01 · Foundation
GTM Setup
A clean Google Tag Manager build, client and server-side, as the backbone for every tag.
Conversion Tracking & Server-Side Setup for Ecommerce
Server-side, airtight tracking across every platform, so you know exactly what each ad and each dollar earns. We fix the plumbing other agencies optimize blindly on top of.
Conversion tracking is the plumbing that records what each ad and each dollar actually earns, across GA4, GTM and every ad platform. We build airtight, server-side tracking for ecommerce brands in the US, UK and Canada, so the conversions your platforms report match the orders in your backend.
G Google PartnerCertified
M Microsoft PartnerCertified
Server-side reconciliation MATCHED
Ad platform conv. 1284
Backend orders 1281
Variance 0.2%
// captured server-side, deduplicated
Events tracked
37 ▲
Trusted by ecommerce brands that need their numbers right
5
ad platforms reconciled to one source of truth
37
events tracked as conversions on a single account
<1%
variance between ad platforms and your backend
What we set up · implementation
The tracking layer we build, server-side and end to end
Every interaction wired correctly once, so each ad platform reports the same conversions your backend does.
02 · Macro
Macro Conversion Tracking
Purchase, lead, and checkout events captured server-side, deduplicated and validated.
03 · Micro
Micro Conversion Tracking
Add to cart, view item, and scroll events that feed remarketing and funnel analysis.
04 · Platforms
Ad Platforms Tracking
Google Ads, Meta CAPI, and Microsoft wired to the same events, so spend is judged on truth.
05 · Integration
Platform Integration
Shopify, WordPress, or custom stacks integrated with the dataLayer and your CRM.
06 · Offline
Offline Conversion Tracking
Phone, in-store, and CRM-closed sales fed back so offline revenue is attributed too.
The tracking gap
What your reports claim vs what was actually captured
Most ecommerce accounts lose a third of their conversions to client-side tracking. Server-side closes the gap.
Before us, this account tracked 156 of 312
Half the real orders never reached the ad platforms, so every ROAS and cost-per-acquisition number was wrong, and bidding optimized on bad data.
<1% variance after server-side reconciliation
// every euro measured, every platform agrees
Case story · Manufacturing
RushPCB: every conversion finally visible
37
events tracked as conversions
5
platforms reconciled
"We were definitely flying blind on tracking before. The team set everything up properly across the platforms, and now we are finally able to see all of our conversions in one place. Every interaction is measured, and the reporting actually matches our orders."See all case stories
They found the conversions we were losing in week one. For the first time the numbers in Google Ads match what we actually shipped.
Transparency & ownership
If you have been burned before, read this
Tracking is a flat fee, never a cut of your revenue. No lock-in, no black box, no hostage data.
You Own Everything
Every container, tag, event, and server endpoint is built in your accounts and stays yours.
Complete Access
Admin rights from day one. Nothing is built in an account you cannot see into.
Trustworthy Reporting
Conversions reconciled to your backend, under one percent variance. No phantom numbers.
Aligned With Your Growth
A flat fee means our only job is accurate data that helps you scale, not inflating spend.
Tools & platforms
Every platform wired to one source of truth
Each conversion is captured once, then sent to every platform that needs it, reconciled to your backend.
GGoogle Analytics 4measurement
GGoogle Tag Managerclient-side
SServer-side GTMsGTM
GGoogle Adsconversions
MMeta CAPIconversions API
MMicrosoft AdsUET
BBigQuerywarehouse
SShopifysource of truth
How we work on your account
From mistracked to fully measured
A repeatable implementation sequence that gets every conversion captured and reconciled.
01
Audit & Research
We find every event that is mistracked, duplicated, or missing today.
02
Strategy & Planning
We write the tracking plan: which events, which platforms, client vs server.
03
GTM & Conversion Setup
We build the containers and tags, server-side, deduplicated and validated.
04
Google Analytics Setup
We wire GA4 to the same events so reporting and ad platforms agree.
05
Integrations & Offline
We connect your store, CRM, and offline sales for full-funnel attribution.
06
Maintenance & Updates
We monitor for breaks and add tracking as your store and platforms change.
Built around your model
What we track depends on how you sell
Ecommerce Businesses
For online stores we set up tracking for:
- View Item, Add to Cart & Begin Checkout
- Purchase & recurring purchase events
- Dynamic remarketing parameters
- Enhanced conversions for Google Ads
- Merchant Center & shopping feed events
- Meta Conversions API (CAPI)
So every step of the buying journey is captured and attributed to the right ad and the right euro.
