The Client
A Multi-Specialty Medical Services Provider
A UK-based medical services provider offers a wide range of treatments and diagnostic services through a patient-first, privacy-compliant online platform. Their marketing engine runs heavily on Google Analytics 4 (GA4) and Google Ads to track leads and measure performance.
But when conversions dropped and GA4 data seemed inaccurate — with Ads failing to attribute leads correctly — they knew something was off. That’s when we stepped in.
GA4 and Google Ads conversions showed a sudden, unexplained decline — disrupting campaign performance reporting.
UK-based medical sector with strict privacy compliance requirements — any fix had to maintain full regulatory adherence.
Tags were firing as expected, but data wasn’t always reaching vendors — pointing to a consent or integration issue.
The Consent Management Platform (CMP) wasn’t functioning properly — consent status wasn’t being passed correctly.
Misconfigured consent categories and trigger logic were silently blocking GA4 and Google Ads from receiving data.
Ads failed to attribute leads correctly, making it impossible to optimize campaigns based on real conversion signals.
The Analytics Blindspot
What the client wanted — and what we set out to achieve
To investigate and resolve a sudden drop in conversion tracking — without disrupting their existing setup — while ensuring full compliance with privacy regulations.
Identify the root cause of reduced conversion attribution.
Verify that cookie consent correctly governs all tracking activity.
Restore tracking accuracy while maintaining privacy compliance and site performance.
Our Approach
Diagnose, Fix, Restore — four steps to full clarity
DwiSol approached this systematically — auditing the tracking setup, investigating consent behaviour, reviewing the CMP configuration, and applying a targeted fix that restored full data integrity.
01
Tracking Audit
Audited the full tracking setup end-to-end
We first audited the client’s complete setup — confirming that tags were firing as expected and events and conversions were properly configured. However, we found that data wasn’t always reaching vendors, pointing clearly to a deeper issue beyond tag configuration.
02
Consent Audit
Investigated cookie consent behaviour across the platform
We investigated cookie consent behaviour in detail and found that the Consent Management Platform (CMP) wasn’t functioning properly. Consent status wasn’t being passed correctly to the tag manager — meaning tracking tags were either blocked entirely or firing without proper consent signals.
03
CMP Review
Reviewed CMP implementation and consent mode mapping
We requested access to the CMP settings and conducted a thorough review of the implementation and consent mode mapping. The investigation identified misconfigured categories and trigger logic — the root cause of the broken data flow between user consent decisions and vendor tracking.
| Issue Found | Description | Status |
|---|---|---|
| CMP Not Functioning | Consent Management Platform not passing status correctly | Root Cause |
| Misconfigured Categories | Consent categories incorrectly mapped to tag triggers | Identified |
| Trigger Logic Error | Tags not pausing/resuming dynamically based on consent | Identified |
| GA4 + Ads Link | GA4 and Google Ads not properly linked for attribution | Fixed |
04
Consent Mode Fix
Updated CMP settings and verified correct consent behaviour
We updated the CMP settings to correctly implement consent mode. We then verified that cookie consent was functioning correctly end-to-end — ensuring tags pause and resume dynamically based on consent status, fully restoring data flow to GA4 and Google Ads.
The Fix Phase
Targeted fixes that restored tracking accuracy
With the root cause identified, we applied a precise set of fixes — respecting cookie consent, restoring the GA4 and Ads link, and validating every conversion mapping.
Fixed tag firing to respect cookie consent
Ensured GA4 & Ads were properly linked
Verified conversions mapped and sending correctly
Corrected CMP trigger logic & category mapping
Full privacy compliance maintained throughout
Real Impact
The healing journey continues — with trusted data
One broken consent setup was silently sabotaging everything. We caught it, fixed it, and helped the client get back to confident marketing. What started as a compliance risk became a marketing win.
01
Fully Compliant Tracking
Tracking is now fully compliant with cookie consent — every tag fires only when user consent permits, satisfying UK privacy regulations.
02
GA4 & Ads Restored
GA4 and Google Ads data restored — conversions normalized and attribution is once again accurately reflecting real campaign performance.
03
Better Campaign Optimisation
Improved user trust and vendor match rate — giving Google Ads the accurate signals it needs to optimise bidding and campaign delivery.
04
Privacy & Performance in Harmony
The client can now focus on what truly matters: delivering trusted care, backed by trusted data — accurately, responsibly, and effectively.
05
Confidence Restored
From a compliance risk to a marketing win — the client’s team now has full confidence in their analytics and campaign decision-making.
We diagnose your tracking issues, and prescribe results that comply. Now, with privacy and performance in harmony, the client can focus on what truly matters: delivering trusted care, backed by trusted data.
— DwiSol, Post-Implementation Summary
Is your consent setup silently breaking your tracking?
DwiSol specializes in consent mode, GA4 audits, and privacy-compliant analytics. Let’s diagnose and fix your attribution issues.