Funky Kittens — GA4, GTM & Google Ads Conversion Tracking
A real measurement implementation for a UK e-commerce website using Google Tag Manager, Google Analytics 4 and Google Ads conversion tracking to capture meaningful customer actions and support data-led advertising decisions.
GA4 and Google Ads connected through the GTM workspace
The supplied Google Tag Manager workspace provides direct evidence of the visible measurement architecture and recent tag work used in this implementation.
Funky Kittens Tracking Setup · GTM Workspace Evidence
The page intentionally presents only what the supplied workspace supports and avoids unsupported claims about event volumes or attribution accuracy.
Evidence is based on the supplied Google Tag Manager workspace screenshot. It confirms the visible container, destinations and tag changes; it does not by itself prove every event is firing correctly on the live website.
Building a stronger measurement foundation for e-commerce advertising
The tracking setup connected the website's Google Tag Manager container with Google Analytics 4 and Google Ads so important e-commerce actions could be measured and used for reporting and campaign optimisation.
For Funky Kittens, I worked on the Google Tag Manager, GA4 and Google Ads conversion-tracking setup for the e-commerce website.
The supplied GTM workspace shows the Funky Kittens container connected to Google destinations, including a GA4 measurement ID and a Google Ads destination. It also shows tracking work on an add_to_cart GA4 tag and a Purchase – Google Ads tag.
The purpose of the implementation was to make meaningful customer actions available to analytics and advertising platforms, giving campaign analysis a stronger measurement foundation.
What the tracking setup needed
- A central Google Tag Manager container for measurement deployment.
- GA4 integration for website and e-commerce analytics.
- Google Ads conversion measurement for purchase activity.
- E-commerce event tracking such as add-to-cart actions.
- Testing and controlled publishing of tracking changes.
How I structured the measurement implementation
The work focused on connecting the measurement platforms, configuring meaningful events and preparing conversion data for advertising analysis.
Tracking Review
Reviewed the website measurement requirements and the Google platforms that needed reliable event data.
Tag Management
Used Google Tag Manager as the central workspace for organising and managing tracking implementation.
E-commerce Measurement
Configured measurement around meaningful customer actions, including add-to-cart and purchase-related tracking.
Testing & Publishing
Reviewed tracking changes before publishing so measurement could be checked and maintained more reliably.
The measurement components visible in the GTM workspace
The implementation brought website analytics and advertising measurement into a more organised structure using GTM as the central layer.
Google Tag Manager
GTM acted as the central workspace for organising analytics and advertising tags.
Google Analytics 4
GA4 was connected as an analytics destination for website and e-commerce measurement.
Google Ads Destination
Google Ads was connected as an advertising destination for conversion-related measurement.
add_to_cart Tracking
The GTM workspace shows an add_to_cart GA4 tag as part of the implementation work.
Purchase Tracking
The workspace shows a Purchase – Google Ads tag for purchase-related conversion measurement.
Testing Before Publishing
The setup used the GTM workflow so tracking changes could be reviewed before publication.
Real Google Tag Manager workspace evidence
The screenshot documents the Funky Kittens GTM container, connected Google destinations and tracking changes used in this implementation.
GTM Implementation
The workspace shows the Funky Kittens website container and its Google tag configuration for analytics and advertising measurement.
Tracking Architecture
A concise view of the measurement components directly evidenced by the supplied GTM workspace.
What I worked on
The project covered the core measurement components required to connect website behaviour with analytics and paid advertising platforms.
Google Tag Manager
Managing the website's measurement implementation through a central GTM container.
GA4 Integration
Connecting Google Analytics 4 as an analytics destination for website measurement.
E-commerce Events
Implementing meaningful e-commerce measurement, including add-to-cart tracking.
Google Ads Tracking
Configuring purchase-related conversion measurement for Google Ads.
Tag Validation
Using the GTM workflow to review and test tracking changes before publication.
Measurement Structure
Keeping analytics and advertising tracking organised so future maintenance is easier.
What this conversion-tracking case study demonstrates
This implementation shows how GTM can act as the measurement layer connecting an e-commerce website with GA4 and Google Ads.
- Google Tag Manager provides a central place to organise analytics and advertising tags.
- GA4 event tracking helps translate customer actions into measurable website behaviour.
- Purchase conversion tracking gives Google Ads a more meaningful signal than clicks alone.
- E-commerce events such as add-to-cart can help explain behaviour before the final purchase.
- Testing changes before publishing reduces the risk of deploying incorrect tracking configurations.
- A clean measurement structure makes future troubleshooting and optimisation easier.
Need cleaner measurement for your own campaigns?
This project sits within my broader conversion tracking, Meta Ads and Google Ads services.
Looking for help with GA4, GTM or Google Ads conversion tracking?
Send me your website and a short description of your current tracking setup. I can review the situation and discuss practical next steps for your measurement, Meta Ads or Google Ads.