What tracking work actually covers.
Five working areas, each a specific capability. Most engagements touch two or three — a store with client-side-only tracking usually needs server-side plus an audit pass before the numbers settle down.
Google Tag Manager configuration, gtag.js implementation, dataLayer architecture, ecommerce events wired to your actual business logic. Not "install the GA plugin and hope" — real dataLayer design that matches what your store does.
Google Tag Manager Server-Side via Stape or self-hosted. Meta CAPI with proper event deduplication. GA4 Measurement Protocol for events client-side can't reliably capture. Server-side as the source of truth, client-side reduced to what it needs to be.
Full funnel coverage with proper item-level detail. Platform-specific patterns — Magento 2, WooCommerce, Shopify each have their own conventions. We implement each natively. And when you have real COGS data, we get it into the dataLayer so ad platforms can optimize against profit, not just revenue.
Klaviyo event wiring, flow triggers, list sync, back-in-stock notifications, abandoned cart recovery. We build the glue between your store and your marketing stack, not just "turn on the Klaviyo integration."
When your numbers don't match, we find out why. Tag audits, pixel duplication cleanup, broken-attribution forensics, dataLayer archaeology. We've untangled setups with two Meta Pixels firing, GA4 receiving both standard and hand-rolled events, dead GTM snippets in inactive themes. Always more knotted than the client thinks.
If your ad-platform numbers don't match your store, there's a reason.
iOS 14.5 broke a lot of client-side tracking. Ad blockers break more. Third-party cookie deprecation will finish the job. When your Meta reports $200K in attributed revenue and Shopify shows $140K for the same period, the gap isn't a mystery — it's the measurable cost of relying on a tracking model the browser and the OS are actively dismantling.
Server-side tracking doesn't solve every problem, but it closes most of the gap. Doing it right — with proper event deduplication, correct COGS injection, clean pixel architecture — is the difference between "tracking works" and "tracking tells you the truth."