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.
San Antonio, TX
Analytics, Tracking & Data in San Antonio, TX
Measurement for San Antonio stores where profit depends on shipping weight, discount mix and which language the customer was reading in.
Delivered remotely for brands across San Antonio and Texas.
Scale · San Antonio
Why San Antonio brands come to us for this
- Server-side GTM on a first-party subdomain with browser-to-server deduplication done properly
- Language captured as a dimension so Spanish and English funnels are compared, never averaged
- Actual shipping and freight cost attached at order level for true contribution margin by product and zone
- Military, first-responder, event and wholesale discounts structured as separable codes with their own reporting
- Wholesale and retail orders separated in GA4 so blended AOV stops describing a business that does not exist
A store here can have an excellent conversion rate and a bad month, because the numbers everyone watches do not include the two things that actually decide profit: what it cost to ship the order and what was discounted off it. A case of sauce to a far zone, a pair of boots returned and restocked, a smoker on freight, a military discount stacked with a promotion — each of those is a real margin event and none of them appear in a standard ROAS dashboard.
The foundation is the usual, done properly. A full event inventory reconciled against Shopify order data so you know exactly how much signal is being lost and where. Server-side GTM on a first-party subdomain, resilient to blockers and browser restrictions, with clean deduplication between browser and server events. Conversions API for Meta, enhanced conversions for Google, and a documented GA4 event schema that does not change meaning every time someone installs an app.
Then the layer specific to this market. Language as a dimension so Spanish and English funnels can be compared instead of averaged. Discount codes structured so military, first-responder, event and wholesale offers are separable rather than lumped into one bucket. Shipping cost attached at order level so contribution margin by product and by zone becomes visible. That is the reporting that changes decisions, and almost nobody arrives with it.
Local context
Measure landed cost, discount mix and language — or optimise blind
Three San Antonio-specific measurement gaps come up in nearly every audit. The first is freight and weight: with cases of liquid, heavy leather and oversized cookers, cost to serve varies enormously by zone and package, so a channel that looks profitable on revenue can be losing money per order. We attach actual shipping cost and returns to order records and report contribution margin, not just revenue. The second is discount mix. Military and veteran verification, first-responder offers, event promotions and wholesale pricing often run simultaneously with overlapping codes, and until they are structured separately nobody can say what the military programme costs or earns. The third is language. In a bilingual metro, blending Spanish and English sessions into one funnel hides the single most fixable conversion problem most local stores have. Add wholesale and retail orders flowing into the same GA4 property without separation and the average order value figure everyone quotes in the meeting is describing a business that does not exist.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a San Antonio 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 San Antonio store
We do not work off a rate card. Every San Antonio 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 San Antonio — your questions
Yes, and it is one of the first things we build. Storefront language is captured as a dimension and carried through GA4 and your reporting, so you can compare funnel step completion, average order value and return rate between the two. In most bilingual stores we audit, there is a visible gap that had never been measured — which makes it the highest-confidence place to start improving.
By giving it its own code structure and its own reporting line. Once verification-triggered discounts are separable from every other promotion, you can see incremental new customers, repeat rate, average order value and the margin given away. That turns a policy nobody wants to question into a measurable programme you can adjust with confidence rather than sentiment.
It can, and for heavy goods it is essential. We pull actual shipping charges into the order record rather than using an estimate, then report contribution margin by product, zone and channel. That usually reveals at least one region or product where the current free-shipping threshold is selling at a loss, which is a faster profit fix than most conversion work.
A dashboard only reports the data it is given. If the underlying events are missing, duplicated or undocumented, a nicer interface makes the wrong numbers easier to read. We fix the collection layer first and are happy to keep your existing tool on top of it. If the tracking is already clean, we will tell you that and scope the work down.
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 San Antonio 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.