Analytics and tracking
Understand what your marketing numbers are telling you.
Different systems can count different things. We review event definitions, data flow and business reporting so the numbers become more useful for decisions.
- Reconciliation notes across your tools
- Consent-aware implementation requirements
- Documented, in your accounts
You are probably here because
Does this sound like your week?
- Meta, GA4 and Shopify all report different sales.
- You switched off a channel that was secretly working.
- Cash-on-delivery refusals are counted as sales.
- Nobody is sure which events the ad platforms receive.
- Nobody trusts the weekly report.
The problem
Why do the numbers never agree?
Each system sees a different slice: browsers limit cookies, consent choices affect what is recorded, and attribution windows differ. In COD businesses, placed orders and completed sales are different stages.
We check what each system counts, correct what can be corrected and document the differences that should be interpreted separately.
In this family
9 services
Which tracking work do you need?
Meta
Meta Pixel and Conversions API
Browser and server events with deduplication; order-stage signals where your data allows.
Google Ads
Google Ads conversion tracking
Enhanced conversions and CRM imports, where the setup and data allow.
Shopify
Shopify tracking
Checkout and order events sent from Shopify to GA4, Meta and Google without double counting.
Server-side
Server-side tracking
Server-side tagging, where it suits the setup. It does not remove consent requirements.
Consent
Consent Mode
Consent banner and Google Consent Mode set up so tracking respects what each visitor chose.
Attribution
Attribution
A clearer view of how each report assigns credit, and its limits.
Reporting
Dashboards and reporting
Reporting built around the business metrics you agree to use.
What you get
What do you get?
- A measurement plan
- Selected GA4 and GTM review
- Advertising-event review
- Consent-aware implementation requirements
- Duplicate and missing event checks
- Reconciliation notes
- Documentation your team can maintain
How the work runs
How does the work run?
01
Audit
Tags, events, consent and platform data compared against Shopify.
02
Rebuild
GA4, GTM and CAPI configured, tested and documented.
03
Reconcile
A comparison of the main reports, with the expected differences explained.
04
Report
Reporting on the agreed metrics, if ongoing work is in scope.
What this cannot fix on its own
What can this not fix on its own?
- Bad creative or offers: good tracking shows the problem, it does not fix it.
- Identical numbers everywhere. Systems can legitimately differ; we explain which differences to expect.
- Decisions nobody acts on: a report is only useful if someone owns the next step.
Examples
Can we show you how this would work for you?
Client examples will be published when approved for sharing. In a free preliminary diagnosis we look at your business, marketing and website and explain where we would start.
FAQ
What do buyers ask about analytics and tracking?
Why do Meta and GA4 show different numbers?
They count different things. Attribution windows, identity, event definitions and reporting timing can produce legitimate differences. We explain what can be corrected and what should be interpreted separately.
What is the Meta Conversions API?
The Conversions API sends events such as purchases and leads from a server to Meta, alongside the browser pixel. It needs deduplication, consent handling and testing to be useful.
Do we need server-side tracking?
Not always. It can help where browser tracking misses events, but it adds setup and cost and does not remove consent requirements or guarantee complete measurement.
How do you handle cash-on-delivery orders?
Placed orders, confirmed orders and completed sales are different stages. We review what order data exists and what can be connected before proposing a delivered-order signal.
How do you handle consent?
Consent requirements are part of the implementation plan. We configure the agreed tags to follow your consent banner; your legal obligations remain yours to confirm.
Which tools do you use?
GA4, Google Tag Manager, server-side GTM or Stape, Meta Events Manager, Looker Studio and Google Sheets. Everything is set up inside your own accounts.
How long does a tracking set-up take?
It depends on the site, the platforms and access. We agree the scope and checkpoints before starting.
Can you fix tracking someone else set up?
Yes. A lot of tracking work starts as a repair. The audit shows what to keep, what to remove and what was never firing.
Should we fix tracking before changing the ads?
Often it is worth checking first. If the platforms receive the wrong events, budget and creative decisions rest on weak data. We review measurement alongside the campaigns rather than in isolation.
Next step
Review your measurement setup.
A free preliminary review of your business, marketing and website, with suggested priorities for what to tackle next.
No obligation. We’ll contact you about the next step.