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Kriov
Fix My Tracking

Conversion Tracking + Measurement Infrastructure

Trust the data behind every marketing decision.

Kriov designs, implements and validates conversion measurement infrastructure for agencies and businesses — so advertising platforms, analytics and real business outcomes tell the same story.

Fix My TrackingFor Agencies
  1. 01
    Customer action
  2. 02
    Website
  3. 03
    Data layer
  4. 04
    Web GTM
  5. 05
    Server container

  6. Destinations

    GA4Google AdsMeta CAPI

purchase · value=129.00 GBP · transaction_id=T-8841

● validated · deduplicated

GA4 · GTM · Google Ads · Meta CAPI · Server-side · Ecommerce · Consent

Founder-led UK practice · Project & ongoing engagements

When the signal is wrong

Bad data turns good marketing into guesswork.

Advertising platforms increasingly depend on reliable conversion signals to report performance and optimise campaigns.

But real-world implementations break.

  • A purchase fires twice.
  • A form never reaches Google Ads.
  • Meta receives browser and server events but fails to deduplicate them.
  • Consent changes what gets collected.
  • GA4, the ecommerce platform and advertising accounts report different numbers.

When the measurement layer is unreliable, every team downstream inherits the problem.

Illustrative example of a signal audit across browser, server and advertising platforms
EventReferenceBrowserServerAd platformDeduplicationFinding
purchaseT-8841 · £129.00receivedreceivedmissing—Google Ads never received the conversion
purchaseT-8842 · £64.50receivedreceivedreceivedfailCounted twice — no shared transaction ID
generate_leadform · /contactfail—missing—Form submission never reached GTM
Illustrative example data. Not measurements from any real client.

Built for agencies

Your strategists should be optimising campaigns — not debugging tags.

Kriov gives agencies specialist measurement capacity when the work becomes technical. Keep ownership of the relationship and strategy while we handle implementation, troubleshooting and validation behind the scenes.

Working principles

01–04

01No client poaching
Your relationship remains yours. Kriov will never market competing services to your clients.
02White-label capable
Kriov can operate behind your agency brand where appropriate.
03Specialist capacity
One difficult implementation or ongoing support across clients.
04Documented delivery
Every engagement ends with clear implementation and handover documentation.

The terms agencies usually have to ask about — answered up front.

Explore Kriov for Agencies →

The measurement layer

From customer action to usable conversion signal.

01

Collect

Capture the events that actually matter.

  • Ecommerce events
  • Purchases
  • Leads
  • Forms
  • Bookings
  • Data layers
  • Event architecture
02

Measure

Send dependable signals to the platforms making decisions.

  • GA4
  • Google Ads
  • Enhanced Conversions
  • Meta
  • TikTok
03

Strengthen

Build more resilient first-party and server-side measurement.

  • Server-side GTM
  • Stape
  • Meta CAPI
  • Events APIs
  • First-party endpoints
04

Validate

Prove that the implementation behaves correctly.

  • Debugging
  • Deduplication
  • Consent behaviour
  • Discrepancy analysis
  • QA
  • Documentation
View Measurement Services

What we fix

Measurement problems rarely stay inside one platform.

  • 01

    Conversions are missing

    Browser restrictions, consent behaviour, implementation errors and platform configuration can prevent genuine conversions from reaching their destination.

  • 02

    Conversions are duplicated

    Incorrect triggers or browser/server deduplication can inflate reporting and optimisation signals.

  • 03

    Revenue values do not match

    Currency, tax, shipping, item arrays and ecommerce implementations can create inconsistencies between stores, analytics and advertising platforms.

  • 04

    GA4 and advertising platforms disagree

    Some variance is normal. Unexplained or extreme variance needs investigation.

  • 05

    Tracking breaks after website changes

    Themes, checkout modifications, plugins, apps and consent systems can alter the event flow.

  • 06

    Nobody knows whether the implementation is correct

    Kriov audits the entire measurement path rather than checking that a single tag happens to fire.

Request a Tracking Review

Measurement architecture

Measurement is a system, not a collection of pixels.

  1. Customer action

    A purchase, enquiry, booking or call.

  2. Website / Store

    Shopify, WooCommerce or custom front end.

  3. Data layer

    Structured event data pushed from the site.

  4. Web GTM

    Browser-side tags and consent-aware triggers.

  5. Consent state

    What may be collected, and how signals are modelled.

  6. Server container

    First-party routing, enrichment and deduplication.

  7. Analytics · Ad platforms · CRM / offline data

    GA4, Google Ads, Meta, TikTok. CRM and offline conversion measurement where systems support it — an evolving capability for many teams.

Technology

Platform expertise without platform dependence.

Kriov works across the technologies that modern marketing teams already rely on. The architecture follows the measurement requirement — not whichever tool happens to be fashionable.

  • Google Analytics 4
  • Google Tag Manager
  • Google Ads
  • Meta
  • TikTok
  • Shopify
  • WooCommerce
  • Stape

How Kriov works

Diagnose first. Implement second. Validate everything.

  1. 01

    Understand

    Define the conversions that matter, current architecture and expected business behaviour.

  2. 02

    Audit

    Trace events across the website, data layer, tag manager, server and destination platforms.

  3. 03

    Architect

    Determine the cleanest measurement implementation and event structure.

  4. 04

    Implement

    Configure the required browser-side, server-side and platform components.

  5. 05

    Validate

    Test events, parameters, values, consent states, deduplication and destination receipt.

  6. 06

    Document

    Provide a clear record of what was implemented and any ongoing considerations.

Experience behind Kriov

Measurement expertise built on years of implementation work.

15+ yrs

hands-on web and ecommerce implementation experience behind the company.

Kriov is built on more than 15 years of hands-on web and ecommerce implementation experience. Its founder has worked with websites and online businesses since 2011 across WordPress, WooCommerce, Shopify, ecommerce implementation, analytics and technical troubleshooting — alongside an established freelance history with more than 800 marketplace reviews.

That technical background matters because tracking problems rarely exist in isolation. The cause may sit in the website, theme, checkout, plugin, data layer, consent implementation, browser, server or advertising platform.

Kriov focuses that broader implementation experience on one discipline: reliable measurement.

For businesses

Something wrong with your tracking?

Tell us what you are seeing. Kriov will help determine where the measurement is breaking and what it will take to fix it.

Fix My Tracking

Ecommerce · Lead generation · Advertising conversion tracking · Analytics · Server-side

For agencies

Need specialist measurement capacity behind your agency?

Bring Kriov in when a client implementation needs deeper technical measurement expertise — without giving up the relationship, strategy or account ownership.

Become a Kriov Agency Partner

Project-based and ongoing relationships available.