Florian SchöppeTracking & Analytics Engineering
Deutsch

Services

I plan, build, and review tracking for companies and agencies. Most projects start with a short conversation and a scoped analysis. The result is a plan with the necessary steps and an effort estimate.

Tracking audit

For teams that no longer trust their numbers or have lost track of their setup. The audit reviews how GA4, GTM, consent, and the advertising platforms work together.

Typical questions: Why are conversions missing or counted twice? Are old tags, duplicate containers, or plugins sending additional events? Do GA4, Google Ads, Meta, and the CMP use the same event and consent logic? Can the in-house team maintain the setup?

Result: An overview of the setup, verified findings, and a prioritized action plan with effort estimates.

Example

GA4 and GTM implementation

For new setups and for containers that have become hard to follow over the years.

Scope: Measurement concept and event plan, ecommerce events following the GA4 standard, data layer specification, container structure with clear naming, consent rules, GA4 and Google Ads integration, and form and lead tracking.

Result: A tested and documented setup that the in-house team can take over.

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
Read case study

Server-side tagging

For companies that want more control over which data goes to which platforms.

Scope: Architecture and migration to server-side GTM, first-party endpoints, events between browser and server, server-side conversions for Google Ads and the Meta Conversions API, Enhanced Conversions, passing on consent signals, testing, and monitoring.

I only recommend server-side tagging when the benefits justify the operating costs. We choose the hosting to fit the project, for example your own Google Cloud, ProxyRiders, or another provider. As a co-founder of ProxyRiders, I disclose this when we make the choice.

Examples

Troubleshooting

For a specific production problem that needs to be resolved quickly.

Typical cases: Missing or duplicate purchases and leads, transactions without an ID or value, differing numbers between GA4, Google Ads, Adobe Analytics, Meta, and the shop, errors that only occur with or without consent, issues in the Shopify Web Pixels API sandbox, and differences between staging and production.

Result: The verified cause and a concrete path to a fix.

Example

Ongoing support

For teams that need lasting technical support rather than a one-off setup.

Scope: Tracking monitoring, release support, data quality in GA4 and BigQuery, consistent UTM rules, container cleanup and documentation, and coordination with development, agencies, and consent vendors.

Support for agencies

For agencies whose analytics or media teams need help with technically demanding implementations, white-label if preferred.

Typical topics: Custom platforms, Shopify, server-side tagging, consent integration, backend events, and debugging.

How it works

  1. Initial call: Clarify the goal, the setup, and the problem.
  2. Analysis or proposal: A scoped analysis or a proposal with an effort estimate.
  3. Implementation: In a dedicated GTM workspace, with testing before every release.
  4. Handover: Documentation and a walkthrough for the in-house team.

The technical implementation supports the client’s privacy work. It is not legal advice.

Next step

A short call clarifies the scope

A brief description of the setup and the problem is enough for a first assessment of how best to approach it.

Discuss a project