Dolphin Analytics is a Google Tag Manager consultancy for agencies and in-house marketing teams. We clean up containers, fix the dataLayer, configure Consent Mode v2 and set up server-side tagging and the Meta Conversions API where the spend justifies it. Every change is tested in preview and proved against live data before we call it done, and you keep the container, the documentation and the access at the end.
Axon Garside 
connective3 
AKQA 
WPP 
Omnicom 
Toyota 
Volvo 
Cedar 
Preqin 
Mediahub 
Tesco 
Heidi 
ElevateJet 
Illumicrate 
Octopus EV 
Noisy Beast 
Incisive Media 
Boltahead 
Robot Zebra 
Pixated 
Passionfruit 
Ada Ventures The same data problems come up for almost every marketing team we meet, agency-side or in-house. They usually sound like this.
GA4 says one thing, Meta Ads says another and Shopify says a third. Nobody can explain the gaps, so nobody fully trusts any of the numbers.
The board wants to know what marketing returned. The dashboards claim plenty, the bank account says less, and there's no defensible number in between.
Analysts, data scientists and data engineers are slow to hire and expensive to keep, and one hire rarely covers all three skill sets.
If any of these sound like your week, talk to us: send a message, or book a call straight away.
The concrete work behind the pillar, in plain terms.
We work through every tag, trigger and variable and tell you what's orphaned, duplicated or half migrated. You get a written findings report naming each fault and the fix.
We rebuild the dataLayer so it survives site and checkout changes, and repair it when a platform update quietly breaks the data your tags depend on.
We configure Consent Mode v2 so you stay compliant without discarding more data than you have to, and test it against every consent state.
Where the spend justifies the running cost, we move tags server-side and set up the Meta Conversions API, and prove the numbers before you switch over.
The call usually comes after a container has grown past what anyone fully understands. Tags fire twice because two people built two GA4 configuration tags months apart. Triggers point at pages that were redesigned last year and no longer exist. A checkout upgrade or a new page builder changed the dataLayer and nobody noticed until conversions dropped.
Most of what we find traces to a handful of causes. Orphaned triggers left behind after a redesign. Duplicate tags counting the same action twice. Containers half migrated from an older setup, with old and new tags both still live. A dataLayer that quietly stopped matching what the tags expect. Consent Mode is often missing or wrong, which either needs a compliance review or discards data you could be collecting. We set up, audit and fix Google Tag Manager for agency and in-house clients most weeks, and these are the faults we see most.
None of them show up as an error in the GTM interface. A tag that fires twice still reports as firing. The container looks healthy right up until someone reconciles the numbers against real orders and finds the gap.
Compliant and accurate · the same job done properly
We start with read access to the container and the GA4 property it feeds. Editor access comes later, once fixes are approved. We also need read-only access to whatever the tags need to prove against, such as Shopify orders or CRM deals. Then we go through the container tag by tag: what fires, what triggers it, what the dataLayer sends and whether consent state is respected.
Every change is built and tested in GTM's own preview mode before it goes near a live page, and once live we prove it against real data rather than trust the interface. A test purchase gets traced end to end: fired once, correct value, right consent state, matching the order in the store. Where server-side tagging or the Meta Conversions API is part of the fix, we set up the endpoint, migrate the tags across and check both sides before switching over.
You get a written record of what changed and why, alongside the cleaned-up container. If your team wants to take it from there, the documentation is written so they can. At the end you own everything: the container, the access, the documentation. Nothing about the setup depends on us staying involved.
A Shopify checkout upgrade broke a client's conversion tracking. We restored accurate tracking within 48 hours, avoiding an estimated $1.5M in wasted ad spend that would otherwise have gone out against numbers nobody could trust.
For another client, an ad platform's dashboard claimed a 32.8x return on ad spend. Once we reconciled it against the store's own orders and stripped out the view-through inflation, the real return was 4.7x, and the channel was still profitable at that number. The point was never to make the figure smaller. It was to give the team a number it could plan a budget around.
Our compliance work has also helped a client avoid exposure to a potential GDPR fine of up to €20M, and the same fix helped the agency protect a six-figure retainer. Consent set-up is where that risk usually lives.
Before · by hand
20 hrs on reporting
After · automated
under 5 min per report
The recovered time went to strategy and upsells
We scope and quote per container and site before any work starts. What moves the number is how tangled the container is, whether server-side tagging or the Conversions API is in scope, and how much QA the job needs. A clean fifty-tag container is a different job to a three-hundred-tag one nobody has documented in years, so we do not publish a rate card.
