The Connection Company
Your Server Side
Tracking Partner
We help you build, maintain, and evolve high-performance server-side tracking systems that improve your marketing efforts, connect your systems, respect privacy, leverage identity, and adapt to browser changes — without lock-in, technical debt, or surprises.
For the last 5 years we've been working behind the scenes with brands like Skims, Netflix, Mercedes, Unilever, Heineken, Chobani, American Standard, Glossier, New Era and a long list of others — solving the same problems you're facing today.
It's Not About infrastructure
Server-Side Tracking Isn't a Panacea.
Most teams assume server-side tracking automatically fixes their data problems. It doesn't. Upgrading your infrastructure without fixing the fundamentals is like replacing your pipes while the water supply remains contaminated — without careful engineering of identity resolution, cookie persistence, click ID forwarding, and consent handling, you're just pushing the same broken data through new infrastructure. Precision is the fix, not the pipes.
Just because data is flowing through the system does not mean it's working correctly. The most expensive tracking failures we've seen didn't throw console errors — they accumulated silently over weeks, until a campaign review revealed that half the conversion data had been gone for months. Every implementation we build includes validation and monitoring, so you're not the last to know when something breaks.
Most server-side tracking vendors lock you into their platform. We don't. We're fully platform-agnostic — GTM Server Side, Cloudflare Zaraz, or bespoke builds — and we enhance what you already have (Elevar, Stape, and more) rather than rip and replace it. You get the architecture that fits your business, not ours.
We came up in D2C — the Formula One of tracking, where performance is fought for in fractions and there's no margin for imprecision. We bring that same engineering discipline to B2B work too, and it travels well: the problems look different on the surface, but the rigour required to solve them is exactly the same.
Why It Matters
The Big Big Benefits of Better Tracking
Feed ad platforms better data
Ad platforms are built on AI. They need accurate data to send you traffic that converts. Better data means improved optimization and lower cost per acquisition.
Prove every conversion
Your advertising produces far more conversions than you can show. Change it. Prove to finance and leadership the full ROI your ad spend is actually generating.
Capture richer behavioural signals
Power smarter emails, retargeting, and personalization that drive repeat sales — instead of driving blind.
Feed email tools accurate signals
Dramatically improve email marketing performance by seeing every action your contacts take.
Stay compliant without losing insight
Keep regulators happy and retain complete visibility into customer behavior.
Make your site faster and lighter
Reduce bounce rates and improve Core Web Vitals while tightening tracking accuracy.
Train machine learning models accurately
Give your LTV, churn, and attribution models pure signals to learn from.
Own your tracking infrastructure
Control your data, your privacy, and your future — no third-party gatekeepers.
Reduce legal risk from third-party scripts
Control every script that runs on your site and maintain an airtight chain of custody for your customers' data.
Add and remove marketing channels with ease
Centralize data flow so you can test or switch vendors without rewriting every tag on your site.
Harden your ad channels against fraud
Apply server-side controls and filtering that stop bots and click farms before they hit your campaigns.
Connect automations effortlessly
Centralize your data so AI automation, marketing, CRM, and analytics tools connect instantly.
Map every step from first touch to closed deal
For B2B, stitch together every touchpoint — ads, webinars, content, trials — into a single continuous journey that connects marketing activity directly to pipeline and closed revenue.
Surface account-level intent before the first form
In B2B, multiple stakeholders research you before anyone fills out a form. Identity resolution turns those anonymous visits into account-level signals, so sales knows who's evaluating you — and when.
Process
How to Work With Us
Chat With Us
Start with a discovery session. We'll review what you're working with, identify gaps across your entire data pipeline, and show you where performance and accuracy can be improved.
Choose Your Model
Work with us however you prefer — Done-For-You Implementation where we handle everything from architecture to deployment; Ongoing Engineering Support for teams that need us in the engine room long-term; Advisory Partnership for teams building with their own engineers; or a long-term Agency Relationship where we become your secret weapon.
