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Client Name
[Client]
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Step 1What conversions do we want to track?Answer
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Pimary SEO Objectives
Leads, Bookings Revenue or Engagement
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Secondary SEO signals
Scroll depth, Time on page, Micro-conversions
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Page that drive SEO value
Services, Locations, Blogs, Guides etc.
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Dependent on Access to client's GA4, GTM & GSC
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Step 2Property-Level Setup Checks
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Property TypeCheck
Complete
How to
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GA4Correct GA4 property for the websiteFALSEGA4 → Admin → Property Settings → confirm property name + domain
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Single GA4 property per domain (unless multi-brand)FALSEGA4 account list → confirm one reporting property
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Correct web data stream connectedFALSEGA4 → Admin → Data Streams → Web → confirm website URL
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page_view fires once per page loadFALSEGA4 DebugView or GTM Preview → reload page
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Correct Measurement ID in use across pagesFALSEGTM Preview → load multiple page types → confirm same G-XXXX
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No duplicate GA4 tags or legacy UA remnantsFALSEView page source + GTM → search for gtag / UA-
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Time zone & currency set correctlyFALSEGA4 → Admin → Property Settings
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Enhanced Measurement reviewedFALSEGA4 → Data Stream → Enhanced Measurement
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Internal IP addresses excluded (office/home)FALSEGA4 → Admin → Data Settings → Data Filters
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Referral exclusions reviewedFALSEGA4 → Admin → Data Streams → Tag Settings → Referral exclusions
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Cross-domain tracking configured (if required)FALSEGA4 → Admin → Data Streams → Configure tag settings → Domains
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Consent mode respected (if applicable)FALSEGTM Preview → confirm GA4 fires after consent
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Data retention set appropriatelyFALSEGA4 → Admin → Data Settings → Data Retention → Set both to 14 months
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DebugView working for validationFALSEGA4 → DebugView → confirm events appear
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GSCCorrect GSC property type in place (Domain preferred)FALSEGSC → Property Settings → confirm Domain property
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All protocol & host variants covered (incl. subdomains if relevant)FALSEGSC → Settings → Ownership verification
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XML sitemap(s) submitted and readableFALSEGSC → Sitemaps → status = Success
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No critical coverage errors on SEO pagesFALSEGSC → Pages → filter by Error
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Manual actions checkedFALSEGSC → Manual Actions
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Security issues checkedFALSEGSC → Security Issues
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GSC landing pages align with GA4 organic landing pagesFALSECompare GSC Pages vs GA4 Landing Pages
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GTM GTM container present on all site templatesFALSEGTM Preview → navigate multiple page types
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Single GTM container per domain (unless intentional subdomain strategy)FALSEView source → search for GTM-XXXX
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GTM installed via CMS / global layout (not page-level embeds)FALSECheck CMS theme / global header
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Container loads before GA4 and other tagsFALSEGTM Preview → check firing order
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No duplicate or legacy GTM containersFALSEView source + Tag Assistant
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GA4 implemented via GTM only (not hard-coded)FALSEGTM → Tags / View source
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GTM Preview & Debug mode functioningFALSEClick “Preview” → connect successfully
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page_view fires once per page loadFALSEGTM Preview → reload page
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Cookie consent respected (GA4 fires after consent, if applicable)FALSEGTM Preview → test consent flow
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Step 3Check Current Tracking (if relevant)
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Property TypeCheck
Complete
How to
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GA4Core conversion events exist (forms / bookings / purchases)FALSEGA4 → Configure → Events
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Correct events marked as key eventsFALSEGA4 → Admin →Data Display → Events → Star Key Events
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Conversion fires on success (not click)FALSEGA4 DebugView → complete action
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No duplicate conversion eventsFALSEDebugView → repeat action
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Events fire once per user actionFALSEDebugView → observe event count
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Events not firing on page load unintentionallyFALSEDebugView → reload page
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Event names follow GA4 conventionsFALSEGA4 → Events list
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Micro-conversions exist (scroll / CTA)FALSEGA4 → Events
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Conversions attribute to Organic SearchFALSEGA4 → Traffic acquisition
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Unused or legacy events removedFALSEGA4 → Events
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Events consistent across page templatesFALSETest multiple page types
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Events usable for SEO decision-makingFALSEAnalyst judgement
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GTMAll GA4 events fired via GTMFALSEGTM → Tags
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Single GTM tag per eventFALSEGTM → Tags
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No overlapping or duplicate triggersFALSEGTM → Triggers
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Click triggers scoped correctlyFALSEGTM Preview
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Form submit triggers fire on success onlyFALSEGTM Preview → submit form
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No events firing on page load unintentionallyFALSEGTM Preview
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Event firing order correctFALSEGTM Preview
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Events do not fire before consentFALSEPreview with consent declined
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Events fire after consent acceptedFALSEPreview with consent accepted
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Event logic documentedFALSEGTM → Notes / internal doc
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Events fire across all templatesFALSEPreview multiple pages
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GTM version published & trackedFALSEGTM → Versions
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Step 4Create optimal Tracking (if relevant)
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Example: Install tracking for formsFALSEform_submit or create thank you page and track thank_you_page_view.
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Install tracking for tel: clicksFALSEclick trigger urls for tel:
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Install tracking for mailto: clicksFALSEclick trigger urls for mailto:
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Install tracking for live chatFALSEchat_start, chat_lead
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Install tracking for bookingsFALSE
form_submit/booking_complete or create thank you page and track booking_thank_you_page_view.
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Install tracking for purchases (ecom) FALSEview_item, add_to_cart, purchase
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Install tracking funnels for forms/bookings FALSEStep progression events (optional but recommended where relevant)
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