Case study · Shopify, Denmark

Outdoortid: a Shopify tracking stack built once, then kept honest

Four projects over sixteen months, from the first GTM container to a clean-up that fixed what the store had outgrown.

The problem

Outdoortid sells outdoor equipment in Denmark on Shopify, spending a month.

Why it was happening

What we did

1. Built the foundation. GTM, GA4, Meta Pixel with the Conversions API, and Google Ads conversion tracking across the Shopify store, so every platform was reading from one event stream instead of its own.
2. Made the data readable. A GA4 custom dashboard and Looker Studio reporting, plus remarketing audiences and shopping campaigns built on the cleaned-up events, so the numbers could actually be used to make decisions.
3. Moved it server-side. Server-side tagging for Google Ads, GA4 and Meta, so events are sent from the server rather than depending on what each visitor's browser allows.
4. Came back and cleaned it up. As the store grew, the setup needed to say more than "a sale happened". We separated new customers from returning ones, added lifetime value, removed tax and shipping from the conversion value so the platforms bid on what the business actually earns, logged the full UTM touch path, and fixed the cart data.

The result

Removing tax and shipping from the conversion value matters more than it sounds. When those are included, the platforms are bidding against a number the business never receives, and every return on ad spend figure is overstated by the same margin.

Proof

Is this you?

• Your conversion value includes tax and shipping, so your return on ad spend looks better than your bank account
• New and returning customers are counted the same way, so the platforms keep paying to reacquire people who already buy from you
• Your tracking was set up once and nobody has checked it since the store changed