If your reports don't reconcile to Shopify, they're fiction.
Most agencies report on platform-attributed ROAS — numbers that conveniently sum to more than 100% of revenue. We don't. Reporting is built from raw data: server-side conversion tracking, MTA + MMM where it matters, blended numbers reconciled to your store's net revenue. Every report is auditable.
What we mean by 'measure'
Measurement is the contract between agency and client. If the numbers are wrong, every other phase is on quicksand. We rebuild your tracking server-side, layer multi-touch attribution, add MMM where spend supports it, and reconcile every report against your Shopify or Stripe net revenue. Reports are auditable line-by-line — and we expect you to audit them.
What this step produces.
Net revenue, blended MER, channel-attributed ROAS, week-over-week, week-over-target. 1-pager for the founder/CEO. 2-page depth for the operator/CMO. Every cell traceable to its source query.
Live dashboard. KPI tree. Drill-down to channel, campaign, ad-group level. Shareable with your board. Refreshes every 6 hours from your data warehouse.
GA4 server-side via GTM. Conversion API for Meta, TikTok, Google, LinkedIn. Event match quality scored. Identity resolution where applicable. Maintained quarterly.
Where spend supports it ($1M+ annual). Marginal incrementality per channel. Saturation curves. Channel-mix recommendation with confidence ranges. Built on Google Meridian, Meta Robyn, or custom.
Platform-reported numbers vs Triple Whale/Northbeam vs Shopify net revenue. Every gap explained. Discrepancies flagged. The number we report on is the reconciled one — and we show our work.
How the days run.
Tracking forensics
End-to-end audit of every event. Refund handling, server-side coverage, EMQ, UTM hygiene, identity resolution. Numbered list of broken things — fixed before any optimisation runs.
Server-side rebuild
GTM server-side container. CAPI deployments. Most accounts gain back 25–40% lost conversions in week one of measurement work.
Attribution layer activated
Triple Whale (DTC) or Northbeam configured against Shopify net revenue. Reconciliation report generated. Discrepancies investigated.
Weekly scorecard live
Friday delivery starts. Every Friday before 5pm. Scorecard reconciled to net revenue. Auditable.
MMM (where applicable)
8–14 week build + 90-day calibration. Read-out at Q1 end. Channel-mix recalibrated against marginal incrementality, not last-click.
Named owners, not "the team".
| Role | Leads | Contributes | Consumes |
|---|---|---|---|
| Analytics lead | Tracking architecture + MMM | Weekly scorecard, dashboard | Lead operator's weekly account work |
| Lead operator | Channel-level reporting | Reconciliation against net revenue | Analytics lead's tracking work |
| Founder / CFO | Net-revenue truth source | Shopify / Stripe / ledger access | Weekly scorecard, executive dashboard |
| In-house data team (if any) | Existing data warehouse stewardship | Schema knowledge, query review | Tracking architecture, MMM read-outs |
Non-negotiables for this step.
- Numbers must reconcile to Shopify net revenue. Always.
- Platform-attributed ROAS is reported alongside, never instead of, blended MER.
- Every report is auditable line-by-line.
- If a number is uncertain, the confidence range is stated.
- Refunds and cancellations are handled in tracking, not after.
- MMM is supplemental to MTA, not a replacement.
We finally had numbers we could put in front of the board without an asterisk. The reconciliation report alone changed how we made budget decisions.
Recovered 38% lost conversions in 30 days. MMM read-out shifted 22% of spend to higher-incremental channels.