First-party, server-side analytics and standalone CRO testing across the whole funnel.
Server-side
first-party tracking
Multi-touch
attribution preserved
A/B + CRO
on custom landing pages
Built our own analytics setup across GA4 and Search Console, and moved the tracking server-side so it keeps working even when ad-blockers and browser privacy settings quietly erase most of the data, which is what keeps attribution intact across the whole funnel.
On top of that I added Umami for session data and heatmaps, then ran A/B and CRO tests on custom landing pages I built myself, both to lift conversion and to catch the bugs and drop-offs on the way to purchase.
The point of all this is trust: when attribution holds up, every downstream decision (which channel to fund, which page to fix, which campaign actually worked) rests on real numbers instead of the fraction that survives the browser.
Impact
The team measures the full funnel with data it can trust, and the CRO tests turn that visibility into a steadily better path from first visit to purchase.