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.
Toronto, ON
Analytics, Tracking & Data in Toronto, ON
A measurement layer that knows the difference between a Canadian dollar and an American one, and a consent setup that holds up in Quebec.
Delivered remotely for brands across Toronto and Canada.
Scale · Toronto
Why Toronto brands come to us for this
- Currency handling fixed first: presentment versus reporting currency documented so GA4 and Shopify reconcile within a couple of percent
- Consent mode wired to your CMP and Shopify's customer privacy API with Quebec's Law 25 and PIPEDA obligations accounted for
- Contribution margin, MER, CAC and payback reported per market rather than blended across the border
- Server-side tracking on a first-party subdomain, recovering the signal blockers and ITP take out of the browser
- Order-level reconciliation against Shopify for a full week before anyone signs off on the implementation
Three dashboards will give a Toronto store four different answers to yesterday order count, because the multi-currency problem sits underneath the usual attribution mess. GA4 reports in a single reporting currency, Shopify holds order values in the presentment currency the customer paid in, your ad platforms report in the account currency, and somewhere in between an exchange rate is being applied that nobody has documented. Reconciling to within a couple of percent means fixing the currency handling before anyone argues about attribution.
Then the ordinary rebuild, which nothing else you buy performs without: server-side tracking from a first-party endpoint, Conversions API with high match quality and correct browser-to-server deduplication, a documented GA4 event schema, and a reporting layer that reconciles to Shopify's own order records rather than to another dashboard. Most stores lose fifteen to thirty percent of conversion signal to blockers, ITP and declined consent before anyone touches a bid.
Canadian privacy law is the third piece and the one that most GTA brands have not looked at. PIPEDA governs personal information federally, and Quebec's Law 25 has tightened consent, transparency and individual rights in ways that are closer to European practice than to the American default. If you sell to Quebec — and a Canada-wide store does — the consent layer needs to be real, wired to your CMP and to Shopify's customer privacy API, with denied consent handled rather than ignored. We implement it as part of the tracking build, not as a banner someone installs afterwards.
Local context
Contribution margin is a per-market number for a GTA brand
The reporting layer we build for a Toronto brand has one structural difference from a domestic-only one: nothing meaningful is reported blended. A Canadian order and an American order have different freight, different duty exposure, different payment processing, different return rates and, once currency conversion is applied honestly, different revenue. Roll them together and you produce a blended MER that looks healthy while your US channel quietly loses money on every order — which is the single most common way a GTA brand discovers at year end that its growth was expensive. We build the executive dashboard so blended MER, contribution margin, new-customer CAC, cohort LTV and payback all break by market as a default view, reconciled daily to Shopify's own order data in each presentment currency. It is unglamorous work and it is the number your next budget decision depends on.
Scope
What Analytics & Data includes
The same standard of work we run for every client — applied to a Toronto 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 Toronto store
We do not work off a rate card. Every Toronto 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 Toronto — your questions
Because two different conversion steps are happening. Shopify records the presentment currency the customer paid in and your payout currency separately; GA4 converts everything into one reporting currency using its own rates at its own timing. Add consent gaps and blocked browser events on top and the two drift apart quickly. We document the currency path explicitly so the remaining variance is signal loss you can act on, not FX noise.
In practice it raises the bar on consent, transparency and how you handle individual rights requests, closer to European expectations than to the US default. For a Shopify store that means a real consent mechanism rather than a decorative banner, denied consent actually respected in what fires, and clarity in your privacy policy about what you collect and why. It is a legal question as much as a technical one, so we implement to your counsel's position rather than inventing one.
Yes, directionally. Consent mode sends cookieless signals for denied traffic that feed modelled conversions, so you retain trend visibility without processing data you have no permission for. Combined with server-side events for consented users and order-level reconciliation to Shopify, you end up with a defensible picture. What you give up is user-level precision on that segment, which is the correct trade.
Report in the currency you make decisions and pay costs in, which for most GTA brands is CAD, and hold market-level views in their native currency underneath. What matters more than the choice is that it is stated and consistent — the arguments we see in Toronto board decks almost always trace back to two people looking at the same number in different currencies without either realising 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 Toronto 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.