About

1. Project Background We operate a digital ecosystem consisting of three web platforms: Main Marketing Site: WordPress (User acquisition). Primary App: React on Subdomain 1. Secondary App: App: Laravel on Subdomain 2. We utilize Google Tag Manager (GTM) for all tracking implementations. Currently, we are experiencing significant data discrepancies between Google Analytics 4 (GA4) and Google Ads, specifically regarding conversion volume attribution. 2. Scope of Work Objective A: GTM & Tracking Architecture Audit The contractor will perform a comprehensive audit of the tracking setup across the main site and both subdomain applications. Container Review: Validate the configuration of GTM containers, tags, triggers, and variables across all three environments. Subdomain & Cross-Domain Management: Verify cookie_domain settings are set to auto to ensure cookies persist across the main domain and both subdomains. Referral Exclusion Check: Ensure the main domain and subdomains are properly added to the "List of Unwanted Referrals" in GA4 so that traffic moving from the WordPress site to the Apps does not trigger a new session (stripping the Google Ads source). SPA Tracking (React/App Environments): Audit "Virtual Pageview" configurations for both subdomain apps to ensure user navigation is captured without page reloads. Verify that history change triggers are correctly firing. Data Layer Validation: Audit the dataLayer pushes on both application subdomains to ensure critical conversion events are accessible to GTM. Objective B: Discrepancy Investigation & Resolution Investigate the root cause of the data mismatch where Google Ads reports a high volume of conversions while Google Analytics reports significantly lower conversion numbers. Attribution Modeling: Compare the attribution models currently set in Google Ads (e.g., Data-Driven) versus Google Analytics (e.g., Last Click/Cross-Channel). Tag Firing Logic: Investigate if Google Ads tags are firing on button clicks (intent) rather than successful server responses (actual conversion), leading to inflation. Consent Mode & Privacy: Check if Consent Mode (v2) or cookie blocking is preventing GA4 data collection while Google Ads modeling fills in gaps. Duplicate Counting: Ensure Google Ads is not double-counting conversions (e.g., counting both a "Page View" and a "Submit" event as the same conversion).