London, UK · Serving UK/EU · GBP pricing
Expert GA4 setup that won't make you regret everything (No, really)
GA4 that actually works. Not the confusing mess most people end up with.
Does GA4 feel broken? Traffic looks suspicious, events fire randomly (or not at all), and there's that constant nagging feeling that the data can't be trusted? That's not surprising.
Most GA4 setups are cobbled together from YouTube tutorials and hope, resulting in analytics that raises more questions than it answers.
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Marc Alexander sets up Google Analytics 4 properly from the ground up—configured for actual business goals, tracking what genuinely matters, and delivering data that teams can confidently use to make decisions. No guesswork, no generic templates, no "we'll sort that bit later."
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Basic GA4 Setup: £350–£600 (solid foundations, straightforward tracking)
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Advanced GA4 Setup: £850–£1,300 (complex requirements, custom integrations)
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Why most GA4 setups fail spectacularly.
Since Google forcibly retired Universal Analytics in July 2023, businesses have been scrambling to get GA4 working. Many took the path of least resistance: clicked a few buttons, copied some tracking code, and assumed it would all just work.
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It didn't.
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The result is widespread GA4 setups that are fundamentally broken including events named inconsistently because three different people set up tracking, conversions that aren't being tracked (or are being counted twice), cross-domain tracking that breaks the moment someone visits checkout, e-commerce revenue that bears no resemblance to actual sales, consent banners that look professional but do absolutely nothing, and reports that nobody trusts enough to make decisions on.
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Here's the uncomfortable truth: GA4 is brilliant when it's set up by someone who actually knows what they're doing. The problem is that "set up by someone who knows what they're doing" describes about 5% of GA4 implementations.
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Marc's in that 5%. He's done this over 60 times, for businesses from tiny startups to global brands, and knows exactly how to configure GA4 so it actually reflects how a business operates—not just fire generic events and hope for the best.
The 10 situations where businesses desperately need expert GA4 setup.
1. E-commerce tracking (the most commonly broken thing)
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When this matters: Running an online store where revenue attribution actually matters. Current GA4 revenue doesn't match Shopify/WooCommerce/Stripe. Product data is missing or wrong. Can't reliably track the customer journey from first click to purchase.
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What Marc sets up: Complete e-commerce event chain (view_item → add_to_cart → begin_checkout → purchase) with proper item-level data, accurate currency and quantity tracking, attribution that survives payment gateway redirects, refund tracking, and post-purchase behaviour analysis. Revenue will finally match reality.
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2. Consent Mode v2 + regional compliance
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When this matters: Operating in the UK, EU, or anywhere privacy regulations actually matter. Current consent banner is essentially decorative and GA4 tracks everyone regardless of what they clicked. This is probably illegal, but nobody's noticed yet.
What Marc sets up: Google Consent Mode v2 that actually controls tracking based on user choices, appropriate default states for different regions (UK/EU vs rest of world), server-side and client-side triggers that properly respect consent, and GA4 configuration that remains both legally compliant and analytically useful. Sleep better at night.
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3. Cross-domain tracking (perpetually broken)
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When this matters: Users traverse multiple domains during their journey—main site to checkout subdomain, blog to main site, different country domains, payment processor pages. Currently GA4 counts each domain hop as a new user, conversions appear as "Direct" (unhelpful), and the customer journey looks like everyone has amnesia.
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What Marc sets up: Proper cross-domain linking configuration, strategic referral exclusions, payment gateway redirects that don't break attribution, and session integrity so one real customer journey appears as one coherent GA4 session. Attribution becomes trustworthy again.
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4. Marketing platform integrations (currently a shambles)
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When this matters: Running paid advertising on Google Ads, Meta, LinkedIn, or other platforms. Conversions aren't importing properly (or at all), getting partial or duplicate conversion signals, and can't reliably optimise campaigns because the data's wrong.
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What Marc sets up: Proper GA4/Google Ads linking with conversion imports, consent-aware Enhanced Conversions for better attribution, clean UTM parameter standards, deduplication logic to prevent double-counting, and reliable data flow so bidding algorithms actually work. Marketing spend stops being a guessing game.
