Web tracking that works
before you scale it server-side.
Your shop, website and advertising platforms report different numbers? We audit, repair or rebuild the measurement layer using Google Tag Manager, GA4, Google Ads, Consent Mode v2, enhanced conversions, cross-domain measurement and a complete technical handover.
Correct events first. Your own server second.
Tracking Check in 2 working days · fully credited against the build · no mandatory retainer
When every platform reports a different truth
GA4 reports fewer purchases than the shop. Google Ads shows a different revenue value. The consent banner appears to work, but the Google tags receive no reliable state. A plugin, an app and a GTM container all send in parallel.
Each component can be active while the overall system still produces bad decisions.
The shop reports more orders than GA4
Purchases are missing, fire only on certain checkout pages, or lose their value, currency or transaction ID.
Google Ads sees no or incorrect conversions
The campaign optimises against a GA4 import, an outdated action or a goal without a usable value.
Purchases are counted twice
A native app, a plugin, a theme script and GTM all report the same completion in parallel.
Campaign sources are lost when the domain changes
The main site, the shop, the portal or the checkout start new sessions and create internal referrals.
Consent is visible but not technically connected
The banner stores a decision, yet the Google tags never receive a correct default or update state.
Nobody knows the current setup
A previous agency is gone, several people had access, and changes were never documented.
Server-side tracking is not step one.
A server container can forward good data more reliably. It cannot decide whether your browser is currently producing the wrong purchase value, a duplicate conversion or no transaction ID at all.
Audit
Tracking Check
We document what is sending today, where it sends to, and which measurement paths overlap.
Web Tracking Foundation
Web Tracking & Conversion Setup
We clean up events, values, consent, conversion actions, domains and deduplication.
First-party or server-side
Server-Side Tracking
Only when ad spend, the remaining data gap and the platform mix justify the extra infrastructure.
Monitoring
Tracking Monitoring
So a later theme, plugin, checkout or tag release does not quietly break the measurement.
You can stop after stage two. If the web setup already meets the business requirement, we do not recommend a server just to sell a bigger project.
Not only ecommerce
For shops, websites and lead systems
Ecommerce
Shopify, WooCommerce, Shopware and custom checkouts.
Typical conversions
Lead generation
B2B websites, agencies, consultancies, education providers and service businesses.
Typical conversions
Multi-surface
A WordPress main site, a shop, a portal, a booking system or several domains.
Typical problems
From a real project
Only around half of the shop purchases reached Analytics before the repair.
A German ecommerce company ran its main site and its shop on separate platforms through separate measurement paths. The shop system, Analytics and the ad account reported different results. Consent Mode was not fully connected and the purchase conversion in the ad account relied on an incomplete Analytics import.
Before
- several uncoordinated measurement paths
- no shared container architecture
- missing consent signals
- no conversion tagging on the main site
- no reliable domain and session handover
- only around half of the shop purchases reliably visible in Analytics
Implemented
- a shared, versioned container across both systems
- the full ecommerce funnel
- a direct purchase conversion in the ad account instead of an Analytics import
- a dynamic value and a unique transaction ID
- Consent Mode v2 on both platforms
- domain and session continuity
- reload protection and deduplication
- a test purchase across the entire order process
- complete technical documentation
Validated in production
After go-live, purchases arrived in Analytics and Google Ads including the value and a unique transaction ID. Deduplication was verified through repeated calls of the completion process. Shop integrations not affected by the tracking work remained unchanged during the cutover.
Anonymised project case. No guarantee is given that the shop system, Analytics and the advertising platforms will match exactly. Long-term measurement coverage depends on consent, browsers, ad blockers and platform processing, among other factors.
Review a similar measurement gapA documented diagnosis, prioritised issues, an architecture decision and a fixed price. Fully credited against the implementation.
Delivered within 2 working days of full access · no term
We do not just look for missing tags
The Tracking Check maps your entire measurement system.
