Shopify
OOONO
Shopify across markets
Shopify development across markets with theme changes, tracking and ongoing improvements to the store.
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Server-side tracking
Server-side tracking, set up so you own both the data and the setup
Server-side tracking moves your measurement from the browser to a server you control, giving GA4, Meta and Google Ads a more complete and accurate data foundation. I have been a developer since 2010 and set it up hands-on with server-side GTM, Meta CAPI and Consent Mode v2. Everything is documented so you can take over the setup yourself.
- I usually reply the same day
- Written estimate before work starts
Server-side tracking
Why the browser is no longer enough
Safari limits the lifetime of cookies set from JavaScript, ad blockers stop known measurement scripts, and a share of visitors decline tracking in the banner. Together this means classic browser measurement sees fewer conversions than actually happen, and the gaps are spread unevenly across channels.
Server-side tracking fixes the technical part of that problem. Measurement runs from your own subdomain as first-party data, so it survives browser restrictions far better. Consent is still respected; when a user says no, I forward nothing.
A typical setup
- A server-side GTM container on your own subdomain, e.g. data.yourdomain.com, so measurement is first-party throughout.
- GA4 with correct ecommerce tracking and conversions defined on what the business actually lives from.
- Meta Conversions API with event IDs and deduplication, so the same purchase is never counted twice.
- Google Ads conversions and Enhanced Conversions, sent from the server.
- Consent Mode v2 wired to your cookie banner, so the consent signal travels the whole way.
Documented, so you own it
I always hand over an overview of which fields are sent to which platforms, and why. That overview is worth its weight the day someone asks about a data processing agreement, or the day a new partner needs to understand the setup.
There is no lock-in with me. The container lives in your own Google account, the documentation stays with you, and you can hand operations to someone else at any time. The documentation is not an appendix; it is what keeps the setup maintainable when people change jobs.
What you get
Concrete deliverables, not a report of recommendations someone else has to find time for.
- A container on your own subdomain
Server-side GTM running under your domain, so cookies and measurement are first-party data end to end.
- Platforms connected
GA4, Meta CAPI and Google Ads conversions set up with deduplication, tested event by event.
- Written documentation
An overview of which fields go where, so the setup is yours and anyone can take it over.
- The numbers verified
Conversions checked against your orders or leads for a period, so you know the new setup lands correctly.
The work in practice
View all casesWordPress
3x34
Design focused on conversion
A new WordPress website for private and business customers with design, tracking and a simpler booking flow.
Visit 3x34.dk
Next.js
Bigum&Co
Courses for companies and job seekers
A Next.js course platform with course listings, registration and tracking for companies and job seekers.
Visit bigum.co
How it works
Four steps. You know what happens when, and you can stop after any of them.
- 01
Audit of the current setup
Using preview mode and the network log, I work out which tags fire, which fail, and where the same purchase gets counted more than once. The result is a concrete list of what has to go and what is missing.
- 02
A new structure in GTM
The container is rebuilt with consistent naming and a clean data layer, so anyone can open it a year from now and understand what happens. Old tags are archived rather than deleted, so nothing is lost.
- 03
Server-side and consent mode
I set up a server container on your own subdomain and wire in consent mode, so the consent choice controls what gets sent. Conversion tracking for Google Ads and Meta moves over with it.
- 04
Checked against order data
For a period after launch, I compare orders in your backend with the numbers in GA4 and the ad platforms. Deviations are explained in writing, so you know how much weight the numbers can carry.
Brands I've worked with
Frequently asked questions
- What does server-side tracking cost?
- It depends on the scope. The three things that matter most for the price are the number of platforms to connect, the state of your current setup and the hosting choice for the container. Send me a link to your site and a few words about what you use today, and you get a concrete quote with a same-day reply.
- What is the difference between client-side and server-side tracking?
- Client-side tracking sends data straight from the visitor's browser to the platforms and is vulnerable to ad blockers and cookie restrictions. Server-side tracking sends data via your own server. That gives more complete data and full control over what gets forwarded. Most setups combine the two.
- Do you only work in Copenhagen?
- No. I am based in Herlev near Copenhagen and happy to meet clients in the capital area in person, but I have clients all over Denmark. Setups for businesses in Aarhus, Odense and Aalborg run over video calls and screen sharing, and that works just as well.
- Is server-side tracking legal under GDPR?
- Yes, when it is set up correctly. Server-side tracking does not change the consent requirements; if the user said no, nothing may be measured, regardless of where the measurement technically happens. In return you get better control, because you decide and document which fields get forwarded. I am not a lawyer, but I make sure the consent signal is respected throughout and that documentation exists for a lawyer to work from.
- Can we keep our current tracking in the meantime?
- Yes, and I recommend it. The old and the new setup run in parallel for a period so we can compare the numbers before the old one is switched off. That way we know whether a difference comes from the new setup or from something else entirely.
- Does server-side tracking work on Shopify?
- Yes, and there is often a lot to gain, because Shopify has locked down scripts in checkout. The setup builds on Customer Events, and I have a separate page about server-side tracking for Shopify.
- Do we have to host and maintain the container ourselves?
- The container has to be hosted somewhere, typically with a cloud provider or a specialised host, and I help choose and set that up. Ongoing maintenance is limited, and because everything is documented, your own people or another partner can take it over at any time.
- Does it require a new cookie banner?
- Rarely. The banner has to be able to pass the consent signal on via Consent Mode v2, and most common solutions can. If yours cannot, I will say so honestly, but I never suggest switching for its own sake.