Analytics
We build and audit custom analytics setups using Google Analytics 4 (GA4) and server-side Google Tag Manager (sGTM) on Shopify using Stape.io and CookieYes. With Elasticsearch and Kibana log auditing, we restore measurement accuracy for marketing channels.
At every stage of our web development and marketing process, accurate tracking and measurement are prioritised. We audit, build, and maintain server-side analytics integrations to provide clean telemetry and actionable marketing insights.
Our Measurement Stack & Specialties
We implement custom analytics infrastructure to remove data discrepancies and track user touchpoints accurately:
- Server-Side GTM on Shopify: We deploy server-side Google Tag Manager containers using Stape.io and configure cookie consent gates via CookieYes, ensuring compliance while preserving vital conversion signals for ad networks.
- Google Analytics 4 & Consent Mode Audits: We run detailed Consent Mode audits to verify tag firing states, ensuring Google can receive signals for behavioural modelling and conversions are tracked without breaking privacy regulations.
- Server Log Telemetry (Elasticsearch & Kibana): We configure server-side log ingestion pipelines using Elasticsearch and Kibana, monitoring bot crawling activities and isolating indexing barriers in real-time.
- Data Accuracy Audits: We map out event flows, identifying configuration discrepancies in custom checkout scripts to verify transaction counts match store admin data.
- Shopify Checkout Tracking Recovery: Reconstructed checkout tracking for Tower London after the Shopify Checkout upgrade deprecated legacy "additional scripts". By deploying server-side GTM configurations, we ensured conversion tracking remained accurate and fully aligned with store transaction records across all 8 international stores.
