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Customer identity, reconciled
Not three systems disagreeing
Server-side
Tracking architecture, by default
Not a client-side pixel and hope
100%
White-label available
Your brand, our engineering
390+
Projects shipped
Since 2013
The operational reality
The ground under marketing software moved, and most stacks haven't
Attribution, targeting, and measurement all depended on assumptions that stopped being true. A stack built five years ago is running on infrastructure the browsers and regulators have since pulled out from under it.
Third-party cookies are effectively gone as a targeting mechanism
Safari and Firefox block them by default already, and Chrome's own retreat from full deprecation still leaves privacy-conscious users opting out in growing numbers. Attribution logic built assuming a persistent third-party cookie is measuring a shrinking, non-representative slice of traffic, and the gap only widens over time.
Server-side tracking is now the default architecture, not an upgrade
Sending events from your own server via the Conversion API (Meta) or Enhanced Conversions (Google) instead of relying solely on a browser pixel survives ad blockers and browser restrictions that client-side tracking increasingly doesn't. This is infrastructure work, not a marketing team's afternoon project, and it should be scoped and budgeted as such.
Consent management is a legal gate before it's an engineering task
GDPR, CCPA/CPRA, and Google's Consent Mode all require a real decision about what fires before consent, what fires after, and how that state propagates to every downstream tool. A cookie banner that doesn't actually gate the tags behind it is a compliance liability dressed as a UI component, and regulators have started treating it that way.
First-party data is the asset that survived
Email addresses, logged-in behavior, and CRM records you actually own don't depend on a browser vendor's cookie policy. The martech investment worth making now is in owning and connecting that data well, not in finding a workaround for tracking you no longer control and never fully did.
CDP adoption solved a problem and created a new one
A customer data platform like Segment or a warehouse-native approach can unify identity across tools, but only if the identity resolution logic is built correctly — otherwise it becomes a fourth system with its own definition of a customer, adding confusion instead of removing it.
Ad platform APIs change on their own schedule, not yours
Meta, Google, and TikTok's ad APIs deprecate fields and rate-limit access on their own timeline, and an integration maintained casually breaks quietly — a campaign optimization loop that silently stops updating is a worse failure than one that errors loudly.
What we build
The systems that make up a real martech stack
From the pipeline that reconciles spend against revenue to the CDP that's supposed to be one source of truth — each has a specific, common failure mode worth naming before it's built.
Attribution and analytics pipelines
Multi-touch or data-driven attribution models that ingest ad spend, CRM, and product data into one warehouse, reconciled against actual revenue rather than platform-reported conversions that count the same sale twice across two channels. The warehouse, not any single platform's dashboard, becomes the number everyone in the business actually trusts.
CDP and CRM integration
Unifying customer identity across Salesforce, HubSpot, or a warehouse-native stack (Snowflake plus a reverse-ETL tool) so a marketing action and a sales outcome are visibly the same person, not correlated by guesswork after the fact. Getting the merge rules right up front avoids a second cleanup project a year later.
Campaign management and marketing automation tooling
Internal tools for campaign orchestration, personalization logic, or workflow automation that off-the-shelf marketing automation platforms don't support — usually because the trigger logic is specific to a business's own sales cycle, not a gap in the platform's feature list.
Ad platform API integrations
Automated bid management, budget pacing, or reporting pulled directly from Meta, Google, and TikTok's ad APIs, built to handle rate limits and field deprecations without silently going stale between the quarterly reviews where anyone would notice.
Consent and privacy infrastructure
Consent management platforms wired to actually gate tag firing — not just display a banner — plus the server-side event routing that respects consent state before data reaches any third party.
White-label development for agencies
Full engineering delivery under an agency's own brand, for agencies that need to offer custom development to clients without hiring or managing an internal engineering team.
Where the money actually gets lost
The specific failures martech projects usually exist to fix
Not abstract inefficiency — specific, nameable gaps between what a report shows and what actually happened.
