Data architecture for eCommerce and SaaS brands
Your data lives in 12 different tools and nobody trusts any of it. We build unified data architectures on BigQuery and Looker that give your team real-time, reliable numbers – so every decision is backed by data you can actually trust.
Available as a Retainer add-on after your first successful Sprint.
Why most eCommerce data stacks are broken
Every tool tells a different story
Shopify says one number, GA4 says another, your ad platforms claim triple the conversions. Without a unified data layer, you're making decisions on conflicting information.
GA4 is misconfigured
Missing events, duplicate transactions, broken enhanced ecommerce – most GA4 setups are fundamentally wrong. Bad data in means bad decisions out.
Reporting takes hours, not seconds
Your team spends half their week pulling data from five platforms into spreadsheets. By the time the report is done, the data is stale and the opportunity is gone.
No single source of truth
When the CEO asks "how much revenue did we do last month?" and three people give three different answers – that's a data architecture problem, not a people problem.
Data maturity model: where is your stack?
Most eCommerce brands are at Level 1–2 and making 6-figure budget decisions based on incomplete data. Level 3–4 transforms your growth ceiling.
| Level | Stack | What you can answer | What you're blind to |
|---|---|---|---|
| 1 — Reactive | Shopify analytics only | Revenue, top products | Channel attribution, LTV, cohorts |
| 2 — Fragmented | GA4 + ad platforms + spreadsheets | Channel revenue, basic funnel | Cross-channel LTV, true MER |
| 3 — Unified | BigQuery + Looker Studio + GA4 | MER, cohort LTV, funnel by segment | Predictive analytics, ML scoring |
| 4 — Predictive | Warehouse + ML + real-time | Churn probability, LTV prediction | Nothing — you're ahead of 99% |
We build brands from Level 1–2 to Level 3 in 30 days, and to Level 4 over 3–6 months.
Our data architecture system
GA4 event architecture
We audit and rebuild your GA4 implementation from scratch – proper enhanced ecommerce tracking, custom events, user properties, and server-side tagging where needed.
BigQuery data pipeline
We connect all your data sources – Shopify, GA4, Meta Ads, Google Ads, Klaviyo, and more – into BigQuery with automated ETL pipelines. One warehouse, one truth.
Data modeling & transformation
Raw data is useless. We build dbt-style transformation layers that turn messy raw tables into clean, business-ready models – customer LTV, cohort analysis, attribution, and more.
Looker Studio dashboards
Real-time dashboards that answer your team's actual questions. Executive overview, marketing performance, product analytics, retention metrics – all auto-updating, all trustworthy.
Multi-source attribution
We build cross-channel attribution models that reconcile ad platform claims with actual revenue. Know your true ROAS and MER – not the inflated numbers platforms report.
Ongoing monitoring & support
Data pipelines break. Schemas change. We monitor your entire stack, fix issues proactively, and evolve your dashboards as your business grows and questions change.
What we build
This is what the AI audit will tell you about your data stack
Run the free 48-heuristic audit and get findings like these – specific to your brand, in under 3 minutes.
GA4 event taxonomy is incomplete
Critical conversion events like add-to-cart, begin-checkout, and purchase are missing parameters or firing inconsistently. Clean event data is the foundation for every optimization decision.
No server-side tracking in place
Client-side tracking loses 15–30% of conversion data to ad blockers and iOS restrictions. Server-side tracking via GTM SS or Stape recovers this lost attribution.
Reporting lives in spreadsheets, not dashboards
Manual reporting wastes 5–10 hours per week and is always stale. A Looker Studio dashboard connected to BigQuery gives your team real-time decisions without the lag.
The data stack we build for you
Click any layer to see what we do at each stage of the pipeline.
We connect every data source your business generates – eCommerce platform, analytics, email/SMS, paid media, CRM, and subscription tools. Automated ingestion runs hourly or daily depending on source, with schema change detection and failure alerts.
All raw data lands in BigQuery – Google's serverless data warehouse. Zero infrastructure to manage, scales automatically, and costs pennies per query. We structure raw tables with proper partitioning and clustering for fast, cost-efficient queries across billions of rows.
Raw data is messy. We build transformation layers that turn 12 different data sources into clean, business-ready models: unified customer profiles, order attribution, cohort LTV calculations, RFM segments, and cross-channel ROAS. All version-controlled and tested.
Real-time dashboards your team actually uses. Executive overview, marketing performance by channel, product analytics, retention metrics, and custom views for each stakeholder. Auto-refreshing, mobile-friendly, and built on trusted data – no more spreadsheet exports.
Real results from data architecture projects
Average metrics across our analytics engineering engagements – measured at 90-day post-deployment check-ins.
Average across data architecture engagements · Before = pre-engagement baseline · After = 90-day post-deployment
30+ five-star reviews
Top Analytics Agency
Shopify, GA4, Meta, Klaviyo
BigQuery & Analytics
What to expect working with us
Data stack audit
We map every data source, tracking implementation, and reporting tool in your current stack. We identify gaps in data collection, attribution blind spots, and reliability issues that are causing bad decisions.
Architecture design
We design your unified data architecture – BigQuery warehouse, ETL pipelines, GA4 configuration, and attribution model. You review and approve the blueprint before we build anything.
Build & integrate
We build the warehouse, connect all data sources, implement proper GA4 tracking, and create Looker Studio dashboards. Your team gets trained on the new stack and can access real-time data immediately.
Optimize & expand
Customer lifetime value models, cohort analysis, predictive analytics, and custom attribution models. The data stack evolves as your business grows and new data sources come online.
FAQ
Why BigQuery instead of other data warehouses?
BigQuery is serverless, scales automatically, and integrates natively with GA4, Looker Studio, and Google Ads. For eCommerce brands, it offers the best combination of power, cost-efficiency, and ecosystem fit. Most clients pay under $50/month in BigQuery costs.
How long does setup take?
A typical implementation takes 2–4 weeks: week one for GA4 audit and fix, week two for BigQuery pipeline setup, weeks three and four for dashboard build and QA. You'll have a working system within 30 days.
Do we need a data team to maintain this?
No. We build self-maintaining systems with automated pipelines and monitoring. We also offer ongoing support plans if you want us to manage the stack, add new data sources, and evolve dashboards over time.
Can you work with our existing analytics setup?
Absolutely. We audit what you have, fix what's broken, and build on what's working. We don't rip and replace unless it's truly necessary – we enhance and extend your existing investment.
What data sources can you connect?
Shopify, GA4, Meta Ads, Google Ads, TikTok Ads, Klaviyo, Gorgias, Recharge, Amazon, and 50+ more. If it has an API or export, we can pipe it into BigQuery and unify it with everything else.
What platforms do you integrate with?
Shopify, Shopify Plus, GA4, Meta Ads, Google Ads, Klaviyo, Recharge, Stripe, BigQuery, Looker Studio, Segment, and 50+ other data sources. If your platform has an API, we can integrate it into your unified data stack.
Can you fix our existing GA4 setup?
Yes – in fact, most clients come to us with misconfigured GA4. We audit your current implementation, fix event tracking, configure enhanced eCommerce events, set up proper attribution, and ensure data accuracy before building anything on top of it.
Related services
Ready to fix what the audit finds?
Data architecture is available as a Retainer add-on after your first successful 90-Day CRO Sprint. Start with the free audit to see where your data gaps are costing you revenue. +15% conversion rate in 90 days – or we keep working free until you get it, and refund 50% on day 91.
Apply for a Strategy Call →