5. Event architecture (the naming disaster)
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When this matters: Reports are incomprehensible because events are named "buttonClick," "button_click," "btn-click," and "click_button" depending on who set up that particular bit of tracking. Critical parameters are missing. Analysis is impossible without wanting to throw the laptop out the window.
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What Marc sets up: Clean, scalable event and parameter structure aligned to actual business goals, consistent naming conventions that make sense, all necessary parameters captured for proper analysis, comprehensive documentation, and thorough QA. Reports become usable again.
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6. BigQuery integration (for serious analysis)
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When this matters: The GA4 interface is too limiting for the analytical sophistication needed. Want to query raw data with SQL, build custom reports, or integrate GA4 with other business data. Currently stuck exporting CSVs like it's 2012.
What Marc sets up: GA4 streaming export to BigQuery, properly partitioned and clustered tables, documented schema explaining what everything means, SQL query templates for common analyses, and scheduled transformations. Unlimited analytical power, no sampling, no interface restrictions.
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7. Product and engineering integration
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When this matters: Want analytics embedded in the product development workflow, not bolted on as an afterthought. Need tracking requirements shipped with features, not implemented three months later when someone remembers.
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What Marc sets up: Backlog-ready tracking user stories with clear acceptance criteria, detailed event and parameter specifications, consent behaviour requirements, comprehensive test cases, and lightweight governance processes. Analytics ships with every sprint, not as technical debt.
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8. Lead generation with CRM integration
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When this matters: Leads start on the website but convert in HubSpot, Salesforce, or another CRM weeks later. Can't connect marketing spend to actual closed deals. Attribution stops at form submission, missing the entire sales process.
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What Marc sets up: Event models for high-intent actions, durable ID strategies for tracking users across systems, Offline Conversion Upload or Enhanced Conversions pipelines, and reporting that connects marketing campaigns to actual revenue. Finally know which channels drive valuable customers.
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9. App + web unification (Firebase + GA4)
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When this matters: Users move between mobile app and website. Currently treating them as completely separate. Funnels split, audiences underperform, and the customer journey is incomprehensible.
What Marc sets up: Aligned event naming and parameters across platforms, unified user_id strategy for cross-platform tracking, deduplicated conversion counting, and audience parity so cross-platform journeys become measurable and targetable. One customer, one journey, proper tracking.
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10. Multi-brand or multi-region architecture
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When this matters: One organisation, multiple websites, regions, or brands. Each site was set up differently. Comparisons are impossible because nothing's consistent. Governance has drifted into chaos.
What Marc sets up: Logical property and stream taxonomy, consistent event naming across all properties, roll-up reporting via BigQuery or Looker Studio, and lightweight governance processes. Teams can finally compare performance across markets without spending hours normalising data.
Basic vs Advanced GA4 Setup: What's the difference?
Basic Setup (£350–£600)
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Best for: Small to medium businesses with straightforward tracking needs. Simple e-commerce or lead generation. One website, minimal complexity.
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Includes:
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Standard GA4 property configuration
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Core event tracking (pageviews, clicks, form submissions)
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Basic e-commerce OR lead generation tracking (not both in complex ways)
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Google Ads integration
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Standard compliance setup with Consent Mode
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Documentation and handover training
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Doesn't include: BigQuery, complex cross-domain tracking, CRM integration, server-side tracking, or extensive customisation.
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Timeframe: 2-3 weeks delivery
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Request the Basic Setup here.
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Advanced Setup (£850–£1,300)
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Best for: Complex businesses with sophisticated requirements. Multiple domains, advanced e-commerce, CRM integration needs, or technical complexity.
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Includes everything in Basic, plus:
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Custom event architecture design
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Advanced e-commerce with enhanced item-level tracking
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Cross-domain tracking configuration
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Server-side GTM setup (where appropriate)
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BigQuery integration and initial data warehouse setup
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CRM or back-office system integration
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Custom dashboard creation
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More extensive testing and validation
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Comprehensive team training
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When to choose Advanced: Multiple domains/brands, need BigQuery, CRM integration required, server-side tracking needed, or Basic just won't cover the complexity.
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Timeframe: 4-6 weeks delivery
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Request the Advanced Setup here.
How the GA4 setup process works.
