Analytics and Tracking
The truth layer. Optimization without clean data is just guessing.
For: B2C web and app businesses
Your GA4 says one number. Google Ads says another. Meta claims a third, and your CRM shows less than all of them. When the platforms disagree, you stop trusting the data, and every budget decision after that is a guess.
It is more expensive than it looks. Smart Bidding and Advantage+ optimize toward whatever data you feed them, so broken tracking quietly teaches the algorithms to chase the wrong people. Browsers, ad blockers, and iOS drop 20–40% of your conversions before they reach a platform. Server-side tracking gets that signal back.
We fix this before a single campaign gets scaled. We find where the signal is leaking, rebuild the data layer, and set up clean tracking across client-side and server-side, with consent handled properly for the EU. Then we prove it works, so you can trust the numbers again.
At GetYourGuide, Ilja ran the Display team’s tracking: the GTM containers, the channels events tracking, and the server-side pipelines. At Liesl, the same setup was rebuilt for startup scale. He speaks SQL, GTM, and server-side as fluently as strategy, which is usually why the engineers prefer working with him.
Who this is for
B2C startups whose ad platforms, analytics, and CRM all report different numbers, and who want the data fixed before they trust another decision.
Common questions
Questions, before we talk.
They count differently: click-date vs event-date, one-per-user vs every conversion, different windows. A 20–30% gap is normal; above 40% something is broken, and that is what we find and fix.
It moves tracking from the browser to a server you control, recovering 20–40% of the conversions browsers, ad blockers, and iOS block. If you rely on Smart Bidding, yes.
No. It changes where data is processed, not whether you need permission. We set up Consent Mode v2 and a proper CMP so you stay GDPR-compliant.
No. We build and QA in parallel, validate against real conversions, and switch over only once the numbers match. You get a written accuracy report.
A tracking audit takes about a week. A full client plus server-side rebuild is usually two to four weeks, depending on your stack.
Didn't find your question?
Send Ilja a message →(—) Next step
Suspect your tracking is lying to you?
Book a 15-minute intro call. We'll talk through your setup and where the data might be leaking, and you'll get a straight read on whether we're the right fit. No pitch.