Tracking that still works after the next platform update.
GA4, server-side tagging, conversion tracking, attribution. The plumbing that every other performance decision depends on. If the numbers lie, nothing downstream is trustworthy. We set up tracking to survive the iOS update no one warned you about, so the reports you make decisions from are reports you can actually believe.
- GA4
- Server-Side GTM
- Conversion Tracking
- Attribution
- Tracking Plans
Who this is for.
Operators whose ad platform conversion numbers don't match GA4, which don't match the CRM, which don't match the bank account. Or businesses relying on tracking setups built three years ago by someone who's since left. Or anyone about to spend real money on paid media and wanting the foundation right before scaling.
Also for SMBs that inherited a mess of pixels, tags, and conversion events from a succession of agencies and have no idea what's firing, where, or whether any of it is accurate anymore.
What you get.
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GA4 set up properly Events, conversions, audiences, and data warehouse export configured to actually answer business questions. Not the default install; a custom setup aligned to your funnel and KPIs.
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Server-side tagging where it earns its keep A dedicated server-side GTM container on your subdomain, with events routed to Google Ads, Meta CAPI, TikTok Events API, and GA4. More accurate, more resilient, and less vulnerable to ad blockers and ITP.
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Conversion tracking you can reconcile Enhanced conversions for Google Ads, CAPI for Meta, offline conversion imports for CRM-driven leads. Numbers that reconcile between platforms within a reasonable tolerance.
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Attribution that fits the business Data-driven attribution in GA4, custom lookback windows where appropriate, and a written document explaining which channel gets credit for what, and why.
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A tracking plan you can reference A written document mapping every event, conversion, parameter, and audience to the business question it answers. Lives in your Drive, not ours. When a platform update breaks something or you hire a new analyst, this is the spec that tells them what was supposed to happen and why.
How we work.
Analytics engagements are often project-based rather than ongoing. Once tracking is clean, it tends to stay clean until a platform update breaks something or the business adds a new channel. We're happy to build and hand off, or stay on a light retainer for monitoring.
Current-state audit
Full review of what's firing, where, and whether it's accurate. Documentation of gaps, broken events, and redundant tracking.
Specs & build
Implementation plan written. Server-side container provisioned. Events and conversions rebuilt. Engineering involvement coordinated if needed.
Validation & reconciliation
End-to-end testing. Platform conversion numbers reconciled against source of truth. Discrepancy report and acceptable tolerance documented.
Handoff or monitoring
Full documentation delivered. Optional light retainer for monitoring, platform update response, and ongoing implementation requests.
Common questions.
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Do I need server-side tagging?
Probably, if you're spending meaningful money on paid media and you care about the numbers. Safari's ITP and iOS restrictions cut a noticeable portion of client-side events. Server-side tagging recovers most of it, but it isn't free: there's a hosting cost and a setup cost. We'll tell you honestly whether the juice is worth the squeeze for your account.
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Can you migrate us from Universal Analytics to GA4?
Yes, though by 2026 most businesses have already made the move. If you're still relying on UA or have a half-finished GA4 setup with broken conversions, we can clean it up. Historical UA data is gone from Google's side, so migration now is about getting GA4 set up properly, not preserving history.
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What attribution model should I use?
For most SMBs, data-driven attribution in GA4 plus a simple last-click reality check is enough. Custom multi-touch attribution models are usually more trouble than they're worth below a certain budget. We'll recommend what fits the business, not what sounds most sophisticated.
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What happens when Google or Apple changes the rules again?
They will. Between iOS ATT, Safari ITP restrictions, cookieless Chrome, and the slow retirement of client-side pixels, every 12 to 18 months something breaks. Our job during the engagement is to keep the tracking stack ahead of these changes, and when we build something new, we build toward the direction the platforms are clearly heading: server-side, first-party, durable. The tracking plan we leave you with documents the design choices, so when the next shift hits, there's a written record of what the setup was trying to do.
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Can you work alongside our engineering team?
Yes, and we often do. Server-side tagging and CAPI integrations typically need engineering to ship container and endpoint changes. We write the specs, validate the implementations, and keep the project moving without becoming a bottleneck on your team's roadmap.