GA4 and GTM tracking your team can trust.
I’m Clark Frye, an independent digital marketing analytics consultant. Since 2007 I’ve helped marketing teams and agencies, from small businesses to Fortune 500 companies, fix broken tracking, settle conflicting numbers, and build reports that explain what changed.
I work in GA4, Google Tag Manager, Data Studio and consent management platforms, alongside the ad platforms your team already runs.
Visits more than doubled since January.Visits went up while qualified leads went down.
On its own, this looks like a win. Switch to traffic and leads to see what those visitors did.Traffic rose every month, but qualified leads fell after February, so the next step is finding out why.
“From the start, Clark became a core part of my marketing team.”
Mia Stevens, CMO, Donna Salyer’s Fabulous-Furs
I founded Mountain View Analytics, and you work with me from the first call to the final review. More about Clark
Most teams call me about one of these.
Pick the one that sounds like your week.
GA4 and Google Ads report different conversion numbers.
Example data, not from a client.
I compare what each platform counts, then match date ranges, filters and attribution so the gap can be explained.
Reconcile the reportsForm or purchase tracking broke after a redesign.
Example data, not from a client.
I find which events stopped, rebuild them in Google Tag Manager, and check them against real submissions.
Repair the trackingWe inherited a GTM container nobody understands.
| Tag | Type | Finding |
|---|---|---|
| GA4 configuration | Google tag | OK |
| GA4 configuration (copy) | Google tag | Duplicate |
| UA pageview | Universal Analytics | Retired product |
| Pixel, old agency | Custom HTML | Owner unknown |
| Test, do not use | Custom HTML | Still firing |
| Lead conversion | Google Ads | OK |
Example data, not from a client.
An audit maps the tags, triggers and duplicates, and ranks what to fix first.
Audit the setupGA4 leads don’t match the leads sales accepts.
Example data, not from a client.
I trace the form event to the lead record and separate what tracking can count from what sales decides.
Trace the leadsThe dashboard exists, but nobody trusts it.
Example data, not from a client.
I define the metrics, rebuild the view in Data Studio, and explain what changed beside each chart.
Fix the reportingA CIPA pen register demand arrived. What’s running on our site?
| Script found | Loads | Against consent setup |
|---|---|---|
| Meta Pixel | On page load | Fires before consent |
| LinkedIn Insight Tag | On page load | Fires before consent |
| Session recording | On page load | Not in consent setup |
| Google Analytics 4 | After consent | Follows consent |
| Live chat widget | After a click | Follows consent |
Example data, not from a client.
I inventory the tags, scripts and integrations, and check whether they follow your consent setup. Legal decisions stay with your counsel.
Check the trackingFour ways to work together.
Start with a focused project, or keep me on for ongoing analytics support.
Analytics audits
I investigate questionable GA4 and GTM tracking and conflicting numbers. You get documented findings and priorities.
Tracking implementation and repair
I implement or repair GA4 and Google Tag Manager tracking. You get scoped changes, documentation and validation.
Reporting and analysis
I build Data Studio views for your team. You get a report that explains what changed, what the numbers mean, and what needs a closer look.
Consent management
I help you choose, set up or troubleshoot a consent management platform. You get a check that your tags follow visitors’ choices.
Not sure where to start?
Measurement planning gets your team to agree on outcomes and metric definitions first. Ongoing support keeps me on hand for marketing teams and agencies.
The platforms I work across
Sites and CRMs where I track forms and purchases
- Shopify
- WordPress
- HubSpot
- Kajabi
Google Tag Manager
Collects the events
Google Analytics 4
- BigQuery export
Data Studio
Reports your team reads
Ad platforms I reconcile against GA4
- Google Ads
- Meta Ads
- Microsoft Advertising
- LinkedIn Ads
- TikTok
- Snapchat
- Pinterest Ads
- ChatGPT
Watch the webinar on YouTubeWith Bryan Robb of Digital Throttle
Is your GA4 property set up correctly?
I joined Bryan Robb of Digital Throttle for a step-by-step look at GA4 setup and the checks most installs skip.
- Set up the account, property and data stream with names the next person will understand.
- Change the settings that matter on day one, before data piles up.
- Install GA4 on WordPress or Shopify, then confirm data is arriving before you rely on it.
What clients say.
“He's a genius when it comes to diagnosing complex Analytics/data problems and figuring out workable solutions for clients — I can't tell you how many times I've run into something strange in GA and been able to resolve it with a 5 minute call with Clark.”
“Clark has been a top-notch analytics consultant for us and I would highly recommend him. He helped us clarify the most meaningful metrics for our organization to track and then set everything up in GA4 and Looker Studio. We now have a custom dashboard with the conversion data we need to guide our marketing and promotional decisions. He knows his stuff and is a pleasure to work with.”
“Clark has the rare talent of excelling in both technical analytics implementation and strategic analytics application. He not only understands how to set up analytics to capture the data correctly but also how to use that data to drive meaningful business results.”
How a project works.
- 1
Understand the need
We discuss what your team needs to accomplish, the systems involved, and who makes changes.
- 2
Agree on the work
We define deliverables, scope, responsibilities, and timing before work starts.
- 3
Do the work together
I investigate, implement, or build reporting within the scope, and keep your team and developers in the loop.
- 4
Review the result
We walk through the work, document what matters, and agree how changes will be validated.
Before you get in touch.
What does a GA4 and Google Tag Manager audit include?
An audit reviews your GA4 property and Google Tag Manager container against the outcomes you care about, then documents what works, what needs repair and what to fix first. The findings cover the agreed scope and the evidence I reviewed, and I say plainly what I couldn’t check and what’s still open.
Do you make the tracking changes, or only recommend them?
Either. I can implement and validate changes in Google Tag Manager and GA4 myself, or document them for your developers. We agree on changes, ownership and validation before the work starts.
Do you work with agencies on client accounts?
Yes. Agencies bring me into client work for measurement planning, implementation, reporting and ongoing analysis. We agree up front on how I fit alongside your team and the client.
Why do GA4 and my ad platforms report different numbers?
Each platform counts differently, with its own conversion definitions, attribution, date logic and filters, so some difference is normal. What matters is whether the gap can be explained. I put a plain definition under each number, make the comparison fair, then trace a sample of real conversions through both systems.
Can you help with a cookie banner or consent management platform?
Yes. I help select, set up and troubleshoot consent management platforms, and check whether Google Tag Manager, Google Analytics and your advertising tools follow visitors’ choices. I handle the technical setup; your organization makes its legal and policy decisions, with counsel as appropriate.
Is Data Studio the same as Looker Studio?
Yes. Google Data Studio was renamed Looker Studio in October 2022 and went back to Data Studio in April 2026. It’s the same reporting tool, and I build and repair dashboards under either name.
Which numbers are you questioning?
Tell me what’s going on in a few sentences. I typically reply within 24 hours with whether I can help and where I’d start.
Tell me what you're working on