Tag Management & Affiliate Tracking

setorii.com had a strong, growing content brand, but the site wasn’t built to support affiliate marketing at all, and there was no consistent way to see which content, social posts or newsletter links were actually driving affiliate clicks — every channel reported its own numbers, none of them reconciled against each other.

Designing the event taxonomy before building anything

Rather than bolting tracking onto the existing site, I designed the GTM/GA4 event taxonomy first — a consistent naming structure for every outbound affiliate click, tagged by post, placement and campaign — so every channel added later would report into the same structure instead of needing its own one-off fix.

Rebuilding around the brand, not a template

Given how much of Setorii’s value sits in its visual identity and content quality, the site was rebuilt with custom HTML and CSS rather than a heavier page-builder, prioritising typography, layout and load speed.

UTMs as a discipline, not an afterthought

A consistent UTM naming framework was enforced across every channel Setorii actually used — organic social, Meta Ads, email newsletters and affiliate partner placements — so channel-level reporting didn’t depend on guesswork or memory.

Reconciling social activity against the website data

Hootsuite scheduling data and Brandwatch mention-tracking were brought into the same reporting structure as the website events, so a spike in affiliate clicks could be traced back to a specific post, influencer mention or Meta Ads push instead of sitting as an unexplained bump in GA4.

One dashboard instead of five exports

The finished Looker Studio report pulls GA4 affiliate-click events, Meta Ads spend and Hootsuite/Brandwatch social data into a single view, replacing five separate platform exports nobody had time to reconcile by hand each month.

Results

• Increased on-site session time and a modern, faster user experience
• A single event taxonomy now covers every channel, instead of a different tracking setup per platform
• Looker Studio dashboard live across social, paid and email, turning “what’s driving affiliate revenue” from a guess into a monthly report

Reflections

This project started as a site rebuild and ended up being mostly about measurement architecture — the taxonomy decided in week one is the only reason the cross-channel view in week twelve was possible, rather than another dashboard quietly built on five inconsistent definitions of “a click.”