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The measurement layer underneath Google Ads and SEO performance. Practical setup and verification for the free tags every site needs: GA4, GTM, Meta Pixel, Google Merchant Center, Search Console, and the conversion tracking that ties them together.
GA4, GTM, Meta Pixel, Merchant Center, and Search Console each answer a different part of the performance picture: how Google sees the site, what visitors do, what conversion signals reach ads platforms, what products surface in shopping. Verifying each is firing is the half most accounts skip.
Most accounts adopting enhanced conversions hope it'll fix attribution. It improves measurement on clean foundations and does very little on broken ones. The pattern I see in audits: duplicate event tracking and GA4 web import standing in for custom events. Enhanced conversions can't reach those.