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Ecommerce tracking and analytics services for brands whose dashboards disagree

Our ecommerce tracking and analytics services fix and maintain the setup your budget decisions depend on. We start with one question: does this gap change a budget decision? Then we fix what matters: Meta Pixel and Conversions API, Google enhanced conversions, Consent Mode, GA4 and Google Tag Manager, and server-side tracking where it pays. Better tracking changes your reports, not your sales.

Analytics & measurement
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Problems we fix

The problem

Meta says one thing. Google says another. GA4 and the shop say two more. Report vs report: not equal. Nobody can tell whether that is data loss or normal attribution difference. This service sorts the two apart.

How we fix it

A reconciliation of Meta, Google, GA4 and shop numbers against real orders.

What do ecommerce tracking and analytics services include?

  1. A diagnosis with a purpose

    We check which gaps change a budget decision, not every warning a tool can print. Then we do the fixes, which is what this service is for.

  2. Meta Pixel and Conversions API with deduplication

    Meta deduplicates browser and server events using the event ID and event name1.

  3. Google enhanced conversions

    Google describes them as using hashed first-party data to improve conversion measurement2.

  4. Consent Mode set up so consent signals actually reach the tags

    Google documents a basic and an advanced implementation; advanced sends cookieless pings that feed modelling3.

  5. GA4 and Google Tag Manager

    with UTM parameters and event names that someone else can read.

  6. Server-side tracking

    where the data it recovers justifies the cost.

  7. A reconciliation

    of Meta, Google, GA4 and shop numbers against real orders.

Metric definitions and documentation stay on your side.

How it works

  1. 1

    Problem

    We list the decisions your numbers feed and check where the counts disagree. Our ecommerce tracking audit checklist shows the logic.

  2. 2

    Plan

    Which fixes matter for your budget decisions, and who does each one: you, your developer or us.

  3. 3

    Execution

    We implement and document: tags, conversion APIs, consent settings, server container if chosen.

  4. 4

    Decision

    We reconcile again. If the gap is normal attribution difference, we say so and stop spending on it.

Case studies

Rebuilding a growth engine for a recovery-footwear brand

A category-defining recovery-footwear brand had a growing market, a best-in-class product, and a shrinking customer base.

A recovery-footwear brand
+27.8%
net-new customers, full year over prior year
−33%
cost per new customer, exit quarter vs starting quarter

Weather-based marketing: ads only when the sun is out, conversion rate +76.17% in the UK

For a premium garden and patio brand, ads in DV360 were switched on and off by live weather data and tested against an always-on control in two markets.

Global garden and patio equipment manufacturer
76.17%
increase in conversion rate (United Kingdom)
39.32%
decrease in cost per acquisition (CPA) (United Kingdom)

All Ears Vet: 37% more new clients for an independent Brooklyn clinic

A 37% increase in new client acquisition.

37%
increase in new customer acquisition
4.5k
impression increase in brand-related keywords

All case studies

How we measure our own work

Not by a recovered-data percentage. Many data-loss figures you see online come from vendors, for example an analytics vendor's own ad-blocker test4. We measure against your orders instead. Before and after a fix, the same orders are counted by the shop, GA4 and each platform. You see the gap shrink or you see that it was never a tracking problem. Vendor guides list why Meta, Google, GA4 and Shopify rarely match even when everything works5. More in Meta ROAS vs Shopify revenue.

“Their deep knowledge of advanced marketing analytics, especially in the context of tech and SaaS companies, stood out.”
Karolina ŻeromskaHead of Activation, Text · Clutch review

Who it's for, and who it's not for

How you can buy it

On its own

Tracking and analytics is a separate service. No paid media contract needed.

With other services

Clean numbers feed paid media and measurement work, if you buy those too.

No prices here. Fee terms are agreed before we start.

What we don't promise

Technology detail: conversion APIs for ecommerce, consent management platform and Consent Mode conversion modelling.

Tools

Meta PixelConversions APIGoogle enhanced conversionsConsent ModeGA4Google Tag ManagerServer-side tracking

FAQ

A rider in a red cape and bicorne hat on a rearing yellow plush horse, after David's Napoleon Crossing the Alps

Do we need server-side tracking?