Ongoing Optimization
Once live, we can set up advanced monitoring that detects problems in your data pipeline before they become problems — or stay on to continuously improve and evolve the system you launched with. However you want to work with us long-term, we can be there.
About Us
Signals Engineers Who've Seen It All.
We're a team of signals engineers with formal engineering backgrounds and over a decade of hands-on experience building real systems, at scale, for some of the most demanding brands on the internet.
That includes years spent working with Elevar — one of the most influential tracking platforms in e-commerce — contributing to the engineering and innovation work that helped define how high-performance brands approach server-side tracking today.
We've been behind the data stacks of brands across retail, beauty, food & beverage, and B2B SaaS — working through identity resolution, consent architecture, click ID forwarding, cross-platform attribution, and everything in between. We've seen every variation of these problems and built systems engineered to survive whatever comes next.
We care more about outcomes than output. Before we take on a project, we want to understand the situation well enough to know whether we can genuinely move the needle — and if the answer isn't clearly yes, we'll say so. The best work we do happens when the fit is right and the stakes are real.
The Team
Partners
Jon Cairo
Founding Partner
Jon is a software engineer specialized in signals engineering. He's led solutions at Elevar & CustomersAI, consulted for fast-growing SaaS companies, partnered with Meta & TikTok, and worked with some of the world's largest online advertisers. Jon specializes in building resilient, privacy-respectful measurement frameworks that give companies deeper insight, cleaner data, and a meaningful competitive edge.
Felipe Maté
Founding Partner
Prior to leading the tracking implementation team at Elevar, Felipe spent years executing diverse B2C marketing campaigns. This hands-on background ensures he understands exactly what brands need to measure to drive growth. Today, Felipe helps enterprise clients optimize their data infrastructure with a privacy-first approach.
Agency Partners
The Signals Engineering Desk Your Agency Doesn't Have.
Agencies are juggling a lot. Tracking is rarely the priority until it becomes the problem — and it almost always becomes the problem when it's not part of the build process. At the tail end of a project, when everything is live and the client is watching performance numbers, that's when the gaps show up — conversions not firing, ad platforms starved of signal, attribution broken, analytics telling a completely different story than it did before you made your changes. It falls back on the agency, and it's rarely a problem the agency was built to solve.
We've seen it many times — across agencies of every size. The good news is that when you have the right expertise, these problems are solvable. We can come in behind the scenes, close the gaps, and get your client's tracking to a place they've never actually been before — better data, better attribution, better ad performance — without it ever looking like a fire drill.
For a flat monthly retainer, your team gets a direct ticket queue into ours — implementation support, architecture decisions, audits, and hands-on help across your entire client base. And it's not just D2C. We work with B2B clients too — tracking attribution from first touch all the way through trial, demo, and contract signed, pulling that data into CRMs, and pushing CRM data back to GA4 and your ad platforms so nothing falls through the cracks. Submit a ticket, we take it from there. You stay front-facing. We stay in the engine room.
The agencies we work with consistently go to market with a capability most of their competitors simply don't have. Their clients get cleaner data, better attribution, and measurement systems that actually hold up — and the agency gets the credit.
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Analytics & Data
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Engineering
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Work With Us
Transmission Received.
Some of the best projects we've ever worked on started with a message that was basically an apology — "sorry if this is a dumb question, but..." It never is. We've been brought in for slow-burning data disasters, pre-launch scrambles, post-acquisition cleanups, and one very memorable call that opened with "our developer says everything is fine." It wasn't. These engagements have a way of going places nobody expected, and almost always somewhere better than where they started. We have a habit of finding value — often in corners nobody thought to look.
Tell us what you're working on. We'll be honest about what we can do, what we can't, and whether we're the right fit. If we're not, we'll probably know someone who is.
No commitment — just a real conversation
Full documentation on everything we deliver
Fixed projects and flexible retainers
Response within one business day