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Tracking and custom software for shops · Fixed price

You do not know which campaigns really make money. Because your tracking only sees part of your orders.

Your shop counts 1,000 orders, Google Analytics 612. That is the basis on which Google and Meta allocate your budget: campaigns that sell look weak and get less money.

We find where the orders go missing and fix it. From the shop into the ad account, accepted with a real test purchase, at a fixed price.

Get your tracking checked · EUR 290 Discuss a software project

EUR 290 net, findings within two working days, credited in full if you commission within 30 days. No subscription, no phone call, you get an email.

What your shop sells and what Google sees of it 30 days · example
  • Orders in the shop 1,000
  • of which visible in Google Analytics 612
  • of which visible in the Google Ads account 540
  • counted twice 38
Missing 388 orders Google never sees

Google allocates your ad budget only by the 612 orders it sees. The ads that brought the other 388 look like failures to it and get turned down.

Example figures. Your real ones are in the findings after the tracking check.

What we do differently

  • Acceptance by real test purchase

    At the end we place an order ourselves and check that it arrives in Google Analytics and in the ad account. Before that the project is not finished.

  • Everything in your accounts

    We work in your Google accounts, not in ours. Everything we set up belongs to you and stays with you.

  • Fixed price before we start

    You know the price before we start. And if an expensive solution adds nothing in your case, we say so.

  • No lock-in

    After the handover your team can carry on alone. With us or without us.

What we do

Two things we do every day.

Almost every enquiry we get has one of two reasons: the numbers in the ad account do not match the shop or a software subscription has become so expensive over the years that something of your own pays off.

Tracking

The numbers have to be right first. Everything else comes after.

Tracking means: every order that reaches the shop should also reach Google Analytics and the ad account, exactly once and with the right amount. We fix that or build it from scratch before launch, in your own accounts. Heavier technology behind it, such as a server of your own for the measurement, only comes in when it pays off at your ad budget. Many shops do not need it.

  1. 01 Tracking check EUR 290 net · two working days

    We look at what is measured today, what is missing and what counts twice. You get findings, a recommendation and a fixed price for the repair.

  2. 02 Fix or rebuild tracking from EUR 990 net · three to five working days

    Orders, amounts, order numbers, cookie banner and ad goals are connected properly, across several websites too. Accepted with a real test purchase.

  3. 03 Server-side tracking from EUR 2,490 net · as a follow-up project

    The measurement additionally runs through a server of your own so fewer orders get lost to browsers and ad blockers. Only when ad budget and gap justify it.

  4. 04 Tracking monitoring from EUR 99 per month · optional

    So a shop update or a new plugin does not quietly break the measurement.

Also Shopify trackingConsent Mode v2Meta Conversions APICalculate tracking coverage
Custom software

Software for the part you cannot buy off the shelf.

For most tasks there are ready-made programs and you should use them. The rest is the part your business depends on and off-the-shelf software rarely fits there. That is what we build: with mainstream technology, documented, on a server that belongs to you.

Duration
two to sixteen weeks
Price
fixed price after the first call
Technology
mainstream and well documented
Ownership
source code, documentation and every access belong to you
See custom software Run subscription against your own system
All services

Why the numbers drift apart

Six reasons we find almost every time

Rarely is one single thing broken. Usually several small things add up to the gap.

  1. 01

    The shop counts more orders than Google Analytics

    Orders never arrive, arrive only from some pages or arrive without amount and order number.

  2. 02

    The ad account sees no or incorrect purchases

    The ads are set to an outdated goal or to one that does not know the revenue.

  3. 03

    Purchases are counted twice

    Shop app, plugin and theme report the same purchase several times and nobody notices.

  4. 04

    The ads do not get credit for the purchase

    When the visitor moves from the website into the shop or to checkout, the connection breaks. The purchase then counts as chance instead of as a success of the campaign.

  5. 05

    The cookie banner is there but not wired up

    The visitor clicks accept, Google never hears about it and measures as if they had declined.

  6. 06

    Nobody knows how it is set up

    The previous agency is gone, several people had access and nobody wrote down what was changed.

A server of your own is not step one.

A server does not turn wrong numbers into right ones, it only delivers them more reliably. That is why we fix the measurement in the shop first. If that is enough, we stop there and do not recommend a server just because the project would be bigger.

See server-side tracking What a server of your own adds and what it does not

From the tracking check

What the shop sends and what arrives at Google.

On the left, a purchase the way the shop reports it technically. On the right, the same purchase the way Google Analytics receives it. The marked lines are the four most common faults we find in shops that grew over time.

What the shop reports JS 
dataLayer.push({  event: "purchase",  ecommerce: {    transaction_id: "SO-118342",    value: 189.90,    tax: 30.32,    shipping: 4.90,    currency: "EUR",    items: [{      item_id: "SKU-4471",      item_name: "Laufjacke Nordwind",      price: 92.50,      quantity: 2    }]  }});
What arrives at Google Analytics missing wrong
  • event purchase
  • transaction_id (not set)

    Without an order number the purchase counts again on every reload of the confirmation page.

  • value "189,90"

    The amount arrives as text with a comma. Google cannot use it and counts 0.

  • tax 30.32
  • shipping 4.90
  • currency (not set)

    Without a currency Google guesses and the revenue in the ad account is off.

  • items []

    No items: Google does not know what was bought.

Every finding is documented in the check with its location and the fix. Acceptance is a real test purchase, not the tag preview.

Request the tracking check

From the work

Situation, work, outcome

Three projects, anonymised and without polished KPIs. What was broken before, what we built and what could be verified afterwards.