What gets reviewed, among other things:
Accounts and ownership
- GTM account and container
- GA4 property and data streams
- Google Ads account and conversion actions
- Merchant Center
- Shopify customer events
- WordPress plugins
- CMP and cookie banner
- User permissions and owners
Active measurement paths
- Native integrations
- App pixels
- Custom pixels
- Theme scripts
- Header code
- GTM tags
- Plugins
- Direct gtag integrations
- Server-side endpoints
Data quality
- Events
- Parameters
- Values
- Currency
- Items
- Transaction ID
- Lead ID
- Coupon
- Tax
- Shipping
- Referrer
- Campaign parameters
Consent
- Default state
- Update state
- Partial consent
- Withdrawal
- Analytics
- Advertising
- User data
- Personalisation
Attribution
- Domain transitions
- Subdomains
- Internal referrals
- Linker
- GCLID
- WBRAID
- UTM
- Session continuity
- Direct inflation
Operations
- Versioning
- Rollback
- Documentation
- Unknown legacy code
- Checkout migrations
- Theme and plugin dependencies
One setup, clear building blocks
What the Tracking Foundation can contain
The scope is set after the audit. Not every project needs every block. The six most common ones are here; the remaining six unfold below.
Measurement audit and measurement plan
We do not only document defects. We define which business action sends which event, with which parameters and which consent, to which destination.
- System map
- Event matrix
- Conversion matrix
- Risk and priority list
- Architecture decision
- Fixed price
GTM architecture and cleanup
Your container gets clear naming, separated contexts, versioned releases and a documented rollback point.
- Tags, triggers, variables
- Folders and contexts
- Version names
- Baseline and go-live export
- Removal of legacy measurement paths
GA4
The property, the data stream and the event model are reviewed or rebuilt.
- Property and data stream
- Events and key events
- Ecommerce parameters
- Internal referrals and domains
- Realtime and DebugView
- Expected reporting delays
Google Ads
The conversion architecture is built directly in the Ads account, not only as an Analytics import.
- Website conversions
- Dynamic values and currency
- Transaction ID
- Conversion linker
- Primary and secondary goals
- A sensible counting method
- Controlled migration away from GA4 imports
Enhanced conversions
Where technically available, approved and permissible under consent. First-party data is never used as an ordinary GA4 parameter.
- Eligibility and settings review
- User-provided data variable
- Email, phone, name and address
- Hashing inside the intended Google process
- Diagnostics and network validation
Consent Mode v2
Technical integration and testing of the signals that actually get sent, not just a toggle that is switched on.
- Borlabs Cookie
- Shopify Customer Privacy
- Cookiebot
- Usercentrics
- Consentmo
- OneTrust
- Custom CMPs
Show six further building blocks
Ecommerce funnel
The purchase funnel is mapped completely and with reliable parameters.
- view_item
- add_to_cart
- view_cart
- begin_checkout
- purchase
- Optional: view_item_list, select_item, remove_from_cart, add_shipping_info, add_payment_info, refund, search
Lead funnel
For B2B websites and service businesses with forms, bookings and phone contact.
- form_start
- form_submit
- calendar_booking
- click_to_call
- qualified_lead
- offline_sale
Cross-domain and multi-surface
Session and identity continuity across system boundaries.
- WordPress and Shopify
- Website and portal
- Landing page and checkout
- Several root domains
- External booking systems
Deduplication
A completion is counted once, even when several paths exist.
- Unique transaction IDs
- Reload protection
- Parallel pixels
- Native and manual paths
- Preparing the browser and server event ID
Testing and cutover
The old path is only removed once the new one has been technically verified.
- Backup and baseline version
- Controlled release
- Test purchase or test lead
- Network validation
- Duplicate detection check
- Rollback criteria
Documentation and handover
After the project the system can be maintained without us.
- System overview
- Event matrix
- Conversion actions
- Consent mapping
- Test results
- Known limits
- Maintenance notes
- GTM export
- Access and ownership overview
A documented diagnosis, prioritised issues, an architecture decision and a fixed price. Fully credited against the implementation.
Delivered within 2 working days of full access · no term
You do not have to start from zero
We also repair setups that grew over the years.
Typical cases:
We capture the current state, build a rollback point, and only remove the old path once the new one has been technically verified.
Consent is not a switch
The banner and the tags must know the same decision.
We do not only check the banner, we check the consent state actually sent before and after the decision, on withdrawal and on consent granted later. Whether basic or advanced mode fits is decided by policy, legal assessment and data volume, not by a default checkbox. Consent Mode v2 separates at least these four signals:
analytics_storagead_storagead_user_dataad_personalization FW Delta implements the technical consent handling. The legal assessment of the texts and legal bases stays with the client and their advisers.
A green tag is not an acceptance test
A setup is only finished when the real funnel works.
Depending on scope, the commerce test covers:
The test purchase is cancelled or refunded once agreed.
Your tracking stays yours
No agency black box and no mandatory app.
Everything is implemented inside the client accounts. Your measurement stays in your accounts. Container, configuration, custom pixel code and documentation are handed over in full.
