The core infrastructure

Measurement Architecture

Server-side tracking, conversion APIs & CRM revenue feedback

The measurement layer your growth runs on.

Measurement Architecture is Swishiy's complete marketing measurement infrastructure: the event model, server-side collection, conversion APIs, consent behavior, CRM feedback loops, audience logic, analytics, and validation that sit between your website or CRM and the platforms spending your budget. The goal is not more tracking. The goal is signals reliable enough to act on.

Measurement Acceptance Test

pre-handover

Purchase event fires once✓

Browser + server deduplicated✓

Consent state respected server-side✓

CRM outcomes imported to Google Ads✓

Audiences syncing (last: 2h ago)✓

Platform vs orders reconciled98.7% ✓

Signed off before handover. Re-runnable anytime.

Illustrative example.

What the build covers

Event & conversion architecture

GA4 and Google Tag Manager architecture built around business events rather than default noise.
Server-side GTM and first-party collection endpoints where they materially improve reliability and control.
Meta Conversions API, Google Ads enhanced conversions and lead conversion imports, LinkedIn Conversions API, TikTok Events API, and Microsoft conversion integrations where relevant.
Browser + server deduplication, event IDs, match-quality checks, and validation against real orders or CRM outcomes.
Cross-domain and subdomain continuity for stores, checkout flows, and multi-domain journeys.

Revenue feedback loops

Stop teaching ad platforms that every lead is equally valuable.

Map the CRM lifecycle to advertising outcomes: lead, qualified lead, opportunity, closed-won, closed-lost, and revenue.
Send downstream outcomes back to ad platforms so bidding optimizes toward pipeline and revenue rather than form submissions.
Design conversion values around expected business value, customer type, or stage quality.
Handle value updates, lifecycle changes, and retractions where the destination platform supports them.

Consent & data quality

CMP integration and Consent Mode implementation, with consent state carried into server-side processing where supported.
Consent-aware routing: server-side tracking is not a way to ignore a user's choice; it is a way to control what is sent and avoid losing permitted data unnecessarily.
Source-of-truth reconciliation against orders or CRM outcomes before sign-off.
Documentation of event definitions, ownership, platform mappings, and QA tests.

Audience activation

GA4, CRM, and lifecycle audiences mapped to the ad platforms that can use them.
Customer and purchaser suppression so prospecting budgets are not spent on people who should be excluded.
Lifecycle segments (abandoned cart, VIP, churn-risk, qualified lead, open opportunity) used for inclusion and exclusion where strategically useful.

Analytics & reporting

GA4 cleanup and an event taxonomy that reflects the decisions the business needs to make.
BigQuery or data-warehouse work where raw event and platform data needs normalization or retention.
Looker Studio reporting that reconciles platform spend and attributed results with source-of-truth outcomes.
A Measurement Acceptance Test before handover.

The Measurement Acceptance Test

Every build ends with a reconciliation document showing what events fire, which browser/server events deduplicate, what consent state is respected, how CRM outcomes are imported, and how platform conversions compare with your source of truth. Trust is not a promise here. It is a document you can inspect.