Service
Measurement you can make decisions with.
GA4, Google Tag Manager, Meta Conversions API and server-side tracking implemented so platforms agree closely enough to act on. We audit what you have, fix what is broken, and build reporting that answers commercial questions.
Best for
Brands whose GA4, ad platform and Shopify numbers disagree, or whose tracking was set up once and never revisited.
Typical scope
An implementation audit, a rebuild of tracking and reporting, or ongoing measurement support.
Works with
Your paid media agency, analytics team, developers and consent management platform.
Tools
GA4 · Google Tag Manager · Server-side GTM · Meta Pixel · Meta Conversions API · Shopify Customer Events · BigQuery · Looker Studio · Google Ads · Consent Mode · Cloudflare
Common problems
Signs your measurement needs attention.
Three platforms, three revenue numbers
GA4, Meta and Shopify disagree by more than normal attribution differences can explain.
Duplicate or missing conversions
Purchase events fire twice, or not at all, after a theme change or checkout update.
Ad platforms optimizing on weak signals
Without Conversions API and accurate event data, bidding algorithms learn from incomplete information.
A GTM container no one understands
Years of tags, triggers and variables from former agencies, with no documentation.
Reports that answer the wrong questions
Dashboards track sessions and clicks rather than contribution margin and customer value.
Capabilities
From event design to executive reporting.
Implementation
Clean, documented tracking.
- GA4 configuration and ecommerce events
- Google Tag Manager architecture
- Shopify custom pixels and Customer Events
- Event mapping and data layer specification
Advertising signals
Better data for bidding algorithms.
- Meta Pixel and Conversions API
- Server-side tracking and tagging
- Event deduplication
- Google Ads enhanced conversions
Audits & troubleshooting
Find out what is actually happening.
- Analytics implementation audits
- Tracking troubleshooting after releases
- Consent management integrations
- Data quality monitoring
Data & reporting
Answers, not just charts.
- BigQuery exports and modeling
- Dashboarding in Looker Studio
- Attribution analysis and comparison
- KPI definitions and reporting cadence
In practice
A dashboard is only useful if the underlying events are trustworthy. We trace the implementation from site behavior to destination platforms.
Led · implementation coordinated
Repairing measurement across browser, server and consent
Traced tag behavior, event payloads, consent states, server-side events and platform configuration, then prioritized changes by measurement reliability, operational risk and privacy constraints — producing an implementation roadmap and a validated picture of what was distorting the numbers.
Led
A business case for server-side measurement
Made the investment case for server-side measurement to preserve attribution under browser privacy restrictions, and won approval for it.
Led
Stopping a data platform that didn’t prove its value
Won approval for a customer-data platform, ran a one-month pilot, and stopped the rollout when it failed to show incremental value.
Led
Consolidating analytics across acquired websites
Consolidated analytics and migration infrastructure across acquired websites — tagging, redirects and canonicalization — so traffic and reporting stayed intact.
Anonymized examples from the founder’s work. Client names, figures and identifying details are withheld. Each label shows whether the work was implemented directly, led, or delivered with development and agency partners.
What you get
- Tracking audit with a reconciliation of GA4, ad platform and Shopify data
- Measurement plan: events, parameters and the business questions each answers
- Rebuilt, documented GTM container and Shopify custom pixel setup
- Meta Conversions API with verified deduplication
- BigQuery export and core data models
- Dashboards for leadership, marketing and ecommerce teams
Why it matters commercially
Confident budget decisions
When the numbers reconcile, spend can follow performance instead of opinion.
Stronger paid media performance
Accurate, complete conversion signals give ad platforms better data to optimize against.
Fewer surprises after releases
Documented tracking and QA checks catch breakages before they distort a month of data.
One version of the truth
Shared definitions mean every team reports the same figures in the same way.
Engagement approach
Measurement, rebuilt in the right order.
Fix the foundations before adding reports on top of them.
Discover
Audit tags, events, consent, platforms and how data is used today.
Output Tracking audit
Prioritize
Define the questions that matter and the events required to answer them.
Output Measurement plan
Execute
Implement, test and document tracking and data pipelines.
Output Verified implementation
Optimize
Monitor data quality and evolve reporting as the business changes.
Output Reporting and monitoring
Questions we hear often
Will GA4 and Meta ever match exactly?
No. They use different attribution models, windows and identity methods. The goal is to understand and explain the differences, remove the errors, and agree which source answers which question.
Do you handle privacy and consent compliance?
We integrate tracking with your consent management platform and configure Google Consent Mode and platform settings to respect visitor choices. Legal compliance decisions belong with your legal counsel; we implement the technical side of their guidance.
Is server-side tracking worth it?
Often, for brands with significant paid media spend. It can improve signal quality and page performance, but it adds cost and complexity. We assess whether it is justified for your situation before recommending it.
Get to numbers you can trust.
Tell us which reports you doubt today. We’ll suggest where the discrepancy most likely comes from.