Tracking & Measurement Setup

Overview

Implemented a comprehensive tracking and measurement infrastructure to ensure accurate data collection, attribution, and reporting across all marketing channels.

Problem

Tracking was fragmented with missing events, inconsistent naming, and no server-side backup. Attribution data was unreliable, leading to poor optimization decisions.

Approach

Set up GA4 with custom events and conversions, configured GTM for centralized tag management, implemented Meta Pixel with CAPI for server-side tracking, and established a consistent event naming convention.

Tools Used

Insight

Server-side tracking via CAPI recovered 25% of conversion data lost to browser restrictions and ad blockers, significantly improving attribution accuracy.