We’re looking for an experienced GA4 specialist to advise, and implement a high-quality analytics, event and conversion tracking setup for an established sales training business.

This is not simply an “install GA4” project.

We want someone who understands marketing attribution, lead generation, ecommerce/membership tracking, conversions and customer journey measurement, and who can help us decide what is genuinely worth tracking rather than creating hundreds of events for the sake of it.

About the business

The business sells sales training products, membership subscriptions, and coaching.

There is two websites:

- Public marketing website

- Membership/training website

We run ads and marketing on the following channels:

- Google Ads / PPC

- YouTube Ads

- Facebook / Instagram Ads

- Organic traffic from LinkedIn, Instagram, Facebook, TikTok, - - X/Twitter and YouTube

- ActiveCampaign for email marketing

- ManyChat

- Lead magnets and opt-in funnels

- Sales / booking funnels

- Membership subscriptions

- Upsells and additional offers

- Potential SMS marketing integration in future

All checkouts and sales come from SamCart with Stripe and PayPal as the payment processor.

What we want to achieve

The main objective is to create an analytics setup that actually helps us make better marketing decisions.

We want to understand things like:

Which traffic sources generate leads

Which campaigns generate qualified leads

Which campaigns generate actual customers

Revenue generated by source / medium / campaign

Which landing pages convert best

Which lead magnets create the highest-quality leads

Where users drop out of funnels

Which marketing channels influence conversions

First-touch acquisition source vs converting source

Paid vs organic performance

Email / ManyChat / SMS traffic and conversions

Customer behaviour after purchasing

Whether customers from certain acquisition channels are more engaged or valuable

Membership activation, engagement, renewal and cancellation behaviour

Customer lifetime value by acquisition source where possible

Ultimately, we want to move beyond simply measuring:

Traffic → Conversion

and get closer to:

Traffic → Lead → Qualified Lead → Customer → Revenue → Customer Quality / Retention

We need help setting up and advising on:

- GA4 and Google Tag Manager architecture

- Cross-domain tracking between public and membership sites

- Lead, booked call, checkout, purchase, upsell and revenue tracking

- Qualified lead and customer tracking

- User-ID and membership behaviour where useful

- Proper UTM and attribution structure

- Google Ads conversion tracking

- Meta Pixel / Conversions API

- Microsoft / Bing conversion tracking

- Enhanced conversions and offline conversions

- Search Console / BigQuery integrations where useful

- Consent Mode and data/privacy considerations

- Useful reporting and dashboards

A key requirement is that you are experienced with creating and managing conversion events across multiple platforms, not just GA4.

We want someone who understands when to use:

GA4 events / key events

Native Google Ads conversions

Meta conversion events

Microsoft Ads / UET conversions

GA4 imports

Server-side/API conversions

CRM/offline conversions

We definitely need reliable measurement for:

Lead generated

Lead magnet opt-in

Contact form submitted

Sales call / appointment booked

Checkout started

Purchase completed

Purchase value

Product purchased

Membership purchased

Upsell purchased

Subscription / recurring payment where practical

Refund

Customer created

Where possible, ecommerce events should include proper transaction IDs, values, currency and product/order information.

When applying

Please briefly tell us:

- About similar GA4 / GTM setups you’ve built.

- Your experience with Google Ads, Meta and Microsoft/Bing conversion tracking.

- Your experience connecting CRM lead outcomes back to advertising platforms.

- How you decide which events should be conversions vs normal behavioural events.

We’re looking for someone who can both advise us strategically and implement the setup correctly.