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.
Milan
Analytics, Tracking & Data in Milan
A measurement layer for Milan stores selling in several currencies, under EU consent rules, where every dashboard currently reports a different number.
Delivered remotely for brands across Milan and Italy.
Scale · Milan
Why Milan brands come to us for this
- Consent mode implemented against your CMP so European traffic is modelled rather than silently missing from GA4
- Server-side tracking and Conversions API with match quality measured across Italian, German and French identifier formats
- Market and currency built into the GA4 event schema, so presentment and settlement figures never quietly diverge
- Reporting defined net of VAT and returns, so marketing numbers reconcile against what your commercialista sees
- B2B and consumer orders separated in reporting, because their margin and tax treatment are not comparable
European consent law makes analytics harder than the standard playbook admits, and Italian stores feel it acutely. A meaningful share of your visitors will decline non-essential cookies, and if consent mode is not implemented properly those sessions do not become partially observed — they vanish, taking their conversions with them. The result is a GA4 property that under-reports revenue by a margin nobody can quantify, a Meta account claiming more purchases than Shopify recorded, and a weekly meeting that is an argument about data rather than a decision about the business.
Multi-currency makes the reconciliation worse. Once Shopify Markets is live, orders arrive in euros, pounds, francs and dollars, and if the reporting layer does not handle presentment versus settlement currency deliberately, your channel reporting drifts from your accounts by an amount that changes with the exchange rate. Add per-market shipping costs, duties handling and different return rates by country, and a blended ROAS becomes actively misleading — the market that looks best on platform-reported revenue is frequently not the one contributing the most margin.
So we rebuild the layer underneath everything else. Server-side tracking through a first-party endpoint, Conversions API with match quality actually measured rather than assumed, a documented GA4 event schema with market and currency as first-class dimensions, consent mode wired to your CMP so declined traffic is modelled rather than lost, and a reporting view that reconciles to Shopify's own numbers. It is unglamorous work and nothing else you buy performs without it.
Local context
Reporting that survives a conversation with your commercialista
Milan brands have an unusual second audience for their numbers. Most of our clients elsewhere want reporting for marketing decisions; here the same data has to be reconcilable against what the accountant sees, because the business is often a family manufacturer where the finance function is conservative, external and rightly sceptical of a dashboard that disagrees with the ledger. That changes what we build. Revenue reporting is defined net of VAT and net of returns rather than on gross platform figures, currency is handled explicitly so a euro figure in a report means the same thing as a euro figure in the accounts, and B2B orders are separated from consumer orders because their tax treatment and their margin profile are not comparable. It also changes the tone of the monthly report: fewer platform-reported numbers presented as fact, more reconciliation, and an explicit statement of what is measured, what is modelled and what is not known. Reports arrive before your morning because they are produced during your night, which means Monday starts with the numbers rather than waiting for them.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Milan 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 Milan store
We do not work off a rate card. Every Milan 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 Milan — your questions
Usually both, and separating them is the first job. We quantify the gap by comparing order counts and revenue over a fixed window, then attribute the difference to identifiable causes: unconsented sessions, blocked scripts, checkout events not firing, currency handled inconsistently, or duplicate transactions. Only once the gap is explained is it worth fixing, because a change made against an unexplained discrepancy usually just moves the error somewhere else.
That question needs contribution margin, not ROAS, and it is one of the highest-value pieces of reporting we build. Per market, revenue net of VAT and returns, minus cost of goods, minus shipping and duties actually incurred, minus media. Cross-border markets frequently look strong on platform ROAS and much weaker after shipping and return rates are included — and occasionally the reverse, where a market with lower ROAS has a far better return profile and better repeat behaviour.
For an EU audience you need genuine consent management, and how far Shopify's native tooling takes you depends on your app stack and which scripts are running. The practical test is whether non-essential scripts are actually blocked before consent, and whether the consent state reaches Google and Meta rather than only the storefront. We audit what fires before consent, which is nearly always more than the business thinks, and we would rather you took legal advice on the policy than take ours.
We can build the export and reconciliation layer, and we work with whoever owns the accounting side rather than replacing them. Typically that means a scheduled export of order, refund and tax data in a structure your accountant or system expects, plus a documented definition of every field so nobody has to reverse-engineer a spreadsheet later. Where an invoicing provider already sits between Shopify and SDI, we make sure the reporting reads from a single agreed source rather than two.
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 Milan 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.