Server-side tagging carries its own running cost on top of any consulting fee, because it needs a server you host and maintain. We only recommend it when the signal it recovers is worth more than that running cost, and we show you the numbers first. If a browser-side fix solves the problem, that is what we do instead.
Every quote states what is included and what you get back. The intake conversation sets the scope, and the quote is agreed before any work starts.
Agencies white-label us as their analytics arm. We work inside your client's GTM and GA4 access under your brand, clean up or rebuild the container, and hand you the documentation to show the client. That turns a tracking headache you were absorbing into billable work.
In-house teams bring us in directly, usually after a site or checkout change broke something, or because the person who understood the container has moved on. We fix what is there and leave your team able to run it without us.
reporting becomes a retainer product, not a weekly cost
Tell us what the container is doing in a message, or book a 30-minute call straight away. Either way you hear from a person: a message gets a considered view of what is probably broken in the container and what fixing it would involve within one working day. No sales script to sit through, and no obligation to go further.
Sonar is the other way in. Run your site through it if you want evidence before we talk. It scans from the outside, the way a visitor's browser sees the page, and reports the tags, pixels and consent setup it can prove are running. Bring the result to the conversation and we will take it from there.
Agencies and in-house teams we plug into as their analytics bench, on what it's like to have us on the team.
Partnering with Dolphin Analytics resonates with us because it gives us extra capacity with heavily fluctuating demand in this current climate around new tracking implementation technologies. It's the offering of dealing with experts with a no-fuss approach. They're so valuable, solving our biggest pain points by providing on-demand expertise. In any agency setting there is always a lack of capacity for niche skilled expertise, and Dolphin Analytics provides that.
Alan Ng Chief Innovation Officer, Connective3 Marketing agency, 150 people Working with Dolphin Analytics has been a pleasure. Olam and his team were brought on to help us work through client issues outside our usual area of operations. Their team worked seamlessly alongside Axon Garside for our clients. They led the project, identifying the solution swiftly, before developing the fix and completing the jobs rapidly. Dolphin Analytics' communication was great throughout, keeping my team updated. This is the beginning of a fruitful business relationship between both businesses.
Spencer Montagu Marketing Director, Axon Garside B2B marketing agency, 20 people Olam and his team joined us when our product analytics was still in its infancy. Within weeks they'd resolved a host of issues with our Heap events and reports, giving us a much clearer picture of how customers used the platform. They then helped our product and UX team embed a framework for experimentation, so we could validate ideas and deliver value far more quickly: a real step change in how we build products. Olam is a genuine people person, and his collaborative approach was hugely appreciated. I extended the engagement numerous times and am hugely grateful for the change he helped enact.
Jack Levy Head of Product, Preqin In-house product team Data can be complex and, more often, it is made unnecessarily so by the people within it. However, Dolphin Analytics' skill is in understanding what's possible, what's necessary, and making that easily understood and implemented. It's rare to have such consistently good and reliable data expertise, but Dolphin Analytics always delivers.
Dino Myers-Lamptey Managing Director, Mediahub Marketing agency, 500 people Dolphin Analytics joined our team and quickly became a valuable asset that we wanted to extend onto other projects. They are able to think critically, stay solutions-oriented, and know how to work with others, bringing their expertise and point of view on data and analytics. Beyond the technical skill across various analytics tools, they have broad experience with different types of analysis, which makes them able to step up to different challenges.
Payam Cherchian Data & Analytics Director, AKQA (now EssenceMediacom) Web & design agency, 40 people We turned to Dolphin Analytics when we had a data project we needed specialist input on. The team took time to understand our challenges, ambition and the nuances of our business to propose a bespoke solution. They broke down complex processes in a way we could communicate across our teams and clients to build into our roadmap.
Joseph Costello Global Strategy & Insights Director, Cedar Swipe / scroll → 1 / 6
Dolphin Analytics has helped an agency avoid exposure to a potential GDPR fine of up to €20M, saved a media agency 20 hours a week on reporting, and shown brands which of their ad numbers reflect reality.
Connective3 · Performance agency
20+ projects
delivered · 5 clients
Tracking, visualisation and insight delivered across their client roster, helping keep retainers worth multiple six figures combined.