Tracking

Online fashion retail · DACH

Situation
Only about half the orders were visible in Google Analytics. Website and shop ran on two systems that did not know each other and every order counted again on every reload of the confirmation page.
Work
Both systems connected to one shared measurement, the cookie banner decision passed on the same way everywhere and every order counted once only, by its number.
Outcome
Every order arrives in Google Analytics and in the ad account, with amount and order number. Accepted with a real test purchase, documentation handed over.

We publish no advertising figures for this case.

Matching service
Several websites

Travel operator · long booking path

Situation
A booking ran across three websites: the main site, the offer page and an external booking system. On every switch the connection broke. In the end every booking looked as if it came out of nowhere and no campaign got credit for it.
Work
The three websites connected so the visitor stays recognised along the whole way, old redirects cleaned up and the booking confirmation from the external system reported back to the ad account.
Outcome
A booking stays one connected journey across all three websites. The confirmation reaches the ad account with amount and booking number.

No claim about booking numbers, what was measured is the credit to the ads.

Matching service
Custom software

Technical wholesale · reporting

Situation
Reporting ran on a program that charges a licence per person. Anyone who only wanted to read the numbers got none, so forwarded spreadsheets with different cut-offs went around.
Work
An application of their own directly on the existing database, with rights for reading and editing, defined figures and a visible data cut-off per view.
Outcome
Everyone sees the same number at the same cut-off. The per-person licence is gone and in return the business carries server and maintenance.

Whether that is cheaper depends on the user count. The calculation is shown openly in the Tableau comparison.

Matching service
Four more tracking cases

How we work

From the first call to the handover

The price is fixed before we start. The timeline is in the contract, including the rule for what happens if it does not hold.

  1. 30 to 60 minutes

    First call

    We look at what is there, name the actual problem and say openly if a finished program is the better answer.

    Technical proposal with a cost breakdown

  2. two working days

    Fixed price

    One number before we start. No hourly rates, no extras. The payment plan is in the contract.

    Signed contract with a timeline

  3. depends on scope

    Build and test

    An update every week and a test environment where you can try everything. You see every change.

    A working staging environment

  4. three to five days

    Handover

    Everything goes live, you get the source code and the manual, your team a walkthrough and 90 days of support.

    Production system, code and documentation
Fabian Weiss, founder of FW Delta
Fabian Weiss
Founder, FW Delta

Who builds it

You talk to the person who also builds it.

FW Delta is the company of Fabian Weiss. There is no sales team in between and no handover to a junior after the first call. Whoever answers your enquiry builds the thing later. And tells you beforehand if an off-the-shelf product is the better choice.

  • Projects in Germany, Austria and Switzerland
  • Your data sits on servers in Germany
  • Mainstream technology that others can maintain too
About FW Delta
Tracking Check

Start the tracking check

Four required answers, the rest is optional. You get a reply by email within one business day, no phone call.

Contact

The confirmation with your reference goes to this address.

Only if you would like a short call back. Otherwise everything runs by email.

Your setup

The domain is enough, we add https://.

0 of 1500 characters

EUR 290 net, due only after we confirm. Findings within two working days of full access, fully credited if you commission within 30 days.

We use your answers only to handle this enquiry. Details in the privacy policy .

Frequently asked

The questions that come up before almost every project.

Further answers are on the service pages.

What happens in the EUR 290 tracking check?

You give us read access to Google Analytics, Tag Manager, the ad account and the shop. Within two working days of full access you receive documented findings: which paths send in parallel, where values, transaction IDs or consent signals are missing and an architecture decision with a binding fixed price for the implementation. If you commission within 30 days, the amount is credited in full.

And if the check shows everything is fine?

Then that is what the findings say and there is no follow-up project. A check that always recommends a project would not be a check. Usually a short list of small items remains that your team can handle itself.

When do you need a server of your own for the measurement?

When meaningful ad budget depends on the measured purchases, several platforms offer server-side APIs or first-party infrastructure is a stated goal. Before that, the web foundation has to be right. How large your gap is shows in the reconciliation of shop orders against measured purchases, not in an industry average.

What does custom software cost and how long does it take?

We state the price as a fixed figure after the technical assessment, before the project starts. Dashboards and internal tools usually take two to eight weeks, portals and platforms six to sixteen weeks. The timeline is in the contract. The comparison pages carry calculated scenarios with disclosed assumptions so you can judge the range beforehand.

Do we really own the software afterwards?

Yes. The full source code, Git access, documentation and the infrastructure credentials. The rights to the project code transfer at final payment. Third-party components stay under their own licences. There is no licence from us that you keep paying for.

Can our team keep running it without you?

That is what it is built for. The stack is deliberately mainstream and documented, not proprietary. The handover includes a walkthrough, an operating guide and 90 days of support. After that you can hire us, hire somebody else or run it yourselves.

Next step

Where do you want to start?

Tracking check

EUR 290 net

When the shop, Analytics and the ad account do not show the same number or the tracking does not exist yet. Findings within two working days, credited if you commission.

Get your tracking checked

First call

free, 30 minutes

For software, dashboards and integrations. We look at what is there and tell you whether a system of your own is worth it.

Request a call
Hetzner
ISO/IEC 27001:2022 certified data centres
Germany
Falkenstein and Nuremberg
Encrypted
During transfer and on the server
GDPR-oriented
Data stored in the EU

Technical assessment, not legal advice. Whether a specific setup is GDPR compliant depends on the data processed, the recipients and the legal basis.

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