Getting tracking in order in 2026: the sequence we follow

You get tracking in order in a fixed sequence, because every step rests on the previous one. First comes consent (pop-up and Consent Mode), then key events and enhanced conversions, then server-side tracking, the Meta Conversions API and events from your CRM. Only when that is right do you bring structure to campaigns, tagging and KPIs.

That is the biggest part of what we do today as a Google Analytics agency. Below you will read, step by step, what you do and why it comes first. Cédric and Jonas work out most of the steps in more depth; the links are included.

Start with consent

A pop-up that does not comply with the rules makes everything after it shaky. In its cookie checklist, the Belgian Data Protection Authority (Gegevensbeschermingsautoriteit) lists these points, among others ^[1]:

• a button to reject everything on the same layer as the button to accept everything;
• no steering through colour or other misleading design;
• no consent inferred from continued browsing or from closing the banner;
• withdrawing consent as easily as giving it.

So optimising a pop-up means: clear purposes in the first layer, equal buttons and a text that says what you measure. Not: hiding the reject button.

Consent Mode passes that choice on to the Google tags, which adjust their behaviour accordingly ^[2]. There are four signals, including ad_user_data for sending user data for advertising ^[2]. Consent Mode is not a banner itself; for that you need your own solution or a consent management platform ^[2].

Choosing between basic and advanced is explained by Cédric in Consent Mode v2 in practice.

Measure what makes money

Mark as key events only the handful of actions that mean revenue or an enquiry, such as a purchase, a quote request or a booked call. What a key event is and how it becomes a conversion in Google Ads is covered in GA4 key events and conversions.

Then switch on enhanced conversions. They supplement your conversion tags with your own customer data, such as email address, name, address and phone number ^[3]. How to set that up and what the privacy rules require is covered in enhanced conversions in Google Ads.

Make yourself less dependent on the browser

Server-side tracking processes the data on a server you manage, not in the visitor's browser. You then decide what the data looks like and where it goes ^[4]. How it works, costs and GDPR are covered in server-side tracking explained.

The same principle applies to Meta: Meta recommends using the Conversions API next to the pixel, with the same events via both routes. The same event name and a shared event_id make sure a conversion only counts once ^[5]. Jonas explains why in Meta Pixel or Conversions API.

Let your CRM report back

The conversion that counts often happens later: a lead becomes a customer in your CRM. Have that change send an event automatically. There are three routes:

• To GA4, with the Measurement Protocol. It supplements measurement via the Google tag or Tag Manager, for example for offline conversions ^[6]. For a website, you need the visitor's client_id ^[7]. So store it with the lead. Events that have to be joined with your website data should arrive within 48 hours; backdating is possible for up to 72 hours ^[7].
• To Google Ads, as an offline conversion. That way you count, for example, a lead that was qualified over the phone ^[3]. Google recommends enhanced conversions for leads for this, with the click ID and customer data together ^[8].
• To Meta, with the Conversions API for CRM. That works with Meta lead ads: store the Meta Lead ID in your CRM and send it with every event ^[9]. Meta then optimises towards leads that more often become customers ^[9].

Only then: campaigns, tagging and KPIs

Now that the measurement is right, the structure can rest on it. Three things:

• Tagging. One fixed naming convention for UTM codes, so every channel lands in the right group in GA4. How to set one up is covered in UTM codes explained.
• Campaigns. Steer on what you can now measure: qualified leads and customers instead of completed forms.
• KPIs. Set down the formula for each KPI, such as acquisition cost and customer value, and one owner who monitors it.

Not sure which phase your measurement is in? The free tracking audit walks through the five phases with you and tells you where to start.