Tracking & Conversion Measurement
I plan, implement and review tracking for your website or store. Capture enquiries, orders and other important actions in a traceable way so you can evaluate your activities more clearly.
Discuss your trackingStefan Pilz · Consulting and implementation from one contact · 100% remote
SERVICE OVERVIEW
Tracking records defined interactions on a website or online store. What an event actually tells you matters: clicking a contact button is not the same as successfully sending an enquiry. I help define useful goals, implement their measurement and interpret the results.
This suits companies running ads, updating a website or trying to understand their store. Conversions may be missing, events may be recorded repeatedly or reports may disagree. We start with the questions you need answered, then examine the current setup.
SERVICE SCOPE
We identify important actions such as successfully submitted forms, purchases or other agreed goals. I review existing accounts, tags, events and connections. The plan defines what should trigger, when it counts and which parameters are needed. This separates data that supports a decision from numbers without a clear purpose.
Depending on your goals and current setup, I work with Google Analytics 4, Google Tag Manager and Google Ads conversion actions. Measurement is connected to the actual website workflow, such as a form success confirmation. For Shopware, we consider product, cart and order processes. Tags already installed by extensions are reviewed to avoid recording the same action twice.
I align technical triggering with your existing consent solution and agreed requirements. For Google tags, this may include consent mode; it does not replace a consent banner. Tests cover different states, repeated clicks, failed attempts and page changes. Personal message content does not belong in custom analytics parameters. Findings are documented in an understandable test record.
POSSIBLE USE CASES
Example workflow
Measure an enquiry consistently.An illustrative measurement plan. Collection depends on consent, the tools involved and agreed goals.
The following examples describe possible assignments, not documented client projects.
You want to identify which activities lead to successfully submitted enquiries. We define that event separately from button clicks or form views.
New forms, changed URLs or a different page structure can affect existing triggers. I review which events still work and where integration needs adapting.
Orders appear repeatedly or events are missing. We review triggers, existing plugins and tags, and the transfer of relevant parameters. The investigation focuses on the agreed workflows.
DELIVERABLES & SCOPE
We agree the deliverables before starting. Depending on the scope, these may include:
We agree which website, accounts and events are in scope. A new setup cannot fill gaps in historical data retrospectively. Browser restrictions, consent decisions and different attribution models may limit measurement. Legal assessments and wording come from your responsible advisers; I implement the agreed technical requirements.
Your website URL, measurement goal and a description of the issue provide a useful starting point. We then clarify access and scope. You can commission a review of individual events or a new setup. External service costs and ongoing support are identified separately.
WORKING TOGETHER
We discuss the decisions you need to make and examine existing accounts, tags, events and the consent solution.
We define event names, triggers, required parameters and responsibilities. Unresolved prerequisites remain visible.
I make the agreed changes and test real user journeys, including failures and repeated actions.
You receive understandable documentation. We discuss what the data shows and which conclusions it cannot yet support.
BACKGROUND & WORKING TOGETHER
My background in PHP, Shopware and integrations helps me investigate how a measurement is produced. For forms and orders, I check where an event originates, not simply whether a tag exists.
Technical background
Over 15 years of PHP and web development, including Shopware plugins and integrations, form my technical foundation. This also lets me investigate the processing behind a visible action.
Verifiable scope
For an agreed form workflow, I test successful submission, validation errors and repeated clicks. You receive documentation of the checked scenarios and any outstanding issues.
QUESTIONS & ANSWERS
My services include measurement plans and technical implementation with GA4, Google Tag Manager and Google Ads conversion actions. The required components depend on your goals and current setup. Existing solutions are reviewed first.
Yes. We define the issue and affected workflows. I examine triggers, events, existing integrations and possible duplicate recording. Corrections and verification are agreed as part of the scope.
That depends on the defined goal. If you want to measure a successfully submitted enquiry, a button click is not enough. I align the trigger with actual form success and also test failed attempts. Clicks can be measured separately as an additional interaction.
Yes. I review the technical connection between your consent solution and the tags used. Consent mode adjusts supported Google tags according to the communicated choice; it does not obtain that choice itself. We agree the data-processing requirements with your responsible team.
Not every interaction can be measured or attributed to a single activity. Consent, browsers, device changes and different reporting models all matter. I document known limitations and help interpret the data. Qualified enquiries and actual orders may also need reconciliation with your business processes.
NEXT STEP
Share your website, the event you want to measure and what is unclear in the current data. We will define a useful review or implementation scope.
Your enquiry goes directly to me, Stefan Pilz. We agree the scope and costs before you commission any work.
I read your enquiry and get back to you. Together, we clarify your goals, constraints and open questions.
Depending on the project, we start with a specific implementation or an analysis agreed in advance.
You know which services and deliverables are included. We agree on scope, effort and costs before you commission the work.