Analytics and Tracking Agency

GA4, GTM and server-side tagging that turn ad spend into clear, defensible numbers for NZ founders who are tired of guessing.

218

GTM containers and tracking implementations audited

98%

Median match rate after our server-side tagging work

5M+

Events / month tracked across active client estates

94%

Of clients renew month on month

Most analytics setups break in the same three places

After deploying tracking on more than 167 sites, the failure modes are predictable. Pixels fire on the wrong page. Conversion events double-count refunded orders. Attribution credits the last campaign instead of the one that did the work. The reports look fine until someone tries to make a budget decision from them, and then the numbers stop holding up. We build tracking that holds up: implementations clients can take to a board meeting and an ad audit without flinching.

What we mean by an analytics and tracking project

A tracking project at Enderon covers the full stack a modern marketing team needs to make ad-spend decisions:

GA4 implementation. Property setup, data streams, event taxonomy, custom dimensions, conversion configuration.
Google Tag Manager. Container architecture, data layer specs, click and form tracking, cross-domain measurement.
Server-side tagging. When first-party data accuracy matters more than convenience, we move tags to a server container on Cloud Run or Vercel Edge Functions.
Conversion API integrations. Meta CAPI, Google Ads Enhanced Conversions, TikTok Events API, LinkedIn Conversions API.
Consent mode. GDPR-aware dual-mode tracking that keeps NZ Privacy Act and AU Privacy Principles defensible without nuking your data.
Reporting layer. Looker Studio dashboards, GA4 Explorations, GTM-fired Slack alerts on broken events.

We build the spec first, then the implementation, then the QA. No tag goes to production without a written event plan, a debug-mode walkthrough and a 7-day post-launch reconciliation.

Tools we deploy with

GA4. Google Tag Manager (web and server). Meta Pixel and CAPI. Google Ads conversion tracking. Microsoft Advertising UET. LinkedIn Insight Tag. TikTok Pixel. Hotjar or Microsoft Clarity for session-level diagnosis. Stape, Cloud Run or Vercel Edge for the server container. We don't push specific tools because the tools are downstream of the question: what decision will this number drive?

Who this works for

You already run paid traffic, organic search has been going somewhere, and you can no longer trust the numbers your team reports each week. Common signals: GA4 events that say one thing and Stripe says another, ad platforms each claiming credit for the same conversion, a "data team" that's actually one person manually pasting CSVs into a spreadsheet. If any of that is uncomfortably familiar, this is the project.

We do not work on early-stage tracking for pre-revenue companies. The math on a tracking project only makes sense once there's enough traffic and spend to act on the data.

Where we've shipped this

E-commerce, lead-gen, marketplace, B2B SaaS, multi-location service businesses. Stack agnostic: we've built the same architecture on Shopify, WooCommerce, Webflow, Next.js, headless WordPress and custom rails. The pattern transfers. The implementation details don't.

From a real project

The event plan you sign off before we touch a tag

Every tracking project lands here first. The plan names every event, every parameter, every trigger and every downstream consumer. We do not build until you have signed it.

event-plan.csv

v1.2 · signed off Apr 21 · Donovan

Events tracked

Parameters

Conversions

Tags without sign-off

Event

Trigger

Parameters

Conv.

Event
generate_lead
Trigger
form_submit on /book
Parameters
sourceservices[]timeline
Yes
Event
purchase
Trigger
thank_you pageview
Parameters
valuecurrencyitems[]transaction_id
Yes
Event
scroll_75
Trigger
built-in scroll depth
Parameters
page_pathpage_title
no
Event
video_complete
Trigger
youtube progress 100%
Parameters
video_idvideo_titlevideo_duration
no

+24 rows hidden · scroll for full plan

last edit · Donovan, 09:42

Spec before build

Every event plan is signed off before any tag changes. The artefact is the gate, not the receipt.

Conversions mapped to media

The conv column links each event to its downstream consumer: GA4 conversion, Meta CAPI, Google Ads import.

Versioned, traceable

Lives as a CSV in the project repo. Every edit has an author and a date. Reverting a tracking change six months later is one commit.

Our process

How we work

Audit and event plan

Two weeks. We pull your existing GA4, GTM and ad-platform configs, run them against the live site, and document every gap. Output: a written event plan that names every event, parameter, trigger and conversion mapping. You review and sign off before any tag changes.

Build and QA

One to three weeks depending on stack complexity. We build in a dev workspace in GTM, validate in GA4 DebugView, run tag-fire matrices across the customer journey. Nothing publishes until QA is green.

Cut over and reconcile

Publish day plus seven days of monitoring. We compare new data against pre-implementation baselines, catch any drift and fix in flight. You get a reconciliation report at day 7 that confirms event counts, revenue figures and conversion totals match expected ranges.

Embed and document

Final week. Looker Studio dashboard, written runbook for your team, recorded handover video. The system has to survive without us in the room.

FAQ

Frequently asked questions

Four to six weeks for a single-domain site. Eight to ten weeks for multi-domain or multi-region setups. We always quote on a written event plan, not an unbounded retainer.

Only if first-party data accuracy is materially affecting media performance. For most NZ businesses spending under $10k/month on ads, web-side GTM is sufficient. We make this call on the audit, not the proposal.

Almost always yes. Most mismatches come from refunds, currency conversion, or test orders polluting the data. We isolate, fix, and document the reconciliation logic.

Yes. Every project ends with a written runbook, a Looker Studio template and a recorded walkthrough. We don't lock you into a retainer.

Same process, different access credentials. The event plan is platform-agnostic.

Have demand, but know the website could work harder?

Bring the current site, the business goal and the parts that feel unclear. We will help you find the commercial gaps, prioritise the right pages and build the system behind the next version.

Donovan RucastleDirector