Good NumbersOwais Alam
I fix the gap between what Shopify, GA4 and the ad platforms report. Most of my work is tracking that quietly broke, attribution nobody trusts, and reporting built on numbers that don't match the store.
Background
I'm a data and analytics engineer with a degree in Computer Systems Engineering from NED University in Karachi. I work with DTC brands and performance marketing agencies in the United States, the United Kingdom and elsewhere, and I'm Top Rated on Upwork with a 100% job success score.
My specialties are GA4, Google Tag Manager, BigQuery, server-side tracking and Shopify attribution. Day to day that means Shopify Customer events pixels, Meta Conversions API, Google Ads enhanced conversions, Consent Mode, Apps Script pipelines and Looker Studio reporting.
I started Good Numbers so brands could get that work as a service, with one set of numbers the whole team trusts. The guides on this site come from problems I see in real client accounts.
What I work on
Tracking that matches the store
Rebuilding GA4, Meta and Google Ads purchase tracking on Shopify and WooCommerce so platform numbers line up with real orders, including Customer events pixels, server-side delivery and deduplication.
Attribution brands can act on
First-touch and multi-touch attribution across Shopify, Meta, Google and CRMs, reconciled to the order level so every sale has a traceable source.
Data pipelines and dashboards
Store, ad and email data pulled into Google Sheets and BigQuery on a schedule, with Looker Studio dashboards built on top for weekly decisions.
Guides by Owais
Meta pixel duplicate purchase events on Shopify: how to find and fix them
Why Meta counts some Shopify purchases twice, how to confirm it in Events Manager in 10 minutes, and how to fix each cause without losing real conversions.
TrackingGA4 purchase event not firing after Shopify checkout extensibility
Shopify moved checkout tracking to Customer events. What broke, how to rebuild the GA4 purchase event as a custom pixel, and how to test it end to end.
PrivacyShopify Consent Mode v2 setup: a practical guide
How Google Consent Mode v2 works on Shopify, how to connect your cookie banner to GA4 and Google Ads, and how to check the signals are actually arriving.
ToolsElevar vs Littledata vs Stape: which Shopify tracking tool fits your store?
An independent comparison of the three most common Shopify server-side tracking tools: how each works, what it costs at your volume and who it suits.
AttributionWhy Meta Ads revenue doesn't match Shopify (and which number to trust)
Meta almost always reports more purchase value than Shopify. The 8 reasons why, how to measure the real gap, and which number to use for which decision.
TrackingGA4 missing Shopify purchases? How to find the cause and fix it
A step-by-step diagnosis for Shopify stores where GA4 records fewer purchases than Shopify, including the August 2026 change that broke many setups.
TrackingServer-side tracking for Shopify: is it worth it?
What server-side tracking actually fixes on Shopify, what it does not, what it costs, and a simple way to decide whether your store needs it yet.
AnalyticsHow to find your true ROAS across Meta, Google and Shopify
Platform ROAS, blended ROAS, MER and break-even ROAS explained with worked numbers, plus a weekly scorecard that shows what ad spend really returns.
TrackingWhy GA4 and Shopify revenue don't match (and how to fix it)
The 8 reasons GA4 shows different revenue than Shopify, how much of a gap is normal, and a step-by-step way to find exactly which orders GA4 is missing.