Integrations & APIs
The glue that connects your systems, getting data where it needs to go, reliably, between the tools your business already depends on.
Analytics & Tracking
You can’t learn from data you didn’t collect.
Analytics can’t be an afterthought. Whether it’s a site launch or an ad campaign, tracking belongs in the plan from the start: which buttons people click, whether they scroll or leave, how much of a video they watch, where they came from. Knowing how to improve your site starts with knowing how it’s used.
Start a ProjectFrom the start
Analytics belongs in the launch plan.
Data you didn’t collect can’t be recovered later. If tracking goes in after launch, the first weeks, often the most telling ones, are already gone. We decide what to measure alongside the site or campaign itself, so the questions you’ll have later already have answers waiting.
What they clicked
Which buttons, links and calls to action people actually use, and which they ignore.
Whether they stayed
How far down the page they scrolled, and where they gave up and left.
What they watched
How much of each video people watched before moving on.
Where they came from
The campaign, ad, search or referral that brought them, carried through to what they did next.
Tracking
Server-side tracking that doesn’t miss conversions.
Browser tags lose events to ad blockers, privacy settings and short cookie lifetimes. Moving tracking to a server you control recovers much of that data and gives you one place to decide what gets sent where.
Server-side Tag Manager
A tagging server on your own subdomain that receives each event once and forwards it to every platform that needs it.
Conversion APIs
Conversions sent straight from your server to Meta, TikTok and Snapchat, deduplicated against each platform’s browser pixel.
Advanced event tracking
Every action worth measuring, defined once and named consistently, so every platform and report counts the same things.
Analytics
Reporting on the platform that fits.
Most sites are well served by Google Analytics 4, set up so the reports reflect the events that matter to you and connect to your ad platforms. When the questions you need answered don’t fit an off-the-shelf tool, we build custom analytics around your own data.
Privacy and consent
A cookie banner isn’t the same as consent.
Plenty of sites put up a consent banner and stop there. The visitor clicks decline, and the tags fire anyway. A banner that ignores the visitor’s choice can leave you worse off than having none: the tracking still happens, and now your site has made a promise it didn’t keep.
We configure GA4 and Matomo to respect each visitor’s choice, and we test that tracking actually stops for people who opt out. You still get a reliable picture: GA4’s consent mode estimates the conversions it can’t observe, and Matomo can count visits without cookies. Privacy and useful data don’t have to be at odds.
For organizations that want visitor data kept entirely in-house, Matomo is open source and never shares it with Google or ad networks. We host it for several clients and for this site, or set it up on your own servers, and it can be configured to support HIPAA and GDPR requirements.
Ad accounts
Campaigns structured so the data means something.
An ad account’s structure decides what you can learn from it. We build campaigns and ad groups around how you actually sell, tie them to the right conversions, and set them up so it’s clear which spend is working.
We’ve managed campaigns for clients, but our strength is the setup and the reporting. Usually your team or agency runs the campaigns day to day, and we make sure the numbers they’re working from are right.
Attribution
From the click to the CRM.
Campaign attribution tracking records where each visitor came from, which campaign, ad and source, and carries it through to the conversion, so the credit lands on the spend that earned it.
Leads that reach your CRM with their source attached let you judge campaigns by the customers they produce, which is what you actually care about. Getting them there is integration work we do every day.
Honest framing
Not every account needs all of this.
If your campaigns are small, a standard browser setup may be all you need, and we’ll tell you so. Server-side tracking earns its keep when ad spend is significant or when lost conversions are skewing what the platforms optimize for.
Questions
What people ask us.
Why plan analytics before launch?
Because data you didn’t collect can’t be recovered later. If tracking goes in after launch, the first weeks, often the most telling ones, are already gone. We decide what to measure alongside the site or campaign itself.
What is server-side tracking?
Instead of each platform’s tag running in the visitor’s browser, events go once to a tagging server on your own subdomain, which forwards them to every platform that needs them. Browser tags lose events to ad blockers, privacy settings and short cookie lifetimes, and moving to a server recovers much of that data.
Do we need server-side tracking?
Not always. If your campaigns are small, a standard browser setup may be all you need, and we’ll tell you so. It earns its keep when ad spend is significant or when lost conversions are skewing what the ad platforms optimize for.
Does our cookie banner actually stop tracking?
Often it doesn’t. Plenty of sites show a banner, the visitor clicks decline, and the tags fire anyway. We configure GA4 and Matomo to respect each visitor’s choice, and we test that tracking actually stops for people who opt out.
Can we keep our analytics data in-house?
Yes. Matomo is open source and never shares your visitor data with Google or ad networks. We host it for several clients and for this site, or set it up on your own servers, and it can be configured to support HIPAA and GDPR requirements.
Will you run our ad campaigns?
We’ve managed campaigns for clients, but our strength is the setup and the reporting. Usually your team or agency runs the campaigns day to day, and we make sure the numbers they’re working from are right.
Related services
Often part of the same project.
E-commerce
New stores, migrations, and customizations on WooCommerce, Shopify, and Craft Commerce. Including helping you off platforms that aren’t serving you.
Modern CMS Implementation
Block-based WordPress and Craft CMS builds your team can actually maintain. Flexible content, clean editing, no rigid templates, and no dependence on us to change a headline.
Let’s work together
Not sure your numbers are right?
Tell us what you’re running and what doesn’t add up. We’ll look at your setup and tell you what we’d fix first, or that it’s fine as it is.