Tracking and analytics you can trust when deciding where to spend
We set up and audit GA4, tag management, ad platform pixels and server-side events for Shopify stores, then build dashboards that show which channels really drive sales.
Marketing Analytics and Tracking: what it covers
Every marketing decision rests on data, and on many stores that data is quietly wrong. Purchases are counted twice, conversions go missing after a theme update, or several ad platforms claim the same order. When tracking is unreliable, automated bidding learns from bad signals and budgets move in the wrong direction. Accurate measurement is the foundation for every other channel we run.
We build and audit the full tracking stack: GA4 and Google Tag Manager, Meta Pixel and Conversions API, Google Ads conversion tracking with enhanced conversions, Microsoft UET, the LinkedIn Insight Tag, and TikTok Pixel with Events API. On Shopify that means working with the official sales channel apps and customer events, so checkout and purchase events are captured properly without relying on old checkout scripts.
Beyond the tags, we add server-side tracking where it makes sense, configure consent mode so data collection follows each visitor's choice, and build custom dashboards in tools such as Looker Studio. Attribution analysis then compares what each platform reports with what Shopify actually recorded, so you can judge channels on a consistent basis.
- Tracking audit across store and ad platforms
- GA4 property setup and ecommerce events
- Google Tag Manager setup and clean-up
- Meta Pixel and Conversions API
- Google Ads conversions and enhanced conversions
- Microsoft UET and LinkedIn Insight Tag
- TikTok Pixel and Events API
- Shopify customer events and custom pixels
- Server-side tracking with server-side GTM
- Consent mode and cookie banner integration
- Deduplication and event match quality checks
- Attribution analysis across channels
- Custom dashboards in Looker Studio
- Tracking documentation and change log
The challenges we solve
Numbers that do not add up
Shopify shows one order count, GA4 another, and Meta and Google each claim more conversions than you received. Some of that is normal attribution difference, but often it comes from duplicate tags, missing deduplication or broken purchase events. We find the cause and document why the remaining differences exist.
Signals lost to privacy changes
Browser restrictions, ad blockers, iOS tracking prompts and consent requirements all reduce what browser pixels can record, so ad platforms optimise with less data. Server-side events, Conversions API, enhanced conversions and correctly configured consent mode help recover signals legitimately while respecting visitor choices.
Reports nobody uses
Many brands have dashboards that are too complex, out of date or built on metrics that do not connect to profit. When reports are hard to read, decisions fall back to gut feeling. We build focused dashboards around the questions you actually ask each week, with definitions everyone on the team agrees on.
Our Analytics services
GA4 setup and audit
GA4 properties configured with ecommerce events, key events, internal traffic filters, cross-domain settings where needed and sensible data retention, checked against Shopify orders for accuracy.
Google Tag Manager
A clean, documented container with consistent naming, triggers that fire once and version notes, so new tags can be added without breaking existing ones.
Ad platform conversion tracking
Meta Pixel with Conversions API, Google Ads conversions with enhanced conversions, Microsoft UET, LinkedIn Insight Tag and TikTok Pixel with Events API, each checked for deduplication and match quality.
Server-side tracking
Server-side Google Tag Manager on your own subdomain where it suits your stack, sending events to GA4 and ad platforms with more control over exactly what data is shared.
Consent mode
Cookie consent banners connected to Google consent mode and the consent settings in other platforms, so tags behave correctly in regions that require consent before tracking.
Attribution analysis
A side-by-side view of platform-reported results, GA4 data-driven attribution and Shopify orders, with new versus returning customer splits, so budget decisions rest on a consistent picture.
Custom dashboards
Dashboards in tools such as Looker Studio that bring together ad spend, sessions, orders and revenue by channel, refreshed automatically and designed for the people who read them.
Tracking monitoring
Regular checks after theme changes, app installs and checkout updates, with a change log, so broken tags are caught before they distort a month of reporting.
How we work
Business & Market Discovery
We learn how your business makes money: your products, margins, customers, competitors, target markets and revenue goals, so every later decision is anchored to commercial reality rather than platform metrics.
Marketing Audit & Research
We review existing campaigns, tracking setup, audience data, ad account history, creative performance and how well your website converts, to find wasted spend, missing data and quick opportunities.
Strategy & Campaign Planning
We choose the right channels, allocate budget between them, and plan campaign structure, target audiences, creative direction and the conversion goals each campaign will be measured against.
Campaign Setup & Launch
We configure campaigns, conversion tracking, landing pages, creatives, audiences and conversion events, then check everything fires correctly before launch so data is reliable from the first day.
Testing & Optimisation
We run structured tests on audiences, keywords, creatives, bidding strategies, landing pages and budget splits, keeping what works and retiring what does not, one clear change at a time.
Reporting & Scaling
We analyse results, highlight new opportunities and report in plain language. When the data is reliable and returns hold up, we scale budgets and expand into new channels, products or markets.
Frequently asked questions
Why do Shopify, GA4 and my ad platforms show different numbers?
They count differently, so some difference is normal. Shopify records every order, GA4 only sees visitors whose browsers and consent choices allow tracking, and each ad platform credits conversions using its own attribution window, often including view-through conversions. Large or sudden gaps usually point to a tracking problem, which is what our audit looks for.
Do we need server-side tracking?
Not every store needs it, but it helps when ad spend is substantial and signal loss is affecting campaign performance. Server-side tagging gives more control over data and can make the events sent to ad platforms more reliable. Smaller stores often get most of the benefit first from Conversions API through Shopify apps and from enhanced conversions.
What is consent mode and do we need it?
Consent mode is a Google feature that adjusts how tags behave depending on whether a visitor accepts cookies, and you need it if you advertise to people in the EEA, the UK or Switzerland. Google requires consent signals there for personalised advertising and remarketing. Other regions benefit too, because consent mode lets Google model conversions it cannot observe directly.
Will you work with our existing GA4 and tag setup?
Yes, we usually start by auditing what you already have rather than rebuilding from scratch. We keep working tags, fix or remove broken and duplicate ones and document the result. A full rebuild is only recommended when the existing setup is too tangled to maintain safely.
Which attribution model should we use?
No single model is perfect, so we use several views together. GA4 data-driven attribution, platform-reported conversions and Shopify order data each show part of the picture. We compare them, look at new customer acquisition and blended efficiency across all spend, and use holdout tests where budgets allow to check what each channel really adds.
Can you build a dashboard for our whole marketing mix?
Yes, we build custom dashboards that combine ad spend, traffic, orders and revenue across channels in one view. Looker Studio is a common choice because it connects to GA4, Google Ads and Google Sheets at no cost, with connectors available for Meta and other platforms. We agree the metrics and definitions with you first so the dashboard answers real questions.