About FAARNS
FAARNS is a multi-country digital agency offering web design, branding, SEO, paid ads and AI-powered MVP development across Canada, Bangladesh, the UK and the USA. Despite strong digital capabilities, its analytics and tracking structure needed work to measure leads accurately and optimize campaigns.
Project overview
The FAARNS website has many high-value service pages, but user interactions and conversions were not tracked properly. Form submissions, CTA clicks, WhatsApp interactions and engagement behavior were either partially tracked or missing entirely.
These gaps led to inaccurate attribution, incomplete lead data, unclear campaign performance and limited visibility into user behavior. The project focused on building a complete GA4 and GTM measurement system that tracks both macro and micro conversions across the site.
Goals
- Track all important user interactions across the website
- Measure lead generation accurately
- Improve attribution between traffic sources and conversions
- Help the marketing team optimize campaigns with real-time data
- Give leadership clear reporting dashboards for decision-making
Challenges
- No centralized data layer for event tracking
- Form submissions were not properly connected to analytics
- The Google Tag Manager structure was missing and disorganized
- Service page CTA interactions were not measurable
- Scroll behavior on long pages was not monitored
- Leadership had no real-time reporting dashboard
- Google Ads conversions were not properly synced with GA4
Strategy
I built an event-driven tracking architecture with Google Analytics 4 and Google Tag Manager. I identified the key actions across the site and mapped them into structured GA4 events, inside a clean GTM container with scalable naming conventions and organized triggers. The setup focuses on conversion accuracy, engagement tracking, funnel visibility and Google Ads conversion tracking, and supports both current reporting and future ad scaling for lead generation.
What I implemented
Container setup
- Built a fully structured Google Tag Manager container from the ground up
Trigger configuration
- Form submissions
- CTA clicks
- Phone clicks
- Email clicks
- Scroll depth
- WhatsApp interactions
Custom parameters
- page_category
- service_type
- lead_type
- form_location
GA4 configuration
- Enabled GA4 enhanced measurement for baseline site interactions
- Mapped high-intent actions as GA4 conversions
Google Ads integration & reporting
- Synced GA4 with Google Ads for conversion tracking and audience creation
- Built a custom Looker Studio dashboard for real-time performance reporting
Validation
- GA4 DebugView
- Tag Assistant
- Cross-device testing
Tools used
Results
- Meta Pixel live on faarns.com, firing Contact and PageView events
- Three Google Ads lead goals active: Submit lead form, Phone call lead and Contact
- Google Ads conversion tags for WhatsApp clicks, the "Reserve your spot" CTA and service page views
- Matching server-side GA4 events for WhatsApp clicks, the "Reserve your spot" CTA, service page views and scroll depth
- Conversion tracking: from unstructured and incomplete to a full multi-event tracking system
- Lead attribution: from unclear lead sources to accurate GA4-to-Google Ads attribution
- Engagement tracking: from not monitored to scroll, CTA, WhatsApp and form tracking
- Reporting: from no centralized reporting to a real-time Looker Studio dashboard
