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.
Houston, TX
Analytics, Tracking & Data in Houston
Server-side tracking, a clean GA4 layer and attribution that reconciles online clicks to orders your sales team closed offline.
Delivered remotely for brands across Houston and Texas.
Scale · Houston
Why Houston brands come to us for this
- Quote starts, spec downloads, account logins and reorders defined as tracked events, not invisible activity
- Offline and phone-closed orders matched back from your ERP or CRM to the originating session
- Returning-account revenue segmented out so acquisition metrics are not flattered by repeat buyers
- GA4 reconciled against Shopify and your ERP to within a stated tolerance before anyone scales spend
- Server-side tracking and consent mode implemented properly, including PO and terms checkout paths
Measurement breaks in a particular way in Houston, and it is not the usual pixel problem. It is that a meaningful share of revenue never touches the checkout. A buyer researches on the site, submits a quote, and a rep closes it by phone or email four days later against terms. Your marketing dashboard sees a bounce. Your ERP sees an order. Nobody joins them, so every channel decision is made on a fraction of the picture.
We rebuild the layer underneath everything else. Server-side tracking through a first-party endpoint, Conversions API with real match quality, a documented GA4 event schema including quote starts, spec-sheet downloads, account logins and reorders, and consent mode wired to your CMP.
Then the join that matters: closed offline orders pulled back from your ERP or CRM and matched to the session that started them, so the weekly meeting stops being an argument about whose number is right. Every optimisation decision downstream — media, CRO, retention — depends on this being true first.
Local context
When the order closes off the website
The Houston revenue mix creates measurement problems that a pure DTC city never encounters. Quote-to-order cycles run days or weeks, so last-click attribution systematically undervalues whatever started the research. Account customers log in and reorder directly, meaning marketing gets credited for revenue it did not influence unless returning-account orders are segmented out. Purchase orders and net terms land in the ERP rather than in Shopify's payment reporting. And in a metro where inside sales still closes a large share of volume by phone, call tracking is not optional infrastructure. We instrument all four so that new-customer acquisition cost, contribution margin and channel performance describe the actual business rather than the part of it that happened to use a credit card.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Houston 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 Houston store
We do not work off a rate card. Every Houston 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 Houston — your questions
Yes, through call tracking plus a match back from your CRM or ERP on customer, quote reference and date window. It is not perfect attribution and we do not pretend otherwise, but going from zero visibility to a defensible directional read changes budget decisions immediately.
A small gap is normal; more than about 5% means something is broken. Common Houston causes are draft orders and PO checkouts that never fire a purchase event, consent blocking, and duplicate events from an app that was installed twice. We reconcile line by line and quantify each source rather than guessing.
Yes, arguably more. Browser-side signal loss affects everyone, but B2B accounts also generate long, multi-session, multi-device journeys that browser storage will not survive. Server-side collection plus a stable customer identifier is what holds those journeys together.
Four to six weeks for most stores, including the audit, event schema documentation, server-side build and reconciliation. The ERP or CRM join adds a couple of weeks depending on how accessible your system is. It is boring work and nothing else you buy performs without it.
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.
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.
Consent mode v2 is part of every implementation, wired to your CMP and to Shopify's customer privacy API. Denied-consent traffic sends cookieless pings that feed modelled conversions, so you keep directional reporting without processing data you do not have permission for.
Next step
Analytics & Data for your Houston 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.