Home/Services/Tracking & Analytics
Tracking & AnalyticsTracking you can audit, reporting you can read.
If platform revenue and backend revenue disagree, every decision is a guess. We fix the data first, then build dashboards around MER and nCAC.
What is broken in most accounts we audit.
- Pixel and CAPI both fire without a shared event_id. Purchases are counted twice.
- GA4 attributes most paid revenue to direct or unassigned because UTMs are inconsistent.
- UTM values are a free-for-all: fb, Facebook, facebook and meta in the same report.
- Platform revenue exceeds backend revenue by 30% and nobody can say why.
- The dashboard has 40 charts and nobody opens it.
How we rebuild it.
We define a source of truth first: backend orders and new customer counts. MER is total revenue divided by total ad spend. nCAC is ad spend divided by new customers. Platform ROAS stays on the dashboard as a diagnostic, never as the verdict.
Then we repair the plumbing: CAPI with deduplication, GA4 events and conversions, a locked UTM naming standard, and offline or CRM uploads where leads close off-site. The output is one dashboard with the numbers you actually run the business on, plus a Loom each week in plain English. Start with CAPI deduplication in plain English.
Best fit: any account where platform revenue and backend revenue disagree. We often run this first, as a two to three week project, before any scaling work starts.
Deliverables, not promises.
Everything below is part of the retainer. See pricing for tiers and client results for outcomes.
- CAPI setup with event_id deduplication on Meta and TikTok
- GA4 events, conversions and channel grouping cleanup
- UTM naming standard and builder sheet
- MER and nCAC dashboard with margin overlay
- Offline and CRM conversion uploads
- Platform versus backend reconciliation each month
- Server-side tagging where it pays back
- Weekly plain-English Loom report
The first 22 days.
The same four-step sequence on every account, with fixed outputs at each stage.
Audit
Tag, event and UTM audit. Platform versus backend gap measured.
Rebuild
Fix deduplication, GA4 and UTMs. Dashboard built.
Launch
QA in test mode. Dashboard live with agreed targets.
Scale
Weekly Loom. Monthly reconciliation and drift checks.
Tracking & Analytics questions we hear most.
GA4 or platform reporting?
Both, for different questions. Backend revenue is the source of truth. GA4 shows path and channel mix. Platform reports guide in-platform optimisation. We reconcile all three monthly.
Do we need server-side tagging?
Not always. CAPI and platform-native server events cover most stores. We recommend server-side GTM when you run several platforms, need first-party data control or lose significant signal to browsers.
How long does setup take?
Most accounts take 7 to 12 days, including QA. Larger stacks with a CRM and offline conversion uploads take up to three weeks.
Do you work with Shopify and Klaviyo?
Yes, plus WooCommerce, BigCommerce, HubSpot and Salesforce. We use native integrations where they are reliable and custom events where they are not.
Often paired with Tracking & Analytics.
Find the leak before you spend another dollar.
Free audit of your Meta, Google or TikTok account. Written findings in two business days. No pitch deck.