# Measurement you can trust.

> Conversions counted twice, tags firing in loops, data lost after consent. We put tracking, consent and technical SEO back in order on e-commerce and healthcare sites.

- Sector: Cross-sector
- Practice: Data and analytics
- Year: 2025-2026
- URL: https://cloudfactory.it/en/work/ga4-consent-tracking-audit/

## In brief

Across several sites we audited and fixed measurement: Google Tag Manager, GA4, Consent Mode, consent management and Search Console. On one shop we found a consent platform loaded twice, a purchase tag firing in a loop and a CORS error. On a home-care provider's site we set up GA4 and Search Console and worked on SEO. For the sites we manage, we built our own consent tool.

## Context

Tracking on many sites grows by addition: a script for analytics, one for campaigns, a cookie banner, a plugin adding more tags. Each works alone; together they contradict each other.

## The problem

When site, Analytics and Google Ads numbers don't match, nobody trusts the reports and campaigns get optimised on wrong data. And a tag firing before consent is a compliance issue, not just a measurement one.

## What we did

1. **Tag-by-tag audit.** Tag Manager container, network requests and preview mode tag by tag. On the shop: duplicated consent platform, purchase tag in a loop, a call blocked by CORS. All fixed.
2. **Consent first.** Consent Mode configured and tags tied to banner categories: statistics and marketing fire only after consent, and only for the accepted categories.
3. **Technical SEO.** Search Console verified, GA4 properties tidied, pages competing for the same searches reorganised. Access to tools and data granted to the client's dedicated addresses.
4. **Our own CMP.** CF Consent, a lightweight JavaScript snippet, an alternative to Cookiebot for the sites we manage: no third-party script to manage consent itself.

## How it went

After the fixes every purchase is recorded once and tags fire only with consent. Site, Tag Manager, Ads and CRM tell the same story, and campaign decisions are made on numbers that add up.

## Tools

GA4, Google Tag Manager, Consent Mode, Search Console, Cookiebot, CF Consent, SEMrush

## FAQ

### Is server-side tracking always needed?

No. It helps when data loss in the browser is significant. The first step is almost always fixing browser tracking, where most errors start.

### Is data lost when consent is denied?

People who decline must not be tracked. With Consent Mode part of the conversions is recovered as modelled estimates, respecting the user's choice.

---

Cloudfactory S.r.l., Rome. Contact: hello@cloudfactory.it