Further projects: container concept, B2B signals, short audits

GTM concept for a public platform

For a public-sector publishing platform, a concept for the GTM web container was created. It defines vendor-based naming, manages IDs in one place, and derives consent variables from the CMP. Tags fire only after opt-in, and blocking rules apply without consent. Shared triggers for business events and an acceptance checklist complete it. Other teams can take over the container and maintain it.

Combined signals for B2B campaigns

B2B websites often have too few inquiries for Google Ads to optimize on. The concept looks for behavior that relates to genuine business interest and combines several such signals into one event. The event is available in GTM for analysis and can be used selectively in Google Ads. Single metrics such as scroll depth do not count as a signal.

Short consent audits

Short audits check whether GTM and GA4 load only after consent. On several websites, tags fired without appropriate consent control.

Lead measurement for an association

For a business association, a measurement concept for campaigns and leads was created around a WordPress landing page, Google Ads, GTM, and social channels.

Recurring tasks

Tracking for WordPress Contact Form 7, custom events for individual forms, passing customer data for Enhanced Conversions, event IDs for deduplication between browser and server, gateways for Meta and TikTok, cross-domain tracking, the behavior of the server container preview, and managing several CMP environments.