01
Measurement plan
Business questions turned into events, parameters and key events, written down so developers and marketers build the same thing.
FIG 01 · Google Analytics Consulting
A Google Analytics consultant who fixes the data, not just the reports
GA4 and Tag Manager rebuilt around your key events, consent set up for US, UK and EU visitors, and BigQuery and dashboards your team can trust. Your property and container stay in your name.
See how it works
FIG 02 · Quick answer
What does a Google Analytics consultant do?
A Google Analytics consultant audits, rebuilds and maintains your GA4 and Google Tag Manager set-up so the numbers match what really happens. Elgrith runs GA4 audits, plans key events, configures Consent Mode v2 and server-side tagging, links BigQuery and builds Looker Studio reports, with the property and container kept in your name.
- On the GA4 property, GTM container and BigQuery project
- Your name
- Projects delivered since 2015
- 1,000+
- Clients across the USA, UK and India
- 250+
- Your code, data and accounts
- 100%
FIG 03 · Why it matters
GA4 has limits most set-ups hit without noticing.
From Google Analytics Help, checked 23 Oct 2026. These limits shape every audit we run.
01
1M
Events a day in the standard BigQuery daily export
Standard GA4 properties have a BigQuery export limit of 1 million events for daily (batch) exports. Streaming export has no event limit, so busy sites need a plan.
Source: Google Analytics Help, BigQuery Export (read 23 Oct 2026)(opens in a new tab)02
50
Event-scoped custom dimensions on standard
Standard properties get 50 event-scoped custom dimensions (125 on Analytics 360) and 25 user-scoped. Spend them on a plan, not on every parameter.
Source: Google Analytics Help, configuration limits (read 23 Oct 2026)(opens in a new tab)03
14
Months: the longest retention on standard
Standard properties keep user-level and event data for 2 or 14 months. The setting only affects explorations and funnel reports, not standard reports.
Source: Google Analytics Help, data retention (read 23 Oct 2026)(opens in a new tab)
FIG 04 · Audit
GA4 audit
A GA4 audit checks whether your data can be trusted before anyone builds a report on it. This is the checklist we work through, against Google’s current settings and limits (checked 23 Oct 2026).
| Area | What we check | Why it matters |
|---|---|---|
| Data streams | Web and app streams, enhanced measurement, cross-domain set-up | Missing or duplicate streams split or double-count users |
| Filters | Internal and developer traffic, plus the new hostname include and exclude filters (2026) | Staging and spam hostnames inflate traffic |
| Key events | Which events are key events, how they are counted, and which feed Google Ads | Reports and bidding depend on the right events |
| Consent | Consent Mode v2 parameters, default states by region, banner behavior | Wrong defaults lose data or collect it without consent |
| PII | Emails, phone numbers or names in URLs and event parameters | Personal data in analytics is a privacy risk, and Google’s policies don’t allow it |
| Retention and limits | Retention setting, custom-definition count, data thresholds | Explorations go blank after 2 months on the default |
| Referrals | Payment gateways and your own domains in the referral exclusion list | Sales credited to the payment page, not the campaign |
| BigQuery link | Export type, daily volume against the 1M limit, dataset location | Missing days in the warehouse |
Sources: Google Analytics Help pages on configuration limits, data retention, BigQuery Export and the GA4 release notes, read 23 Oct 2026.
Testing pages after the audit? See conversion rate optimizationFIG 05 · What you get
What a Google Analytics consultant does
Measurement first, reports second. Every set-up starts from the decisions your team needs to make.
02
Key events and Google Ads conversions
Key events set up in GA4 and, where you use Google Ads, imported as conversions. We set up the measurement; we don’t run your campaigns.
03
Cross-domain tracking
One user journey across your site, booking engine, shop or app, without self-referrals breaking attribution.
04
Ecommerce events
view_item to purchase with clean item data, so revenue in GA4 lines up with your store’s own numbers.
05
User-ID and app data
Signed-in users linked across devices, and web and app streams combined in one property where it helps.
06
Google Tag Manager
Container clean-up, naming, versioning and the Google tag, with server-side tagging where it earns its cost.
