Executive summary
definity.ai collects plenty of behavior data, but its two most valuable conversions, demo bookings and signups, are not reaching GA4 or LinkedIn.
What is working
- A cookie consent banner is installed.
- GA4, LinkedIn Insight Tag, HubSpot and PostHog are live.
- A first- and last-touch attribution idea is already in place.
What is broken
- Demo bookings and signups are invisible to ad platforms.
- Tags run before visitors give consent.
- Three GTM containers, one empty and one misconfigured.
Why it matters
- LinkedIn budget learns from page visits, not pipeline.
- Growth from free signups cannot be credited to channels.
- Privacy gaps are a trust risk with enterprise buyers.
Three priorities
Scope and method
An outside view built from public data. No account access was used.
Consent and network scans
Four homepage scans recorded every request before and after "Accept all". One additional scan rated server-side readiness, cookie life and page speed.
Public page review
Homepage, Book a Demo, Pricing and the signup path to app.definity.run.
GTM container files
The live published version of GTM-T7QZM8T5, GTM-W4Q3MM7M and GTM-WPFVJX8Z, read tag by tag.
Limits: scans ran from outside the EU, on the homepage only. Tag names, paused tags and drafts are not visible in public files. Items marked To confirm need a short check inside the relevant account.
Current state
What loads on the site today, and how it scores.
Server-side readiness
Score out of 100, from the readiness scan
Requests by platform
91 requests in about six minutes on one page
Requests sent before any consent choice
Per platform, before the banner was clicked
Tracking cookie lifetime
Days, as measured in the readiness scan
Marketing and analytics stack
| Platform | ID | How it loads | Sends data before consent |
|---|
Key findings
Twelve findings, sorted by business impact. Open any row for evidence, impact and the fix.
GTM container audit
Three containers are live on every page. Select one to see what it runs.
Business implications
What the technical findings mean for growth, budget and trust.
LinkedIn spend is optimized without its best signals
LinkedIn sees page visits, but not demo bookings, qualified leads or deals. One conversion may also include newsletter signups. Bidding learns from the wrong actions, so cost per qualified demo is hard to control.
Free-plan growth cannot be credited to its sources
Signups happen on app.definity.run and lose their original source. The path from Explorer to Pro cannot be tied back to campaigns, the podcast, partners or the AWS Marketplace.
Trust and compliance exposure with enterprise buyers
definity sells to enterprise data teams, including a Fortune 500 financial services customer. Emails in URLs, tracking before consent and undisclosed identification tools are the kind of gaps security reviews ask about.
Recommendations
One clean container, a server-side layer on your own domain, and a feedback loop from HubSpot to LinkedIn.
7.1 Target setup
Sources
Collection
Destinations
7.2 Consent mapping
| Tool | Banner category | Consent Mode signal | Before consent (EU and UK) |
|---|---|---|---|
| GA4 | Analytics | analytics_storage | Cookieless pings only |
| PostHog | Analytics | analytics_storage | Blocked |
| Microsoft Clarity | Analytics | analytics_storage | Blocked, or Clarity consent API |
| LinkedIn Insight and conversions | Marketing | ad_storage, ad_user_data | Blocked |
| HubSpot tracking | Marketing | ad_storage | Blocked, forms still work |
| Vector and Apollo | Marketing | ad_storage, ad_personalization | Blocked |
| Attribution cookies | Marketing | ad_storage | Blocked |
7.3 Event tracking plan
| Event | Fires when | Key parameters | Sent to | Priority |
|---|
No personal data is sent to GA4. Hashed email is used only for server-side ad platform matching.
KPI framework
definity grows through two motions: free signups and enterprise demos. The KPIs follow both paths to revenue.
Roadmap and next steps
Four weeks from scattered tags to revenue-linked data. Each phase delivers value on its own.
Timing assumes access to GTM, GA4, HubSpot and LinkedIn Campaign Manager, plus developer time for app events.
Once the data is clean
Let's confirm these findings inside your accounts.
A 20-minute walkthrough of this report. With view access to GTM, the open items can be confirmed on the call, and the first two fixes take minutes.