Event, Tag, Pixel & API Management

Solutions

Glad you could stop by. Read a bit about our recent work with clients to bring more useful data to their marketing stack, including clearing up conversion tracking issues.

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Data Collection Strategy & Structure Refinement

When data systems are not maintained, business information becomes misaligned with organizational needs. Marketing performance suffers as a result. We guide clients on building out structured data strategies that enable scale and growth.

Examples of recent work completed as Quick Fix project units

Add Server-Side Tracking Capabilities via CloudFlare DNS

Highly regulated businesses and organizations in financial services, healthcare, and government are especially careful with data collection due to strict regulations and policies. In this case, the client simply wanted to have a counter to understand how many sessions converted when site visitors entered through landing page A versus B in a controlled test. Fortunately, CloudFlare was already in place and utilizing Zaraz for this purpose was a possibility after much deliberation.

Fix Google Ads Conversion Tracking Coming from Google Analytics (GA4)

It is great that GA4 key events connect directly with Google Ads. Our client has many Google Analytics admins modifying key events without a lot of notice. The result was often double-counted conversions or missing conversions on the GAds side. To resolve this, we used Google Tag Manager to track those key events across systems and left Google Analytics to the data team.

Custom Data Layer to Trigger Events and Collect Page Structure Data

Our client experiments with page structure and where certain blocks are on any given page. Viewability tracking was added to the site so that analytics could be run against engagement data from pages and blocks viewed. This enables the possibility of multi-variate optimization and analysis, though not entirely necessary in this case.

Facebook CAPI Via GTM & Tealium

Google Tag Manager ⓖ was set up with the base Facebook pixel. Conversion event match quality scores were below 6. We added proprietary user identifiers and hashed user information when consented and available. With Tealium synchronizing this data on the server-side, lead event match quality has been stable at 9.3

GA4 Overhaul

A client had gone through a UA > GA4 transition, but lacked many of the key events that they wanted to utilize for conversion analysis. We were able to quickly identify a couple behavioral events that would be ideal to keep track of, as well as some CRO and SEO opportunities within the customer journey. Time to deployment was under one week.

Universal Analytics Export

Universal Analytics Exports are still a possibility. We run these through the excellent tooling provided by Analytics Canvas @ www.analyticscanvas.com, but generally do not recommend the export unless there are active plans to make use of the information. Or, if compliance requires the data.​

Our Approach

We excel in delivering tailored solutions for specific challenges. Our tech and platform agnostic approach leverages broad expertise across marketing and ad tech systems, ensuring optimal outcomes. As professional communicators, we prioritize keeping you informed and engaged, adapting to your preferred channels for seamless collaboration.

Serious about scoping

We take scoping seriously. We're analysts at heart and place emphasis on minimizing unexpected problems and delays.

Tech & platform agnostic

Full-stack means we stay up-to-date! We bring consultative experts to each project. They seek out advanced certifications and training, knowledge passed on to your team and clients.

Professional communicators

Have tools? We’ll use them. Otherwise, we bring our own. You’ll always be up to date, and you choose the communication channel(s).

Recent Work

We’ve been busy implementing advanced digital solutions. Recent work included Facebook CAPI via GTM & Tealium, as well as hands-on CDP updates in Hightouch. Our expertise goes way back, and continued right through GA4 transitions ensuring data strategies are future-proof. Lately, Consent Mode and integrations with OneTrust and Didomi have been top of mind.

Facebook CAPI via GTM & Tealium

GA4 Overhaul

Universal Analytics Export

Simple Pricing

Quick Fix

$ 345
  • Full-service from engineers & strategists*
  • Documented steps to take / steps taken
  • No commitments - nothing to cancel
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*3-hour measured maximum
  • Alignment – time and space to ensure we’re all on the same page (book now)
  • Plan – documentation of what is needed, what will change, what is expected after changes are in place
  • Execution – hands-on assistance and guidance in deploying and monitoring
  • We align on the scope (book now)- what is the ideal quick fix? What systems need to be observed/accessed for us to help? How will any necessary changes be rolled out?
  • We create the change proposal – what needs to be changed in order to complete the quick assist?
  • Changes are implemented as specified when system access is granted.
  • ZappyPeople is set up to deliver against quick fixes on the same day they are requested.

  • Example: Google Tag Manager updates can often be observed on the same day a quick assist is requested within the GTM Tag Assistant

  • Example: Facebook pixel updates can often be observed next day, when data in the Events Manager in the Meta Business Suite is updated after midnight Pacific
Learn More

Demands for tight integration and advanced analytics are only increasing. The best performance marketing teams have technicians ready to configure and maintain systems. 

Todd Belcher

Consulting Partner, ZappyPeople

Quotes from our clients:
"very knowledgeable, professional and easy to work with... would definitely recommend"
Scott McIntosh
Scott McIntoshDigital Treehouse
"Accurately tracked all KPIs as asked, built useful dashboards, notebooks, and supplied necessary documentation. Project management was thorough with great attention to detail. They were patient with us, and prompt in replying to our requests and questions."
Mat Calica, Senior Marketing Manager, Alliance Virtual Offices
Mat CalicaAlliance Virtual Offices
"response time has been excellent, process has been well-thought out and considerate of our clients"
Ani Bisaria
Ani BisariaFounder, The Matchbox
"impressive knowledge and actionable recommendations to leverage data with a wide range of organizations"
Kyle Rickhoff
Kyle RickhoffAlignSimple
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