07
Consent Mode v2
Banner and tags wired so consent choices reach GA4 and Google Ads correctly, by region.
08
BigQuery and dashboards
Raw GA4 data in BigQuery, modeled for the questions your team asks, with Looker Studio or Power BI on top.
Deliverables
11
deliverables, in writing
Included in every build, written into your fixed quote before work starts.
FIG 06 · Data flow
BigQuery and dashboards
GA4’s interface answers quick questions. For anything bigger, the raw data goes to BigQuery and the reports come from there.
- Website
- App
- Server events
Your GA4 property
- BigQuery
- Dashboards
- Ads conversions
BigQuery export
- Set-up
- Daily export, plus streaming where volume passes the 1M daily limit on standard
- Result
- Every event, kept as long as you choose, in your own project
Looker Studio and Power BI
- Set-up
- Reports built on modeled BigQuery tables, not sampled exports
- Result
- Dashboards that load fast and match GA4
Server-side events
- Set-up
- Measurement Protocol or Data Manager API events for refunds, renewals and offline sales
- Result
- Revenue in GA4 that matches your back office
Ecommerce reporting
- Set-up
- Item-level events from your store, checked against orders
- Result
- Product, category and promotion reports you can act on
Landing-page measurement
- Set-up
- Form, call and booking events on every campaign page
- Result
- Leads by source, not just sessions
Search Console alongside GA4
- Set-up
- Search Console linked and its queries joined to landing pages
- Result
- Organic traffic you can trace to the queries behind it
FIG 07 · Tag Manager
Google Tag Manager consultant
Most containers grow by accident. We clean them up so every tag has an owner, a reason and a trigger you can read.
05principles
Container clean-up
Dead tags, duplicate triggers and old Universal Analytics tags removed, with a backup version kept.
Naming and versioning
A naming convention, published versions with notes, and workspaces so changes are reviewed before they go live.
The Google tag and data layer
One Google tag, a documented data layer your developers push to, and events that don’t depend on CSS selectors.
Server-side tagging: when it’s worth it
Worth it for high-traffic sites, strict data control or heavy ad-blocker loss. It adds a server to run and pay for, so we cost it before we build it.
Built by the team behind our flagship
Kenerate AI, our flagship build, designed and engineered by Elgrith. It is an AI image and video studio, not an analytics project.
See Kenerate AI
FIG 08 · Consent
Consent Mode v2 for US, UK and EU visitors
Consent Mode tells Google tags what each visitor agreed to. The rules differ by region, so the set-up does too. General guidance from public sources, not legal advice; your counsel confirms what applies to you.
04principles
The v2 parameters
Consent Mode v2 adds ad_user_data and ad_personalization to ad_storage and analytics_storage. From March 2024, Google mapped EEA v1 ad_storage values to ad_user_data automatically, once.
EEA visitors
Google sets its own consent requirements for EEA traffic sent to its ad products. We set region-specific defaults so EEA visitors start as denied until they choose.
UK visitors and the ICO
The ICO’s guidance describes a statistical-purposes exception: analytics only, used to improve your service, with clear information, a simple free way to object and a provider acting as your processor. Whether it fits your set-up is a question for your counsel.
US visitors
Defaults and opt-out handling set to your privacy policy and the state laws your counsel says apply.
FIG 09 · UK
Google Analytics agency for UK teams
UK work runs through our London client-partnership centre, with delivery from our New Delhi HQ. Measurement plans, audits and reports are written in UK English.
04principles
UK consent set-up
Banners, Consent Mode defaults and tag behaviour configured for UK visitors, with the ICO guidance in view. Not legal advice.
GA4 audits for UK organisations
The same audit checklist, with UK and EU visitors split so you can see what consent choices do to your data.
Reporting for UK teams
Looker Studio or Power BI dashboards in GBP, with UK date formats and the channels UK teams use.
Pair it with CRO
Our London CRO team uses the same tracking to test and improve pages.
