Tracking specialist
We set up your measurement from website to CRM: GA4 and Google Tag Manager, a clean data layer, server-side tagging, Consent Mode v2 and conversions that flow back to Google Ads, Meta, LinkedIn and TikTok. So every platform learns from real leads, not from noise.
Tanguy De Keyzer Founder & digital strategist Last updated: 6 October 2026
Trusted by growing brands
Sound familiar?
Google Ads and GA4 each show a different number of conversions.
Since the cookie banner went live, our conversions have dropped.
After a website or form plugin update, we suddenly measure nothing.
Smart Bidding buys leads that sales never wants to call.
Nobody knows who manages the GTM container or what is in it.
How we help
We build one measurement setup that is right, from the click on your ad to the deal in your CRM. Every tag, every event and every conversion has a reason, is documented and is tested before it goes live.
Why Customer Impact
First we define which step really predicts revenue: a booked demo, a qualified lead, a deal. Only then do we choose what becomes a primary conversion and what is only observed.
We do not stop at a tag that fires. We store the click ID with the lead in HubSpot, Pipedrive, Salesforce, Teamleader or Odoo, so deals can later flow back to Google Ads and Meta.
Consent Mode v2 and your cookie banner live inside the tags, not in a plugin that loads everything or nothing. We take the guidance of the Belgian GBA/APD and the Dutch Autoriteit Persoonsgegevens into account.
You get a measurement plan, a tidy container with clear names and a handover document. Accounts and containers stay in your company's name.
About Customer Impact
Customer Impact is a digital marketing agency founded by Tanguy De Keyzer. For more than 10 years we have been building the growth engine of startups, scale-ups and established companies.
For us, tracking is not a separate technical chore but the foundation under every campaign we run. The same team that builds your measurement also steers Google Ads, Meta and LinkedIn on that data.
What we stand for:
What we do
A GA4 property with the events and key events that fit your business, managed from one tidy GTM container.
A data layer that reliably passes on forms, demos, purchases and phone calls, even after a website update.
A server-side GTM container on your own subdomain, for more control over which data goes to which platform.
Your cookie banner and Consent Mode v2 connected correctly, so tags respect the visitor's choice per category.
Google Ads with enhanced conversions, Meta Conversions API, LinkedIn and TikTok, with deduplication between browser and server.
Leads, deals and phone calls from your CRM back to your ad platforms, so bidding learns from revenue.
Our process
We map your current tags, conversions and data flows and agree on which events you really want to measure.
A clean data layer and a tidy Google Tag Manager container are the foundation for every platform.
Consent Mode v2 with your CMP, and where it pays off, a server-side container on your own subdomain.
Google Ads with enhanced conversions, Meta CAPI, LinkedIn and TikTok, plus offline conversions and call tracking.
We test every conversion with Tag Assistant and each platform's test tools, and hand everything over with documentation.
Always all-in
An ad platform optimises on whatever you pass on as a conversion. If that conversion is wrong, Smart Bidding learns from noise: spam, your own test traffic or visitors who never become customers. That is why good marketing starts with measurement that is right, from the click on your ad to the deal in your CRM.
As a tracking specialist, we build that measurement for you. Not as a stand-alone technical project, but with an eye on how you sell: which step predicts revenue, which signals are only for observation, and which data may go to which platform according to your cookie banner. Want to know where you stand today first? Then a tracking audit is the logical first step.
GA4 and Google Tag Manager. A GA4 property with the events and key events that fit your business, managed from one tidy Google Tag Manager container with clear names and a fixed structure.
A data layer. Forms, demo requests, purchases and phone calls are pushed as events to the data layer. That way tags fire at the right moment, even with an embedded calendar or a form without a thank-you page.
Server-side tagging. With a server-side container on your own subdomain, you decide which data goes to which platform. We tell you honestly when that pays off and when a good client-side setup is enough. Read more in our article on server-side tracking for Google Ads.
Consent Mode v2 and your CMP. With Consent Mode you pass your visitors’ consent to Google, so tags adapt their behaviour. We connect it to your cookie banner and take Belgian and Dutch rules into account. See also Consent Mode v2 for Google Ads.
Google Ads and enhanced conversions. Conversions on the right event, with enhanced conversions that send hashed first-party data for more accurate measurement. See how to set up enhanced conversions.
Meta, LinkedIn and TikTok. The Meta Pixel together with the Conversions API, with deduplication between browser and server. Plus the LinkedIn Insight Tag and Conversions API, and the TikTok Pixel and Events API.
Offline conversions from your CRM. We store the click ID with the lead in HubSpot, Pipedrive, Salesforce, Teamleader or Odoo and send qualified leads and deals back to your ad platforms. How that works is explained in importing offline conversions into Google Ads.
Call tracking. With dynamic numbers you see which campaign produced a phone call, and you measure those calls as conversions. More in our article on call tracking.
A tag in the container is not yet a conversion that is right. Before every go-live we test each conversion in Google Tag Manager preview mode and Tag Assistant, in GA4 DebugView and in the test tools of Meta, LinkedIn and TikTok. We check whether the click ID survives the redirect, whether consent works per category and whether nothing is counted twice between GA4 and Google Ads.
