GA4 consultant for European businesses
EU consent rules are stricter than most setups allow for: visitors usually have to agree before analytics or advertising tags run, and Google Ads needs Consent Mode v2 for EEA traffic. Marc Alexander, a London GA4 consultant, sets up GA4 and Google Tag Manager to work within them.
Where European setups go wrong.
- A banner built for UK or US rules, so analytics runs before an EU visitor has chosen.
- Tags that fire on page load, before any choice is made.
- Consent Mode v2 missing or set up wrongly, so Google Ads loses conversions and audiences for EEA traffic.
- Meta, LinkedIn and other tags that ignore the banner entirely.
- Country sites each tracked a different way, so no report adds up across them.
What you get.
- Consent defaults in place before any tag fires, with EU visitors asked first.
- Consent Mode v2 wired to your banner, with all four signals updated on every choice.
- Every non-Google tag held back until consent.
- One tracking standard and one naming scheme across your country sites.
- Accept, reject and withdraw tested as an EU visitor, in GA4 and Google Ads.
- If you use it, GA4's BigQuery export kept in an EU region, in your own Google Cloud project.
Working with a London consultant.
- Invoices in euros on request.
- The UK is an hour behind Central European Time, so working days almost completely overlap.
- The mini audit is a written report, so it doesn't depend on shared hours.
- 10 years in digital analytics, including more than 50 international websites at Knight Frank, European country sites among them, and in-house work at WorldFirst covering European markets.
What it costs.
- GA4 mini audit, from £175: consent for EU visitors checked along with the rest of your tracking.
- Consent Mode v2, built into a GA4 setup, typically £350 to £600.
- Server-side GTM, from £2,000: consent passed to every platform from your own server.
Prices are in pounds. European clients can be invoiced in euros.
Straight answers.
Are the UK's cookie rules the same as the EU's?
Not any more. Since the Data (Use and Access) Act 2025, UK law allows some analytics cookies without consent, if visitors are told and can object. EU law has no general equivalent, so EU visitors usually need to agree first. Which rules apply to you is a question for your lawyer.
Do we need Consent Mode v2?
If you use Google Ads, yes. Since March 2024 Google has required it for visitors from the EEA. Without it, Google Ads loses conversion data and remarketing audiences for that traffic.
Do you work with sites in several countries?
Yes. At Knight Frank, Marc looked after measurement and consent across more than 50 international websites, European country sites among them, with one tracking standard across all of them.
Can you invoice in euros?
Yes. Prices on this site are in pounds, and European clients can be invoiced in euros. The euro amount is agreed before work starts.
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work
Talk to Marc about it
Tell Marc what's happening with your tracking. The quickest place to start is usually a GA4 mini audit: a prioritised list of what's broken and what to fix first.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].