London CRO agency
FIG 10 · Measurement
What we measure after the set-up
Good analytics is data you can trust, so we report on the data itself before anyone reads a dashboard.
| How we measure it | What we won’t do | |
|---|---|---|
| Data match | GA4 purchases and leads checked against your store or CRM | Call a gap “normal” without finding the cause |
| Key events | Each key event fires once, at the right moment, with the right values | Count clicks on “Buy” as purchases |
| Consent | Tags behave as each consent choice says, tested by region | Collect data before a choice where the rules say wait |
| Data quality | PII scans, spam and internal traffic filtered, referral list checked | Hide data problems with filters in a dashboard |
| Ads | Conversions imported from GA4 or the Google tag, documented | Run or optimize your Google Ads campaigns |
We agree the checks and reporting rhythm in your written scope.
FIG 11 · Process · 6 steps
Measure first, then report
Free call, audit, fixed written quote, then a rebuilt set-up shown working in weekly demos. Your GA4 property, GTM container and BigQuery project stay in your name.
- Step 01
Free call
Tell us what you need to test, fix or rebuild and what you have already tried. We ask about your users, systems, team and deadlines first.
- Step 02
Discovery
Read-only access to GA4, Tag Manager, Search Console and your store or CRM. We run the GA4 audit and agree the measurement plan with you.
- Step 03
Fixed written quote
A written scope and a fixed quote, with the timeline, platforms, access and hand-over agreed before any work starts. You own the code and IP.
- Step 04
Sprints with weekly demos
Tag Manager, GA4, consent and BigQuery changes made in reviewed workspaces, each shown working in a weekly demo with test data.
- Step 05
Launch
Published container versions, data checked against your store or CRM, and dashboards handed over with a walkthrough.
- Step 06
Support
Monthly data checks, new events as your site changes, or a hand-over to your team, as agreed in your written scope.
FIG 12 · What you get
Everything included
Written into your fixed quote, so you know exactly what you are paying for before work starts.
11items
- Written scope and fixed quote
- GA4 audit report
- Measurement plan and event dictionary
- Clean, versioned GTM container
- Key events and Google Ads conversion import
- Consent Mode v2 set-up by region
- Cross-domain and ecommerce tracking
- BigQuery export and modeled tables
- Looker Studio or Power BI dashboards
- Hand-over guide and walkthrough
- GA4 property, GTM container and BigQuery project in your name
FIG 13 · Tech & tools
The tools behind the work
Proven, well-supported tools, chosen for your project and set up in accounts your business owns.
- GA4
- Google Tag Manager
- Server-side GTM
- Google tag
- Consent Mode v2
- BigQuery
- Looker Studio
- Power BI
- Search Console
- Measurement Protocol
- Shopify
- WordPress
- Next.js
FIG 14 · Who it’s for
Analytics for teams that make decisions on the numbers.
Same method everywhere: audit first, fix the data, then build the reports.
4 audiences
Marketing teams
Know which channels bring customers.
Key events, campaign tagging and Ads conversion import set up so channel reports reflect real leads and sales.
- Measurement plan
- Key events that match sales
- Campaign tagging rules
- Dashboards by channel
Ecommerce
Revenue in GA4 that matches your store.
Item-level ecommerce events, refunds and cross-domain checkout tracked, then checked against your orders.
- Full ecommerce events
- Refunds via server events
- Cross-domain checkout
- Product reports
Product and SaaS
Funnels and retention you can trust.
Sign-up, activation and upgrade events with User-ID, web and app combined, and raw data in BigQuery for deeper analysis.
- User-ID set-up
- Web and app in one property
- BigQuery export
- Funnel explorations
Agencies
Tracking for agency clients.
GA4 audits and GTM builds for your clients, in their accounts, with hand-over notes your team can follow.
- Client-owned accounts
- Container clean-up
- Audit reports
- Hand-over notes
FIG 15 · Working with us from the USA and UK
Built in New Delhi. Run on your hours.
Every project gets a point of contact in New York or London and an engineering team in New Delhi. Here is how today’s working days line up, live.
