Analytics & Attribution

Fixing $88K in Misattributed Revenue with Server-Side Tracking

Implemented server-side tracking to solve critical attribution issues across multiple platforms.

Project Overview

While managing performance marketing for a fast-scaling eCommerce client, we faced critical attribution issues across Shopify, Meta Ads, Google Ads, Pinterest, and GA4. Conversion data was inflated, misaligned, and misleading — causing wasted spend and poor optimization decisions.

I led the architecture and deployment of a server-side tracking framework to fix attribution blind spots and bring data clarity across platforms. The project involved deep collaboration with developers to implement a GTM server container using Stape, pushing clean, deduplicated events to GA4, Meta, and Google Ads.

The implementation required careful event mapping and QA, syncing event schema with Shopify's backend, and validating server hits against browser hits. We also built a multi-platform Tableau dashboard to compare platform data against Shopify actuals, enabling LTV-based optimization and smarter CAC targeting.

Challenges

Double Counting Across Platforms: Meta and Google both over-reported sales vs. Shopify actuals

Broken Attribution Logic: GA4 last-click model clashed with ad platform reporting

Scaling Without Signal Loss: Browser-side limitations (ITP, blockers) led to massive data drop-offs

Zero Confidence in Real CAC, LTV, or Retargeting ROI

Solutions

Led Server-Side Tracking Rollout:

Designed and implemented a GTM server container using Stape, pushing clean, deduplicated events to GA4, Meta, and Google Ads.

Event Mapping & QA:

Synced event schema with Shopify's backend, verified via Tag Assistant and GA Debugger, and validated server hits vs. browser hits.

Attribution Realignment:

Built a multi-platform Tableau dashboard to compare platform data vs. Shopify actuals — enabling LTV-based optimization and smarter CAC targeting.

Team Collaboration:

Worked directly with developers for backend integration and marketing leads to realign budget strategy post-tracking upgrade.

Results

Reduced attribution error margin from ~28% to under 5%
Improved ROAS accuracy — adjusted from inflated 7.2x to true 4.5x
Identified Meta Ads as the strongest-performing channel, leading to reallocation of 18% budget from low-ROI Pinterest campaigns
Enabled real CAC, LTV, churn visibility, powering smarter scaling decisions
Delivered in 4 weeks from diagnosis to full deployment + reporting