GTM · Privacy & Consent · Multi-Location Analytics

Your tracking is probably broken.

I build and fix analytics infrastructure for in-house marketing teams — the GTM containers, GA4 event schemas, and consent configurations that quietly fall apart when developers ship, locations get added, or privacy law changes. For multi-location brands and franchise operators, I also make sure the consent layer and the measurement stack are actually talking to each other.

Start with a Pilot Sprint Email me directly

Referred by Solvation, OneTrust's certified implementation partner.

Organizations & partners I've worked with

MeUndies logo
Solvation logo OneTrust Implementation Partner
Skin Laundry logo
Sound familiar?

GTM is everyone's problem and nobody's job.

A site update ships. There's a brief anxious window where everyone quietly checks whether tracking still works. Sometimes it doesn't. Nobody's sure for how long.
Your containers have accumulated tags from three agencies, two developers, and one vendor nobody remembers adding. Everyone's afraid to touch it.
OneTrust or Secure Privacy is live. The cookie banner looks right. Whether your tags are actually respecting consent state — or just coexisting with a banner that fires but doesn't govern them — is a question nobody's formally investigated.
You have dozens of containers across locations. Do you know who has permission to push changes live on your site infrastructure? (Most organizations don't.)
The paid team wants to optimize aggressively. The data underneath isn't clean enough to trust that far. So everyone keeps using it anyway and quietly hoping.
Rolling a consent framework out across 50 locations sounds like a project. So it keeps not being a project. Until it has to be.
The difference

I speak both languages: marketing and data layer.

I've spent years on the marketing side — running paid campaigns, worrying about attribution, sitting in meetings where nobody fully trusted the numbers. That's why I build tracking the way I do: infrastructure that tells the truth about what users are doing and doesn't quietly break when developers touch the site. The privacy era added a new requirement on top of that. Tracking that ignores consent state isn't just a compliance problem — it's a measurement problem. The two are the same issue now.

Start with a Pilot Sprint
Services

Three engagements.

Best for: First engagement before a larger rollout

Pilot Sprint

A scoped engagement on one location or brand. Full consent architecture audit — OneTrust or Secure Privacy configuration, consent signal chain, tag firing order relative to consent state — plus GTM container review and a governance framework ready to replicate across remaining locations.

Most clients who do the sprint find they want ongoing support. Some find the audit alone was what they needed. Either way, it's a clean starting point for both of us.

Best for: Franchise operators and multi-location brands

Privacy & Analytics Infrastructure Build

OneTrust or Secure Privacy wired correctly into GTM, container architecture designed for multi-location deployment, GA4 event mapping to actual business outcomes, and consent mode V2 properly integrated — not just present. Built so adding a new location doesn't mean rebuilding from scratch.

Best for: Active brands adding locations or markets

Ongoing Data Governance

Continuous QA, consent compliance monitoring, and container maintenance across locations. When a developer ships, someone's already checked what broke. When a new market requires a different consent configuration, it's handled. When a franchisee's agency adds a tag, there's a process for that.

How it works

The Pilot Sprint.

Discovery

Your setup, legal requirements, location count, and where the consent signal is currently breaking. Who owns what container, who can push changes, where co-ownership gets complicated. Context before assumptions — always.

Privacy Architecture

Map the consent signal chain from CMP to GTM to GA4. Find where OneTrust or Secure Privacy and your measurement tags are talking past each other — and where tags fire in consent states they shouldn't.

Build & Validate

Implement the correct trigger architecture, test across every consent state that matters — granted, denied, withdrawn, partial — and document what was built and why. You shouldn't have to hope the consent layer works.

Governance Handoff

A container framework your developer won't accidentally detonate, a consent trigger guide your legal team can reference, and a replication blueprint for the next location. Including a clear answer to who has permission to push changes live.

Recent work

What I've built.

Audited and rebuilt consent trigger architecture for a multi-location aesthetics brand — wiring OneTrust correctly into GTM so tags respect consent state rather than coexisting with a banner that fires but doesn't govern them.
Built GTM container governance for shared environments where external agencies and franchisee stakeholders hold tag permissions — establishing what requires coordination and who can push without approval.
Rebuilt booking-flow conversion tracking for a multi-location brand across national and international markets — giving paid teams an accurate acquisition signal they could actually scale against instead of data they quietly doubted.
Rebuilt consent mode and measurement architecture for multinational campaigns under GDPR — legal compliance documented, measurement signal preserved, modeled conversions properly configured for the signal gap.
About

I've been on your side of the table.

Hey, I'm Kyle Mensing. I've spent years running paid campaigns, worrying about attribution, and sitting in reporting meetings where nobody fully trusted the numbers. Which is how I ended up building GTM infrastructure instead of just using it.

