Marketing Measurement and Attribution: GA4, Tag Manager, Offline Conversions

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description: GA4, Tag Manager, call tracking and offline conversions set up so each report ties spend to the customers it brought in, with the source behind every number.
canonical: https://mattkundodigitalmarketing.com/services/analytics-reporting/

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What I fix

Events that mean something. A form start, a submission and a booked call as separate events, named the same way on every site and campaign.
The source carried through. Click IDs and campaign tags saved with each lead, so the CRM knows where a customer came from.
Sales back to the ad platforms. Offline conversions that report the customer to Google Ads, not the form fill.
Reports that show their work. Every figure names what was counted and where it came from, the same way this site does.

What a number in my reports carries

A: One figure per claim. The number a decision rests on, not a dashboard of twenty.
B: What was counted. In words a finance lead can check, including what was left out.
C: Where it came from. The account, export or query behind it, so anyone can rebuild it.

The October 2025 figure from a Texas energy client's report, taken apart.

A report that couldn't be built

91%

of conversion events now carry a promo code, up from none

A Texas electricity retailer wanted enrollments by promo code. I found why GA4 couldn't report them, specified the fix and had AI agents build it.

Before the fix: 0%
After the fix: About 91%

Share of the client's GA4 conversion events carrying a promo code, read on two separate days after the fix in mid-2026. Both readings cleared 90%.

Measurement inside a bigger program

Tracking is where I start every engagement, because every later decision rests on it. If you want one person to own the program it measures, see growth marketing management.

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