How: embedded team · tracking fixes · Piano Analytics · dashboards
Toyota · via AKQA
3x conversion rate
after the repaired journey
People were dropping out through hidden gaps in the journey. The work found the weak points, closed them with experiments, and kept more of the same traffic moving to the end.
How: insight · conversion funnel repair · experimentation
ElevateJet · Private aviation
<3 months
from zero to 8 channels wired
Tracking, CRM attribution, BigQuery and Looker dashboards from a standing start; their agency's performance finally provable, and a new partner onboarded on the evidence.
How: 3 sites → HubSpot · BigQuery + Looker · new-agency onboarding
Illumicrate · with Noisy Beast
5x ROAS
Confirmed against Shopify sales
We implemented a new tracking infrastructure and analysed performance across channels. The work confirmed Meta was profitable, giving the team confidence to increase spend and use better measurement to grow the waitlist.
How: full tracking setup · cross-channel analysis · profitable Meta spend confirmed
Heidi · Ski travel
2 weeks
From zero to launch-ready dashboards
Looker Studio built from scratch for a team with no data resource, ready in two weeks to run Black Friday on live numbers and see what to promote.
How: Looker Studio from scratch · launch support · no internal resource needed
Sonar scans your site from the outside and reports the tags, pixels and consent setup it can prove are running. If you suspect your container is lying to you, the scan is the one-click way to check before we ever get on a call.
Why it exists: you can't fix tracking you can't see. Sonar shows us both the truth before any work starts.
Scan your site
Every Dolphin Analytics engagement starts with talking to us. Send a message, or book a call straight away. From there it's a scoped project or an ongoing value-based retainer.
Tell us what's going on with your data, or grab a 30-minute slot on the calendar straight away. No sales script to sit through either way.
If you booked a call, we come to it with your message already read. If not, we reply within one working day with a considered view of the problem. Sometimes we need view-only access to the relevant systems to see what's happening for ourselves. We'll tell you what we need and why.
Pricing is value-based on both: you pay for the outcome, not the hours.
We fix one scoped thing.
We run your analytics, ongoing.
We audit and clean up containers, fix the dataLayer after site or checkout changes, configure Consent Mode v2, and build server-side tagging and the Meta Conversions API when the recovered signal justifies the running cost. Every tag gets tested in preview and proved against live data before we sign it off. We do this GTM work for agency and in-house clients most weeks.
Keep it in-house if the container is tidy and someone owns it as part of their job. Bring us in when tags fire twice or not at all, when a site or checkout change dropped the dataLayer, or when nobody can edit the container without risking something breaking. We can fix it and hand it back, or stay on as cover.
We scope and quote every engagement per container and site before any work starts. The quote depends on how tangled the container is, whether server-side tagging is in scope, and how much QA the job needs. We don't publish a rate card because untangling a three-hundred-tag container is a different job to a clean fifty-tag one.
When the container itself is the problem: tags firing twice or not at all, a dataLayer that broke after a site or checkout change, Consent Mode nobody trusts, or a server-side move you want done properly. We keep senior people on the work and leave a documented record of every change, so you are never locked in to us.
Yes. Agencies white-label us as their analytics arm. We work inside your existing GTM and GA4 access, under your brand, with access your client has approved and your name on the work. One agency resold our fix at a 40% markup.
Read access to the GTM container and the GA4 property it feeds for the diagnosis. Editor access comes later, once you approve fixes. We also need one person who can answer questions about the site or checkout. We give you the timeline with the quote.
Only when the recovered signal is worth more than the hosting and maintenance it adds. We check the numbers before recommending it, rather than defaulting to it, and if a browser-side fix solves your problem we say so instead of selling you a server.
Google Tag Assistant checks your GA4, Google Ads and GTM tags fire correctly. The checks we run on a site, what the tool misses, and a faster full scan.
9 Sept 2026GTM vs GA4: Google Tag Manager deploys your tracking tags, GA4 collects and reports the data. How we set both up for clients, and which you need first.
8 Sept 2026GA4 DebugView not working? Why it shows no events, how to switch on debug mode with GTM Preview or Tag Assistant, and the order we check tags for clients.
Tell us what's broken, or grab a time. Either way you hear from a person, not a sales script.
Thirty minutes on Google Meet with the founder.
Open the calendar in a new tab
The booking lands on the same record as your message.