Conversion data your ad platforms finally trust.

The pixel is the part that iOS broke. Browser-only tags lost a large share of their signal to Apple's privacy changes, Safari ITP, and ad blockers, so Meta and Google are optimising on incomplete data. Server-side CAPI is what recovers that signal, and only if the event_id deduplication is done right, otherwise you double-count purchases and your data gets worse, not better. That deduplication and the reconciliation against your store is the actual work.

It depends on spend. If you spend modestly on paid, the browser-side tier gives you a clean, correct baseline and you can add the server layer later. Once you spend real money on Meta or Google every month, the conversion signal you are losing typically costs more than the build does, every single month. We will tell you honestly which tier fits, the smallest tier is a fine place to start.

They can install tags. The hard parts are event_id deduplication between browser and server, consent state handling across geos, and reconciling platform numbers against actual store orders. Those are the pieces that silently break and that most developers have never had to debug. It is what we do all day, and every build ships with documentation your developer can maintain afterwards.

Every event is QA'd firing once, correctly, with the right parameters, in both consented and non-consented states, and the final numbers are reconciled against your store's orders. You get the reconciliation as a deliverable, proof, not 'trust me'. If the numbers do not line up, we find out why before we hand off.

Consent mode v2 is Google's framework for passing user consent signals to its tags. If you have EU or UK traffic it is effectively mandatory: without it you lose Google Ads conversion modelling for that traffic, and with it misconfigured you either drop consented conversions or breach GDPR. We wire it to your CMP and test both consent states before launch.

Yes, that is exactly what the Custom Funnel Tracking tier exists for. Multi-step funnels, quizzes, subscription flows, headless storefronts, custom checkouts, and cross-domain journeys all need bespoke event design rather than a standard ecommerce template. We scope it against your actual funnel and quote it as a custom build.

It does, a theme update or a new app can silently kill a tag. That is why the Full Tracking Setup includes 30 days of post-launch QA, and why most clients roll into the Tracking Health retainer afterwards: ongoing monitoring, alerting, and fixes so the signal you paid to recover stays recovered.

Shopify is where we go deepest, including checkout extensibility and the Shopify-specific event quirks. We also build on BigCommerce, WooCommerce, Magento, and headless or custom stacks, the server-side architecture is largely platform-independent, only the dataLayer implementation changes.