Rebuilding SEO and Analytics Foundations Across Five Brand Sites
Rebuilt technical SEO, GA4/GTM tracking, and Google Ads conversion measurement across five independently branded WordPress and Shopify sites.
The Challenge
Five independently branded sites, each on its own WordPress/WooCommerce or Shopify stack, had inconsistent (and in places broken) analytics — GA4 events that didn't match what marketing was reporting on, no shared tagging convention, and Google Ads conversions that couldn't be trusted for budget decisions.
My Role
Owned technical SEO and measurement across all five sites: auditing existing tracking, rebuilding GA4/Google Tag Manager implementations, and setting up reliable Google Ads conversion tracking, alongside the ongoing WordPress/Shopify development work.
Approach
Standardized on one GTM container structure and event-naming convention across all five sites instead of letting each one drift independently, then rebuilt GA4 events and Google Ads conversion actions against that shared structure so marketing spend could actually be attributed correctly. Paired the tracking rebuild with on-page technical SEO fixes and Core Web Vitals work, since broken measurement and poor performance were often hitting the same pages.
Technical Challenges
Retrofitting consistent tracking onto five already-live sites without a shared codebase meant every GTM container and GA4 property had to be audited and corrected individually, while keeping historical reporting continuity so year-over-year comparisons in Search Console and Ads didn't break.
Outcome
All five brands now report through a consistent, trustworthy measurement setup — accurate GA4 events, verified Google Ads conversions, and cleaner technical SEO — giving the business data it can actually act on for budget and content decisions.