Revenue disagreements
Suppose Shopify says $84k this month and GA4 says $61k. Which number does your team scale on? Without a reconciliation, that argument never ends.
Leadership paralysis
Web analytics & conversion tracking
I fix conversion tracking. GA4, Meta CAPI, server-side — verified against real orders.
Independent web analytics & conversion tracking consultant. I help ecommerce and lead-generation businesses build conversion data they can trust. — Daniil Maximkin, Valencia, Spain · working worldwide.
- Experience
- 8+ years in ecommerce tracking
- Reach
- 2,480+ stores worked on
- Projects
- 482 Upwork projects
- Rating
- 4.9★ · 100% Job Success
The hidden cost
Your ads may not be failing. Your tracking may be broken.
When tracking fails, it does not alert you. Ads keep spending on corrupted signals — efficiently, and silently. These are the failure patterns I am hired to catch.
Phantom conversions
The browser pixel and the Conversions API both fire the same purchase without a shared event_id, so Meta counts winners that were never there.
Inflated ROAS
Unassigned traffic
A large share of sessions land in GA4’s Unassigned bucket after a checkout or consent change, and attribution goes blind where you spend most.
Blind attribution
Silent checkout blackouts
Purchases stop tracking the day someone edits the checkout or theme. Nothing alerts you — you find out weeks of misallocated spend later.
No alert fires
Areas of expertise
Everything measurement. Nothing else.
One specialist across the whole conversion-data stack — so nothing falls between an agency, a theme developer, and an app.
- Tracking Audit & Reconciliation GA4, Meta, and ad-platform data reconciled against real Shopify orders. View
- GA4 Ecommerce Tracking Purchase events, the items array, revenue accuracy, and unassigned traffic. View
- Google Tag Manager Container audits, dataLayer contracts, and consent-aware firing. View
- Server-Side Tracking sGTM on Stape, GCP, or Fixel Pixel — whichever is cheapest to run. View
- Meta Conversions API True event_id deduplication and enriched match quality. View
- Google Ads & Enhanced Conversions Correct conversion actions and hashed first-party data. View
- Offline Conversion Tracking CRM and payment outcomes fed back into Google Ads and Meta. View
- Consent Mode v2 CMP integration, region-aware gating, and server propagation. View
Evidence discipline
Every engagement ends with a reconciliation, not a “done” message.
I do not hand over a report that says “fixed.” I hand over an evidence pack that lines every platform up against your actual Shopify orders, so the fix is provable — not asserted.
Order-level reconciliation
A table with one row per source — GA4, Meta CAPI, Google Ads — each showing order count and revenue lined up against Shopify as ground truth, with the delta per row. Shopify is the reference everything is measured against.
Deduplication verification
Proof that the browser event and the server event for the same purchase share one event_id and are counted once — checked in Events Manager Test Events, not taken on faith.
Before / after event matrix
Which events fired, on which platform, before the work versus after — so the change is legible to your team and to your future developers, not just to me.
Engagement ladder
Fixed price. Fixed scope.
Diagnose cheaply, then fix only what the evidence justifies. Enter at any rung, stop at any rung. Retainers start from $1,000/mo.
See all services Guides
All articles
Cornerstone guides
- Article Fix the GA4 Purchase Event on Shopify (Step by Step) How the Shopify purchase event fires today, why Additional Scripts is dying, and a correct custom pixel that sends a GA4 purchase with transaction_id.
- Article Meta CAPI Deduplication: How event_id Actually Works How Meta pairs browser Pixel and server Conversions API events by event_id and event_name, why mismatches double-count purchases, and how to verify dedup.
- Article Server-Side Tracking: Benefits, Limits and Architecture What server-side tracking recovers (ITP, ad-blocker, network loss), what it can't fix, and how Stape, GCP, direct APIs and managed setups compare.
- Article Why GA4 Revenue Doesn't Match Shopify Orders Why GA4 and Shopify revenue never match exactly, how much variance is structural and normal, and the order-level method I use to reconcile them.
Interactive tools
Free, honest estimators
Rough models to frame the problem — not a substitute for a reconciliation against your real orders.
About
A builder, not just a configurator
I am Daniil Maximkin, an independent web analytics and conversion tracking consultant based in Valencia, Spain, working worldwide. I stay deliberately neutral on ad performance — I do not buy media — which is what makes a diagnosis from me worth trusting.
Disclosure: I am also the founder of Fixel Pixel (fixelpixel.app), a Shopify data platform. I use it as one delivery option when it is the cheapest to run — never as the only one, and never where a simpler setup would serve you better.
Read the full profileBefore you book
Do you need access to my store to start?
For the Health Check, read-only access to GA4, Google Ads, Meta Business, and your Shopify admin. Nothing changes during a diagnosis — you get a verdict first, and nothing goes live without your approval.
What if you find nothing wrong?
Then I tell you that, in writing, and you have bought certainty — which is worth more than a fix you did not need. It happens, and it is a good outcome.
Will this disrupt my live tracking?
No. Everything is built in a separate workspace, previewed, and validated on a real test order before publishing. Every change has a rollback path, and the old path is switched off only once the new one is proven.
Do you work with Stape, server-side GTM, or your own platform?
All three. Stape or self-hosted server-side GTM for most brands; my own platform, Fixel Pixel, when volume, cost, or data control call for it. I recommend whichever is cheapest to run for your case — I am not tied to selling my own product.
I am not sure it is worth $395 yet.
Then start smaller: a 30-minute diagnosis call is $195, and if we go ahead with a Health Check afterwards I credit it against the price. Or email me your store URL and one sentence about what looks off.
How fast can you start?
Health Checks usually start within a couple of days and take 48 hours. If you are mid-migration or bleeding budget right now, say so when you book and I will prioritize it.
Stop the data bleed.
Send me your store URL and one sentence about what looks wrong. You will get an honest read: what is likely broken, whether it is worth fixing, and what step one costs.