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Implementation recovery

Mailchimp & Server-Side Tracking Cleanup: conversions started counting again

Chris Lister's site was failing to surface purchase data in Mailchimp and was running an outdated server-side tagging container. Over 6 months, we upgraded his GTM server container to v2.3.0, rebuilt his Mailchimp tagging via GTM, defined a robust purchase DataLayer, and guided backend API integration so that every order now flows into Mailchimp's ecommerce reports accurately.

208 daysJan 4, 2025Standard
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Mailchimp & Server-Side Tracking Cleanup after recovery

What was broken

  • Outdated GTM server container (v1.1.0) causing instability
  • Frontend-only Mailchimp events missing real ecommerce data
  • Lack of UTMs on email campaign links
  • Coordination gap between analytics and backend developer

What we rebuilt

  1. 01Upgraded server-side GTM container to v2.3.0 for enhanced stability
  2. 02Defined a purchase DataLayer and rebuilt GTM tags to fire Mailchimp events
  3. 03Authored backend spec for Mailchimp Ecommerce Orders API; oversaw test orders
  4. 04Generated UTM conventions and documented process for the email campaign team

What started working again

  • Mailchimp ecommerce dashboard now surfaces orders, revenue, AOV accurately
  • GA4 and Mailchimp purchase data reconcile 1:1 in testing
  • All newsletter links carry consistent UTM parameters
  • Client has clear documentation and a maintainable tracking foundation
“Ali is one of the best freelancers I've worked with, his conscientiousness to get the job complete is exceptional. Thank you for your help and I hope to work again in the future.”
Chris ListerC

Chris Lister

Founder & CEO

Delivery path

  1. 01

    Access & Audit

    Provisioned GTM web & server-side, GA4, Mailchimp and Google Cloud access; audited existing setup

  2. 02

    Server Container Upgrade

    Updated GTM server-side container from v1.1.0 to v2.3.0 on App Engine

  3. 03

    GTM Tag & DataLayer Cleanup

    Rebuilt purchase DataLayer schema, removed deprecated tags, configured Mailchimp event tags

  4. 04

    Backend API Integration

    Delivered developer spec & docs for Mailchimp Ecommerce Orders API; coordinated test orders

  5. 05

    QA & Reporting

    Validated GA4 vs Mailchimp ecommerce reports, implemented UTM builder for newsletters

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