Optional monitoring is a separate service. The base setup does not stop working when a retainer ends. No mandatory FW Delta app and no licence from us. Depending on the chosen architecture, platform, app or hosting costs can apply.
A transparent entry point
Start with the problem, not with a server project.
Tracking Check
EUR 290 net
- a complete inventory check
- the top issues with priority
- a baseline of the coverage gap
- an architecture decision
- a fixed-price proposal
- delivered within 2 working days of full access
- credited in full if commissioned within 30 days
Scope
One website or shop, one GA4 property, one Google Ads account, one consent path and up to two domains. Multi-market, multi-store and CRM setups get their own quote up front.
Crediting
If the recommended implementation is commissioned within 30 days of the diagnosis being handed over, the Tracking Check is credited in full.
Not included
Implementation after the check
These are the standard scopes. A clearly bounded single fix, a duplicate purchase or a missing transaction ID for instance, is billed by effort or as a smaller fixed price and sits below these tiers.
Web Tracking Foundation
For one website, a clear Google stack and one consent path.
Commerce Tracking Foundation
For one shop with a funnel, purchase, value, transaction ID, consent and a test purchase.
Multi-Surface Tracking Recovery
For WordPress plus a shop, several domains, legacy code, cross-domain, enhanced conversions and a controlled cutover.
Complex Measurement
For several shops, markets, accounts, CRM feedback or a custom event layer.
First-Party Tracking Upgrade
Google Tag Gateway, first-party delivery and your own measurement endpoint, once the web foundation is sound.
Server-Side Tracking
Server container, platform APIs and browser to server deduplication as a follow-up project.
Blocks that are already implemented cleanly are reused technically in a server-side upgrade instead of being rebuilt unnecessarily.
Reviews and operations
7-day review
EUR 190 net
Commerce or CRM data compared against the measured conversions after one week.
28-day review
EUR 290 net
Attribution picture, primary goal recommendation and server-side readiness after four weeks.
Tracking Monitoring
from EUR 99 per month
For one property and one commerce source. Optional, not part of the core package.
Payment
- Tracking Check: in full before work starts
- projects up to EUR 1,990: 50 percent at order, 50 percent before the production release
- larger projects: 50 percent at order, 25 percent after staging, 25 percent before go-live
- the work happens in your accounts; final exports, documentation and the structured handover follow the agreed final payment milestone
One-time project prices. No mandatory term. External hosting or app costs only where the chosen architecture actually requires them. All prices net, plus statutory taxes.
Clear scope, controlled go-live
How the project runs
Fit check
15 minutes. We clarify the platform, the problem, the access situation and whether an audit makes sense.
Tracking Check
We document the current state and deliver the architecture and fixed-price recommendation.
Order and backup
Access, scope, baseline export and rollback point.
Build
New tags, events, consent, conversions and domain logic are created in the workspace.
Cutover
Old measurement paths are removed or disconnected in a controlled way. Product feeds and pixels outside the scope stay untouched.
QA
Test purchase or test lead, consent matrix, values, IDs, Ads and deduplication.
Handover
Documentation, exports, known limits and the next checkpoints.
Optional review
After 7 or 28 days we compare commerce or CRM data against the measured conversions.
The price includes 72 hours of technical observation. It starts at the production go-live and covers correction of demonstrable implementation defects during regular business hours. It does not include reporting analysis, campaign optimisation, platform changes or scope extensions.
No tool dogma
Native app, GTM, custom pixel or your own server?
Native integration
The right choice when standard events are sufficient and stability plus platform support matter more than custom logic.
GTM in the browser
The right choice for controlled Google tags, your own conversion actions, websites and documented tag governance.
Shopify custom pixel
The right choice when custom customer events, an own event layer or specific multi-surface logic are required. The sandbox limits are documented and tested deliberately.
Google Tag Gateway
The right intermediate step when Google scripts and measurement requests should run first-party through your own domain.
Server-side tracking
The right choice with sufficient data volume, relevant ad spend, several platforms or a clear first-party infrastructure goal.
We do not pick the most expensive architecture. We pick the simplest architecture that reliably meets the agreed measurement requirement.
Related comparisons
With the web foundation in place, server-side can finally be assessed properly.
A server-side upgrade is particularly worthwhile when:
- meaningful ad spend is running
- browser and ad blocker losses stay commercially relevant
- several platforms use server-side APIs
- first-party infrastructure is a stated goal
- event deduplication between browser and server is needed
- monitoring and data control become more important
It is not automatically worthwhile when a small shop already reaches sufficient measurement coverage after the web repair.