Reliable measurement is the foundation; you make decisions in your reporting. Once your data is right, we can build a Looker Studio dashboard and you can move on to our Reporting & data service, where we translate the numbers into choices about budget and channels. And because the same team can also run your Google Ads, Meta Ads and LinkedIn Ads, the measurement goes straight to work in your campaigns.
For B2B companies with a longer sales cycle that want to steer on qualified leads and deals, for e-commerce that wants pixel and server to work together, and for agencies looking for a reliable partner for their clients’ technical measurement. See how we approached it at Tryve, Suivo and Kaizo.
Pricing is on request, because every measurement setup is different. Contact us and within 24 hours you’ll hear how we would approach your tracking.
Most tracking problems we see are not technical mysteries. They are conversions that fire at the wrong moment, click IDs that get lost along the way and consent that loads everything or nothing. Fix that at the source and your ad platforms finally get a clean signal.
Tanguy De Keyzer Founder of Customer Impact and digital strategist No empty promises. This is what clients say about working with Customer Impact.
“I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.”
Axel D.S.
Verified review via Google
“Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.”
Janitor Waterschoot
Verified review via Google
“They do not just execute, they also think along strategically. Real B2B specialists. Recommended!”
Jack Daly
Verified review via Google
“Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.”
Tandarts.nl
Verified review via Google
“Smooth communication, proactive thinking and everything neatly followed up.”
Claire Farrell
Verified review via Google
“Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️”
Jovana Vakic
Verified review via Google
Compare your options
| Customer Impact | Web developer | Freelancer | In-house | |
|---|---|---|---|---|
| Starting point | Your sales process and what predicts revenue | The website itself | Often one tool or platform | Depends on your team |
| Scope | Website, ad platforms and CRM together | Usually GA4 only | Varies | Depends on knowledge |
| Consent and privacy | Consent Mode v2 inside the tags, per category | Often through a plugin | Varies | Depends on your legal input |
| Link with your campaigns | The same team runs Google Ads, Meta and LinkedIn | Rarely | Sometimes | Possible, if there is time |
| Handover | Measurement plan, documentation and accounts in your name | Varies | Varies | Knowledge sits with one person |
These are typical traits per type of partner, not statements about specific agencies.
What to expect
Week 1
We check your existing measurement and agree together on which conversions become primary.
Week 2 to 3
Data layer, GTM, GA4, consent and the connections with your ad platforms.
Week 3 to 4
Every conversion tested in preview and in each platform's test tools, then live.
Month 2
Once the click IDs are in your CRM, we send qualified leads and deals back to your ad platforms.
After that
We keep an eye on data quality, so a website update or new plugin does not silently break your measurement.
Case studies
Phone and email conversions fired on a page view and the gclid disappeared in a redirect. We moved conversions to a real click, kept the click ID through the redirect, put Meta traffic under Paid Social and kept only real leads as primary conversions in Google Ads.
Read the caseA form plugin update stopped lead measurement in GA4, Google Ads, Meta and LinkedIn at the same time. We built a form listener with three safety nets, captured the data for enhanced conversions and set out a consent route with Consent Mode v2.
Read the caseWe built the full GA4, Google Ads and Meta setup around the booked demo: a dedicated data layer event, one primary conversion, every CTA leading to a measurable page and the click ID in HubSpot as the basis for offline conversions.
Read the caseIn all honesty
Contact us
Briefly tell us what it is about. You get a personal reply from Tanguy or someone from the team, not a call centre.
A tracking specialist makes sure every important action on your website and in your sales process is measured correctly and reaches the right platform. In practice: a measurement plan, GA4 and Google Tag Manager, a data layer, Consent Mode v2, the conversion connections with Google Ads, Meta, LinkedIn and TikTok, and offline conversions from your CRM.
We work on request, because the effort varies a lot per situation. What drives the effort: the state of your current measurement, the number of websites and domains, the number of ad platforms, whether server-side tagging is needed, which CRM you use and whether offline conversions or call tracking are part of the job. After a short intake you get a proposal with a clear scope.
Not always. Server-side tagging gives you more control over which data goes to which platform and can make your measurement more robust, but it also needs management and hosting. For small sites with one ad channel, a good client-side setup is often enough. We advise based on your channels and your volume.
Yes. We connect Consent Mode v2 to your CMP, such as Cookiebot, so the tags adapt their behaviour to the visitor's choice. Without valid consent we do not set marketing cookies. The legal content of your banner remains your company's responsibility; we take the guidance of the GBA/APD and the Autoriteit Persoonsgegevens into account.
We work with HubSpot, Pipedrive, Salesforce, Teamleader and Odoo. The basis is always the same: the click ID is stored with the lead, so qualified leads and deals can later go back to Google Ads and Meta as offline conversions.
Yes. With dynamic numbers you see which source, campaign or keyword produced a phone call. We measure those calls as conversions in Google Ads and GA4 and link them to your CRM where possible.
This service builds the measurement: tags, events, consent and conversion connections. Reporting & data builds the dashboards and analyses on top of it that you make decisions with. Many clients start with tracking and then move on to reporting.
Start with a tracking audit. We check your GA4, GTM, consent and conversions in every platform and you get a report with the errors, their impact and a priority list.
Measurement rebuilt around one conversion, the booked demo, from website to HubSpot.
Lead tracking restored in GA4, Google Ads, Meta and LinkedIn after a silent form break.
Conversion tracking cleaned up from GA4 to Google Ads, so every channel gets its real leads back.