Lead Generation Businesses
For lead-gen we set up tracking for:
- Form submissions
- Phone calls started from the site
- Meetings scheduled
- Newsletter sign-ups
- Time spent reading your content
- Offline and CRM-closed deals
So each lead source is measured on real pipeline, from first touch to closed deal.
Leave no stones unturned
Your conversion tracking must cover everything on this list
The complete implementation protocol we run and audit on every account.
- Google Tag Manager Setup
- Server-side GTM Container
- GA4 Conversion Tracking
- Google Ads Conversion Tracking
- Meta Pixel & Conversions API
- Microsoft Ads UET
- Enhanced Conversions
- Enhanced Ecommerce dataLayer
- Cross-Domain Tracking
- Offline Conversion Import
- CRM Integrations
- Event Deduplication
- Consent Mode v2
- Merchant Center Integration
- Dynamic Remarketing Tags
- Backend Reconciliation
Related services
Goes hand in hand with
Web Analytics Agency
Once tracking is airtight, our analysts turn the data into the weekly ROAS, AOV, and LTV reads you scale on.
Web Analytics AgencyGA4 Setup
A clean GA4 property and a complete migration off Universal Analytics, structured from day one.
GA4 SetupGoogle Ads Agency
With conversions measured correctly, we scale spend on profit: ecommerce Google Ads built to last.
Google Ads AgencyFrom our playbooks
The method behind this service
Rebuilding Measurement
You cannot optimize what you cannot measure. Before any bidding strategy, we make the data trustworthy, sometimes from literally zero.
Read the playbookValue-Based Bidding
Most accounts that bleed money are optimizing for the wrong thing. Moving from volume bidding to value bidding re-aims the same budget at revenue.
Read the playbookGo deeper
Further reading
Set Up and Track Conversions in GA4
The events to mark as conversions and the values to pass, so bidding optimizes on real revenue.
Read the guideHow to Track Events in GA4 with GTM
Wiring the events that matter through Google Tag Manager, cleanly and without duplication.
Read the guideWhat's a Good ROAS for Ecommerce?
Why a ROAS is only as honest as the tracking under it, and how to set a target that fits your margins.
Read the benchmark Scope & pace
You choose the scope and the pace
Priority is the terms that suit you. Our focus is on getting every conversion measured correctly.
Ongoing
Ongoing Conversion Tracking
We own your tracking end to end on a flat monthly fee, monitoring for breaks and adding events as you grow.
One-time
One-time Tracking Setup
A complete server-side setup across your platforms. You walk away with airtight, reconciled tracking.
Consulting
Tracking Consulting
Screen-share calls as often as you need, guiding your team through implementation and best practice.
FAQ
Questions we hear before we start
Client-side fires from the browser, where ad blockers, iOS limits, and consent prompts drop a large share of events. Server-side sends the event from your own server, so far more conversions are captured and attribution stays intact across every platform.
Usually duplicate or missing events, untracked checkout steps, and client-side loss. We reconcile GA4 and your ad platforms against your backend and close the gap to under one percent variance.
You do. Every container, tag, event, and server endpoint is built in your accounts and stays yours if we ever part ways.
We usually find and fix the biggest gaps in week one. A full server-side setup across your platforms is typically live within the first few weeks.
GA4, Google Ads, Meta via the Conversions API, Microsoft Ads, and more, all wired to GTM and a server-side container, reconciled to Shopify or your backend.
Who you work with
A dedicated team of specialists in your account
You get a dedicated tracking specialist working closely with your analyst and PPC manager, so the data is right and then put to work.
Your project team
The people in your tag manager
No account manager you never meet. A dedicated implementation specialist and team, on your calls and accountable for your tracking.
LS
Luka Stefanović
Head of Web Analytics
AŠ
Aleksandar Šaljić
Tracking Implementation Specialist
NČ
Nevena Čolić
Head of PPC
MT
Milica Terzić
Google Ads Copywriter
IB
Ivana Babić
Project Manager
Reporting & communication
Tailored exactly to you
We follow our protocols relentlessly and match your cadence on the dot.
DailyTracking health and anomaly checks across every connected platform.
WeeklyWhat changed and why, with any new events added to your setup.
MonthlyReconciliation review: ad platforms vs backend, variance held under one percent.
Request your Due Diligence Audit. 50+ tracking checks.
We go through your conversion tracking, GA4, and Google Tag Manager setup, checking how every conversion is captured and whether it reconciles to your backend. You get back doc files with the findings, prioritized by what to fix first, and a proposed timeline. Free.
Get your free Due Diligence Audit24h
we reach out to schedule an intro call.
7-10 days
after the call, your audit and strategy are ready.
100%
of cases, we find a tracking gap to fix.