Attribution
Why 40% of your Shopify sales show as "Direct"
It's not where they came from — it's where your attribution gave up. How to find the real source and get the channels back.
Read →Independent specialist · Shopify DTC
Conversion tracking & analytics for Shopify DTC brands.
I audit and rebuild conversion tracking until GA4, Google Ads and Shopify finally agree — and every gap is explained, not hidden.
- ✓Shopify conversion tracking — setup, repair & migration
- ✓Google Ads & Meta attribution — conversions credited correctly
- ✓Server-side & cross-domain tracking — recover what's being lost
- ✓Revenue reconciled to Shopify — numbers you can actually trust
0 / 500
Orders Google Ads reported before the rebuild.
0 / 500
Orders that actually happened in the store.
≈ 0×
Capture recovered after I rebuilt the tracking.
What I help with
The directions I work in — all audit-first, all reconciled to your store.
Not a menu of tasks. The work clusters into three: fix the tracking, make the numbers true, then build the function around them.
Tracking setup & fixes
Shopify conversion tracking
Setup, repair, and Pixel-to-app migration — without losing conversions in the move.
Google Ads & Meta attribution
Conversions tracked and credited correctly, even across multiple ad accounts.
Server-side & cross-domain
Recover conversions lost to ad blockers and iOS; stitch multi-domain funnels.
GA4 & GTM rebuild
A clean container, correct event routing, no double-counting.
Accuracy & attribution
Revenue reconciliation
Your numbers matched to your store — multi-currency — with every gap explained.
Attribution modeling
Break open "Direct," normalize channels, attribute by product and landing page.
Consent Mode & privacy
GDPR-compliant and cookieless-ready, without throwing data away.
Analytics infrastructure
BigQuery & Looker reporting
Self-refreshing dashboards and a documented reporting hub your team owns.
Custom analytics tooling
Finance-grade numbers pulled straight from Shopify when GA4 can't reach them.
Not sure which of these your store needs?
Start with an audit →
That's exactly what the audit answers.
A fixed-price diagnosis of your tracking — with a prioritized fix list you keep, whether or not I do the rebuild.
What I do
I audit and rebuild conversion tracking for Shopify stores — so the numbers you decide on are the numbers your store actually made.
GA4
GTM
Meta CAPI
server-side
BigQuery
Looker
Who it's for
→Shopify & Shopify Plus DTC brands running real paid acquisition across markets and currencies, where attribution decides budget.
→Called in when tracking broke and no one could fix it — or when patchwork analytics has been outgrown.
→Also booking-based & service businesses where cross-domain tracking quietly breaks the journey.
—Just starting out and setting things up yourself? You don't need me yet, and that's fine.
You've been mentally subtracting 10% from every number for months. You shouldn't have to.
"Which number do I trust — Shopify or GA4?"
→Neither, until they reconcile. I make them agree, and explain every remaining gap.
"40% of my sales show as 'Direct.'"
→That's not where they came from — it's where your attribution gave up. I rebuild it so channels tell the truth.
"My ROAS looks wrong, so I don't know which ads to scale."
→Broken tracking makes good campaigns look bad. I fix the input before you bet budget on it.
"Nothing changed, but the numbers moved."
→Something always changed — silently. Finding it is the whole job.
How I work
Four rules behind every number I hand you.
Verify before asserting
No finding leaves my desk until it's tested against the real data.
Reconcile to the source
Every metric checked against your store backend, with the delta explained.
Ship the caveats
A number you can defend beats one that just looks clean.
Build what you own
Dashboards, docs and queries your team can open in a year without me.
Accuracy · the honest version
I won't promise your numbers match 100%. Here's the honest version.
GA4 and Shopify never match exactly, and anyone who promises they will is selling you something. A neglected setup commonly loses 10–30% of conversions; a clean one lands in single digits, and with server-side, often under 10%.
There's a floor I can't move — and your store sets it, not your setup:
▸Consent geography. In the EU/UK, shoppers who decline the banner legally can't be tracked.
▸Audience. A tech-savvy crowd blocks tracking far more than a mainstream one.
▸Mobile & checkout. Safari's restrictions and redirect-heavy checkouts widen the gap.
So I don't quote a target blind. The audit shows yours, then I give you an honest number for your store.
Want to know your real gap?
Start with an audit →
I'll measure it, decompose it, and tell you how close it's worth getting.
No quote blind, no false 100% — just the honest number for your store.
Selected work
Two engagements, two depths.
Full system ownership flagship
Owned and rebuilt an entire DTC measurement stack.
A skincare brand whose tracking passed through a rotation of agencies — two GA4 properties double-counting, the main tag dark, revenue written off. I recovered the "lost" revenue and rebuilt GA4 / GTM / BigQuery / Looker around it.
Read the full case →
Audit-led diagnosis
The audit that found the gap between reported and real.
A wellness brand selling across EU, US and UK. Google Ads was tracking just 3 of 500 orders. I found exactly why the numbers were lying and rebuilt the tracking — lifting capture roughly nine-fold.
3 / 500→≈ 9× capture
Read the full case →
When an app didn't fix it
Installed a tracking app and the numbers still don't match?
An app installs the same fix on every store. It can't see the specific thing wrong with yours — the tag gone dark on checkout, the phantom property, the revenue read from the wrong field. That's my work: find why your numbers don't reconcile, and rebuild so they do.
Blog
Writing on the gap between what your dashboard says and what your store did.
Get started