About // thetrackingpeople
We are a GA4, GTM, and server-side tracking consultancy operating under North Digital. We exist because most tracking setups are a mess. Built in a rush, never documented, and locked into whoever built them. We fix that.
Our team came up through the agency world. Senior analysts and tracking specialists who spent years on the other side of the table. That background matters. It means we understand both sides: the technical depth agencies need, and the clarity clients deserve.
- We have seen what breaks under load, what scales, and what clients actually need.
- Every setup is fully documented, written in plain English.
- You own your data, your containers, your configuration. No lock-in, no dependency.
- We build our setups to be inherited by your in-house team whenever you're ready.
We work primarily with marketing agencies and their clients. We handle the full pipeline, from event design through to the dashboard, including GA4 implementations, GTM container architecture, server-side tracking, Consent Mode v2, and BigQuery data modelling.
How we work
Every engagement starts with understanding your measurement goals, not just installing tags. We map your business questions to data points before touching a single GTM container. Then we build, test, document, and hand over. The documentation is not an afterthought. It is the deliverable.
- Discovery: We audit what you have, interview stakeholders, and define what success looks like.
- Architecture: We design your measurement plan, event taxonomy, and GTM container structure before writing code.
- Implementation: We build, configure, and QA every tag, trigger, and variable. Nothing ships untested.
- Documentation: Every setup ships with a handover pack: plain English, no jargon, screenshots included.
- Handover: We walk your team through the setup, answer questions, and stay available for 30 days.
Who we work with
Our clients are digital agencies who outsource tracking for their own clients, e-commerce brands scaling their measurement across multiple channels, and SaaS companies tightening their funnel analytics. If you care about data accuracy and hate being locked into a vendor, we are probably a good fit.
We do not take on every project. If your tracking is simple and you have an internal team who can handle it, we will tell you that. If you need help and we are not the right people, we will point you to someone who is.
Why no lock-in matters
Most tracking consultancies build setups only they understand. That is the business model. We think it is anti-client. You should be able to fire us and carry on without interruption. Our containers are clean, commented, and follow Google's best practices. Our documentation is written for developers, not just for the person who built it. Every tag, trigger, and variable has a clear purpose. No mystery meat. No "trust me" configurations. Just solid, auditable work.
If you already have a tracking setup and are not sure whether it is any good, ask us about an audit. We will tell you honestly what is working, what is broken, and what needs attention.