce tracking on any platform.

Do I need server-side tracking?

If you spend real money on ads, usually yes. Browsers and ad blockers drop a share of conversions. Server-side tagging and conversion APIs send them reliably, which gives the ad platforms better data to optimise with.

Can you fix tracking someone else set up?

Yes. Most work starts with an audit of an existing setup. I find what is broken, double counted or missing, fix it, and explain what was wrong.

Will my tracking follow UK GDPR?

Yes. I set up Consent Mode v2 and work with your cookie banner so tags only fire with the right consent, and server-side setups respect the same choices.

Can you track leads that close offline?

Yes. I connect your CRM so sales and lead quality go back into Google Ads and Meta as offline conversions, so your campaigns optimise for real revenue, not just form fills.

What if my platform is not listed?

Send it over. If it loads in a browser or has an API, it can be tracked.

Not sure your numbers are right?

Tell me what you run and what looks off. You get an honest answer on what is broken and what it takes to fix it.

Get your tracking checked

Building something too? See web development and custom systems.