Technical telemetry
Server-side tracking and analytics setup
One clean data ledger showing ad contribution.
Dashboards displaying closed CRM deals by original ad source.
Most growth teams have more dashboards than answers. Ads Manager, Google Ads, GA4 and the CRM each report a different number for the same week, so every meeting starts with an argument about which one is right. We build a tracking and analytics layer where those numbers reconcile: events defined once, collected server-side where it helps, tied to CRM records and revenue, and reported in one place.
The work covers GA4 configuration, server-side Google Tag Manager on your own subdomain, UTM and source governance, CRM source fields, a warehouse where it is warranted, and dashboards that show revenue and pipeline by original ad source. It is the foundation the rest of our work — and any agency's work — depends on.
The problem
Marketing teams rely on disconnected analytics tools that report conflicting metrics, leaving leaders without a clear source of truth for ad ROI.
What we do
- Audit tracking codes
- Build single data ledgers
- Implement multi-touch attribution models
- Build performance dashboards
What you get
- Core tracking schematics
- Unified marketing databases
- Live attribution dashboards
- Data governance handbooks
A single, clean data ledger that connects every ad dollar spent to closed CRM contracts.
How it runs
- Audit Pixels. We trace all active tracking scripts and locate event configuration errors.
- Standardize Events. We unify event parameters across all channels to align data fields.
- Build Database. We connect ad spends, page views, and CRM deals into a marketing database.
- Launch Dashboard. We publish live attribution dashboards that calculate payback time and ROI.
Who this is for
- Companies where marketing, sales and finance report different numbers for the same period
- Teams that have outgrown platform dashboards and want revenue by source they can defend
- Businesses with long sales cycles where the conversion that matters happens in the CRM, not on the site
- Brands migrating tracking after a replatform, a new CRM or a consent-management change
What's included
- Tracking plan: event names, parameters, conversion definitions and owners
- GA4 configuration, including conversions, audiences and BigQuery export where useful
- Server-side Google Tag Manager on a first-party subdomain, feeding GA4, Meta and Google Ads
- UTM, click-ID and source governance so CRM records carry their original source
- Revenue and pipeline dashboards in Looker Studio or your BI tool
- Documentation and handover so your team can maintain it
Why platform numbers disagree
Each platform measures from its own vantage point. Meta and Google count conversions within their attribution windows and models; GA4 applies its own attribution and loses some sessions to consent and blockers; the CRM records what actually happened but often without a reliable source. None of them is lying, but none of them is the business number either.
The goal is not a single perfect attribution model — that does not exist — but a reconciled view: what each platform claims, what the CRM and finance record, and the gap between them, tracked over time. With that, you can see when a platform starts over-claiming and make budget decisions on revenue. Our explainer on cookieless attribution in 2026 covers the measurement landscape behind this.
Server-side tagging, done for the right reasons
Server-side Google Tag Manager moves tag processing from the browser to a server you control, usually on a subdomain of your site. It reduces the number of third-party scripts on the page, which helps performance, gives you control over what data each vendor receives, and lets you send events to Meta and Google from one place with deduplication handled consistently.
It is not a way around consent. Consenting users' events become more reliable; non-consenting users should still not be tracked for advertising. We configure consent handling in the server container so that the same rules apply on both sides.
Connecting the CRM
For lead businesses, the most important tracking work happens after the form. We make sure every lead record keeps its source, campaign and click IDs, that lifecycle stages are defined and updated consistently, and that those stages flow back to the ad platforms where it improves optimisation. Without that, you can report leads by source but not revenue by source, and the most important question — which spend produced customers — stays unanswered.
Frequently asked questions
Do we need server-side tracking?
Not always. It helps most when you spend meaningfully on paid media, rely on Meta or Google automation, or need control over what data vendors receive. Smaller sites with simple funnels can often get most of the benefit from a well-configured GA4 and platform integrations.
Which attribution model should we use in GA4?
GA4 uses data-driven attribution by default for most properties, and Google has retired several rule-based models. We use GA4's model for channel trends, the CRM for revenue by source, and incrementality tests for budget decisions — no single model answers every question.
How do you get revenue by ad source into a dashboard?
By making sure each CRM record carries its original source and click IDs, recording revenue against those records, and joining them with ad spend in a dashboard or warehouse. The tracking plan defines each field so the join is reliable.
Can you work with our existing analytics team?
Yes. We often build the tracking plan and server-side layer with an in-house analyst, then hand over documentation and dashboards they own.
How long does a tracking rebuild take?
A focused GA4 and server-side setup for a single site typically takes three to six weeks. Adding CRM source governance and revenue dashboards extends that, depending on how clean the CRM data is.
How do you reconcile GA4 and CRM differences?
We build custom event pipelines that sync CRM deal states with original visitor session IDs.
Can you track offline sales?
Yes, we integrate CRM conversion triggers to send offline events back to our attribution ledger.
How do you handle cookie loss?
We combine first-party cookies with server-side tracking identifiers to preserve attribution paths.
Pricing: monthly retainers by region
Every engagement is a monthly retainer priced on scope — never a percentage of ad spend. The range depends on the number of channels, markets and the depth of tracking and CRM work involved.
| Region | Monthly retainer |
|---|---|
| United States | $2,500–$6,000 per month |
| India | ₹1,00,000–₹5,00,000 per month |
| United Kingdom | £2,200–£5,000 per month |
| United Arab Emirates | AED 4,000–AED 10,000 per month |
| Australia | A$3,000–A$7,000 per month |
| Canada | C$3,000–C$7,000 per month |
| Singapore | S$3,000–S$7,000 per month |
| Europe | €2,500–€5,000 per month |