For teams whose tags were set up once and never checked

Google Tag Manager, built so every tag fires once and fires right.

Container audits, conversion tracking and Consent Mode, configured by people who spend the ad budget those tags feed. Because a tag that double-fires does not just skew a report, it trains a bidding algorithm.

Container audited tag by tag, trigger by trigger
Duplicate and double-counted conversions eliminated
Consent Mode v2 configured properly, not just switched on
Every change tested in preview before it reaches a visitor
Your container, documented and handed back

HISFNGOG

4 LinkedIn recommendationsFrom clients, managers and colleagues

$10M+Ad spend fed by these tags

6+ yrsInside Google Ads and GTM

8Ad platforms tagged

YoursContainer and documentation

The real problem

A wrong tag does not look wrong. It looks like good news.

Tag Manager fails quietly. A trigger fires on a click instead of a completed action and your conversions go up. A tag gets added twice during a website rebuild and your numbers improve again. Nobody investigates a metric that is moving the right way.

Then the bidding algorithm reads those conversions as truth and starts buying more of whatever produced them. That is the part people miss: a broken tag does not just misreport the past, it actively spends money shaping the future around a signal that was never real.

So we audit the container against what a user actually has to do to become a lead, not against what the tag says it did. Then we fix the trigger, not the report.

Check what your container is firing →

Case 01 · Roofing contractor16 months of data

Conversions the tag reported318

Real, traceable leads12

Cost per lead they believed~$10

True cost per lead$263

The trigger fired on a tap of the phone number, not a connected call. 96% of “conversions” were taps. The algorithm spent sixteen months learning to buy more of them.

What you get

The container, the conversions, and the consent layer.

Three workstreams, in this order. Nothing is rebuilt until we know what the current setup is doing.

Container audit & clean-up

Every tag, trigger and variable reviewed against what it claims to measure. Redundant tags removed, overlapping triggers untangled, hard-coded scripts migrated into the container, and the data layer documented so the next change does not guess.

Duplicate and orphaned tags removed
Triggers rewritten to fire on outcomes, not clicks
Data layer mapped and documented

Found in an audit

A roofing contractor: 96% of conversions were phone-number taps, not connected calls.

Conversion & event tracking

Google Ads conversions, GA4 events, call tracking and form submissions configured so each real outcome fires exactly one signal to exactly one destination. Enhanced Conversions where it is supported, and cross-domain measurement where the journey crosses a boundary.

One real outcome, one conversion signal
Enhanced Conversions and call tracking configured
Cross-domain handled before it breaks attribution

Found in an audit

A driver-training school: call conversion tracking misfiring while 83% of demand sat on mobile.

Consent Mode & governance

Consent Mode v2 wired to your actual banner and tested in both states, so tags behave correctly whether consent is granted or denied. Plus naming conventions, version notes and publish discipline, so the container stays readable after we leave.

Consent Mode v2 tested granted and denied
Naming and version notes your team can follow
Everything verified in preview before publish

Worth knowing

Consent Mode v2 has been required for EEA and UK ad personalisation since March 2024. Containers that never implemented it lose measurement, not just compliance.

Case studies

What the tags were really doing.

Three containers where the conversion count was confidently wrong.

All six case studies →

Screenshot: conversion actions, primary vs secondary (anonymised)

01 · Roofing contractor · Trigger fault

The account reported 318 leads. It had produced 12.

What we found

The conversion trigger fired on a tap of the phone number rather than a connected call. 96% of conversions were taps, giving a true cost per lead near $263 instead of $10.

What we did

Demoted the tap to a secondary signal, repaired Enhanced Conversions, and re-pointed budget to the channel producing real form fills.

→ Bidding re-anchored to real leads instead of accidental taps.

Screenshot: call conversion tracking configuration (anonymised)

06 · Driver training · Call tracking

$3,166 in wasted spend, hiding in plain sight.

What we found

403 zero-conversion search terms in thirty days, call-conversion tracking misfiring, and 83% of demand sitting on mobile with no bid adjustment reflecting it.

What we did

Fixed call-conversion tracking, built the negative-keyword layer, promoted converting terms to exact match, and added mobile bid adjustments.

→ Spend redirected from junk terms to intent that converts.

Screenshot: cross-domain measurement setup (anonymised)

04 · Cosmetic skin clinic · Cross-domain

The agency called it a market shift. It was two broken settings.

What we found

The primary booking event was firing on a third-party domain the account could not see, holding $3,017 in tracked bookings, while every sitelink sat paused after a clean-up.

What we did

Imported the real revenue event as the primary conversion and configured cross-domain measurement so attribution stopped breaking.

→ Tracking and attribution restored in about eighteen days.

Why Turquoise Digital

Six reasons the container gets fixed properly.

Tagged by people who spend the budget

We manage Google Ads daily. The tags are configured by people who know exactly what a bidding algorithm will do with a bad signal, because we have watched it happen.

Triggers built on outcomes

A click is not a lead. A form load is not a submission. We fire conversions on the thing that actually happened, which is usually where the existing container went wrong.

Tested before it ships

Every change verified in preview mode and in the live debugger, in both consent states, before anything is published to real visitors.

