Conversion Tracking Cleanup & Configuration across GTM, Adwords, and GA4

**Overview** Jo’s Gallery was founded in 1996 by the late Joann “Jo” Griffin, a former Detroit public school teacher, to give local Black artists a platform to showcase their work and celebrate African-American culture. Today, the gallery remains a family-owned business run by Joann’s daughter, Garnette Archer, who continues the gallery’s legacy by expanding its reach both locally and nationally. Our current ecommerce website is hosted through webflow, and our checkout flow is through FoxyCart. We have GA4, GTM, and Google ads configured for the site, where our ecommerce data is tracked through FoxyCart’s GA4 integration. The primary issues we are looking to address through this project are to properly audit and attribute direct traffic, along with ensuring conversion tracking is properly configured and recorded across Google Ads and GA4. **Project Goals** - Audit our existing configurations across GA4, GTM, and Google Ads - Ensure GTM is configured for all pages - Identify duplicate, outdated, and non-functioning conversion goals, GA4 tracking code, and GTM tags - Ensure proper tracking for all primary and secondary conversion goals - Investigate and resolve misattributed direct traffic - Cleanup/recreate primary and secondary conversion goals - Ensure they are properly tracked through Google Ads and GA4 - Provide a simple documentation guide for future additions using available gallery resources **Important Note** This project has a fixed scope, We are not looking for long-term google ads management at this time