Tracking and measurement architecture
Most measurement problems are not analysis problems. They are collection problems that nobody has looked at in two years. We audit what is actually firing, rebuild it server-side, and document the schema so it survives the next site change.
Three parts, in this order
Find out what is actually being collected
We reconcile what the platforms report against what the business can see in its own order or CRM data, then work backwards to the gaps. The output is a written list of what is broken, what it costs you, and what to fix first.
- GA4 property and event review against a documented schema
- Consent mode and cookie behaviour checked in the browser, not assumed
- Platform conversions reconciled to finance or CRM records
- Cross-domain and subdomain journeys traced end to end
- Written findings with a prioritised remediation list
How an engagement runs
Every engagement starts with a written brief rather than a verbal scope. That is the part that separates this from ad hoc consultancy.
Audit
We map what exists, test it live, and reconcile it against your own numbers.
Build
Server-side container, platform events and the documented schema go in.
Validate
We run parallel collection and prove the new number against the old one before switching.
Hold
Monitoring, plus re-validation whenever the site changes.