Wolky is a Dutch footwear company, family-run since 1981, operating five international webshops across the Netherlands, Germany, the UK, the US and Belgium. Each needed accurate tracking, and none of it was reliable.
Revenue in GA4 did not match WooCommerce. Product values were being sent including tax, so GA4 double-counted. Their consent setup with Complianz was not compatible with server-side tracking. The question was how to get consistent tracking across five sites with different tax rules, and migrate consent management without losing data along the way.
We replaced PixelYourSite with a custom server-side implementation. The new datalayer excludes tax from ecommerce.value at item level, consistently across purchase, add_to_cart and view_item.
For consent we migrated from Complianz to CookieFirst, implemented through GTM rather than as a separate WordPress plugin, so it behaves the same on every site.
We added the Measurement Protocol for GA4 to capture conversions that cannot be tracked client-side, with its own configuration per site. Throughout, we ran detailed QA comparing WooCommerce orders against GA4 transactions and chased every discrepancy we found.
“We've been working with New North for several years now, and we're very satisfied. Freek is incredibly dedicated, takes initiative, and is always available, exactly what you want from a collaboration!”
Floor AlblasMarketing & Ecommerce manager at WolkyRevenue tracking now matches between WooCommerce and GA4 with 93%+ accuracy across all five sites. What remains is explainable: ad blockers, strict privacy settings and modelling differences that cannot be engineered away.
Conversion data in Google Ads and Meta is consistent with GA4, so the marketing team can act on it across markets. The whole thing runs on a single virtual server for all five sites, which keeps the monthly cost down.
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