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MarTech Specialist · Tracking

Tracking
Specialist

Captured cleanly, enriched meaningfully, used reliably.

Tracking helps you understand whether your marketing budget is well spent, whether it reaches its goals and whether your pages live up to your marketing promises and your users’ expectations. I make sure your website and campaign data is correct, GDPR-compliant and carries enough context for marketing, product and finance to answer questions and make decisions. 13 years of experience in tracking and MarTech (tool-agnostic, with strong Shopify expertise), including at Zalando and asgoodasnew, freelancing since 2023.

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What tracking covers

Tracking covers the planning and implementation of data infrastructure that enables consistent, reliable analysis for marketing, product, pricing and finance. Implementing tracking is only the beginning. Data becomes useful once it has context and every team works with the same numbers.

  1. Capture

    What happened?

    Traffic sources, page views, cart, purchases, sign-ups. Campaign parameters planned up front, a clean parameter catalogue: consistent, complete and only with consent.

  2. Enrich

    What does it mean?

    Campaign, new or returning customer, margin, customer value. Shop, CRM and advertising data are combined and, with the appropriate consent, made available to marketing partners for better targeting and to the data warehouse for analysis.

  3. Use

    What do we do now?

    Reporting, attribution and funnel analyses that every team reads the same way. Budget goes where it works. Your BI tool (whether Claude dashboards, Power BI, Data Studio, spreadsheets or something else) needs a clean data foundation so that your decisions are always based on the same numbers. Together we prepare the reporting layer of your data warehouse to analyse business processes and enable marketing controlling.

Captured

event:      "purchase"
value:      49.90
utm_source: "ig"

Enriched

event:         "purchase"
value:         49.90
channel:       "Influencer / Instagram"
campaign:      "fall-26_creator-a"
customer_type: "new"
order_margin:  18.40

Who benefits

  • MarketingWhich campaigns and channels actually drive revenue and where budget is wasted.
  • Product management & UXWhere users drop out of the funnel and whether new features work.
  • Pricing & category managementHow prices, discounts and assortment affect demand and margin.
  • Finance & controllingMarketing costs in relation to margin and customer value.
  • ManagementOne shared set of numbers instead of three different truths.

Services

Book them individually or as a complete package, depending on where you stand.

  • Audit & assessment

    I review your existing setup and show which numbers you can trust and what should be fixed first.

    GTM · GA4 · Ads · shop data

  • Tracking setup

    Measurement plan, data layer and tag management, tailored to your shop and your campaigns. For shop systems as well as custom builds, headless shops, single-page apps and mobile apps.

    Shopify · Shopware · WooCommerce · WordPress · Custom · Headless · SPA · iOS/Android

  • Server-side tracking

    Data first passes through your own server. This is less about recovering losses from ad blockers and more about gaining control over what goes to whom, and keeping unnecessary scripts off your users’ devices. Once built, you have a cost-effective, self-hosted system without monthly SaaS fees.

    sGTM · First-party · Meta CAPI · Google Ads · Awin

  • Consent & privacy

    A consent banner that is actually connected to your tags, and Google Consent Mode v2 set up correctly.

    CCM19 · Consent Mode v2

  • Enrichment & data warehouse

    Consistent campaign parameters, API calls that give marketing partners better targeting signals, and pipelines that combine shop, CRM and advertising data in BigQuery.

    API · GraphQL · BigQuery · Airbyte · Dataform · UTM tool

  • Reporting & handover

    Funnel, campaign and LTV reports, plus documentation and training so your team can work independently.

    Data Studio · Power BI · Git

How I work

Always the same sequence. Depending on your starting point, some steps are short.

  1. Assessment

    Review setup, tools and data quality. Talk to the teams who work with the data.

  2. Measurement plan

    Define which questions the data should answer. Derive events and KPI definitions and turn them into concrete requirements for the setup.

  3. Implementation

    Tag manager, consent, server-side tracking and pipelines. On my own or together with your agency. I aim for a sustainable, cost-efficient system that follows industry standards.

  4. Validation

    Reconcile shop, GA4 and ad platforms. Explain or fix discrepancies before anyone makes decisions based on them.

  5. Handover & support

    Documentation, versioning and training. Ongoing support for new campaigns and shop changes if you wish.

When clients bring me in

  • “We no longer trust our numbers.”Beauty · Shopify · USA

    Several freelancers had worked on the tracking without any handover. An audit and clean-up restored confidence in the data.

  • “We’re switching shop systems.”Beauty & health · Shopware → Shopify

    Tracking rebuilt during the migration, including server-side GTM. Data stayed comparable before and after the move.

  • “We need a long-term partner.”Pet food D2C · since 2023

    Consent, server-side tracking, a BigQuery data warehouse, funnel and LTV reporting, and training for marketing and controlling.

  • “Which influencers are worth it?”Food start-up · Shopify

    Introduced consistent campaign parameters, combined Meta, Ads, Mailchimp and shop data, and compared influencer spend with revenue by region.

zalando · asgoodasnew · air berlin · parship · koro · vegdog · lavera · mymuesli · omami · dime beauty · code university · 7days

Tracking, demystified

What is the difference between client-side and server-side tracking?

With client-side tracking, the browser loads scripts from third-party domains that add no value for your users and sends data directly to Google, Meta and others. With server-side tracking, far fewer third-party scripts run on your site. Data is passed to third parties in a controlled way from your own server, within the limits of your privacy policy. Server-side tracking is not a way around the GDPR. It gives you control and flexibility over how your data is handled.

Why do GA4, Shopify and Meta show different numbers?

Each tool counts by its own rules: different time windows, different attribution, different handling of missing consent. Some discrepancy is normal. I show you which part can be explained and which part points to errors.

What does “enriching data” mean in practice?

An event combines information from different sources: which campaign the visit came from, whether it is a new customer, the customer’s LTV at the time of the event, and the margin of the purchase. This works through clean campaign parameters, server-side tracking, data warehouses and interfaces to CRM systems.

Do you work with our agency?

Yes, regularly. I take care of concept and tracking and coordinate with your agency or developers wherever changes to the shop are needed.

How do we get started?

With a free intro call. After that, I usually suggest a compact audit so it is clear where you stand and what is worth tackling first.

Contact

You will find all contact options and my full profile on my main website.

direct: hello@baumgertel-consulting.com

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