Attribution and revenue disagree, and nobody can say why
Ad platforms report conversions using their own attribution window and model, which routinely double-counts a sale across two channels and never matches CRM-reported revenue. Reconciling the two requires a pipeline that treats the CRM as ground truth, not another averaged blend of platform numbers pretending to split the difference.
The CDP became a fourth database instead of the answer
A CDP implemented without a clear identity resolution strategy — how a cookie ID, an email, and a CRM record get merged into one profile — becomes another system with a partial, sometimes wrong view of the customer, which is worse than having no CDP at all because people trust it by default.
Consent Mode was installed but never verified
Google's Consent Mode has default and advanced implementations with materially different behavior, and a lot of installations default to modeled conversion data without anyone checking whether the modeling is producing numbers close to reality, months after the fact.
Server-side tracking was scoped as a tag swap
Moving from client-side pixels to server-side conversion APIs is an infrastructure project — a server, a data pipeline, event deduplication logic — not a setting in a tag manager, and scoping it as the latter is how these projects run over budget and past their original deadline.
Reporting dashboards get rebuilt every time a platform changes
A dashboard hard-coded against one ad platform's current API response breaks every time that platform ships a change. Building against a normalized internal data layer instead means the dashboard survives an upstream API change without a rebuild.
Marketing and finance close the month with two different revenue numbers
Marketing-attributed revenue and finance's booked revenue rarely match by definition, but when nobody has explained why, it reads as a data quality failure rather than a modeling choice — and that credibility gap is often what triggers the call in the first place.
For agencies
How white-label delivery actually works
A meaningful share of our marketing-software work is delivered under someone else's brand, for agencies whose clients need custom development they don't want to staff internally. The arrangement only works if it's structured honestly from the start.
The client relationship stays entirely yours
We don't appear in client calls, emails, or invoices unless you want us to. Communication runs through you, deliverables are labeled with your agency's branding, and the client experience is that their agency has an in-house engineering bench.
Scope and IP ownership are explicit, in writing
Code, infrastructure, and documentation transfer to your agency (or directly to your client, at your direction) the same way they would on a direct engagement — there's no ambiguity about who owns what once the invoice is paid.
Capacity scales with your pipeline, not a fixed headcount
A retainer model lets an agency take on a client's martech build without committing to a full-time hire, and without the multi-month lag of recruiting one. When the pipeline is quiet, capacity scales down; when a client lands, it scales back up.
Technical credibility on the call is often what closes the deal
Some agencies bring us onto a scoping call under an NDA, presented as their own technical lead, specifically because a client's confidence in the technical plan is what gets a proposal signed. That arrangement is common and we're comfortable in it.
This isn't a substitute for an agency that should hire in-house
If a specific technical capability is going to be a permanent, recurring need across most of your client roster, building it in-house eventually costs less than a permanent retainer. We'll say so — the honest use case is a capability you need occasionally or are still validating demand for.
Billing stays simple even when the work is complex
Most white-label engagements run on a flat monthly retainer or a fixed project price billed to the agency, not a project-by-project markup the agency has to explain to its own client — keeping the commercial relationship between us and you, not us and them.
What it costs
Marketing software development pricing
Real ranges. The variable that moves a quote most is the number of platforms an integration has to reconcile against, and whether identity resolution has to be built from scratch or layered onto an existing CDP.
| Engagement | Commitment | Timeline | What's included |
|---|---|---|---|
| Server-side tracking implementation | Fixed scope | 4 – 8 weeks | Conversion API / Enhanced Conversions setup with consent-state-aware event routing, replacing or supplementing client-side pixels that ad blockers increasingly strip out. |
| Attribution & analytics pipeline | Fixed scope | 8 – 14 weeks | Multi-source ingestion (ad platforms, CRM, product data) into a warehouse, with attribution modeling reconciled against actual booked revenue rather than platform-reported conversions. |
| CDP / CRM integration | Fixed scope | 6 – 12 weeks | Identity resolution and sync between a CDP, CRM, and downstream marketing tools, built to produce one customer record, not three. |
| Custom campaign / automation tooling | Fixed scope | 5 – 10 weeks | Internal tooling for campaign logic, personalization, or workflow automation that off-the-shelf marketing platforms don't cover. |
| White-label development retainer | Ongoing retainer | Ongoing | Dedicated engineering capacity delivered under your agency's brand, for client martech builds you don't staff internally. |
Ranges assume US-based senior engineers and include consent-architecture review rather than quoting it separately. A quote well below these bands for server-side tracking or a CDP build usually means identity resolution or consent gating was scoped as an afterthought, and both come back as a data-accuracy problem after launch, usually discovered at the next board reporting cycle.
