Google Tag Manager Consultant
I build GTM tracking setups you can actually maintain.
Server-side, multi-region, multi-platform, whatever your setup demands. GTM is a seriously powerful tool, and honestly one of the parts of the job I enjoy most.
What I Offer As A GTM Consultant
Server-Side GTM Implementation
More robust and more resilient to ad blockers and browser restrictions than client-side tracking alone.
Tracking Architecture
Logical, robust GTM frameworks which will scale with your analytics.
Ads Conversion Tracking
Google Ads, LinkedIn Ads, Meta Ads, set up and properly QA’d, region by region
GTM Builds From Scratch
For site relaunches or migrations where nothing’s currently in place.
Consent Management Integration
Usercentrics, OneTrust, and similar platforms, configured properly.
Clean, Documented Structure
Built so your own team can understand and maintain it without needing me on a call.
Companies I’ve Worked With
What Makes My Approach As a GTM Expert Different
A technically impressive GTM container that only the person who built it can understand isn’t a deliverable, it’s a liability with a login screen.
I build clean, minimal tag structures with clear documentation, specifically so your team can look at any tag and know what it does.
That matters more the more complex the setup gets. I’ve built server-side tracking spanning multiple countries, languages, and ad accounts, where the planning — lookup tables, regex logic — does more work than the implementation itself. And if you’re serious about your success in SEO and GEO/AI SEO, a great data and event setup is vital.
Complicated and well-built aren’t the same thing, and I’d rather hand you something your team can actually run than something that only works as long as I’m on retainer.
GTM Implementation Case Studies
Translating Complex Requirements Into Clean Setup
A multi-language, multi-regional client needed server-side tracking across Google, LinkedIn, and Meta Ads — my first-ever server-side build, and still one of the ones I’m proudest of. Clean documentation meant the client’s own team could maintain it after handoff.
There was a lot of planning and lots more testing. My end result used various lookup and regex tables to allow the conversion (HubSpot from submission) event to know which ads account to route the event to.
The tables house data like account IDs and access tokens – these can then be updated by the client when needed. And avoids the need for one tag and event for each ads platform and region.
A big chunk of the time with this GTM project was going in and out of each ads platform (of which there were multiple as so many regions), setting up events, access tokens etc.
A great project which taught me the importance of spending more time upfront on the planning and thinking.
“We Want To Track Everything!”
A well-known messaging tool relaunched its business site with no GTM or GA4 in place beforehand. Starting with a discovery call and close collaboration with their engineering team, I built tracking that covered nearly every meaningful on-site interaction.
This meant the team could analyse every click and form interaction and use that data over time to inform improvements to the site.
As the client also ran A/B tests on various events, I also had to be creative to ensure we didn’t use up their 50 custom definitions in GA4.
The screenshot shows just a few of the events I set up. The pricing calculator tracking was especially helpful as it enabled them to build a flow of how that page (highly commercially important) was being used.
Google Tag Manager & WordPress
I’m a big fan of WordPress (indeed, this site uses it!). And I’ve done countless GTM setups on WordPress sites.
There isn’t much difference in how I approach GTM for WordPress vs other sites. The same principles apply, with a couple of nuances:
- You can add custom classes to page elements in the WordPress backend
- You can install GTM via a WordPress plugin
Documentation Is Key To Getting GTM Right
Google Tag Manager was the part of this job I found genuinely difficult when I first properly worked with it — a decade of gambling SEO hadn’t prepared me for it.
Getting comfortable with it took real effort. I mention that because I think it’s why I care so much about documentation now: I remember what it’s like to inherit someone else’s undocumented container and have no idea what half of it does. I build every setup so nobody after me has to feel that.
FAQs
Client-side tracking runs in the visitor’s browser, which means it’s increasingly caught by ad blockers and browser privacy restrictions. Server-side tracking routes data through your own server first, which is more resilient and gives you more control — but it takes more planning to set up properly.
Not always. It’s the right call for complex, high-volume, or multi-region setups. For a smaller site, a well-built client-side setup might be all you need — I’ll tell you honestly which applies to you.
Yes — this is one of the most common things I’m brought in for. Messy containers, undocumented tags, and tracking that’s quietly been broken for months are more common than people think.
I’m not actively looking for new work right now, but I’m always happy to hear from people doing something interesting. Best way to reach me is LinkedIn.