Weeks 1-2: Planning and foundation
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Marc gets to know the business, conducts stakeholder interviews to understand needs, maps business goals to measurable KPIs, audits current setup (if anything exists), creates the measurement plan, documents technical requirements, and sets up the foundational GA4 property configuration.
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Nobody touches production yet—this is all planning and preparation.
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Weeks 2-4: Implementation and build
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This is when the actual tracking gets built. Marc creates custom events through Google Tag Manager, configures conversion and goal tracking, sets up e-commerce or lead tracking (depending on business type), implements platform integrations, configures consent management, handles cross-domain and session configuration, and builds any custom dimensions or metrics needed.
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Everything's tested in preview mode before going live.
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Weeks 3-5: Testing and validation
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Comprehensive QA across all user scenarios including testing on different devices and browsers, validating data accuracy, debugging any issues discovered, comparing against other data sources, and ensuring everything works in production. This is where most DIY setups fail—they skip proper testing.
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Week 5-6: Training and handover
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The setup works, now the team needs to use it. Marc provides training sessions customised to team skill levels, documentation handover including event dictionary, dashboard and reporting setup, and transition to ongoing support (if arranged).
The setup doesn't just work—the team knows how to use it.
Frequently asked questions about GA4 setups
How long does GA4 setup take?
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Basic Setup: 2-3 weeks.
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Advanced Setup: 4-6 weeks.
Timeline depends on business complexity, technical infrastructure, and how quickly stakeholders can provide input and approvals.
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What if we already have GA4 installed?
Marc can audit the existing setup and either fix what's broken or recommend starting fresh if it's fundamentally flawed. Many businesses benefit from a GA4 audit first to determine whether fixing or rebuilding makes more sense.
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Do you work with businesses outside London?
Yes. Marc works remotely with clients across the UK, EU, and internationally. Physical location doesn't matter—most work is done remotely with video calls for key milestones and training.
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What's the difference between Basic and Advanced setup?
Basic covers standard GA4 implementation for straightforward business models. Advanced includes custom architecture, complex integrations (CRM, back-office systems, BigQuery), server-side tracking, cross-domain configuration, and more extensive training.
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Can you train our team after setup?
Yes. Every setup includes handover training. Marc also offers more comprehensive training programmes—see GA4 Training for details.
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Will our GA4 integrate with Google Ads?
Yes. Marc ensures proper integration so conversion data flows correctly for campaign optimisation, including Enhanced Conversions where appropriate for improved attribution.
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How do you handle privacy and GDPR compliance?
Every setup includes Google Consent Mode v2 implementation, ensuring tracking respects user preferences and complies with GDPR, UK Data Protection Act 2018, and other regional privacy regulations.
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What if we need changes after the setup is complete?
Marc offers flexible ongoing support options, from ad-hoc changes to monthly retainer arrangements for continuous optimisation and strategic consultation.
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Do you offer ongoing support?
Yes. Options range from ad-hoc troubleshooting to monthly retainers for continuous optimisation. Most clients start with ad-hoc support and move to retainers as needs evolve.
Why choose Marc for your GA4 setup?
Nine years of Google Analytics expertise: Marc's implemented GA4 for businesses from tiny startups to global brands. He's seen every possible setup scenario and knows what actually works.
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Technical expertise with business thinking: Marc doesn't just implement tracking—he understands how measurement aligns with commercial objectives. Every setup reflects how the business actually operates.
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Independent specialist: Unlike agencies juggling multiple tools, Marc specialises exclusively in Google Analytics and the Google Marketing Platform. This depth means better implementations and faster problem-solving.
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Direct access: Clients work directly with Marc, not junior team members. Every decision gets expert-level attention.
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Proven track record: Over 60 successful GA4 implementations. Google Analytics 4 certified. Work with brands including Knight Frank, WorldFirst, and VisitBritain.
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Privacy-first approach: Every setup is compliant by design, respecting user privacy while capturing necessary business data.
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London-based, works UK-wide: Based in London, working with businesses across London, Manchester, Birmingham, Edinburgh, and remotely throughout the UK and EU.
Ready for GA4 that actually works?
Stop struggling with confusing, unreliable analytics. Get GA4 set up properly, once.
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He'll be honest if the existing setup is salvageable or if starting fresh makes more sense.