Tracking & Automation Stack
An internal reference stack for GA4, GTM, server-side tracking and MailerLite automation, the infrastructure layer I build on client projects.
01Overview
Tracking and automation isn't a single feature, it's a stack. This project is a reusable, documented architecture for ecommerce measurement and marketing automation that I apply across client work.
02The Challenge
Most stores collect data with default plugins and then wonder why dashboards lie. The challenge is building a measurement layer where the data in GA4 matches the orders in WooCommerce.
03What I Built
- A GA4 + GTM setup with consistent event naming across the funnel.
- Server-side tagging for the events that matter most, reducing reliance on client-side scripts.
- MailerLite automation wired to real store events, not guessed triggers.
- Documentation so the setup can be audited and extended by the next engineer.
04Technical Architecture
- →GTM acts as the single dispatch layer; events are schema'd before they exist.
- →Server-side container forwards verified events to GA4 and marketing tools.
- →Automation flows trigger only on confirmed, deduplicated events.
05Technologies
06My Role
Systems engineer, measurement architecture, implementation and documentation.
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