New York
North America
--:--ET
New Delhi team Your working day- Shared working time
- ≈ 3 hours today
- New Delhi is
- 10.5 h ahead
- Live calls, your time
- 9 a.m. to 12 p.m. ET
London
UK & Europe
--:--UK
New Delhi team Your working day- Shared working time
- ≈ 4.5 hours today
- New Delhi is
- 5.5 h ahead
- Live calls, your time
- 9 a.m. to 1:30 p.m. UK
Three ways to work together
- 01
Fixed-scope project
A written scope, one fixed price and a dated plan. Suits websites, apps and MVPs.
- 02
Dedicated team
Designers and engineers on your roadmap every month, billed monthly.
- 03
White label
For US and UK agencies: our work, your brand, unbranded deliverables.
Every engagement
- Fixed quote in USD, GBP or INR after a free 30-minute call
- NDA before discovery. You own all code, designs and content
- A working demo every sprint, not status slides
- Reply within one business day, calls inside your hours
Book a call
Calls on ET or UK hours
FIG 16 · Release notes
What changed in GA4 in 2026
From Google’s GA4 release notes, read 23 Oct 2026. Features can depend on property eligibility.
| Date | Change | What it means for you |
|---|---|---|
| 13 May 2026 | AI Assistant traffic measurement | A new channel for visits from AI chat assistants in the default channel group |
| 8 Jun 2026 | Google Business Profile integration | Calls, bookings and directions from your Business Profile reported in GA4 |
| 11 Jun 2026 | Hostname filter (exclude) | Unwanted hostnames, such as staging sites, can be filtered out |
| 11 Aug 2026 | Updated conversion window configuration | Custom lookback windows for click-through and engaged-view conversions |
| 9 Sep 2026 | Dashboards | KPIs on one report, with drag-and-drop editing |
| 21 Sep 2026 | Hostname filters (include) | An allowlist of your own domains, so only real traffic is kept |
Source: Google Analytics Help, GA4 release notes, read 23 Oct 2026. Next review: January 2027.
FIG 17 · Rules and dates
Analytics rules and dates: what changed and when
The dates that still shape analytics set-ups, with the source. Checked 23 Oct 2026. General guidance, not legal advice.
| Rule or change | Date | What it means |
|---|---|---|
| Universal Analytics stopped processing (standard) | 1 Jul 2023 | Old UA properties collect nothing; GA4 is the only option |
| UA 360 stopped; UI and API access ended | 1 Jul 2024 | Unexported UA data was permanently deleted |
| Consent Mode v1 to v2 mapping for EEA | March 2024 | EEA ad_storage values mapped to ad_user_data once; ad_personalization unchanged |
| GA4 data retention | Current setting | 2 or 14 months on standard, for explorations and funnel reports only |
| ICO statistical-purposes exception | Current ICO guidance | Analytics-only storage may not need consent if strict conditions are met |
Sources: Google Analytics Help (Universal Analytics sunset, last updated 16 Jul 2025; data retention), Tag Manager Help (consent mode) and ICO guidance on storage and access technologies, all read 23 Oct 2026.
FIG 18 · Compare
Google tag only vs client-side GTM vs server-side GTM
| Client-side GTM | Google tag only | Server-side GTM | |
|---|---|---|---|
| Best for | Most sites with several tags and a marketing team | Small sites with GA4 and little else | High-traffic sites needing data control |
| Who changes tags | Marketers, in reviewed workspaces | Developers, in code | Developers and analysts |
| Data control | Tags run in the browser | Tags run in the browser | Data passes through your server first |
| Extra running cost | None | None | A server to host and monitor |
FAQ
Frequently asked questions
Straight answers about Google Analytics Consulting with Elgrith.
A Google Analytics consultant plans what to measure, audits and rebuilds GA4 and Google Tag Manager, sets up key events, consent and cross-domain tracking, links BigQuery and builds reports. The goal is data your team can trust, not just a nicer dashboard. A GA4 consultant does the same work under a different name.
FIG 19 · Related
Keep exploring
Free 30-minute call
Tell us which numbers you don’t trust. We’ll find out why.
Share your GA4 and Tag Manager access and what your reports should show. After a free call you get a written audit scope and a fixed quote.
Pick a day for your call
OpenPick a day. You'll choose a time in your own time zone on the next step.