Tell what moved revenue
from what moved opinions.
Funnel events fired cleanly, consent handled properly, and the platform's numbers reconciled against Shopify's. So a change gets judged on what it did.
- The funnel, view to purchase, fired once
- Ad platform events matched to real orders
- Consent handled before anything non-essential
- Totals reconciled against Shopify
Two numbers, one problem
Most stores measure twice and trust neither
The ad platform reports one revenue number, Shopify reports another, and the gap gets explained by whoever's in the room. Meanwhile the events fire twice on some pages and not at all on mobile.
We fire each funnel event once, at the right moment, with consent handled first. Then we reconcile what the platforms claim against what Shopify recorded, and explain the gap instead of picking the flattering number.
Two numbers that disagree aren't two data points. They're one problem.
The instrumentation
What's in the setup
Four pieces. Together they're the difference between reporting and knowing.
The funnel, instrumented
Product view, add to cart, checkout start and purchase, each fired once, on mobile as well as desktop.
Ad platforms matched to orders
Platform events tied back to real Shopify orders, so attribution gets checked instead of accepted.
Consent handled first
Nothing non-essential fires before consent, and the privacy language matches what's actually running.
A monthly reconciliation
Platform totals against Shopify totals, gap explained, so a tracking break shows up in weeks.
Fixing the tracking
How tracking gets fixed
Audit what's firing
Every existing tag checked on real devices, which is where the duplicates and gaps turn up.
Rebuild the events
One clean implementation of the funnel, consent-gated, with nothing left over from a previous agency.
Reconcile and report
Platform numbers against Shopify each month, so decisions run on figures someone verified.
Platforms and privacy
Frequently asked questions
Which platforms, whether server-side is worth it, and how this differs from a dashboard.
The rest of the build
Everything else in ecommerce stores
A build is rarely one of these on its own. Here is the rest of what ships alongside it.
Shopify theme development
Custom OS 2.0 themes and sections your team can rearrange and reorder without calling a developer.
View detailsCustom and headless storefronts
Next.js storefronts on the Storefront API, for when a theme genuinely cannot do what the brand needs.
View detailsProduct page conversion
Imagery, variants, sizing, reviews and stock signals arranged to answer objections in the order they arise.
View detailsCheckout and post-purchase
Fewer steps to pay, plus the upsell, thank-you and email touchpoints that lift average order value.
View detailsSpeed on real devices
Stores tuned for Core Web Vitals on the mid-range phones your customers are actually shopping on.
View detailsYou've made it this far
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