# martech-specialist.eu – Christian Baumgertel > MarTech Specialist from Berlin (freelancer since 2023, 13 years in tracking and MarTech, including Zalando and asgoodasnew). Tracking, server-side tracking, consent, integrations, data warehouse (BigQuery), attribution and reporting for e-commerce and SaaS. Tool-agnostic, strong Shopify expertise. Works in German and English. The site is bilingual. German pages live under /de/, English pages under /en/. Content is equivalent in both languages; the blog is German only. ## Pages - [MarTech Specialist (English)](https://martech-specialist.eu/en/): overview of services, approach, client situations, FAQ - [MarTech Specialist (Deutsch)](https://martech-specialist.eu/de/): Überblick über Schwerpunkte, Vorgehen, Ausgangslagen, FAQ - [Tracking Specialist (English)](https://martech-specialist.eu/en/tracking/): tracking in depth: capture, enrich, use; services; FAQ - [Tracking Specialist (Deutsch)](https://martech-specialist.eu/de/tracking/): Tracking im Detail: Erfassen, Anreichern, Nutzen; Leistungen; FAQ ## Services - **Tracking & measurement:** Measurement plan, data layer, tag management and server-side tracking. For shop systems as well as custom builds, headless shops, single-page apps and mobile apps. (GTM · sGTM · GA4 · Meta CAPI · Google Ads) - **Consent & privacy:** A consent banner that is actually connected to all your tags, Google Consent Mode v2, and a clear policy on which data is shared with whom. (CCM19 · Consent Mode v2) - **Data warehouse & attribution:** Combine shop, CRM and advertising data in BigQuery and build attribution that compares channels and campaigns fairly. (BigQuery · Airbyte · Dataform · API · GraphQL) - **Integrations & enrichment:** Consistent campaign parameters, API connections and server-side enrichment, so ad platforms and marketing partners receive better signals. (Meta · Google Ads · Awin · Mailchimp · UTM tool) - **Reporting & BI:** Funnel, campaign and LTV reports on a reporting layer every team reads the same way. Your BI tool gets a clean data foundation. (Data Studio · Power BI · Spreadsheets) - **Audits, processes & handover:** Assessment of your stack and data quality, business and process analysis with the teams involved, plus documentation and training so your team can carry on independently. (Audit · Documentation · Data contracts · Git) ## Tracking services in detail - **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) ## Approach 1. **Assessment:** Review stack, tools and data quality. Talk to the teams who work with the data. 2. **Concept:** Define which questions the data should answer. Derive events, KPI definitions and concrete requirements for setup and integrations. 3. **Implementation:** Tag manager, consent, server-side tracking, integrations 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, analytics, ad platforms and data warehouse. Explain or fix discrepancies before anyone makes decisions based on them. 5. **Handover & support:** Documentation, versioning and training. Ongoing support for new campaigns, tools and shop changes if you wish. ## Typical client situations - “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. ## FAQ ### What does MarTech mean, and where does tracking come in? MarTech covers the tools used to plan, deliver and measure marketing: tag manager, consent tool, analytics, ad platforms, CRM, shop and data warehouse. Tracking is the foundation because it supplies the data. My focus is on making these tools work together cleanly and deliver reliable data. ### Are you tied to specific tools? No. I work tool-agnostic and recommend what fits your setup, your team and your budget. Where it makes sense, I prefer sustainable, self-hosted solutions without unnecessary recurring SaaS costs. ### Do you work with international teams? Yes. I work in English and German, with teams in Germany and internationally, for example for a beauty shop in the US. ### Do you work with our agency? Yes, regularly. I take care of concept and implementation in the MarTech stack 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. ### 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. ## Contact - Email: hello@baumgertel-consulting.com - Phone: +49 30 34761322 - Book a call: https://bookings.cloud.microsoft/bookwithme/user/f7b2b23ea3754e00876963f01beb9a26@baumgertel-consulting.com?anonymous&ismsaljsauthenabled&ep=plink - Main website: https://www.baumgertel-consulting.com/ - LinkedIn: https://www.linkedin.com/in/christian-baumgertel/ - Imprint: https://martech-specialist.eu/en/imprint/ · Impressum: https://martech-specialist.eu/de/impressum/ - Privacy: https://martech-specialist.eu/en/privacy/ · Datenschutz: https://martech-specialist.eu/de/datenschutz/