One signal per outcome

Duplicate tags are the most common thing we find and the easiest to miss, because they make the numbers move in the direction everybody wanted.

Documented and handed back

Naming conventions, version notes and a written data layer spec. The container stays readable to whoever opens it next, including you.

You keep the findings

The audit is written down and it is yours. Whether or not you hire us, you know what is firing and what it is costing.

Get my free auditRead-only access. Nothing published without your say-so.

Who runs your audit

Senior strategists only. No juniors, no account managers.

Between us we have spent 6+ years inside Google Ads, Tag Manager and Analytics, across more than $10M in ad spend in e-commerce, local service and B2B. That experience is who you get on the call.

Who does the work

The strategist who audits it fixes it.

Whoever goes through your container is the same person rebuilding it and the same person on your calls. Nothing is handed to a junior once the contract is signed.

Who you talk to

No messages relayed through anyone.

There is no account manager in the middle. You speak to the people actually inside the container, which matters when the answer is technical.

How we stay small

Few accounts, properly run.

We take on a limited number of accounts at a time. It caps how fast we grow, and it is the only way the work above stays true rather than becoming a slogan.

More about us →LinkedIn →

Recommendations

What clients and colleagues say.

Verbatim LinkedIn recommendations from clients, managers and colleagues.

“It was great working with Rajat, he was able to lower lead cost like no other. Did an amazing job managing multiple clients across Meta and Google. Not only that, but he helped optimise landing pages to make sure they were converting well. We did performance marketing together and scaled companies, even maintaining 7+ ROAS on some of our e-commerce accounts. He was on time and trustworthy.”

Hassan IlyasVehicle Acquisition Marketing for Dealers
Client · Mar 2024

“I worked with Rajat for 18 months, I found him a pleasure to work with. He worked on e-commerce, search and social campaigns. I found his knowledge and understanding great and would recommend him if you are looking for an all-round digital manager.”

Sarah FergusonMarketing Director, Luminal Digital
Worked on the same team · Jun 2022

“Always accepting new work with a smile and willing to improve his skills, Rajat was a valuable addition to the team. He was able to independently manage the Google Ads account of clients, I did not have to interfere much in his work. Overall he was an asset to the company.”

Nilanjay GhuraHead of Sales Operations, Nymiz
Managed Rajat directly · Jan 2022

“I had the pleasure of working with Rajat at Turquoise. He is very professional and knowledgeable in Google Ads and Facebook Ads. He also has excellent teamworking skills. I highly recommend him for any type of digital marketing project.”

Oz GurtunaFounder, Plumfind
Senior colleague · Dec 2020

How it works

Four steps. The first one is free.

You give read-only access. We do the digging. Nothing is published without your say-so.

Free

Audit the container

Every tag, trigger and variable reviewed, plus the version history that shows what was changed and when. Read-only access is enough to start.

Test against reality

We walk the site as a user would and compare what fires against what actually happened, so a misfiring trigger becomes something you can watch rather than take on trust.

Rebuild and verify

Triggers corrected, duplicates removed, consent wired properly, everything checked in preview and the debugger in both consent states before publishing.

Document and hand over

Naming conventions, version notes and a written data layer spec, so your team can extend the container without reopening the same problems.

The result: one real outcome, one signal, and a conversion count your sales team would recognise.

Start with the free audit

Questions

Questions worth asking before anyone touches your container.

Still unsure? That is exactly what the free thirty minutes are for.

Get my free audit →

How much does a Google Tag Manager audit cost?

The first audit call is free. Beyond that it depends on container size and how many platforms are being tagged, and we will tell you on the call once we have seen it. We will not quote before looking.

Do you need publish access to my container?

No. Read access is enough to audit, and we only need publish rights once you have approved specific changes. You can revoke access at any point.

Will changing tags lose my historical data?

No. Historical data stays where it is. What changes is what gets recorded from the fix onwards, which is why we document the switchover date so you can read any comparison honestly.

Do we need Consent Mode if we do not target the EU?

If you have no EEA or UK traffic and no ad personalisation there, it is not required. If you have any, Consent Mode v2 has been required for ad personalisation and remarketing in those regions since March 2024, and without it you lose measurement as well as compliance.

What about server-side tagging?

It solves real problems, mainly around data loss from browser restrictions, but it adds hosting cost and complexity. We will tell you honestly whether your volume justifies it. For most businesses a correctly configured client-side container is the bigger win.

Can you work alongside our developers?

Yes, and it is usually fastest. Most of what needs changing lives in the container, and where it needs a data layer change we specify exactly what is required and verify it afterwards.

Can you tag platforms other than Google?

Yes. Meta, Microsoft, LinkedIn and the rest go through the same container, and the same rule applies: one real outcome, one signal, tested before it ships.

What if our container turns out to be clean?

Then we tell you that, and where the measurement is most likely to break next. It is a short call and you keep the findings.

Free 30-minute container audit

Find out what your tags are really firing.

Thirty minutes, read-only access, no obligation. You leave with the findings whether or not we ever work together.

Get my free audit

Free, 30 minutesRead-only accessNo lock-in, ever

Prefer to talk first? Call +91 98679 23091 or email rajat@turquoisedigital.in.