A small online retail company spending approximately 10,000€ per month on paid ads needed to fix broken tracking across Google Tag Manager (GTM), Google Analytics 4 (GA4), and Google Ads, while ensuring proper consent management. Valanor was brought in to resolve the tracking issues and improve return on ad spend (ROAS).
Objective
Fix misconfigured tracking systems and consent handling to enable accurate attribution and improve paid performance, with a focus on increasing ROAS.
Challenges
The client’s tracking stack was fragmented. GTM containers were misconfigured, key events weren’t firing correctly, and consent flows were incomplete. As a result, the business was flying blind: attribution was unreliable, and ad performance metrics were distorted.
Approach
Valanor started with a full audit of the client’s GTM setup, mapping all event sources and destinations. Consent handling via Cookiebot was reviewed for compliance and effectiveness. From there, Valanor prioritized resolving issues in the WooCommerce layer, then restructured key GTM triggers and tags to ensure end-to-end tracking.
Solution
Valanor rebuilt the GTM integration to properly route events to both GA4 and Google Ads, implementing precise triggers and consent-aware data layers. Cookiebot was fully integrated to respect user permissions. Tracking coverage and accuracy were validated across the full funnel.
Result
ROAS increased from 80% to 190% after clean tracking enabled more efficient targeting and attribution. Ad spend was optimized, and the marketing team regained confidence in their data.
Conclusion
Reliable tracking and consent management aren’t just compliance checkboxes—they’re prerequisites for effective advertising. By untangling the client’s stack, Valanor enabled better insights, better decisions, and better returns.