A wellness brand scaling fast on paid media.

Healf is a fast-growing health and wellness brand, selling supplements, nutrition and wellbeing products direct to customers online.

As paid media investment scaled across Google and Meta, the team needed measurement they could trust - tracking that reflected the full ecommerce funnel and fed clean data back to the ad platforms.

Spend was growing. The tracking underneath had gaps.

We started with an audit of how tracking was set up, before recommending any work. It surfaced four issues holding the data back:

• No Consent Mode. Consent Mode was not configured, so the setup was not handling user choice the way modern measurement needs it to.
• Inconsistent data layers. Ecommerce events were structured differently across page types, so the same action could be recorded in different ways - or not at all.
• Checkout invisible. The checkout steps were not tracked, leaving the most important stretch of the funnel a blind spot.
• Browser signal loss. Safari restrictions, ad blockers and cookie limits were steadily eroding the conversion data reaching GA4 and the ad platforms.

Rebuild the data layer. Then move measurement server-side.

We delivered the work in clear stages, from the data structure up:

• Structured ecommerce data layers. Rebuilt the data layer so every funnel event - product views, adds to cart, checkout steps, purchases - fires consistently across the site.
• Server-side tagging. Stood up a server-side Google Tag Manager container on a first-party subdomain, with its own GA4 property, so measurement runs through Healf’s own infrastructure rather than the browser alone.
• Meta Conversions API. Routed the Meta Conversions API through the server container, so conversions reach Meta reliably even when browser tracking is blocked.
• QA and staged go-live. Tested every event against the live site and rolled the new setup out in stages, so nothing broke on the way in.

The tools behind the rebuild.

The new setup was built to be consistent, durable, and resilient to browser-level data loss.

A full-funnel view the team can trust.

Healf came out of the project with ecommerce tracking rebuilt end to end, a server-side foundation running on its own infrastructure, and the Meta Conversions API feeding clean conversions back to the ad platforms - far more resilient to Safari and ad-blocker signal loss than the browser-only setup it replaced.

Consent management was scoped as a deliberate next workstream, so the team could prioritise it on their own timeline. The measurement underneath their paid media is now something they can build on.