Server-side tracking, attribution, and consent — done right.
Post-iOS. Post-cookie. Post-modelled-conversion-being-treated-as-truth. The brands that win in 2026 will be the ones with measurement infrastructure that holds up under audit. I implement server-side GTM, Conversions API, GA4 properly, and Consent Mode v2 — and I document it so your team can defend the numbers in a board meeting.
What’s broken in most tracking implementation setups.
Most of these gaps don’t look like problems on a dashboard. They look like “normal” until someone with distance asks the right question. The four below are the most common — and the most expensive.
Pixel-only tracking in a post-iOS world
Browser pixel fires. iOS strips the click ID. Your conversion is invisible to the platform. Your agency optimises around it. Your spend doesn’t compound.
CAPI ‘set up’ — but never verified
Conversions API was configured by someone. Maybe last year. Nobody has tested deduplication, parameter coverage, or match quality. The optimiser is steering on broken data.
Consent Mode v2 deployed but not understood
Consent banner shipped. Box ticked. But nobody can answer how modelled conversions interact with denied consent, what your actual data-loss rate is, or whether Google’s Consent Mode is even firing the right signals.
Measurement documentation: zero
When a new vendor joins or a developer changes the site, nobody knows what’s tracked, where, and why. Conversions break silently. Numbers drift. Trust erodes.
Tell me about your business. I’ll come back within 24 hours (weekdays) to book the call.
No sales theatre. The first call is genuinely useful — you leave with a clear written follow-up, whether or not we end up working together.
Six deliverables. All scoped, all written, all tied to outcomes.
Every engagement starts with a scope document the founder and I both sign off on. No moving goalposts. No “extra scope” conversations halfway through. Below is what’s included in a typical engagement — adjusted per business.
Server-side GTM (sGTM)
Stape, Google Cloud Run, or custom hosting. Container migrated, server-side events firing, latency monitored. The foundation everything else builds on.
Conversions API
Meta CAPI, Google Enhanced Conversions, TikTok Events API, LinkedIn CAPI. Deduplication verified, match quality monitored, parameter coverage audited.
GA4 architecture
Events properly named, custom dimensions registered, conversions defined correctly, BigQuery export wired if relevant. Reports your CFO can read.
Consent Mode v2
Default consent declaration, banner integration (Cookiebot, Iubenda, or custom), modelled-conversion handling. GDPR / DPDPA aligned and DEPLOYED, not just documented.
Cohorted attribution
First-touch + last-touch + position-based + data-driven attribution available. Reported by cohort, not just aggregate. Your real attribution picture, not the platform-attributed one.
Documentation + QA
Every event, parameter, conversion, and integration documented. Tag audit checklist. Onboarding for your team. The institutional knowledge that survives staff turnover.
Three phases. No mystery, no theatre.
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01
Audit
Tag audit, event coverage map, parameter quality check, consent compliance review. Written gap report with prioritised fix list.
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02
Implement
sGTM deployment, CAPI rebuild, GA4 configuration, Consent Mode v2 implementation, attribution setup. 4–8 week build typical.
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03
Verify
Live QA, data-quality checks, comparison against pre-existing baselines. Documentation handover. Quarterly drift checks afterwards.
Numbers from real engagements. All clients anonymised.
Named references available under NDA after a first call. See all 16 engagements on the case studies index →
After CAPI repair caught events that weren’t firing into the agency’s reports — specialty B2B exporter.
Between platform-reported and CRM-confirmed conversions, after sGTM + CAPI dedup repair.
Meta CAPI match-quality score, post-rebuild, vs 4–5/10 industry baseline.
Documented monitoring catches breakages in days, not the quarters most teams operate on.
What founders ask before getting in touch.
What’s sGTM and why does it matter?
Server-side Google Tag Manager moves tag execution from the user’s browser to your server. Faster page loads, more accurate data, fewer issues with ad-blockers and iOS privacy. It’s the foundation that makes CAPI, Enhanced Conversions, and Consent Mode v2 actually work — not just be technically present.
Do I need this if I’m only running Google Ads?
Even Google-only accounts benefit from Enhanced Conversions + Consent Mode v2 properly deployed. If you’re running Meta, TikTok, LinkedIn, or X alongside, CAPI is no longer optional — it’s the only way the platforms can optimise effectively post-iOS.
Will you work with our existing development team?
Yes. Implementation typically runs through your dev team or a contractor I bring in. I write the technical spec, run QA, and own the verification. Your team owns the deployment and ongoing maintenance — with the documentation to do it.
How long does an implementation take?
4–8 weeks for a mid-sized site (WordPress / Shopify / custom marketing site with 3–5 ad platforms). Larger SaaS or multi-region implementations run 8–12 weeks. Most of the time is QA and verification, not the initial deployment.
Are you familiar with DPDPA, GDPR, CCPA compliance?
Yes — Consent Mode v2 is configured to align with each jurisdiction. The implementation work is not a legal opinion (work with counsel for that), but the technical implementation is built to the compliance shape your legal team has defined.
Stop wasting spend on tracking implementation that nobody is independently QA’ing.
The audit is free. The conversation is direct. If we’re a fit, the engagement is scoped, written, and tied to the outcomes you actually need.