Tracking & Analysis

For e-commerce businesses and website owners, data is what separates qualified decisions from qualified guesses. Without accurate tracking, you don't know which channels are actually driving revenue, which campaigns are profitable, or where in the customer journey visitors get stuck. All other work with SEO, advertising, GEO and conversion optimization rests on the numbers being right.

At the same time, tracking work has become more complex in recent years. GDPR and the ePrivacy Directive have tightened the requirements for consent. Third-party cookies are being phased out, Apple's and the browsers' privacy protections are limiting measurement further, and platforms like Google Analytics, Meta and TikTok have moved to new data models where statistical modelling replaces some of what could previously be measured exactly. Server-side tracking, conversion APIs and consent-based measurement are no longer technical niceties, but basic prerequisites for getting credible data in at all.

This is an area where both one-off efforts and ongoing work are needed. A thorough review gives a snapshot of what is actually being measured, where tags are misconfigured, where double counting occurs, and whether the data layer is consistent across the site. That kind of audit should be carried out at regular intervals, particularly in connection with major launches or platform changes.

In all our projects and ongoing collaborations, we follow a structured process to be sure that all measurement is done in the best possible way. If you'd like an independent review of your current solution, don't hesitate to get in touch with our specialists.