MarTech and data: measure correctly, within the rules

Two settings. On my own projects, including EasyEnd, I set measurement up from scratch. In a large group, I take over an existing ecosystem: accumulated tags, duplicates, multiple owners, and compliance to demonstrate.

1. Write the measurement plan

Which decisions must be made, therefore which events. Events are named before they are built, not the other way around.

2. One tag container

Centralization in Google Tag Manager, removal of orphan tags, permission management and documentation. One source of truth for tags.

3. Consent first

Consent Mode v2 wired to the consent platform. No tracker before approval; collected data stays usable.

4. Structured GA4

Data streams, custom events, key events, internal traffic filters. Real debugging in the browser, not just in the interface.

5. BigQuery for the real questions

GA4 export to BigQuery and SQL queries when the interface is not enough: journeys, cohorts, joins with other sources.

6. Reporting

Looker Studio Pro rollout and structuring of the MarTech category in the service catalog: tools, permissions, documentation, tracked requests.

• When consent is not replayed at the right moment, the first page of each visit goes unmeasured. I found that defect and fixed it.
• A keyword-tool export easily overestimates real volume: 3.3 to 4.2 times in one measured case.
• A dashboard nobody opens costs time and brings nothing. Start from the decision to be made.

Compliant measurement from the first page view, tags under control, shared dashboards and tracked requests. Want to know more? Get in touch.