Conversion & Analytics for E-commerce & D2C
Platform-reported ROAS at double what the bank statement supports.
Conversion tracking and analytics covers GA4 configuration, server-side event tracking, ad platform conversion setup, CRM attribution and A/B testing. For a D2C or e-commerce brand, the work is judged on contribution margin per order, after shipping, returns and ad cost. Server-side purchase events, deduplication, and a blended view reconciled to actual revenue.
What is costing you money today
Platform-reported ROAS at double what the bank statement supports.
Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
What changes once this is in place
Server-side purchase events, deduplication, and a blended view reconciled to actual revenue.
How e-commerce & d2c actually buys
Minutes to days for impulse categories, weeks for considered ones — and heavily concentrated into a few sale periods a year.
- The unit of value
- contribution margin per order, after shipping, returns and ad cost
- The common mistake
- Optimising ads to purchase events reported by a browser pixel that ad blockers and iOS have already broken, then scaling on numbers that overstate revenue.
- What we do instead
- Server-side tracking with order value and margin passed through, reconciled weekly against what the payment gateway actually settled.
What it has to talk to
A build for a D2C or e-commerce brand is mostly integration work. These are the systems we expect to exchange data with:
- Shopify / WooCommerce
- Payment gateway
- Logistics & courier APIs
- Meta CAPI & Google Enhanced Conversions
- Klaviyo / WhatsApp
The words your buyers actually use
Generic service copy loses to copy written in the vocabulary of the vertical. These are the terms that carry intent here, and the ones the pages we build are structured around:
- cash on delivery
- free shipping threshold
- return policy
- size guide
- abandoned cart
- average order value
The rules this sits under
India's Legal Metrology rules on displayed pricing and country of origin; consumer protection rules on returns; FTC substantiation for claims in the US; VAT display requirements in the UAE.
What you get
- Measurement plan — Every event the business cares about, defined — name, trigger, parameters, and which platform needs it. Written before any tag is created.
- GA4 configuration — Events, conversions, audiences, custom dimensions and cross-domain tracking, configured deliberately rather than left on defaults.
- Server-side tracking — Meta Conversions API and Google Enhanced Conversions with event deduplication and match quality monitored.
- CRM attribution — Source, campaign and creative persisted onto the CRM record, and outcomes exported back to the ad platforms.
- Call and offline tracking — Tracked numbers with duration thresholds, and store visits or walk-ins captured where they matter.
- Consent handling — Consent mode configured so tracking is lawful and modelling still works where consent is declined.
- Dashboards — Spend, leads, qualification and revenue in one view — see Data & BI Dashboards.
- A/B testing programme — Structured tests with a hypothesis, a sample size calculation and a decision rule set before launch.