Maybe. Google's overview lists the benefits of server-side tagging but not what it costs you8. Vendor checklists on whether you need it are a start, not an answer9. We decide on the data it would recover for you and whether that changes a decision.

Why does Meta count two purchases for one order?

Usually the Pixel and the Conversions API send the same purchase without a matching event ID. Meta deduplicates on event ID and event name within a set window1. Shopify merchants have described the same problem in the Shopify Community forum10. The fix is in the setup.

Does server-side tracking make us GDPR compliant?

No. Google's documentation says consent is still set in the web container when you run a server container11. Your consent obligations stay the same. For the legal side, ask a lawyer.

Consent Mode basic or advanced: which should we use?

Basic sends nothing until consent; advanced sends cookieless pings3. GA4's behavioural modelling also needs a minimum level of daily traffic, which Google publishes12. Which fits is a data and legal call we make with you.

Our conversions dropped overnight. Is it tracking?

Check before you cut budget. Trade media reported one agency's case where Google Ads conversions collapsed overnight because consent signals weren't reaching the tags13.

Will better tracking improve our ROAS?

It may change the reported number. It won't change how many people bought. Better data makes the decision clearer, not the sales bigger.

Who owns the tracking setup if we stop working together?

You do. Containers, accounts and documentation sit on your side, written so someone else can maintain them.

Who runs this for you?

  • Data Analyst and Strategist

    Wiesław Tkacz

    Over ten years in marketing. I build the tracking, the data connections and the reports. If the numbers are wrong, everything built on them is too.

    Talk to WiesławRead the full profile
  • Marek Gierat, Analytics, BI & Automation

    Analytics, BI & Automation

    Marek Gierat

    Fourteen years in marketing. I make sure the numbers you decide on are true, and that anyone can check it.

    Talk to MarekRead the full profile
Analytics & measurement

Measurement and tracking audit

A free check of how your shop, GA4, Google Ads and Meta count the same orders, and which gaps are worth fixing before you move budget.

Analytics & measurement

Measurement & incrementality

Measurement and incrementality for DTC brands: the lightest method that can settle a budget decision, from reconciled reports to geo tests.

Paid media

Paid media

Meta, Google and TikTok ads for ecommerce brands, with budgets set on contribution margin and payback, not platform ROAS. Free audit to start.

Creative & testing

Performance creative

Ad concepts, production and testing for Meta, TikTok and Google, briefed from product margin and stock and judged on cost per purchase, not CTR.

Search & AI visibility

SEO & AI visibility

Ecommerce SEO for category and product pages, technical health and AI answers. Reported with what Search Console shows and can't. No ranking promises.

Growth economics & retention

Growth economics & strategy

Margin, cash, stock, promotions and returns, tied to marketing decisions. A profitable growth strategy for ecommerce, built with your finance team.

Sources

  1. Handling Duplicate Pixel and Conversions API Events (Meta for Developers)Primary source
  2. About enhanced conversions for web in the Google Ads API (Google Ads Help)Primary source
  3. About consent mode (Tag Manager Help)Primary source
  4. Analytics tools ad blocker test (Sealmetrics)Vendor
  5. Why Meta, Google, GA4 and Shopify Never Match (TrueROAS)Vendor
  6. EU user consent policy (Google Ads Help)Primary source
  7. EDPB Guidelines 2/2023 on Technical Scope of Art. 5(3) ePrivacy (v2.0, 7 października 2024)Primary source
  8. Server-side tagging overview (Google for Developers)Primary source
  9. Google Tag Manager Server-Side Tagging: Do I Really Need It? (TAGLAB)Vendor
  10. Facebook Pixel / Conversion API Duplicate Events (Shopify Community, styczeń 2022)Forum
  11. Implement consent mode with server-side Tag Manager (Google for Developers)Primary source
  12. [GA4] Behavioral modeling for consent mode (Analytics Help)Primary source
  13. Consent Mode v2 enforcement is silently breaking Google Ads conversions (PPC Land, 10 kwietnia 2026)Blog or media

Not sure whether it's data loss or normal difference?

Book a call about your budget decision, or ask for a free tracking audit.

Get a proposal