Conversion Tracking & Analytics — GA4, GTM & Server-Side
Measurement that shows where every customer actually came from: GA4, Google Tag Manager and server-side tracking to recover lost data.
Your store says 100 orders, Meta says 60, Google says 40, and the total exceeds reality. You don't know which number to trust, so you can't decide where to add budget.
How this capability creates value
This is the least visible and highest-leverage work there is. Most accounts I audit double-count conversions, lose a large share of iOS conversions, or measure 'thank-you page view' instead of real order value. Platform algorithms then learn from wrong data and spend your budget confidently in the wrong place.
One source of truth: real cost per customer by channel, and an end to decisions based on contradictory numbers.
When is this a strong fit?
- Stores whose numbers never reconcile across platforms
- Businesses spending across several channels without knowing which earns it
- Any account that installed a pixel and never verified what it sends
Deliverables defined by scope
Audit of current measurement with decision-affecting errors listed
GA4 and Google Tag Manager set up with events that reflect the business
Server-side tracking: Meta CAPI / Snap CAPI / TikTok Events API
Real order value passed, instead of valueless events
One reporting view across channels, plus documentation for the team
Execution and review path
Map conversions: which event is actually worth money?
Implement and test until numbers reconcile within an acceptable margin
Document and hand over so the system doesn't depend on one person
When this is not for you
Better you know now than after two months and two invoices.
- Anyone who just wants a pixel pasted in
- Anyone without access to site code or platform admin
- Projects with no ad spend at all
Questions about this service
Why are Meta's numbers higher than my store's?
Two common reasons: attribution windows (Meta credits conversions days after an ad view) and event duplication when pixel and API run without a shared event ID. The first is understood, the second is fixed.
What does server-side tracking actually do?
iOS privacy limits and blockers stop some browser events reaching the platform. Sending the event from your server recovers a meaningful share — which improves campaign performance, not just reporting, because the algorithm learns from fuller data.
Is this compliant with data protection rules?
I define the data needed for measurement, document what is collected and why, and configure consent for the project and platforms. Country-specific legal requirements are reviewed with the responsible specialist before implementation.
Ready-made packages
Read before you decide
Want to apply this service to your project?
Get in touch to discuss your needs and define the right next step.