Tracking
If your reports are full of numbers but light on insights, or your team spends more time questioning the data than acting on it, the issue might not be your marketing, it might be your tracking.
Most setups appear functional. Events are firing, dashboards are populating, conversions are showing up. But beneath that surface, there’s often a deeper issue: what if the data isn’t accurate? What if other customer actions aren’t being recorded at all?
Bliss have audited many tracking implementations across Google Analytics 4, Google Tag Manager, Meta Pixel, Google Ads, and other platforms. Often, the same issues appear time and again. And when they’re fixed, the improvement is noticeable.
You Can’t Optimise What You Can’t Measure
There’s an increasing amount of data available to marketers, but more data doesn’t mean better insights. Without a proper tracking framework in place, your reports can easily mislead as much as they inform.
Campaigns can ‘underperform’ not because of the creative, but because the data returning from your platforms is incomplete or inconsistent. Here’s what we see most often:
- Duplicate conversions caused by misfiring events
- Checkout steps missing from ecommerce reporting
- Conflicting figures between your ad platforms and GA4
- Or, just simply tracking traffic based actions or AI based actions, where a platform will suggest actions you should track
These issues distort campaign performance, misguide optimisation, and erode confidence in your strategy. When your tracking is wrong, your reporting becomes unreliable, and so do your decisions.
What Accurate Tracking Actually Looks Like
Reliable tracking doesn’t come from installing a few tags. It requires structure that captures meaningful actions, aligns them to your business goals, and integrates it cleanly across all marketing platforms.
Google Analytics 4 (GA4)
GA4 operates on an event-based model. Everything from scrolls to purchases is a measurable event. Unlike Universal Analytics, GA4 supports cross-device tracking, adapts to the loss of third party cookies, and gives you the flexibility to define user behaviours that matter to your business.
Google Tag Manager (GTM)
GTM simplifies the deployment and management of tracking tags. Rather than hard-coding each one, GTM allows you to create, test and refine tags through a single interface. This accelerates delivery, reduces dependency on developers, and minimises tagging errors that can break your analytics.
Meta Pixel
If you’re advertising on Facebook or Instagram, you often rely on Meta Pixel to report conversions and retarget users. But in many accounts, it’s either underconfigured or duplicated. Without a clear structure and proper validation, your paid campaigns won’t have the reporting strength they need to perform.
Common (and Costly) Mistakes
Even small tracking errors can lead to major business consequences. Yet most go unnoticed for months, sometimes years. These are the most frequent issues we uncover in audits:
- GA4 installed, but not tracking the actions that actually matter, like form submissions, add-to-carts, or video views
- GTM containing duplicate tags, or outdated tags that haven’t been tested
- Meta Pixel capturing generic page views, but missing valuable conversion signals
- Relying on suggested actions from each platform
Why DIY Isn’t Enough and What Bliss Does Differently
Many businesses treat tracking as a checklist item: install the tools, connect the accounts, move on. But in reality, most configurations are only partially complete. Tracking shouldn’t be an afterthought. It’s a core part of your digital infrastructure. Our team provides:
- Bespoke event design aligned to your business objectives
- Full audits of GA4, GTM and Meta Pixel architecture
- Tag hierarchies optimised for performance and clarity
- Privacy-first setups compliant with local data regulations
- Ongoing validation and performance monitoring
We also make our process transparent. You’ll know what we’re doing, why it matters, and how it improves performance, not just technically, but commercially.
Know Your Tracking is Working, Not Just Installed
Still unsure about your tracking setup? Start here:
- Are your most valuable conversions tracked in GA4?
- Do you know what your GTM tags are doing and when?
- Is your Meta Pixel capturing actions tied to real business outcomes?
- Have you validated your analytics since your last site change?
If you’re not completely confident in your answers, it’s time to review. This is why we offer a structured tracking audit that highlights issues, identifies lost opportunities, and builds a roadmap for clean, accurate measurement. Contact us to book your tracking audit.
