Measurement Setup & Plan: Know Exactly What’s Working Before You Spend More

We audited our own website and found Google Ads conversions counted three times, four dead tracking tags left over from 2023, and three heatmap tools running at once. If it can happen to us, it is happening to you. We clean it up and give you one source of truth.

The Problem

You cannot improve what you cannot measure, and most marketing data is dirty. Duplicate conversions make campaigns look better than they are. Bot and offshore traffic inflates your numbers. On one site we checked, 81.9% of visits were logged as “direct” with almost no engagement — which usually means the tracking, not the marketing, is the problem. Spending more on top of bad data just makes the wrong answer louder.

What You Get

A fixed-scope engagement that delivers a clean, validated tracking stack and a plan you can actually read.

  • A single, trustworthy source of truth across GA4, Google Tag Manager, Search Console, and Google Ads.
  • Conversions that count one lead once, verified in both GA4 and Google Ads.
  • Call recording so you can judge lead quality, not just lead count.
  • A living Measurement Setup & Plan sheet with a dashboard and 12 tabs. Every change is logged with who did it, the date, and a proof link.

The 10-Phase System

  1. Access and ownership
  2. KPI and measurement plan
  3. GA4
  4. Google Tag Manager, with Consent Mode v2
  5. Google Search Console
  6. Google Ads conversions, plus call recording and Enhanced Conversions
  7. Data integrity and QA
  8. Validation with a real test lead
  9. Reporting in Looker Studio
  10. Maintain and improve

The Gate That Protects Your Money

Nothing is marked done until a real test lead shows up in both GA4 and Google Ads. We do not scale spend or turn on automated bidding until the data is proven. The biggest lever most setups skip is importing your won jobs from your CRM, so Google learns to chase revenue, not just form fills.

This, Not That

  • We count one lead once. Many setups we inherit count it three times.
  • We verify with a real test lead, not a hopeful checkbox.
  • We optimize for won jobs, not vanity conversions.

Pricing

  • Measurement Audit — from $500. We audit what is firing, find the leaks, and hand you the plan. Credited toward your setup.
  • Measurement Setup & Plan — from $1,500. The full 10-phase clean build and your living plan sheet.
  • Reporting & Maintenance — from $250/mo. Looker Studio reporting and monthly QA.

Frequently Asked Questions

Why do I need this before ads or SEO?

Because every decision after this depends on the data being right. Clean measurement first means every dollar after it is spent on what truly works.

What do I actually receive?

A clean tracking setup and a plan sheet you own, with a dashboard, 12 tabs, and a logged record of every change.

Do you work with my CRM?

Yes. We build the offline import so Google optimizes for the jobs you actually win.

Is this a one-time project or ongoing?

The setup is one-time. Reporting and maintenance are optional monthly add-ons.

Ready to Fix Your Data?

Book a measurement audit — or book a 20-minute strategy call to talk through what you need.

Pip and Phelan / Seymour Digital Media — Vancouver Island, BC