More purchases attributed
Server-side signals close measurement gaps caused by browser and cookie restrictions.
Tracking & Data
Clean data. Right decisions.
Bad tracking doesn't just cost you data - it costs you revenue.
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- Since 2019
- 150+ Migrations and Relaunches
- Official Shopify Plus Partner
The Problem
Why is browser tracking no longer enough?
iOS 14, cookie blockers, and ad blockers are destroying classic pixel tracking.
iOS 14+ Data Loss
Apple's App Tracking Transparency has massively restricted client-side Meta tracking. The order still happens, it just no longer arrives at the platform in full.
Ad Blockers
Up to 40% of users completely block browser pixels. For those sessions, no event is created at all.
Cookie Restrictions
Safari and Firefox limit third-party cookies to a few hours. Returning visitors are therefore counted as new users.
Wrong ROAS Values
Under-reported conversions lead to wrong budget decisions. The more budget depends on those numbers, the more expensive every mismeasurement gets.
What does server-side tracking deliver?
Server-side tracking sends conversion data directly from your server to Meta, Google, and other platforms.
Higher Match Rate
Server events match significantly more users - typically 80-95% instead of 40-60%. The platform can attribute more purchases back to the campaign that produced them.
Browser Independent
Ad blockers and cookie restrictions have no impact, because the event leaves your store via your server instead of the user's browser.
Better Campaign Optimization
Meta and Google receive more complete signals. If part of the purchases is missing, the algorithms optimise against a distorted picture.
What belongs in a complete tracking setup?
01
Tracking Audit
Analysis of the existing setup: which tags, pixels and apps are active, which events measure correctly, which are missing and which count twice.
02
Google Tag Manager
Clean GTM setup with data layer. The tag manager becomes the central control layer for tags, triggers and events, instead of every tool producing its own numbers.
03
GA4 Setup
Complete GA4 implementation with the relevant e-commerce events along the funnel: product view, add to cart, checkout start and purchase.
04
Meta Conversions API
Server-side Meta tracking. Conversion signals go straight from the server to Meta so they do not get stuck on ad blockers and browser restrictions.
05
Google Ads & More
Server-side tagging for all channels. Every ad channel carrying budget gets the same signal quality.
06
Quality Assurance
Verification of all events and documentation. Otherwise nobody can later trace which event fires where.
Which tracking tools do we use?
Google Tag Manager
Client-side and server-side GTM as the central control layer
GA4
Complete e-commerce tracking, event-based through to purchase
Meta Conversions API
Server-side event tracking for more reliable conversion signals
Server-Side GTM
Dedicated sGTM infrastructure for the handoff to the ad channels
Better campaigns
Meta and Google optimise with more complete conversion signals instead of a distorted picture.
Transparent measurement
Events, consent states and data flows are tested clearly and documented.
How does a tracking project run with us?
- 01
Take inventory
We record which tags, pixels, apps and events are actually active in the store. With setups that grew over the years, the resulting list usually surprises the team.
- 02
Put the numbers side by side
Orders in Shopify, events in GA4 and the conversions reported by Meta and Google Ads go next to each other. Only that gap shows where signals are lost.
- 03
Define events and parameters
Before implementation we define centrally what is measured along the funnel - product view, add to cart, checkout start and purchase - and which parameters have to travel with it.
- 04
Implement with consent logic
Tag manager, GA4 and the server-side connections are built, and the consent status is passed through. A tracking concept without consent logic regularly falls apart in operation.
- 05
Verify and document
Every event is checked and written down: what fires where and when. That documentation is why discrepancies stay explainable later instead of turning into guesswork.
Is a tracking setup your next step right now?
Then you are starting in the right place
Platform and store contradict each other
Meta and Google report clearly fewer conversions than were actually ordered in Shopify. Under-reported conversions lead to wrong ROAS values.
You are scaling paid budgets
The more budget depends on the reported numbers, the more expensive every mismeasurement gets. Budget decisions on incomplete signals cost money directly.
