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.
Seattle, WA
Analytics, Tracking & Data in Seattle
Ask three dashboards how many orders you took yesterday. Then add the marketplace, and the number gets worse.
Delivered remotely for brands across Seattle and Washington.
Scale · Seattle
Why Seattle brands come to us for this
- Owned-revenue share reported as a headline metric next to marketplace revenue, quarter over quarter
- Server-side tracking on a first-party subdomain, deduplicated properly against browser events
- Consent and event collection configured with Washington's My Health My Data Act in scope for wellness catalogues
- A written GA4 event spec handed to your engineering team for review, not a dashboard screenshot
- Contribution margin modelled with Washington's gross-receipts B&O tax included in the calculation
Every store has a measurement problem. A Seattle store with marketplace revenue has two. The first is the usual mess: GA4 disagreeing with Shopify, Meta claiming more sales than the business made, ad blockers and ITP eating events. The second is structural — a meaningful share of the revenue happens on a platform that reports on its own terms, in its own windows, and does not tell you which of those customers ever touched your website.
We rebuild the measurement layer so the weekly meeting is a decision instead of a debate. Server-side tracking through a first-party endpoint. Conversions API with match quality above eight. A documented GA4 event schema that means the same thing in six months. Consent mode wired to your CMP. Then a reporting layer that reconciles to Shopify's own numbers and puts marketplace revenue next to owned revenue in the same view.
Seattle buyers make this easier than most. When the person on the other side of the call has built data pipelines for a living, you can talk about deduplication keys and identity resolution directly rather than translating it into marketing vocabulary. We write the spec down, hand it over, and expect it to be reviewed.
Local context
Owned-revenue share, and the Washington privacy law your pixels touch
Two things shape this work for a Seattle brand. The first is the headline metric: for a business moving off marketplace dependence, the number that matters is the percentage of revenue coming from channels you control, tracked quarter over quarter alongside contribution margin — and almost nobody has that on a dashboard when we arrive. The second is compliance. Washington's My Health My Data Act imposes broad consent and disclosure obligations on consumer health data, defines that category expansively, and carries a private right of action — which makes it materially more consequential than most state privacy laws for supplement, wellness, fitness and personal-care brands selling from here. Advertising pixels and audience-building flows are exactly the surfaces it touches. We configure consent handling and event collection with that in mind and document what is being collected and why. We are not your lawyers, and the documentation is written so yours can actually review it.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Seattle 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 Seattle store
We do not work off a rate card. Every Seattle 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 Seattle — your questions
Yes, with a caveat we state up front. Marketplace platforms report on their own attribution windows and will not tell you which of those buyers previously visited your site, so a fully joined customer view is not achievable. What is achievable is a reconciled revenue and margin view across both channels, plus an owned-revenue-share trend, which is the number that should be driving your decisions anyway.
If you sell supplements, wellness, fitness, sexual-health or personal-care products, it very plausibly does — the definition of consumer health data is broad and the law carries a private right of action. We are not lawyers and this is not legal advice. What we do is configure consent and event collection conservatively, document exactly what is collected and shared, and give your counsel something concrete to review.
Because everything downstream optimises on the signal you send. Ad algorithms bid on the conversions they can see, and a test result is only as trustworthy as the events underneath it. Most stores we audit are losing 15 to 30 percent of conversion signal, which means every decision made on that data is made at a discount.
That is how we prefer to hand it over, and it happens more often in Seattle than anywhere else we work. You get the event specification, the server-side container configuration, the deduplication logic and the reconciliation queries, all documented. If your team wants to run it from month two, they can.
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 Seattle 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.