Services/Tracking & Data Infrastructure
Service

Tracking & Data Infrastructure

Get Started

Design and implement the tracking architecture that powers every marketing decision: server-side, clean and connected to revenue.

The scealy Acquisition System
Part of our integrated acquisition architecture: strategy, media, creative and data as one system.
Strategic overview

What this service actually does

Most marketing data is broken before it's used. Blocked pixels, missing conversions, inconsistent event schemas. These aren't edge cases, they're the norm. We build the infrastructure that makes your data trustworthy.

We implement server-side tracking via Google Tag Manager, set up GA4 with a clean event taxonomy, and connect every data source to a central schema. The result is a measurement foundation that holds up under scrutiny.

Areas of focus

What we actually work on

We audit your existing tracking setup, identify gaps and inconsistencies, and rebuild from first principles. Every event is named, scoped and validated before it goes live.

The output is a live data layer that feeds your ad platforms, analytics tools and CRM with consistent, deduplicated signals, so every team works from the same truth.

How we work

Our process, step by step

01

Tracking Audit

We audit your existing tracking, identifying duplicate tags, broken events, missing conversions and consent compliance issues.

02

Event Schema Design

We design a clean, consistent event naming taxonomy that works across GA4, ad platforms and your CRM, before any code is written.

03

Server-Side Implementation

We implement server-side tracking via Google Tag Manager, deploy GA4 with validated events, and connect all data sources to a central schema.

04

Validation & Monitoring

Every event is validated in real-time before going live. Ongoing monitoring alerts catch tracking breakages before they impact reporting.

"We discovered that 35% of our conversions had been missing from our reporting for over a year. Our 'successful' campaigns had been underreported the entire time, and our 'failing' ones hadn't been tracked at all. scealy's tracking audit and server-side rebuild gave us our first accurate picture of performance in 18 months."
T
Tom F.
Analytics Lead, E-commerce Business, €30M revenue
What you get

Key deliverables

Every engagement includes a defined scope with concrete outputs, not vague ongoing "management" with no deliverable accountability.

Tracking audit report (duplicate tags, broken events, consent issues)
Event naming taxonomy and data schema design
Server-side Tag Manager configuration
GA4 implementation with clean event taxonomy
Conversion tracking for all ad platforms (Google, Meta, LinkedIn)
Data validation QA report
Ongoing monitoring alert configuration
Capabilities covered
Server-side TrackingGA4 ImplementationGoogle Tag ManagerEvent Schema DesignData ValidationConsent Management
FAQ

Common questions

Get started

Ready to start with Tracking & Data Infrastructure?

Book a free strategy call. We'll scope the engagement, define expected outcomes, and tell you honestly if it's the right fit.

Book a free audit call See case studies
Previous
Measurement Strategy & Frameworks
Next
Attribution & Performance Analysis