From Tracking Problems to Real Business Results.

The Problem

The client ran Meta Ads (~€100/day) relying entirely on standard browser tracking. Due to strict iOS Safari ITP caps and prevalent privacy extensions across the Netherlands, roughly 35% of orders never reached Meta's Events Manager. Ad delivery algorithms optimized on distorted conversion signals, inflating apparent acquisition costs.

What I Built

1. Deployed a server-side GTM container via Stape.io on a custom first-party subdomain (sgtm.slageronline.nl).
2. Engineered Meta Conversions API (CAPI) with full event deduplication using matched event_id parameters.
3. Mapped full eCommerce event schema: view_item, add_to_cart, begin_checkout, and purchase.
4. Connected enhanced GA4 eCommerce measurement to automated weekly Looker Studio dashboards.

Business Impact

Event Match Quality (EMQ) jumped by +22%, bypassing ad-blocker drop-offs and restoring true attribution. With clean purchase values feeding Meta's smart bidding algorithms, campaign ROAS stabilized, enabling confident ad spend scaling.

The Problem

NordSleeps mattresses involve high-consideration purchases with buyers taking 14 to 30 days to purchase. Safari's 7-day cookie limit affected returning user attribution across long consideration cycles. In addition, an inherited GTM container with 40+ orphaned agency tags caused duplicate event triggers.

What I Built

1. Audited the entire container, deleted 40+ obsolete tags, and implemented strict tag-firing governance.
2. Deployed server-side GTM on Stape.io with Set-Cookie HTTP headers, establishing up to 400-day first-party cookie persistence in the documented setup.
3. Re-architected GA4 eCommerce tracking with item-scoped parameters for the Shopify checkout funnel.
4. Relocated client-side marketing tags into the server container to improve page speed and ensure duplicate purchase triggers were removed and validated.

Business Impact

First-touch discovery attribution was fully restored across 30-day buying cycles. Duplicate orders dropped to zero, providing the leadership team with dependable acquisition metrics for their multi-market scaling campaigns.

The Problem

Packaging Discounter's GA4 reports showed a 60% deficit against actual Shopify back-office sales. Three overlapping purchase scripts fired on conflicting thank-you page triggers, while staging measurement IDs contaminated production analytics streams.

What I Built

1. Conducted a forensic tracking audit, identifying 3 conflicting purchase tags and legacy script injections.
2. Rebuilt GTM container from scratch with a single authoritative purchase trigger utilizing Shopify Web Pixels API.
3. Corrected GA4 measurement ID routing and verified end-to-end data integrity in GA4 DebugView.
4. Implemented Google Ads Enhanced Conversions with customer parameter hashing for automated bidding accuracy.

Business Impact

Delivered 100% order reconciliation between Shopify backend sales and GA4 analytics. Google Ads Smart Bidding regained full visibility into real order values, eliminating bidding blindness and stabilizing B2B acquisition costs.

“Rehan found issues we did not know existed and documented everything clearly so we could understand exactly what had changed.” — Client, Packaging Discounter NL