--- title: Google Analytics Agency — GA4 & GTM Services | Gudu description: GA4 and Google Tag Manager set up, audited and maintained by the team that spends the media. Get numbers you can trust before you act on them. canonical: https://gudu.com.au/services/technology/analytics/ --- # The Google Analytics agency that audits before it builds Marketing decisions are only as good as the tracking underneath them. We set up, audit and maintain GA4 and Google Tag Manager so the numbers you act on are numbers you can trust. **Proof** - [Southern Phone](https://gudu.com.au/southernphone/) — attribution rebuilt, account CPA down $22 - [Southern Phone](https://gudu.com.au/southernphone/) — full-service digital partner since 2021 - $13m+ in client ad spend managed against the tracking we build - 98% client retention across the agency ## What you get - **GA4 set up properly, or rebuilt from a mess.** Property configuration, key events, internal-traffic filters, data retention, cross-domain tracking, and the Google Ads and Search Console links that make the data usable. Auto-migrated Universal Analytics properties almost never arrive in this state. - **A Google Tag Manager container you can read.** One container, consistent naming, a note on every tag, and versioned publishes so any change can be traced and rolled back. No orphan pixels hardcoded into the site three agencies ago. - **Conversion tracking tied to money.** Form fills, calls, purchases — defined once, fired on the real action rather than a page load, and fed to Google Ads and Meta so the platforms bid on signals that mean something. - **A measurement audit in writing.** What fires, what double-counts, what's missing, and what to fix first. Findings arrive as a prioritised list your developers (or ours) can action, not a slide deck of screenshots. - **Consent mode, configured.** Google consent defaults and cookie handling set up to match where your visitors actually are, so measurement and privacy obligations stop fighting each other. - **Dashboards you own.** Looker Studio reporting built on your GA4 property, in your accounts. If we part ways tomorrow, every report still works. - **A measurement plan document.** One page listing every tracked event: where it fires, what it means, which platform receives it. The reference that stops the next redesign quietly breaking your tracking. ## How we do it 1. **Open everything and audit.** GA4, Tag Manager, Google Ads, Search Console, Meta. We test tags with Google Tag Assistant and GA4's DebugView, then compare reported conversions against your CRM or sales records. You get the findings in writing whether or not you hire us for the fixes. 2. **Write the measurement plan.** One page mapping the actions your business cares about (an enquiry, a call, a sale) to the events, key events and platform destinations that will record them. You sign off before anything is built. 3. **Build in Tag Manager.** All changes staged in a GTM workspace, tested in preview and DebugView, then published as a named, annotated version. Hardcoded stray tags get removed as we go, not left in place to fire twice. 4. **Reconcile against reality.** GA4 will never match your CRM to the dollar — attribution and consent see to that. We validate the numbers against your source of truth, fix the discrepancies that are errors, and document the ones that are normal so nobody panics at them later. 5. **Maintain and report.** Monthly checks that tags still fire, a Looker Studio dashboard you can open any day, and plain-English notes on what changed. The people maintaining your measurement are the same people spending your media budget, so broken tracking gets noticed fast — it's their numbers too. ## Case study: Southern Phone Southern Phone came to us with underperforming paid accounts and a deeper problem underneath them: attribution was broken, and nobody could say where users were coming from or how they reached the site. Fixing the measurement came first — you can't rebuild a media strategy on numbers you can't trust. With tracking restored, the rebuilt campaigns cut account CPA by $22 and beat every KPI, and Southern Phone backed the results by increasing ad spend 68% year on year. The partnership has run since 2021. > "Their expert planning, creative thinking coupled with their excellent communication skills and on time execution with every results-driven campaign make it a pleasure to work with this team." — Jacqueline Jansse, Southern Phone [Read the Southern Phone case study](https://gudu.com.au/southernphone/) ## FAQ **What is the difference between GA4 and Universal Analytics?** Universal Analytics counted sessions and pageviews; GA4 records everything as events, models data differently, and reports different numbers for the "same" metric. Universal Analytics stopped processing data in 2023 and its historical data is no longer accessible in the interface. If your GA4 property was auto-migrated rather than deliberately configured, it's worth an audit: auto-migration copied structure, not intent. **Do I need Google Tag Manager?** Almost always, yes. GTM gives you one managed container instead of code edits every time a platform wants a new pixel, plus preview testing and versioned publishes you can roll back. The exception is a small site with a single hardcoded Google tag and no other vendors; that can be fine as it is, and we'll say so rather than migrate it for the invoice. **How do I set up conversion tracking in GA4?** Define an event for the action that matters, mark it as a key event, and import it into Google Ads so campaigns optimise toward it. The step most setups get wrong is the trigger: the event has to fire on a completed action, like a submitted form or a confirmed purchase, not on a page load or button click that says nothing about whether the action succeeded. Test it in DebugView before trusting it. **How much does analytics setup or an audit cost?** We quote after seeing the accounts, because scope varies enormously — a services site with one enquiry form is a different job from an ecommerce store with call tracking and three ad platforms. Most of this work prices as a fixed project, not a retainer. Be wary of ongoing monthly fees to "manage" a setup that isn't changing; maintenance is real but it's the smaller line. **How do I know if my analytics numbers are wrong?** The common tells: GA4 conversions running well above the sales in your CRM, direct traffic dominating every report, sudden unexplained steps in the data, or Google Ads and GA4 disagreeing far beyond normal attribution differences. Any one of these means decisions are being made on bad data. Finding the cause is exactly what the audit stage exists for. **Who owns the accounts when you work with us?** You do, always. GA4, Tag Manager, Looker Studio and the ad platforms all live in accounts you control; we work in them with our own access, and everything we build stays with you if the engagement ends. An agency holding your analytics hostage in its own accounts is a reason to leave, not a norm to accept. ## Related services - [Technology](https://gudu.com.au/services/technology/) — up a level, all our technology services - [CRO](https://gudu.com.au/services/technology/cro/) — conversion rate optimisation, structured testing on top of clean tracking - [Paid Search](https://gudu.com.au/services/advertising/paid-search/) — paid search that bids on the conversion signals we configure - [SEO](https://gudu.com.au/services/technology/seo/) — SEO measured properly in Search Console and GA4 - [Web Development](https://gudu.com.au/services/technology/web-development/) — every build ships with analytics configured [Let's talk](https://gudu.com.au/contact/)