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.
Madrid
Analytics, Tracking & Data in Madrid
Measurement rebuilt for Madrid brands whose numbers have to survive consent banners, multiple currencies and tax-inclusive pricing.
Delivered remotely for brands across Madrid and Spain.
Scale · Madrid
Why Madrid brands come to us for this
- Revenue passed to ad platforms net of IVA, so ROAS targets are not set on money that belongs to the state
- Consent mode v2 wired to your CMP with a genuinely compliant banner, plus modelled conversions behind it
- Server-side GTM on a first-party subdomain, deduplicated properly against browser events
- Per-market reporting across Spanish, EU and export markets rather than one blended figure hiding a loss
- Contribution margin reporting that includes shipping, duties and returns by destination, not just gross revenue
Spanish ecommerce reporting has a distortion built into it that most dashboards never account for. Prices are displayed and transacted with IVA included, so unless the revenue passed to your analytics and ad platforms is explicitly net of tax, every ROAS and target you set is calculated on a number that includes money you owe the state. It is not a rounding error — it is a consistent overstatement across every channel, and it quietly makes unprofitable spend look acceptable.
The second distortion is consent. Spain enforces cookie and consent expectations firmly, and a compliant banner in which refusing is as easy as accepting will lose you a meaningful share of client-side measurement. That is the correct outcome legally and a real problem practically, which is why consent mode v2 wired properly to your CMP, with modelled conversions and server-side collection behind it, matters more here than in a market with a laxer banner culture. The alternative is not more data, it is a compliance problem.
The third is multi-currency and multi-market. Once Shopify Markets is running a Spanish market, an EU market and an export market, revenue arrives in several currencies with different tax treatments and different shipping costs. A single blended MER across all of that tells you very little. We build reporting that reconciles to Shopify's own numbers, splits by market and reports contribution margin rather than gross revenue, so a market that only looks profitable before duties and returns stops hiding inside the average.
Local context
Consent, currency and tax, handled before anyone argues about attribution
Almost every measurement argument we walk into in a Spanish account traces back to one of three things, and none of them are attribution models. First, tax: revenue reported gross of IVA to Google and Meta, making blended targets systematically wrong. Second, consent: a properly compliant banner suppressing client-side tags, so GA4 undercounts, Meta undercounts differently, and the gap between them gets blamed on the platforms. Third, market mix: a store selling into several countries reporting one blended figure, so the domestic market subsidises an export market whose shipping and returns nobody has costed. We fix them in that order, because attribution work sitting on top of gross-of-tax revenue and a broken consent implementation just gives you a more sophisticated wrong answer. Once server-side collection is running through a first-party subdomain with consent respected, Conversions API restoring the signal that the banner legitimately removed, and net revenue flowing through, the numbers start agreeing with each other and the weekly meeting stops being about the data.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Madrid 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 Madrid store
We do not work off a rate card. Every Madrid 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 Madrid — your questions
Excluding, in almost every case. If you send the gross figure, every ROAS is inflated by the tax rate and any target you set from it is wrong by the same amount — which matters most on thin-margin categories where the difference decides whether a campaign is funded. The change is straightforward on the Shopify side once you decide it, and it means the ad platforms and your P&L are finally discussing the same number.
Enough that you should plan for it rather than discover it. Spanish enforcement expects refusal to be as easy as acceptance and no pre-ticked consent, which produces a materially lower client-side opt-in rate than a dark-patterned banner. The response is not to weaken the banner — it is consent mode with modelled conversions, server-side collection for what remains lawful to collect, and Conversions API to keep the bidding signal usable. You end up with a defensible implementation rather than a fragile one.
Shopify, almost always — it is the system that took the money. GA4 will differ for structural reasons: consent suppression, ad blockers, sessions timing out across a delayed payment, refunds handled differently, and currency conversion applied at a different moment for multi-currency stores. The goal is not to make them identical but to know the size and cause of the gap, so we quantify it during the audit and then reconcile the reporting layer to Shopify.
Yes, and for a brand selling across borders it is the more useful cut. We bring shipping cost by destination, duty treatment, payment fees and return rate into the reporting so each market shows a contribution figure rather than gross revenue. That is usually the report that changes a decision — plenty of export markets look strong on revenue and stop looking strong once the return rate on cross-border orders is included.
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 Madrid 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.