Source and destinations
The outer ring shows where data starts and where it ends: the action on the website and the analytics and ad platforms that use it for measurement and optimisation.
Three domains
Data layer, browser and server are the three places where measurement happens. Each has its own role, and tracking becomes robust in the interplay between them.
Where they meet
Where the domains meet, the actual tools appear: tags and pixels, the server container and event IDs that make sure nothing is counted twice.
Consent at the core
Consent sits in the middle because it governs everything around it. Without a valid choice in your CMP nothing is forwarded, from the browser or the server.
dataLayer & Google Tag Manager
The website describes every action as an event in the dataLayer. Google Tag Manager reads the event and decides which tags to activate.
Browser tracking
Tags and pixels send events directly from the visitor’s browser to GA4 and ad platforms. Quick to set up, but exposed to ad blockers and browser restrictions.
Server-side tracking
A server container on your own subdomain receives, validates and enriches data before forwarding it. That means steadier measurement and more control over what is shared.
Tags & pixels
Where data layer and browser meet, events become tags: GTM fires the right pixels with the right parameters, and only once consent is in place.
Server container
The same events are sent to your server container, where data can be cleaned, enriched with CRM values and routed to the platforms that need it.
Deduplication
When the same event is sent from both browser and server, a shared event ID makes sure the platform counts it only once.
Consent holds it all together
Your CMP records the choice and Consent Mode controls what may be collected. Without valid consent nothing is forwarded, from the browser or the server.
The website
Everything starts with an action: a visit, a form or a purchase. The more precisely actions are defined, the better the rest of the measurement.
Analytics & reporting
GA4 collects behaviour, exports to BigQuery and feeds Looker Studio dashboards, so the technical setup turns into better decisions.
Ad platforms
Google Ads, Meta, TikTok and LinkedIn use conversions for measurement, audiences and budget optimisation.