Marketing attribution and tracking that tells the truth.
Browser pixels miss more every year. Multi-touch is a fragmented mess. A lot of accounts are flying blind on attribution. Kova rebuilds the data foundation so every dollar can be traced, every decision runs on signal, and your reported numbers stop lying to you.
The full attribution stack.
Pixel + server + warehouse + reporting. End-to-end, not just CAPI.
Server-side conversions API
Meta CAPI, Google Enhanced Conversions, TikTok Events API. Three platforms, properly deduplicated against pixel. Event match quality tracked and tuned as a build target, so the server reports what the browser can’t.
UTM hygiene + governance
Standardized UTM templates. Auto-generation tools. Naming conventions enforced. Clean data flowing into GA4 and your warehouse, so you can see which message angle actually drove the revenue. No more “(not set)” eating your data.
GA4 + GTM rebuild
Proper events, proper conversions, proper data layer. Cross-domain tracking when needed. Custom dimensions for what actually matters.
Warehouse + BI pipelines
Snowflake / BigQuery / Postgres. Stitched ad spend with revenue from Shopify, Stripe, or your CRM — so paid and lifecycle revenue stop claiming the same order twice. Single source of truth for blended ROAS and contribution margin.
Triple Whale / Polar setup
For DTC brands wanting fast, founder-friendly attribution. Kova configures the right dashboard, the right pixel, the right view models.
Custom dashboards
Looker, Hex, or Mode. The exact metrics your team needs, refreshed daily. Marketing P&L, MER, contribution margin, LTV cohorts, payback periods.
The implementation process.
Tracking audit
Kova maps your current pixel, CAPI, GA4, GTM, and any third-party tracking. Identifies gaps, double-fires, and dropped events. Documents what’s actually being captured vs. what should be.
Architecture design
What goes server-side. What stays client-side. UTM schema. Event taxonomy. Custom parameters. Documented before any code ships.
Implementation
Code deploys. CAPI live. GTM containers updated. Server-side GTM if needed. QA every event in the platform debug tools — including the page-level events your landing pages fire.
Reporting + handoff
Dashboards built. Team trained. Documentation handed over. Monthly attribution reviews to keep the system clean as the brand grows.
What this unlocks.
Questions, answered.
The measurement stack, fully installed.
Infrastructure, not a report. Once it’s in, every other discipline gets sharper because the data stops lying.
Server-side event installs
Meta CAPI, Google enhanced conversions and TikTok Events API — signal that survives iOS, ad blockers and cookie decay.
GA4 configured properly
Events, conversions and channel groupings set up by someone who has actually read the documentation.
UTM governance
One naming taxonomy, enforced — every click traceable to its campaign, ad set and creative, forever.
Deduplicated blended dashboard
Platform-reported numbers reconciled into one source of truth — the ROAS your bank account agrees with.
QA & alerting
Automated checks that catch broken pixels and missing parameters before they poison a week of decisions.
Weekly signal read-outs
What the data says moved, why, and the next three decisions — measurement that ends in action, not dashboards.
What clean data unlocks.
ROAS you can take to the bank
No more platform numbers inflated by three tools claiming the same order — budget calls made on reconciled truth instead of attribution fiction.
Faster, braver decisions
When you trust the signal, you can kill losers in days and scale winners without flinching.
Every other service gets sharper
Clean events make the algorithms smarter, the creative tests honest and the read-outs real. Tracking is the foundation the other five stand on.
Where this discipline does the most work
The mechanism is the same everywhere, but what breaks first is not. Each playbook below sets out what actually goes wrong in that vertical and what gets built to fix it.
Tracking numbers don’t add up?
30-min audit call. Kova diagnoses the gaps in your attribution stack on a screen-share and names the top 3 fixes. Implementation packages are public on the pricing page.