Expertise

Tracking errors often arise between systems: in the shop code, in Tag Manager, in the CMP, or on the server. I work in all of these areas, so I can follow a problem from the browser to the backend.

Measurement concept and data layer

Which events are measured is usually defined by the business side. I make recommendations and define how the data layer is structured and how values, currencies, and transaction IDs are passed. I move grown event structures to the GA4 standard events step by step.

Event taxonomy
GA4 ecommerce
Data layer
Deduplication
Cross-domain tracking
Campaign parameters

Example

Ecommerce, international2025–2026

Faulty purchase values in an international online store

The errors in the GA4 purchase data originated in the store's code, before the data ever reached Tag Manager.

GA4 ecommerce
GTM
Enhanced Conversions
Usercentrics

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Google Analytics, Tag Manager, and Google Ads

I set up GA4 and Google Tag Manager, clean up grown containers, and connect both to Google Ads, including Enhanced Conversions and Consent Mode v2. For verification I use Tag Assistant, DebugView, browser network analysis, and server logs.

GA4
GTM web
Google Ads
Enhanced Conversions
Consent Mode v2
BigQuery

Example

Lead generation, corporate website2024–2025

GTM cleanup and server-side lead conversions

A GTM container that had grown over years on a lead-generation website was cleaned up, and the Google Ads lead conversions were moved to the server container.

Server-side tagging
GTM web & server
GA4
Google Ads & Enhanced Conversions

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Server-side tagging

I plan and operate server containers with first-party endpoints, also for several domains or countries. This includes custom templates, for example for normalizing and hashing customer data, and passing consent signals on to the server. As technical lead of ProxyRiders, I also run tagging servers in continuous production operation.

GTM server
First-party endpoints
Google Tag Gateway
Meta Conversions API
TikTok Events API
Hosting & operations

Examples

Ecommerce, Shopify2023–2026

Server-side tracking for a Shopify store

An external conversion tool was replaced by a Shopify custom pixel and server-side GTM, with direct connections to GA4, Google Ads, and Meta.

Server-side tagging
Shopify Web Pixels API
GA4
GTM web & server

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Several organizations and industries2022–2026

Server-side tagging across several industries

Several server-side GTM rollouts with first-party endpoints, including a setup for two countries, a migration with an existing Consent Mode setup, and a rollout in professional sports.

Server-side tagging
GTM web & server
GA4
First-party endpoints

Read case study

Shops, advertising platforms, and consent

Every shop system, advertising platform, and CMP has its quirks, such as the Shopify Web Pixels API sandbox or a CMP that sets the default consent several times. I know these quirks from practice.

Shopify
Shopware
Meta
TikTok
Microsoft Advertising
LinkedIn
Adobe Analytics
Adobe Experience Platform
Usercentrics
consentmanager
Sourcepoint
Pandectes
Borlabs
CookieFirst

Example

Manufacturer, B2B and ecommerce2025–2026

Server-side tagging for a manufacturer's Shopware websites

Two B2B portals and two online stores were moved to dedicated tagging servers. In the stores, the new setup replaced an external tracking service.

Server-side tagging
Shopware
GTM web & server
GA4

Read case study

Software engineering and operations

I have been developing and operating web applications since 2002. That is why I can investigate errors in application code, APIs, or on the server myself instead of handing them over to development.

PHP & Symfony
JavaScript & Node.js
REST & GraphQL
SQL & MySQL
Linux
Docker
GitLab CI/CD
Ansible
Microsoft Azure
Monitoring