Web Analytics Consultancy
Google Tag Manager Consulting
Some of the 500+ brands we've worked with
See all references
Approved task contracts
GTM work separated by release responsibility
Collection & implementation
GTM Audit & Container Cleanup
Run this before any restructuring if several agencies have edited the container and nobody can name who owns a given tag or how often it fires.
GTM Web Container Architecture
The container's contents are already understood; what is missing is a naming convention, a test environment, and a publish step before a change reaches live visitors.
Web dataLayer Implementation
A tag cannot fire on data the site never pushes, so come here once the event names are agreed but developers still have no payload shape or timing.
Conversion Tag Implementation
The conversion list is already closed and now has to reach Google Ads, Meta, or LinkedIn, with each platform's own tool confirming it received the hit once.
When this owner applies
A container needs controls as well as tags
This service implements and governs browser-side containers, tags, triggers, variables, and dataLayer behavior against an approved measurement contract.
Capability boundary
The web container is the boundary
This owner stops at the web container. Server containers and endpoints belong to Server-Side Tracking.
Evidence-led delivery
Contracts before tools, acceptance before claims
Every engagement has named inputs, owners, human approval gates, reproducible QA, explicit limitations, and an operating handover.
We govern browser-side containers, triggers, variables, and dataLayer pushes against an explicit tracking contract. Zeo specialists resolve container clutter, race conditions, and consent default timings, while your engineering team approves dataLayer code specifications.
The Google Tag Manager delivery lifecycle
Audit GTM container
We review existing tags, triggers, variables, and custom JavaScript, purging unused tags, fixing memory leaks, and eliminating race conditions.
Standardize dataLayer
We design standardized dataLayer push specifications for your developers, ensuring clean event payloads for ecommerce and custom actions.
Build & version tags
We configure tags, lookup tables, and trigger groups following strict naming conventions and Consent Mode v2 default settings.
Test & publish
We perform cross-browser preview mode testing, verify event firing order, document container versions, and publish clean releases.
From our clients
What clients say about measurement work
A client describing the planning and reporting problems we started from.
Before working with Zeo, we had serious problems, especially with planning and measurement. Because we couldn't get complete measurements and reports, we struggled to evaluate our work. Evaluating the data correctly, in line with scientific rules, was the most important thing for us.
Dr. Kadir Kırmızı - General Manager
Event tracking
Case Studies
Work where the numbers below depended on events firing correctly.
People who build your measurement system
Zeo designs measurement systems that connect a business decision to governed collection and reporting you can check. The people shown here work on the part of that system this page covers.
Zafer Yıldız
Web Analytics Manager
Abdullah Tanıdır
Performance Marketing Team Lead
Sevda Yurtvermez
Performance Marketing Team Lead
Serap Yurtvermez
Performance Marketing Team Lead
İlker Emir
Senior Performance Marketing Executive
Yiğit Konur
Founder & Chief Strategy Officer
İpek Ezer
Performance Marketing Executive
Onur Durdağı
Performance Marketing Executive
Mirzamin Aghazada
UI/UX Designer
Gülşah Şahin Özkan
Senior SEO Analyst
Metehan Urhan
New Business & Partnership Manager
Content we've produced on this topic
Tools we use
The measurement stack behind the work
Collection, tagging, product analytics and reporting are separate problems with separate tools. These are the ones we build measurement on.
Core web analytics platforms
- Google AnalyticsWe cross-reference GA4's reported trends against GTM's container version history during the audit step, since a sudden change in tracked events often correlates with a specific container publish. That correlation is what turns a vague this looks wrong into a dated finding tied to an identifiable change.
Tag management, CDPs & server-side tracking
- Google Tag ManagerAcross audit, dataLayer standardization, tag build, and testing, GTM's container is the thing we govern rather than a delivery mechanism for tags decided elsewhere. That governance framing, publish history read as evidence, environments and folders as real structure, is what separates this consulting page from treating GTM as a black box that just needs a tag added to it.
- StapeWhen a client's web container work surfaces a case for server-side tracking, first-party cookie durability, ad-blocker resilience, we stand up the server container on Stape rather than a client's own cloud infrastructure, since it is purpose-built hosting for exactly this container type. That handoff from web-container consulting to server infrastructure is where Stape enters this practice.
- TealiumFor a client whose tag-management layer already runs on Tealium rather than GTM, we apply the same audit-and-standardize approach to that container instead of migrating them. The consulting method, publish-history evidence, environment structure, dataLayer standardization, carries over regardless of which platform the client's container actually runs on.
- Twilio SegmentWhen a client already runs Segment as a CDP layer downstream of collection, we design the standardized dataLayer schema to feed both GTM's own tags and Segment's event stream consistently, rather than treating GTM as the only consumer. That dual-destination awareness is what keeps the same standardized event from being defined twice.
- SnowplowFor a client running Snowplow's strict event-schema validation downstream, we build the GTM dataLayer specification to match that schema's requirements exactly, since a loosely typed dataLayer that satisfies GTM can still fail Snowplow's validation on arrival. That downstream constraint is what shapes the standardization step's precision here.
Product & mobile app analytics
- MixpanelWhen Mixpanel is one of the container's configured destinations, we confirm the standardized dataLayer event reaches it with the same field names and values as the GA4-bound version of the same tag. That consistency check is what prevents the same user action being defined two different ways depending on which destination a stakeholder happens to be reading.
Session replay, heatmaps & experience analytics
- ContentsquareDuring a container audit, Hotjar is frequently one of the tags we find already deployed, and we evaluate whether its firing rules and page targeting still match the client's current needs, the same scrutiny applied to every other tag in the container. It is both a tool this practice manages and a concrete example of what a real audit surfaces.
- Microsoft ClarityBecause it is free to deploy, Microsoft Clarity is a tag we find installed in containers more often than expected during an audit, and it gets the same firing-rule review as every other tag rather than a pass because it costs nothing. A free tag still consumes page-load budget and can still be misconfigured.
A/B testing & personalization
- VWOWhen a client runs VWO through the same container, we check not just whether the tag fires but the order it fires in relative to the rest of the container, since a testing tool that loads after page render can invalidate the very experiments it is meant to measure. That firing-sequence check is a container-architecture concern specific to this GTM consulting practice, not something the testing platform itself can diagnose.
Next step
Turn measurement into reliable business decisions
Questions