If your client is looking to track goals (outside of traffic or reach), Conduit requires access to Google Tag Manager (GTM), Google Analytics 4 (GA4), and, when applicable/able, your client’s CRM. These tools allow us to track key performance metrics, optimize campaigns effectively, and ensure alignment in reporting.

While we can launch campaigns without these to prevent delays, they will eventually be necessary for the following reasons.

Google Tag Manager (GTM)

Tracking, Optimization, Performance, & Retargeting

Google Tag Manager is an industry-wide tool/tag management system that allows marketers to deploy and manage tracking codes (tags/pixels) on a website or app. Providing access to the client's GTM allows us to both set up and track conversions with accuracy and enables us to deploy remarketing audiences that help recapture high-intent users.

Without GTM, we are unable to track conversions or run retargeting, which severely limits campaign performance and our ability to optimize campaigns.

Google Analytics 4 (GA4)

Data-Driven Decisions

GA4 access provides deep insights into website traffic, user behavior, and conversion trends, allowing us to make informed adjustments that drive better results.

Without GA4, we lose critical visibility into website traffic, conversions, and other key data insights that drive performance improvements.

GA4 also acts as the backup source of truth if CRM access is unable to be provided.

Customer Relationship Management (CRM)

Accurate Attribution

CRM access ensures that our reporting aligns with your client’s internal metrics, providing a clearer picture of lead quality, new customer acquisition costs, customer journeys, and sales impact. If the client is looking to their CRM as the source of truth, our marketing reports must also reflect this same data.

Without this data, discrepancies in attribution may arise, leading to potential misalignment between marketing performance and business outcomes.