My approach has always been resilient tracking — systems that don't quietly break when developers ship, and that actually tell the truth about what users are doing. A referral from Solvation, OneTrust's implementation partner, confirmed something I'd been doing at the edge of most projects anyway: making sure the consent layer and the measurement stack are talking to each other, not just coexisting.

FAQ

Common questions.

Do you work with OneTrust or Secure Privacy?

Yes — both are specific focuses, not just as CMPs in isolation but in how they integrate with GTM and GA4. Most implementations have the CMP configured correctly and the GTM side unaware of it. The work is on the integration layer: consent trigger architecture, tag firing rules tied to consent state, and consent mode V2 properly wired into measurement.

What is a Pilot Sprint?

A scoped first engagement on one location or brand. It produces a full consent architecture audit, GTM container review, and a governance blueprint ready to replicate at scale. The goal is to answer what's actually broken and what it would take to fix it everywhere — before committing to a larger rollout. Most clients who do it find they want ongoing support. Some find the audit alone was what they needed.

How do you handle multi-location or franchise GTM?

Multi-location organizations need a different container architecture than single-site implementations. I build consent trigger frameworks designed to scale — where adding a location doesn't mean rebuilding from scratch, and where one change at one location doesn't silently break tracking at others. That includes working in co-owned containers where external agencies or franchisees hold tag permissions alongside your own team.

What does it mean to work in a co-owned container?

In a shared or co-owned container, multiple parties may have publish access — your team, an agency, a franchisee's vendor. Without a governance framework, any one of them can push a change that breaks consent compliance across every location. Part of the Pilot Sprint is answering the question most organizations haven't formally addressed: do you know who has permission to push changes live on your site infrastructure?

Can you help if our tracking is already live?

Yes — and that's usually where the most useful work happens. A CMP that went live without a corresponding GTM audit is the most common setup I see. Everything looks fine until someone asks whether the tags are actually respecting the consent signals.

Pilot Sprint or ongoing governance — which do I need?

The sprint is the right starting point if you don't have a clear picture of your current consent trigger architecture. Ongoing governance makes sense after the sprint surfaces what's there and establishes the framework. Some clients do the sprint and find the audit alone was what they needed. Others convert immediately. The sprint is designed so either outcome is useful.

What does the Pilot Sprint produce as a deliverable?

A full consent architecture audit covering CMP configuration, consent signal chain, and tag firing order relative to consent state. A GTM container review identifying what's broken, what's fragile, and what to fix first. A governance framework documenting stakeholder permissions and a consent trigger implementation guide — built to replicate across remaining locations without starting from scratch each time.

What is consent mode V2 and does my organization need it?

Consent mode V2 tells your Google tags how to behave when a user hasn't consented — preserving as much measurement signal as legally possible. If you run Google Ads or GA4 and have EU traffic, yes, you need it. V2 requires a CMP like OneTrust or Secure Privacy to pass correct consent signals into GTM. Most organizations have some version configured; far fewer have it correctly wired end-to-end.

Do you work with organizations that have internal GTM expertise?

Yes — often the issue isn't knowledge, it's capacity and a missing architectural plan for the consent trigger layer specifically. If your team knows GTM but hasn't had bandwidth to build out a consent-compliant trigger framework across all locations, that's exactly what the Pilot Sprint is designed to address.

What is Google Tag Manager used for?

Google Tag Manager is a tag management system that lets you deploy and manage marketing and analytics tags on your website without editing code directly. It's used to implement GA4 tracking, conversion tracking for Google Ads, Meta Pixel, consent mode, CMP integrations, and other measurement tags — all from one place. In multi-location organizations, it's also where consent compliance either gets enforced or quietly breaks down.

How do I know if my consent configuration is actually working?

Common signs it isn't: tags firing immediately on page load before the consent banner resolves, GA4 data that doesn't reflect opted-out users, consent mode enabled in GTM but not receiving signals from your CMP, or measurement that looks normal in a privacy-first market where it shouldn't. A Pilot Sprint audit tests the signal chain end-to-end rather than relying on assumptions.

Do you train internal teams?

Training is available and works best alongside a real implementation rather than as a standalone workshop. The governance handoff from the Pilot Sprint includes documentation your team can use to maintain and replicate the framework — which is often more durable than a training session in isolation.

Next step

Let's figure out what's actually broken.

In-house marketing teams, franchise operators, and multi-location brands where the tracking is live but nobody's fully confident in it — send over a few details and I'll tell you what the best next step looks like.

Rather email? hello@mensing.digital

A few details to start