Your tracking has grown historically
Tags, pixels and events were added over the years without anyone cleaning up. Nobody on the team can still say what fires which event.
Your setup is purely client-side
Ad blockers, iOS 14+ and the cookie restrictions in Safari and Firefox hit exactly there. Browser tracking alone is no longer enough for that.
Then something else will do more for you
Consent is unresolved
Without a solid CMP and Consent Mode v2 you are building measurement on a consent that does not hold. That belongs before the tracking setup.
To consent & privacyThe numbers are right, the revenue is not
If your measurement is reliable and people still do not buy enough, the problem sits in the funnel and not in the data.
To CRO & conversion optimisationYour setup is new and cleanly built
If the events are verified and documented and this is only about maintenance and small adjustments, you do not need a new setup.
To support & maintenanceEngagement
How can we work on tracking together?
Whether you first want to know what your existing setup measures, need a complete setup, or want to go server-side - that gives three shapes of collaboration.
Tracking audit
Who it is for
For stores whose numbers contradict each other across Shopify, GA4 and the ad platforms - without anyone being able to name the cause.
What is included
- Analysis of the existing setup
- Reconciliation of events between store and platforms
- Findings with a concrete route to a solution
How it ends
Ends with an overview of which events measure correctly, which are missing and which count twice.
Tracking setup
Who it is for
For stores that do not want to patch tracking but rebuild it properly once.
What is included
- Google Tag Manager with a clean data layer
- Complete GA4 implementation with e-commerce events
- Meta Conversions API connected server-side
How it ends
Ends with verified events and documentation stating what fires where and when.
Server-side tagging
Who it is for
For stores where ad blockers and cookie restrictions cost so much signal that campaign optimisation suffers.
What is included
- Dedicated sGTM infrastructure
- Server-side tagging for the relevant channels
- Quality assurance across all events
How it ends
Produces conversion signals that reach Meta and Google independently of browser restrictions.
Brands with €950M+ GMV trust NICCOS
Common questions about tracking & analytics
What is server-side tracking?
With server-side tracking, conversion data goes to Meta, Google and other platforms directly from the server instead of from the user's browser. Ad blockers and cookie restrictions no longer apply at that point. The data layer in the store remains the source.
Why do Meta and Google report fewer conversions than Shopify?
Because classic pixel tracking runs in the browser. Apple's App Tracking Transparency, ad blockers and the shortened cookie lifetime in Safari and Firefox cut off part of the events. The order still happens - it just never arrives at the platform. So the algorithms simply do not see part of your purchases.
Why do GA4 and the Shopify backend differ?
A gap is normal. Because of consent requirements, ad blockers and browser restrictions, GA4 systematically measures less than the backend; a difference of 10 to 30 percent is common. GA4 numbers are therefore good for trends and channel comparisons, not as accounting truth. What matters is that you know the gap and can explain it.
What changes about the match rate?
Server events match significantly more users than pure browser tracking - typically 80 to 95 percent instead of 40 to 60 percent. That gives Meta and Google more complete signals for campaign optimisation. In the Olakala tracking project we saw 30 percent more tracked sessions on Shopify Plus through the server-side build compared with the previous setup.
Does server-side tracking replace Google Tag Manager?
No, it complements it. We use client-side and server-side GTM together: the data layer in the store stays the source, the handoff to the platforms runs through the server containers. The tag manager remains the central control layer for tags, triggers and events.
What does consent have to do with the tracking setup?
Consent is the precondition, tracking is what gets built on top. Without a solid CMP and Consent Mode v2 you are measuring on a consent that is not technically enforced. Both have to be planned together, because a tracking concept without consent logic regularly falls apart in operation. The consent side is covered separately under Consent & privacy.
How do you make sure the setup is correct?
Quality assurance comes at the end: all events are verified and documented. Without that documentation, nobody can later trace which event fires where, or why two systems show different numbers. What you get is checkable: an overview of which events measure correctly, which are missing and which count twice.
How many conversions can't you see right now?
We analyze your existing tracking for free.
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