03 · TRK · 03/06
No serious marketing plan without clean measurement. You steer what you measure. The rest is guesswork.
02 · Lived scene
Monday morning. You open your last quarter GA4 :
Or is the tracking broken and nothing actually dropped?
When you read your campaigns, you see fewer conversions and you cut budgets. Except the traffic is still there, the measurement just no longer sees it.
When you present to the board, you defend a fictitious drop. The board asks you to cut costs. You might cut the channel that’s still paying.
When you arbitrate SEO and paid, you rely on GA4 that under-reports 30 to 50 % of signal. You pilot blind, without knowing it.
A misconfigured Consent Mode is a black hole. It swallows good channels like bad ones.
05 · Where it held
Ecostal runs its e-commerce on Shopify with enough traffic volume to cause damage if it's not measured cleanly. Before we took over, browser-side tracking lost a meaningful share of signal to Safari and adblockers, conversions came back incomplete to the Google and Meta algorithms, and the marketing team piloted without a unified view of the funnel.
We deploy server-side GTM via TAGGRS, intercepting events on the server and pushing them clean to GA4 and ad platforms. On the data side, we connect a data lake via Funnel.io that consolidates raw Shopify + GA4 + Ads streams. On top, two custom Data Studio dashboards : a complete one for the marketing team (daily operational steering), a synthetic one for the executive board (key figures, threshold alerts). Plus an AI layer to generate ad-hoc tables on the fly, without depending on a BI dev.
6-month results. +32 % of traffic recovered and properly attributed on the browser side (signal that previously went up in smoke on Safari and adblockers). +22 % of conversion value pushed back into the Google and Meta algorithms. They learn on complete conversions, so they target accurately. Marketing pilots on net figures. The executive board reads its own line without asking anyone.
06 · Let’s talk
Tell us what you’re looking for. We come back to you for a first chat. No pitch, no slides: we check if it’s a fit.
You write to the squad, not to a sales rep.
FAQ
Who this service is for
You sell online at a volume that justifies clean steering. Browser-side tracking loses 30 to 50 % of signal on Safari and adblockers, so your Google and Meta algos learn on truncated conversions. Server-side TAGGRS (or Tag Manager Server) bypasses the browser, feeds the platforms cleanly, and brings back a ROAS that matches your Stripe number.
eg: Wallonia pure-player 1-20M€ revenue, basket 80-300€
You sell to companies. Clicks don't convert, qualified meetings do. Without offline conversions back to Google Ads and LinkedIn, your campaigns target on form-fills, not on signatures. We connect your CRM (HubSpot, Salesforce, Pipedrive) as offline conversion, align your tracking on qualified-meeting cost, and the board finally reads a real CAC.
eg: consulting firm 2-30M€ revenue, lead-to-deal 15-25 %
You operate several points of sale, several countries, or several entities under one brand. Without unified Data Layer and consistent tagging, you can't compare one site to another, attribute a channel to the right place, or defend a budget per segment. We consolidate measurement into a versioned schema, each entity sees its line in a shared dashboard.
eg: retailer 5+ sites BE/LU/FR, 2 or 3 merged entities
You present your operating account to the board or the CFO every quarter. Platform ROAS no longer cuts it, the board wants a revenue line per channel and a net margin per campaign. We deliver two dashboards: a complete one for your marketing team (daily operational steering), a synthetic one for the executive board (3 to 5 key figures, threshold alerts). You open your dashboard before the board meets, you defend.
eg: B2B SME 5-50M€ revenue, quarterly board
We're ready to wire up your tracking properly. We get back to you for a first chat, no pitch.
Get in touch
