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.
Riverside, CA
Analytics, Tracking & Data in Riverside, CA
Measurement for Inland Empire businesses where a sale is only profitable after freight, and where trade and consumer revenue need to stop being one number.
Delivered remotely for brands across Riverside and California.
Scale · Riverside
Why Riverside brands come to us for this
- Wholesale and consumer revenue separated at the event schema level, not reconciled by hand in a spreadsheet
- Delivered freight cost, accessorials and damage claims brought into contribution reporting on heavy SKUs
- Server-side GTM on a first-party subdomain with correct browser-to-server deduplication
- CCPA and CPRA consent handling, opt-out preference signals and Shopify customer privacy API respected by every tag
- Multi-location and 3PL inventory reflected in reporting so sell-through by site is actually trustworthy
The single most damaging reporting error we see in this region is blending. A distributor with a wholesale book and a consumer store looks at one revenue line, one conversion rate and one blended return on ad spend, and every conclusion drawn from it is wrong. Trade orders are large, repeating and mostly not driven by media; consumer orders are small, expensive to acquire and highly sensitive to creative and freight. We separate them at the event schema level so every report downstream can tell them apart without anyone rebuilding a spreadsheet.
The second is that revenue is the wrong denominator when you ship heavy goods. An order that looks strong at the top line can be marginal once LTL cost, accessorials, damage claims and returns are counted, and if the reporting layer does not know that, bidding will keep buying the wrong orders. We bring cost of goods, real delivered shipping cost and returns into the reporting model so channel performance can be judged on contribution rather than on a platform's own scoreboard.
Underneath that sits the plumbing: an event inventory covering GA4, Meta, Google Ads, Klaviyo and Shopify, reconciled against real orders so the loss is quantified rather than assumed, server-side GTM served from a first-party subdomain, Conversions API and Enhanced Conversions with identifiers hashed correctly and deduplication that actually works, and a documented GA4 event specification so a report means the same thing in six months as it does today. Then one dashboard, refreshed daily and reconciled to Shopify, that the owner can read without translation.
Local context
California privacy law is a build requirement, not a legal footnote
Operating from California means CCPA and its CPRA amendments apply to how you collect and share customer data, including the requirement to honour opt-out preference signals and to give customers a genuine way to say no to the sharing that ad platforms rely on. That has direct engineering consequences: consent mode wired properly to your CMP, Shopify's customer privacy API respected by every tag rather than only the ones someone remembered, and modelled conversions configured so opt-outs degrade reporting gracefully instead of leaving a hole. The other local requirement is inventory truth in the reporting layer. When stock lives across multiple Inland Empire locations and some of it is held on behalf of clients in a 3PL arrangement, a dashboard that reports sell-through without knowing which location and which owner is behind each unit will mislead purchasing every time a container lands.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Riverside 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 Riverside store
We do not work off a rate card. Every Riverside 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 Riverside — your questions
Yes, once company and customer classification flows into the analytics layer as a dimension on every order and event. From there GA4, your dashboard and channel reporting can all split cleanly, and you can see the two conversion rates, two average order values and two acquisition costs that were previously averaged into one meaningless number. It is one of the highest-value changes we make for distributors, and it is usually a day or two of work.
By pulling actual shipped cost rather than the amount charged at checkout, since on LTL those two rarely match. Carrier invoices, accessorial charges and claims get mapped back to orders, which then feeds contribution per product group and per channel. Once that exists, decisions that looked obvious on revenue often reverse, particularly on the largest and heaviest SKUs.
In practice, a consent mechanism that actually controls tags, an honoured opt-out for the sharing of personal information with ad platforms, recognition of browser opt-out preference signals, and documented handling of access and deletion requests. The technical work is making sure every tag respects that state rather than just the ones added through your consent tool. We are implementers rather than lawyers, so where policy wording is involved we build to what your counsel specifies.
Those tools are only as good as the events feeding them, and they are usually installed on top of the same broken tracking that caused the confusion. Fixing the event layer, the server-side setup and the order reconciliation makes any dashboard more accurate, including one you already pay for. Occasionally the honest recommendation is to keep the tool and fix what feeds it, rather than replacing 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.
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 Riverside 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.