Measurement and Tracking is NovaLab's analytics service for companies whose numbers do not agree with reality. A $250 Tracking Health Check verifies what is actually firing and lists what is broken. A full GA4 and Google Tag Manager rebuild costs $2,500. Monitoring runs at $500 a month.
What you get
Bad tracking is worse than no tracking, because it gets believed. Measurement and Tracking starts by proving what your tags actually do in a browser rather than what the container claims they do, then rebuilds the setup against a plan you agreed in writing.
- Tag configuration audit. Every tag, trigger and variable in Google Tag Manager, what fires each one, and whether anything fires twice.
- Event verification on real pages. Key conversions tested in a browser rather than assumed from the container, with a record of what fired and what did not.
- Measurement plan. What you count, how each event is named, and which parameters travel with it, agreed in writing before anything gets built.
- dataLayer implementation. A documented dataLayer specification your developers can build against, so tags read structured values instead of guessing at the page.
- Consent Mode v2. Google's consent signals wired correctly, so measurement degrades into modelled data rather than vanishing when a visitor declines.
- Server-side option. A server-side Tag Manager container on your own subdomain for $1,500 on top of the rebuild, when browser restrictions are costing you data.
Pricing
| Tier | What it is | Price |
|---|---|---|
| Tracking Health Check | Tag configuration audit, event firing verified on key pages, one-page list of what is broken. Credited. | $250 |
| GA4 and GTM Rebuild | Measurement plan, container build, dataLayer implementation, consent mode. | $2,500 |
| Server-Side Container | Added to the rebuild. | +$1,500 |
| Monitoring | Anomaly alerts, tag health, monthly check. | $500 / month |
The $250 Tracking Health Check is credited against the rebuild. The Server-Side Container is an addition to the $2,500 GA4 and GTM Rebuild, not a standalone product.
How it works
- Tracking Health Check, two to three days. NovaLab audits the container, tests event firing on your key pages in a browser, and returns a one-page list of what is broken and what it is costing you.
- Measurement plan. Before anything gets built you agree what is counted and what each event is called. Most tracking problems start here rather than in the container.
- Rebuild, two to three weeks. Container built to the plan, dataLayer specification written for your developers, Consent Mode v2 wired, then every event verified in the browser again.
- Server-side container, optional, about a week. A server-side Tag Manager endpoint on your own subdomain, with the client container pointed at it.
- Monitoring, monthly. Anomaly alerts on your key events, tag health checks, and a monthly review of anything that moved without a reason.
Those durations are scoping estimates, not commitments. The measurement plan needs decisions from your side, so how fast that gets agreed sets most of the timeline.
Is this right for you
It suits you if
- Your analytics and your invoices disagree and nobody can say which is right.
- You moved to GA4 in a hurry and never went back to check the result.
- You are about to spend real money on ads and need the conversion data to be true.
- You serve a market with consent requirements and are not sure your setup honours them.
It does not suit you if
- You want more dashboards. Measurement and Tracking fixes what feeds them.
- You have no developer and no way to add a script to the site.
- You want NovaLab to choose your metrics. The measurement plan needs somebody who knows the business.
- Your tracking is already sound. The $250 Health Check will say so, and then you should stop.
Questions people ask
How much does a GA4 setup cost?
The Tracking Health Check is $250 and is credited against what follows. A full GA4 and Google Tag Manager rebuild is $2,500, covering the measurement plan, the container build, the dataLayer implementation and Consent Mode v2. A server-side container adds $1,500. Ongoing monitoring is $500 a month for anomaly alerts, tag health checks and a monthly review.
How do I know if my tracking is broken?
Common signs: conversions in GA4 that do not match your CRM, traffic that drops on a date matching a site deploy, events firing twice, or a thank-you page counted again every time somebody refreshes it. The $250 Tracking Health Check tests your key pages in a real browser and returns a one-page list of what is actually firing.
What is Consent Mode v2 and do I need it?
Consent Mode v2 is Google's system for passing a visitor's consent choice to Google tags, so measurement degrades into modelled data rather than disappearing when someone declines. You need it if you serve visitors in the European Economic Area and use Google advertising or analytics products. NovaLab wires it as part of the $2,500 rebuild.
What is a server-side container and is it worth $1,500?
A server-side Google Tag Manager container moves tag execution out of the browser onto a server on your own subdomain. It helps when browser storage restrictions, blockers or short cookie lifetimes are costing you data, and it cuts client-side script weight. It earns its price at meaningful ad spend. Below that, the $2,500 rebuild alone is usually enough.
Will I lose my historical data if you rebuild the container?
No. A rebuild changes how data is collected from the rebuild date forward. Everything already in GA4 stays where it is. What does change is comparability, because renamed or deduplicated events will not line up cleanly against the old numbers. NovaLab documents every change so you know which before and after comparisons are safe to make.
How long does the rebuild take?
Two to three weeks for the standard $2,500 GA4 and GTM Rebuild, plus roughly another week if you add the server-side container. The measurement plan comes first and needs a decision from your side, so the timeline depends partly on how fast that gets agreed. Implementation and browser verification are the predictable parts.
Do you need access to my site and analytics?
Yes. Editor access to Google Tag Manager and Google Analytics 4, plus either a developer on your side or the ability to deploy a dataLayer script. The $250 Tracking Health Check needs read access only. NovaLab works inside a Tag Manager workspace rather than the live container, so nothing changes on your site until you publish it.
Can you fix tracking without touching the website code?
Partly. Tag Manager handles a lot from the container alone, and many fixes need nothing from a developer. Reliable ecommerce and form tracking usually needs a dataLayer, which is code on the page. NovaLab writes the specification, your developers implement it, and the Health Check tells you up front which category your site falls into.
Related services
Measurement and Tracking supports the other NovaLab services by making their reporting trustworthy. AI and Search Visibility depends on analytics that can tell a real traffic change from a broken tag. Site Performance and Technical Fixes often removes third-party scripts, which is safer once you know which ones are load-bearing. All five sit on the services overview, with every price on the pricing page.
If your numbers moved and nobody can say why, the why traffic fell while rankings held guide lists seven causes in the order each is cheapest to rule out. Two of them are measurement problems rather than traffic problems.
Start with the Tracking Health Check
$250. Your Tag Manager container audited, your key conversions tested in a real browser, and a one-page list of what is broken and what it is costing you. The fee is credited against the rebuild.
Book the Health CheckLast updated 14 September 2026 · NovaLab Digital · Dubai, UAE