Tracking & Analytics
Achieve precise data tracking and analysis to drive profit-focused decision-making and optimize your e-commerce strategies.
The Right Tracking Solution for Your Business
No two businesses are alike, and therefore there isn't one tracking solution that fits all best. We start by analyzing your tech stack to choose the right engine. If you have complex needs, whether B2B or specialized e-commerce, we build a custom tracking setup via Stape.io. This gives us full freedom to tailor server-side tracking exactly to your unique customer journey and data structure.
For ambitious Shopify webshops, we often implement Elevar. We consider it the ideal 'flex-solution'; it delivers an extremely solid data layer structure ensuring all signals are sent correctly to marketing channels while retaining some flexibility in setup. It is the backbone of stable e-commerce operations.
But tracking revenue isn't enough; for e-commerce, we want to know the bottom line. Therefore, we primarily implement Reaktion for e-commerce. Reaktion is the market's most solid tracking platform, even though it is more locked in its structure than others. In return, it delivers unmatched precision in profit tracking. By using Reaktion for tracking and profit monitoring, we can optimize your campaigns directly for POAS (Profit On Ad Spend). This shifts focus from "how much did we sell?" to "how much did we earn?", which is crucial for scaling.
How the process works
We always start by reviewing your tech stack, marketing channels and customer journey. That determines whether the right engine is a server-side setup via Stape.io, a flexible data layer with Elevar or profit tracking with Reaktion. We pick the tool to fit your needs, not the other way around.
Once the engine is chosen, we implement the setup, validate each event against the marketing channels and document the data structure. When the numbers add up, we hand over a setup that is easy to understand and build on.
What is included
A tracking engagement covers an analysis of your current setup, selection and implementation of the right platform, building a correct data layer structure and validating events across channels such as Google and Meta.
Where it makes sense, we add profit tracking so your data reflects your actual margins, not just revenue. The result is one consistent data foundation that both marketing and management can act on.
From revenue to POAS
Tracking revenue is only half the picture. For an ecommerce business, the bottom line decides whether a campaign is profitable. That is why we primarily implement Reaktion, which delivers precise profit tracking straight into your campaign optimization.
With POAS (Profit On Ad Spend), focus shifts from how much you sold to how much you earned. That makes budget and scaling decisions far more reliable, because you optimize toward real profit.
Pitfalls we help you avoid
Browser based tracking loses more and more signals due to ad blockers, consent and ITP. Without a server-side setup, your data becomes patchy and marketing channels optimize on the wrong numbers.
Another classic mistake is optimizing on revenue alone, where low margin products appear to perform well. By choosing the right platform and a correct data layer, you avoid double counting, missing events and misleading ROAS.
Why Mercive
We are platform agnostic and choose between Stape.io, Elevar and Reaktion based on your specific situation, whether you are B2B or specialized ecommerce. You do not pay for a default tool that does not fit your customer journey.
As Shopify Plus specialists, we build tracking that is both technically solid and business focused. The goal is simple: data you can trust and campaigns you can scale by profit.
Related services
See also our related services:
