Analytics Engineering
Conversion tracking that reports the right revenue, verified against your order data rather than taken on trust.
The problem
Most analytics setups are wrong in ways nobody notices, because the dashboard still renders a number. The number just is not the truth, and every budget decision downstream inherits the error.
- Your payment processor and your analytics disagree about last month.
- Ad platforms are optimising against purchases they cannot match to products.
- Two dashboards show two revenue numbers and both get quoted in meetings.
- A vendor says the tracking is missing and nobody can say who is right.
What you get
- ✓Full audit of your analytics and tag manager configuration
- ✓Server-side tagging and Conversions API with correct deduplication
- ✓Consent Mode signalling that does not silently drop data
- ✓Event architecture documented so your team can maintain it
- ✓Reconciliation against your transactional system, with the gap quantified
Most measurement problems are not missing tags. They are tags that fire, report a number, and are quietly wrong. The dashboard still renders, the meeting still happens, and every budget decision downstream inherits the error.
We start by reconciling what your analytics claims you earned against what your transactional system says you actually earned. That single comparison finds more than any amount of tag auditing, because it tests the output rather than the plumbing.
From there the work is whatever the gap turns out to require: server-side tagging so measurement survives the browser, Conversions API with deduplication that actually deduplicates, consent signalling carried from browser to server with a fallback so a missing signal degrades instead of silencing conversions, and an event architecture written down so your team can maintain it without calling us.
Proof
A third of the revenue was missing from the reporting
About 17% of orders were arriving with a full product list and no value on the purchase event, so they were counted as zero. The defect had a precise start date, and every budget decision made since had inherited it.
$229kof revenue absent from analytics, found and dated
Client anonymised pending naming approval
Read the case studyWhat it costs
Reconciliation from $2,400 fixed. Implementation engagements typically run 30 to 120 hours at $160 per hour. A straightforward GA4 and tag manager build sits nearer the 30 hour end. Server-side tagging, Conversions API and consent work range higher.
Frequently asked questions
How would you know our numbers are wrong?
We do not assume they are. We compare reported revenue against your actual orders for the same period. If the two agree, we tell you so and stop. On one engagement they disagreed by roughly a third.
Do we actually need server-side tagging?
Often not. It matters when a meaningful share of your conversions are being lost to ad blockers, browser restrictions or consent rejection. We measure that share first rather than selling you the migration by default.
Will this break what we already have?
No. Work happens in a container workspace and nothing goes live without your approval. On client systems we ask for credentials scoped to the minimum the job needs, which usually means we cannot publish even if we wanted to.
How long does the reconciliation take?
Two weeks from the day we get access to your analytics and your order data. The waiting is almost always on access rather than on us.