New ruling on tracking: opt-in is recommended
Following a new CJEU ruling on tracking, we recommend an opt-in: tracking codes only load once visitors have given their explicit consent.
SEO & Growth
Conversion tracking and attribution: measure results reliably
Conversion tracking with Google Analytics 4, server-side tagging and the Meta Conversions API, so that you can see which campaigns lead to orders.
- since 2012
- 200+ online shops
- 800+ websites
- Shopware Partner since 2014
Online shops
200+
delivered since 2012
Projects delivered
1000+
since 2012
Websites
800+
delivered since 2012
2012 founded
200+ online shops
800+ websites
19 experts in our team
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Shopware Partner since 2014 -
Mollie Partner since 2021 -
Trusted Shops Partner -
eRecht24 Partner -
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Base Partner since 2026 -
sync4 Partner since 2022 -
Pickware Partner since 2019 -
Why every platform counts differently without clean conversion tracking
Ad platforms report different figures from your shop, conversions go missing, and every platform claims the success for itself. Without reliable measurement, you make budget decisions on gut feeling.
What reliable conversion tracking does for you
- Conversions from Google Ads and Meta are captured more completely.
- Shop revenue and campaign data can be reconciled.
- The settings in your consent banner are respected technically.
- You decide on budgets based on traceable figures.
Scope of services
What our conversion tracking and attribution work covers
- Tracking concept
We define goals and events before implementation.
- GA4 and Google Ads
Analytics and conversion tracking set up properly.
- Server-side tracking
Less data loss caused by browsers and ad blockers, set up at a fixed price.
- Meta Conversions API
For campaigns on Facebook and Instagram.
- Consent Mode
Measurement in line with your consent banner.
- Testing and docs
We test the measurement and document it.
With conversion tracking, we set up measurement so that you can see which campaigns and channels lead to orders and enquiries. Alongside Google Analytics 4 and Google Ads, we use server-side tagging and the Meta Conversions API so that less data is lost to browser restrictions. Only what visitors have consented to in the consent banner is recorded.
Server-side tracking at a fixed price
The basis for complete figures today is server-side tracking: your measurement data runs through a subdomain of your website instead of going straight to Google or Meta. Fewer conversions are lost to ad blockers and Safari’s cookie limits. How it works and what it costs is explained on our page server-side tracking set up for you.
Why the figures diverge
Ad blockers, browser settings and declined cookies mean that classic tracking misses some conversions. At the same time, every ad platform likes to claim the success for itself. We reconcile shop revenue with the platforms’ data so that you can judge what each campaign actually delivers. This is the basis for performance marketing.
Search result
Examplewww.web-labels.de › en › seo-growth › tracking-attribution
Server-Side Conversion Tracking | Web Labels
Conversion tracking by Web Labels: Google Analytics 4, server-side tagging for Google Ads and the Meta Conversions API, aligned with your consent banner.
Planning tracking and data protection together
We align which services run with which consent with your consent banner and your privacy policy. For Shopware we adapt the solution to your shop environment. Measurement is also a prerequisite for any conversion optimisation.
How we work
How we set up your conversion tracking
- Understand
We look at your business, your systems and your figures before we suggest anything.
- Plan
You receive a concept and a quote with individual items and a realistic schedule.
- Build
We develop in stages. You see interim results on a test environment and approve them.
- Run
After go-live we take care of hosting, updates and monitoring if you want us to.
Your contacts
Your contacts for conversion tracking
Tell us where your project stands. Tom will listen, ask questions and tell you honestly what we recommend and roughly what it will cost.
Our team for your questions
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- Aleksej Werestschagin Web development
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Technologies
Frequently asked questions about conversion tracking and attribution
All questions and answersWhat is server-side tracking?
With classic tracking, the browser sends data directly to Google or Meta. With server-side tracking, it goes through your own server. This means less data is lost to browser restrictions, and you keep more control over what is transmitted.
Can I track without consent?
Analytics and marketing tracking generally require consent. We connect tracking to your consent banner so that only what visitors have consented to is recorded. The legal assessment of individual cases is a matter for your data protection officer.
Further reading Go to knowledge base
Related services
- Server-side tracking
We set up your server-side tracking at a fixed price: a server container on your subdomain, GA4, Google Ads and Meta Conversions API, aligned with your consent banner.
- Google Shopping & Feeds
We prepare your product feed so that Google and price comparison sites receive all available information: highlights, clean categories, additional images, bundles, materials and keywords in the title.
- Conversion Optimisation
More orders and enquiries from your existing visitors: analysis, usability tests, A/B tests and implementation directly in your shop.
- Backlink Building
Link building with links from a relevant context: link profile analysis, research, selection and placement, with every link documented.
Tell us about your project
A few sentences are enough to start. We will get back to you with questions or a suggested date.