Team training · For agencies
Your team can build a container.Can they debug one?
Advanced Google Tag Manager training for agency teams, taught by someone who has sat in agency seats at Candour and Bambrick Media and had to fix this under deadline with an account manager asking for an update. Optionally taught on two of your own live client accounts.
Live audit, in the room
previewTeam members per session
4-15
Mixed seniority works well
The tracking problem every agency quietly has.
Ads and SEO get defended as core competencies. Tracking is the one nobody wants audited.
It is the thing you hope nobody audits
Technical enough to intimidate the generalists, invisible enough to neglect until a client brings in a consultant, and painful enough when it surfaces that it costs you the account rather than just the argument.
One person can do it, and they are a bus risk
Every agency has one person who understands the containers. When they are on leave, the work stops. When they resign, an unknown amount of institutional knowledge leaves with them.
Every account is set up differently
Twenty clients, twenty naming conventions, twenty ideas of what a lead event means. Nobody can pick up an unfamiliar account and work in it quickly, so everything routes back to the same person.
You are optimising budgets on numbers you cannot defend
Smart bidding is only as good as the conversion signal. If the signal is wrong, your team’s optimisation work is being applied diligently in the wrong direction, and the client sees it as a performance failure.
How this is different from a certification course.
Nobody needs another walkthrough of what a trigger is. This is built for teams who already use GTM daily and keep hitting the ceiling of what they know.
Taught on your own live client accounts
The most useful version of this session: pick two real accounts before I arrive and we audit them in the room. Your team learns on the exact mess they will be dealing with on Monday, and you leave with two accounts fixed. It also gives juniors permission to say ‘this is broken’ about real work, which is half the battle.
- Two client accounts audited live, with the team working through the findings
- Real debugging rather than sandbox exercises with clean data
- Findings written up as something you can send the client
- A repeatable audit routine your juniors can run without supervision
Audit routine, made repeatable
previewPortfolio-scale governance, not single-account tips
The problem unique to agencies is not one broken container, it is twenty containers set up twenty different ways by people who have since left. Most GTM training ignores this entirely because most trainers have never had to manage tracking across a client portfolio. I have.
- Naming conventions and container templates that work across a client book
- A standard measurement plan template for new client onboarding
- QA checklists that make a junior’s work reviewable without rebuilding it
- Handover standards so accounts survive staff turnover
Container consistency across a portfolio
Onboarding time saved
Hours
Per new client, per account
Explaining it to a client without lying
An underrated module and often the most popular. Your account managers have to explain attribution gaps, consent-driven data loss and why Meta and GA4 disagree — usually while a client is annoyed. We work through how to say the true thing clearly, so nobody has to bluff or over-promise in a meeting.
- How to explain platform discrepancies without sounding defensive
- What to say when consent has genuinely reduced the data
- Framing a tracking audit as an opportunity rather than an admission
- Scoping and pricing measurement work as a billable service line
Why the numbers disagree
Sessions delivered to
4-15
People, mixed seniority
The full curriculum.
Modules are picked to fit the session length and your team’s current level. Nothing here is an introduction to what a tag is.
- dataLayer architecture and specification writing
- Designing tracking that survives a site redesign
- GA4 event modelling for lead generation and e-commerce
- GA4 items array and enhanced e-commerce implementation
- Server-side GTM: when it earns its cost and when it does not
- Consent Mode v2, CMP integration and testing every consent state
- Enhanced conversions and offline conversion imports
- Meta Conversions API and event deduplication
- Value-based bidding and feeding real margin to the algorithms
- Cross-domain, subdomain and iframe tracking
- A structured debugging methodology, taught as a repeatable process
- Custom JavaScript variables and templates
- Container governance, naming and version control across a portfolio
- QA standards and reviewable junior work
- Client onboarding measurement plan templates
- Explaining attribution and data loss to clients honestly
Sent through in advance so you can cut what your team already knows. I would rather teach eight relevant modules than sixteen where half the room is on their phone.
Why me for this specifically.
Agency-side experience is the entire point. I have had this exact problem, from inside.
Agency
Side experience at Candour and Bambrick Media — paid media, analytics builds and client training within an agency structure
15+
Client accounts managed simultaneously, which is where portfolio-scale tracking governance stops being theoretical
7 yrs
Building and repairing GA4, Universal Analytics and GTM setups, including GDPR-compliant consent implementations
4-15
People per in-person session, across analytics, Google Ads and paid social training
Client names withheld under agency and contract terms. Happy to talk specifics on a call.
How a session gets organised.
Minimal effort on your side. Most of the preparation is mine.
A scoping call
Thirty minutes with whoever runs the team. Current level, biggest pain points, team size and whether you want the live-account format. Free.
Curriculum agreed
I send a proposed module list and a session outline. You cut what is irrelevant. If we are using live accounts, you nominate two and grant access.
The session
Half day, full day or two days, on site or remote. Practical throughout, with your team working in containers rather than watching slides.
Materials and follow-up
Written materials, checklists and templates to keep, plus a follow-up window for questions once they hit real work with it.
Whether your team is ready for this one.
This is the advanced programme. Sending a team who has never opened GTM would waste your money and their afternoon.
This is a good fit if
- Your team uses GTM regularly but keeps hitting the limits of what they know
- Tracking knowledge sits with one or two people and you want that spread
- You manage a portfolio of client accounts with no shared standards
- You want to sell measurement work as a service line and need the capability first
- You would rather build this in-house than keep outsourcing it
Call someone else if
- Your team has genuinely never worked in GTM — start with the standard course first
- You want a certificate rather than a capability
- Nobody will be given time afterwards to apply any of it
- You are looking for the cheapest possible training option
- You want it recorded and reused indefinitely, which I do not offer
Agency trainingquestions.
Something not covered? Ask me directly — you will get a straight answer, not a proposal.
Will you sign an NDA and a non-solicitation agreement?
Yes to both, as standard. I will be inside your client accounts, so it is a reasonable thing to ask for. I do not approach your clients during or after an engagement and I am happy to have that in writing before I see anything.
Do you compete with us?
I do direct consultancy work, so in the broadest sense we operate in the same market. In practice I work with small businesses directly and with agencies as a specialist supplier or trainer. If there is a specific conflict, tell me on the first call and I will be straight about it.
On site or remote?
Both work. On site is better for a full day, particularly the live-account audit format, because the room dynamic matters. Remote works well split into two or three shorter blocks, which is often easier on billable hours.
How many people can attend?
Four to fifteen. Below four you lose the discussion, above fifteen you lose the ability to help individuals. Mixed seniority works well — seniors often get more from the governance modules than the technical ones.
What does it cost?
A fixed day rate depending on format, length and whether we are auditing live accounts, plus travel outside Brisbane. Quoted after the scoping call, with the number agreed before anything is booked.
Can you do this quarterly for new starters?
Yes, and it is the arrangement that makes most sense for agencies with regular junior intake. A recurring session means new hires arrive at a consistent standard instead of learning whatever the last person did.