View server-side trackingTracking can break again after an update.
Themes, plugins, checkout versions, CMPs and platforms change. On request we monitor:
- missing purchases
- missing values
- missing transaction IDs
- consent signals
- coverage between the shop and GA4
- the status of conversion actions
- pixel and container changes
How large is your measurement gap in numbers?
The calculator compares orders and revenue from the shop against the purchases measured in Analytics. It shows a measurement gap, not a proven revenue loss.
Calculate the coverageRunning on Shopify?
Customer events, custom pixels, Checkout Extensibility and the Google & YouTube app follow their own rules. There is a dedicated page for that.
View Shopify trackingFrequently asked questions
What clients most often want to know before the Tracking Check.
Is this only for Shopify?
No. The core product covers websites, shops, lead systems and multiple domains. Shopify has a dedicated page with specific customer events, checkout and app modules.
Do you repair existing setups?
Yes. The Tracking Check first documents native integrations, plugins, apps, theme scripts, GTM and conversion actions. Only faulty or unnecessarily duplicated blocks get replaced.
Why do I need web tracking first if I want server-side?
Server-side changes the transport and processing path. Event names, values, consent, IDs and deduplication must already be correct before that. Otherwise a server container simply forwards a wrong purchase value more reliably.
Do you always use GTM?
No. GTM is often sensible but not automatic. A native integration can be more stable and cheaper for a standard case.
Do you guarantee 100 percent coverage?
No. Consent rejection, ad blockers, browser restrictions, order confirmations that never load and platform processing remain technical limits. The shop system and Analytics will never match exactly.
How long does the implementation take?
Tracking Checks typically within two working days of full access. Standard projects often three to five working days. Complex recovery projects get their own plan.
Do I own the container and the code?
Yes. The configuration stays in your accounts and is handed over with an export and documentation.
Is there a retainer?
Not a mandatory one. Monitoring and reviews are optional.
Show eleven further detail questions
What about Shopify custom pixels?
Custom pixels are an advanced route for bespoke customer events and GTM logic. Shopify explicitly describes this path as an advanced, self-managed implementation. They run in a sandbox and require their own QA and maintenance. FW Delta only uses them with a technical justification.
Which GA4 events do you set up?
The commerce core covers view_item, add_to_cart, view_cart, begin_checkout and purchase. Lead systems get matching form, booking or qualified lead events. Extensions such as refund or add_payment_info are added depending on scope.
Do you set up Google Ads directly?
Yes. Conversion action, value, currency, ID, counting method, conversion linker and the primary and secondary strategy are in scope depending on the package. A new conversion action does not automatically become primary at go-live; it can run as secondary until there is enough comparison data.
What are enhanced conversions?
Enhanced conversions add hashed first-party customer data to Google Ads conversions, where technically available, approved and permissible under consent. That data does not travel as ordinary GA4 parameters and never appears in a URL or in the transaction ID.
Do you also do Consent Mode v2?
Yes. We connect the CMP decisions technically to the Google signals and test acceptance, rejection, partial consent and later changes.
Do you also check Borlabs Cookie?
Yes. Borlabs is not just configured; the consent signals that are actually sent get verified technically.
Can you connect WordPress and Shopify?
Yes. Multi-Surface Tracking Recovery covers cross-domain, session continuity, the conversion linker, consent and separate platforms.
How do you prevent duplicate purchases?
Through unique transaction IDs, cleanup of parallel paths, reload protection and a controlled cutover.
Do you run a real test purchase?
On commerce projects, yes. Value, currency, discount, tax, shipping, items, IDs, Ads and enhanced conversions are checked depending on scope. The test purchase is cancelled or refunded once agreed.
Is legal advice included?
No. FW Delta implements the technical handling. Legal texts and approvals are not in scope.
Can I add server-side later?
Yes. The Tracking Foundation is explicitly built as the technical basis for it. Blocks that are already sound get reused.
Classify your tracking setup in 90 seconds
The more precise the answers, the more reliable the assessment. We reply within one business day with an access list, a slot and the next step.
We use your details solely to handle this request. Further information is available in the privacy policy.
Find out what your tracking actually measures.
Within two working days of full access you receive a documented diagnosis, a clear architecture decision and a binding fixed price for the implementation.
Audit fully credited against the implementation · no term · no obligation to proceed