The technical partner your revenue team runs on.

Often tracking — not the theme. A redesign moves DOM elements; if your GA4 events, Meta pixel, or Klaviyo flows are tied to old selectors, your data goes quiet first and your channel decisions go wrong second.

Often variant-level fields not mapping cleanly to the Merchant Center feed schema. Usually not theme work, and not an app fix — a feed audit and rebuild, scoped to the actual cause rather than the error count.

You often don't need most of what's being scoped. There's usually a smaller version that solves the bulk of the problem for a fraction of the cost — and lets you decide later whether the rest is worth the spend.

Usually a webhook-routing problem. A custom sync engine — written once, owned by you — can cost less over a year than stacking SaaS subscriptions, and doesn't break when a vendor changes their API.

If the original code was written as a section or block — it migrates in a day. If it was hard-coded into the old theme, that's a separate problem worth knowing about before you switch.

Sometimes yes. Often no. A scoped second opinion, written down, is something you can put in front of your agency or use to renegotiate. Either way, you're not deciding on a major build blind.

Usually a break in the seam, not an SEO problem — feed disapprovals, a channel that lost its account binding, or a sync that stopped without telling anyone. I find which one, fix it, and verify from a customer's search results rather than the dashboard.

Good instinct. Duplicate events, consent gaps, and misfired server-side tagging each skew ROAS in a different direction. I reconcile the stack against real orders, and you get the verification trail — not just a corrected number.

"Connected" is a backend light, not a result. The binding between Shopify and the channel can pass its own status check while the catalog sits empty on the customer side. I work from an incognito window until products show there.