Tracking Audit & Reconciliation
A full event inventory across GA4, Meta, Google Ads, Klaviyo and Shopify, reconciled against order data to quantify exactly where and how much data is lost.
Dublin
Analytics, Tracking & Data in Dublin
Selling in three currencies across three tax regimes means your dashboard is either reconciled or it is fiction.
Delivered remotely for brands across Dublin and Ireland.
Scale · Dublin
Why Dublin brands come to us for this
- Reporting reconciled to a single base currency with the FX effect isolated, so market growth is real growth
- Consent mode v2 wired to your banner with modelled conversions, built for a market where declining is common
- Server-side GTM on a first-party subdomain, with browser-to-server deduplication done properly
- Buyer country and destination country tracked separately, because gifting routinely splits the two
- Duty, customs handling and international return shipping carried into contribution margin per market
Two things quietly break reporting for an Irish brand, and both are structural rather than technical mistakes. The first is currency. You sell in euro, sterling and dollars, Shopify reports in your store currency, your ad platforms report in theirs, and the exchange rate moves underneath all of it. A market that looks like it improved month on month may simply have benefited from a rate shift, and nobody notices until a quarterly number does not add up.
The second is consent. Under GDPR and Irish ePrivacy rules a real proportion of your European visitors will decline tracking, and that is not a bug to engineer around — it is the operating condition. Consent mode v2 wired properly to your banner, with modelled conversions and server-side events for consented users, gives you the best legitimate picture available. Stores that instead fire everything regardless of choice are carrying a genuine regulatory risk in a jurisdiction whose data protection authority is not a theoretical one.
On top of that sit the costs that only cross-border sellers carry. Duty, customs handling, international freight and the return shipping on a jumper coming back from Ohio all belong in contribution margin, and none of them appear in a platform ROAS figure. Until they are in the model, a US order that looks profitable in the ad account can be losing money by the time the parcel is delivered. The reporting layer we build puts market-level contribution margin next to blended MER, so the answer to which market to fund is arithmetic rather than instinct.
Local context
Gift orders break geography, and your attribution with it
There is a measurement quirk in this category that catches out standard setups. A very large share of Irish brands' overseas revenue is gifting, which means the buyer's country and the delivery country are routinely different — an Irish customer sending a hamper to a cousin in New Jersey, or an American ordering a piece delivered to a relative in Cork. Geographic reports built on shipping address will misattribute those orders, market-level revenue will look wrong, and the audience signals you feed back into ad platforms will be trained on the wrong country. We separate billing country from destination country in the event schema and in the reporting layer so both are available, then define which one each report uses on purpose. The same distinction matters for tax reconciliation, since the VAT treatment follows the destination, and for Klaviyo, where the person who should receive the winback email is the buyer, not the recipient.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Dublin brand’s realities.
Full service detailServer-Side Tracking
Server-side GTM on a first-party subdomain, resilient to ad blockers and ITP, with deduplication between browser and server events done properly.
Conversions API Integration
Meta CAPI, Google Enhanced Conversions and TikTok Events API with hashed identifiers, targeting event match quality of 8 or above.
GA4 Event Schema
A documented, consistent eCommerce event and parameter specification across every surface, so reports mean the same thing in six months as they do today.
Consent Mode & Privacy
Consent mode v2 wired to your CMP with modelled conversions, plus Shopify's customer privacy API and regional compliance handled correctly.
Executive Reporting Layer
One dashboard for blended MER, contribution margin, cohort LTV, new-versus-returning revenue and channel payback. Reconciled to Shopify, refreshed daily.
Scoped and quoted for your Dublin store
We do not work off a rate card. Every Dublin engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Audit & Quantify
We measure the gap between platform-reported and actual orders per channel. Most stores we audit are losing 15-30% of conversion signal before we start.
Specification
A written measurement plan: events, parameters, identifiers, consent states and destinations. Signed off before implementation begins.
Implement
Server-side container, CAPI, enhanced conversions and consent mode built in a staging environment and validated event by event.
Validate
Order-level reconciliation against Shopify for a full week, plus match-quality checks in each platform. We do not sign off on a screenshot of a tag firing.
Report & Maintain
Dashboards built, team trained, and monitoring in place to alert on event volume anomalies before someone spots them in a monthly report.
Proof
Analytics & Data results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Consumer Electronics & Accessories
~$9M/yr, 210 SKUs, US + AU · Shopify Plus (migrated from BigCommerce)
Meta ROAS had slid from 3.6x to 1.9x in a year and the team had spent twelve months buying new creative to fix it. The real cause was measurement: the BigCommerce checkout dropped 22% of purchase events and the Conversions API had never been installed, so both ad platforms were optimising on incomplete data. The named constraint: peak season was 14 weeks out, and the replatform had to be live and stable well before Black Friday traffic arrived.
1.9x → 3.4xMeta ROAS, once the 22% event gap closed60 days after server-side tracking went live, spend up 18%. Most of that is signal we recovered, not performance we invented — the honest number is the blended CAC below, which is measured against Shopify orders
-32%customer acquisition cost$44 to $30 blended across Meta and Google
4.1s → 1.7smobile LCPdesktop went 2.9s to 1.2s over the same window
+47%peak-season revenueBlack Friday through Cyber Monday, year over year
In their words
Clients on this work
GA4/Shopify gap 14% → under 2%
“Paid audit, and worth every dollar. Forty pages on where our measurement was lying to us — duplicate purchase events, CAPI never configured, GA4 and Shopify off by 14% — each one ranked by the revenue it was hiding. No pitch deck at the end. We fixed six of the items ourselves before we ever signed a retainer.”
FounderHome goods brand, ~$3M/yr · Denver, CO
Verified client, 2026FAQ
Analytics & Data in Dublin — your questions
It varies by traffic mix and by how the banner is built, but in European traffic it is material enough to change decisions if you ignore it. The right response is not a darker pattern on the banner — it is consent mode with modelled conversions, server-side events for the users who did consent, and reporting that is honest about what is measured versus modelled. Guessing at the gap is worse than measuring it.
Shopify, always — it is the system of record for money. GA4 will be lower because of consent refusals, ad blockers, cross-device journeys and its own attribution model, and for a multi-currency store it will also differ on exchange treatment. The job is not to make them match but to quantify the gap, understand its shape, and report business numbers from Shopify while using GA4 for behaviour.
By costing them properly. An Irish order might carry a few euro of domestic delivery; a US order carries international freight, potentially duty, longer payment settlement and a much higher cost if it comes back. We build contribution margin per market with those costs included, which frequently reorders which market deserves the next increment of budget.
Enough to matter when a meaningful share of revenue is in dollars or sterling. A five percent move in a quarter can make a flat market look like it grew or a growing one look stalled. We report in a base currency with the FX effect broken out separately, so you can see underlying performance and currency movement as two different lines rather than one confusing one.
Browser tracking loses 15-30% of conversions to ad blockers, ITP and consent rejections. Server-side sends events from your own infrastructure, which recovers most of that signal. Better signal means better algorithmic bidding, so it usually pays for itself in media efficiency within a quarter.
Four to six weeks for a typical Shopify store, including the validation week. Complex setups with subscriptions, multiple markets or a headless front end run six to ten. The audit and specification phase takes about a third of that and is the part that determines quality.
Yes. We use Shopify's Web Pixels API and customer events for checkout tracking, which is the supported path since checkout.liquid was retired. Order-level data comes through the server side, so checkout tracking no longer depends on scripts Shopify will not let you inject.
Next step
Analytics & Data for your Dublin brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.