How an engagement runs
From a data audit to a pipeline your reports can trust
Week one is a data audit — where attribution and revenue actually disagree, what identity resolution logic (if any) currently exists, and what consent architecture is already in place versus assumed. The pipeline and identity model get designed before integration work starts, since retrofitting identity resolution after a CDP is already populated with fragmented profiles means a migration, not a configuration change. Consent gating is verified against real browser behavior, not just checked against the tag manager's configuration screen. Handover includes the data model documentation and a runbook for what happens when an ad platform's API changes — because it will, usually without much advance notice.
Related
Working with us as an agency
Agencies are a large part of what we do, under your brand and your account management.
Questions
Frequently asked questions
What teams ask before a first call.
Server-side tracking is the smallest of these; a full attribution and analytics pipeline is the largest, with CDP or CRM integration in between. The table above sets out the shapes.
What moves the number is how many platforms have to reconcile and whether identity resolution is being built from scratch or wired to something that already works. Two stacks with the same tool list can differ enormously on that one question.
Shift the architecture to server-side tracking and first-party data as the foundation, rather than trying to patch client-side, cookie-dependent tracking back to health. The Conversion APIs from Meta and Google, combined with your own CRM and product data, give a more durable measurement base than a browser cookie that an increasing share of your traffic already blocks.
The practical fix isn't a single tool — it's treating your CRM as the source of truth for revenue and building attribution logic that reconciles ad-platform-reported conversions against it, rather than trusting whichever platform's dashboard reports the higher number.
A customer data platform unifies customer data from multiple sources — website behavior, CRM, email, ad platforms — into one profile, in theory giving marketing and sales a single view of each customer. In practice, a CDP is only as good as its identity resolution logic; without a clear strategy for merging a cookie ID, an email, and a CRM record into one entity, it becomes a fourth system with its own partial view.
You need one when marketing and sales are working from genuinely disconnected data and the manual reconciliation is costing real time or causing real mistakes — duplicate outreach, missed handoffs. If your CRM and analytics already broadly agree, a CDP is solving a problem you don't have yet, and the money is better spent elsewhere.
It requires that consent be captured before tracking begins for EU users under GDPR, and that CCPA/CPRA opt-out requests are honored for California residents — and critically, that your tag manager and analytics tools actually respect that consent state rather than firing regardless while a banner displays for show.
Google's Consent Mode is the mechanism most sites use to implement this with Google's own tools, but it has default and advanced configurations with materially different behavior, and a lot of implementations are never verified to confirm the modeled data they produce in place of blocked tracking is reasonably accurate.
Yes — full engineering delivery under your agency's brand, for agency clients who need custom martech, attribution, or integration work you don't want to staff internally or don't have the specialized capacity for. Your client relationship stays yours; we're the engineering team behind it.
This works as a project-based engagement or an ongoing retainer, depending on whether the need is one client's build or a recurring capability you want to be able to offer across your client roster.
Yes — Meta, Google, TikTok, and LinkedIn's ad APIs on one side, and Salesforce, HubSpot, or a warehouse-native stack on the other, are the most common integration targets we build against. The scoping question is less about whether a platform has an API and more about how much its data model differs from the others it needs to reconcile with.
Where these integrations tend to go wrong is treating each platform's API as a permanent contract rather than one that changes on its own schedule. We build against a normalized internal data layer specifically so an upstream field deprecation or rate-limit change doesn't require rebuilding every downstream report, which is the failure mode that usually prompts the call to begin with.