Restoring Analytics Integrity with a GA4 + GTM Conversion Tracking Framework
About the Client
A leading CX and market research platform used by global brands such as Toyota Kirloskar and IndiaFirst Life. Despite prestige and enterprise partnerships, their analytics had become unreliable due to cross-domain contamination from partner survey traffic.
Challenges
Cross-domain traffic from partner survey links contaminated analytics.
False conversions triggered by survey completions instead of genuine leads.
Broken attribution caused marketing channels to lose credibility.
No dedicated thank-you endpoint to isolate authentic conversions.
Anomaly detection systems identified spikes but could not filter or correct data.
Our Solution
Approach
We rebuilt the company’s conversion architecture with a clean GA4 + GTM framework that ensured only genuine lead actions were tracked.
Process
Created a dedicated, secure thank-you endpoint accessible only after real form submissions.
Configured custom GTM triggers for the thank-you page to prevent false conversions.
Built GA4 event tracking isolated exclusively for verified conversions.
Used DebugView and tag validation to ensure only correct events fired.
Filtered Looker Studio dashboards to show clean, verified traffic only.
Shifted from anomaly detection to proactive data isolation and event-level accuracy.
Results
The company moved from corrupted analytics to a fully reliable tracking system, restoring marketing attribution, conversion accuracy, and stakeholder trust. Their GA4 data now reflects only genuine leads, enabling confident optimization.
Key Takeaway
Clean tracking is the foundation of accurate decision-making—isolated events, proper GTM triggers, and dedicated endpoints eliminate data contamination permanently.
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