Server-side tracking.
Via Elevar for Shopify, or custom GTM server-side setup for everything else. Recovers fifteen to thirty percent of conversion data that client-side tracking misses post-iOS 14.
02 . Attribution and data infrastructure
The data layer that makes every campaign decision sharper.
The first thing we fix on every engagement. If the data underneath your campaigns is wrong, every optimization built on top of it is wrong too.
01 . Components
Five components. One connected picture.
GA4 configuration.
Proper data layer implementation. Custom dimensions. Revenue tracking. Funnel visualization. Audience exports for retargeting. The right setup, not the default setup.
BigQuery pipeline.
Raw event-level data exported from GA4 into BigQuery. Your own analytics data, independent of any platform’s interpretation. Query-level access. Yours forever.
CRM closed-loop.
Zoho, HubSpot, Salesforce. Gclid capture. Offline conversion sendback. Order deduplication. The loop that tells Google Ads and Meta which leads actually became revenue.
Blended CAC dashboard.
One view. Updated daily. Total spend by channel. Revenue attributed by channel. Blended CAC across all channels. Channel-level CAC. Trend lines. The dashboard your CMO and CFO can both use.
02 . Why this first
The ROAS was lying.
We’ve seen companies double their ad spend because their ROAS looked good, then wonder why the bank account didn’t grow.
The ROAS was lying. Platform-reported conversions double-count. Last-click attribution gives search credit for conversions that social started. The number looked good. The business wasn’t.
Fix the measurement first. Then optimize. In that order, every time.
The audit is the starting point.
The project audit engagement structure is built around this work. Four to six weeks. Finite scope. The number you walk away with is usually different from the number you walked in with.