3 November 2026
UK retailers and "Reject all": half kept tracking
Marc scanned 57 UK online retailers. Of the 25 that could be tested, 13 kept tracking after Reject all, including 9 of 11 using server-side tagging.
Marc Alexander, GA4 and Google Tag Manager consultant in London
Your GA4 is probably telling you things that aren't true.
Marc finds out why your GA4 numbers don't match reality, and fixes them so they stay fixed.
Or book a 20-minute intro call
Experience includes Halfords Knight Frank Hertility Health The Super Prime
Not sure where to start?
Describe the problem in your own words, or answer three questions, or run the tracking checker.
Who you'd be working with.
Marc is a senior GA4 and Google Tag Manager consultant in London, trading as Metric Owl. You work with him directly throughout.
- 10 years in digital analytics
- Knight Frank, then lead consultant at Halfords
- Independent of any agency
Works with clients across the UK, Europe, the US, Canada, Australia and New Zealand. More about Marc
"It's been a real pleasure working with Marc. He's a talented and highly competent professional whose contributions across product development and analytics have been invaluable. I've appreciated his collaborative spirit and sharp insight. I would gladly recommend him to any team."
"Before Marc joined, we had some confidence in our tracking but lacked certainty around how robust it was. He brought a structured audit approach that gave us much greater confidence in the data and helped us clearly identify what could be trusted and where further work was needed.
Marc was a pleasure to work with day to day. He was proactive, communicated well, and quickly built strong relationships across the business.
I would absolutely recommend Marc for a similar role. His attention to detail, focus, and thorough documentation gave us confidence in the findings and provided valuable outputs to share with senior stakeholders."
Sound familiar?
- Revenue doesn't match Shopify or Stripe. Usually event sequencing or checkout attribution, fixable at source. Read the guide on GA4 revenue not matching Shopify or Stripe.
- Purchases counted twice. Usually a reloaded confirmation page or a duplicate tag. Both are fixable. Read the guide on fixing duplicate conversions.
- Everything turns into Direct at checkout. An offsite payment step restarts the session and loses the campaign. Read the guide on Direct traffic in GA4.
- Events work in preview, never in GA4. Usually timing, consent or a trigger, sometimes a blocked tag.
- "Our banner is up, so we're compliant." Most banners that get tested still set marketing cookies before anyone clicks. Read the guide on testing Consent Mode v2.
- The team still doesn't trust GA4. Usually because GA4 disagrees with finance or the CRM. That's fixable.
Results
Numbers the business can trust again.
Knight Frank · Property27.4%more qualified leads in the first month after launch, after fixing an 80% drop-off on high-value enquiry forms.GA4 across more than 50 international property websitesRead the case study
Halfords · RetailOver 18%of checkout page views were double counted. Both causes found, and the fixes specified.Server-side tagging ready for cutover, with 25 testsRead the case study
Start with a mini audit.
A focused review of your GA4 setup.
Mini audit from £175
What Marc does.
All pricesHow healthy is your tracking?
See what a first-time visitor triggers before agreeing to anything.
Latest articles.
All articles30 October 2026
Klarna, Clearpay and PayPal referrals in GA4
Why GA4 credits purchases to Klarna, Clearpay, PayPal or a bank's 3-D Secure page, what it does to paid search and Google Ads, and the setting that fixes it.
27 October 2026
Cookie consent in France: the CNIL and GA4
What the CNIL expects of a French cookie banner, why a standard GA4 setup doesn't fit the audience measurement exemption, and what to check.
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