Switched the stack. Saw the difference the same week.
Mr.Boat ran TrackBee next to their old server-side tracking. Meta's Event Match Quality climbed on every event, Purchase from 7.8 to 9.1. Klaviyo revenue grew +31% from TrackBee-powered flows alone. Google reported 20% more conversion value within days.
Mr.Boat is the Netherlands' epoxy specialist. They serve DIY hobbyists, resin artists, furniture makers, and boat owners working on their own repair and restoration projects across Europe. Resins, floor coatings, pigments, polyester, protective gear.
Resin art, floor coatings, polyester, boat repair. Categories that moved from niche to mainstream DTC in the same wave.
For years, Mr.Boat ran on a custom platform built and maintained by a single vendor. Originally focused on boat repair and maintenance products, the business evolved alongside the growing popularity of epoxy in DIY, home decor, furniture making, and resin art. As customer expectations shifted toward a modern DTC shopping experience, the old platform could no longer keep up. Mr.Boat moved to Shopify.
The challenge
Tracking that never lived inside Shopify.
Mr.Boat had cycled through Google Tag Manager, then an outsourced server-side vendor on top of Shopify, back to a plain Shopify setup, then another outsourced tracking vendor that was supposed to take it all off their plate. Each move solved one thing and broke another.
"When moving to Shopify, we brought in a third-party server-side tracking vendor expecting more accurate reporting and less maintenance. Instead, reporting became even less reliable, and it was harder than ever to understand where the numbers were coming from."
Carsten
E-commerce manager · Mr.Boat
Every platform question became a project. "Report revenue ex. or incl. VAT for Meta vs. Google?" meant another call with a developer or a vendor. Cookiebot lived outside Shopify. The tracking stack lived outside Shopify. Nothing was native.
What we did
Two weeks running parallel, in one Shopify-native app.
Mr.Boat installed TrackBee and ran it next to their existing setup for two weeks. Same store, same traffic, two pixels firing at the same time. They could compare both side by side before pulling the plug on the old one.
TrackBee captures conversions server-side, enriches them with first-party data, and forwards them to Google Ads, Klaviyo, and (next up) Meta. The settings that used to need a developer became toggles. VAT per platform. New vs. returning customer split. Deduplication.
"The VAT in-or-ex setting that used to be a tag manager job is now a checkbox."
Carsten
E-commerce manager · Mr.Boat
Installing TrackBee took minutes. Removing the old setup took the rest of the afternoon. A custom pixel didn't fully uninstall. Code snippets stayed behind in the theme. A developer had to clean up the edges. Switching tracking isn't one click, but the cleanup is finite.
Their consent tool (Cookiebot) was wired through the old tag manager, so the moment the tag manager came out, the consent setup broke with it. TrackBee recommended Pandectes, a Shopify-native consent app. With their help, the migration was straightforward and completed the same day.
In Shopify · checkboxes instead of tag configs
Report revenue ex. VATper ad platform
New vs. returning customer splitsent to Google Ads automatically
Each of these used to be a tag manager project.
Results
The day-one signal told the story.
Meta's signal quality climbed across every event. Klaviyo revenue grew +31% from TrackBee-powered flows alone, on top of what Mr.Boat's standard flows were already doing. Google reported 20% more conversion value within days.
Meta · EMQ scores
All up
Every Meta event Mr.Boat tracks scored higher. Purchase EMQ climbed from 7.8 to 9.1, into Meta's top band. Initiate Checkout from 4.4 to 8.0. The full table is below.
Klaviyo · May 2026
+31%
€1,710 in incremental revenue from two TrackBee-powered Klaviyo flows, on top of what Mr.Boat's standard flows were already doing. Covered multiple months of the TrackBee subscription in a single month.
Google Ads · First 2 weeks
+20%
More conversion value reported than Mr.Boat's previous setup, running in parallel. TrackBee also sends new vs. returning customer signals to Google by default.
Meta: EMQ scores climbed across every event
Meta's Event Match Quality (EMQ) score reflects how well each event identifies the shopper behind it. A higher EMQ means Meta can match more of Mr.Boat's customers to their ad audiences, which means better targeting and cleaner attribution.
Every Meta event Mr.Boat sends scored higher in the month after TrackBee was installed. Purchase EMQ climbed from 7.8 to 9.1, into Meta's top band. Initiate Checkout from 4.4 to 8.0. Add to Cart from 4.5 to 6.8. PageView and View Content moved up too. The volume of events received by Meta climbed alongside: 60 purchase events became 1,800 in the same window.
Meta Event Match Quality · before vs after TrackBee · 1-month windows
Event
EMQ before
EMQ after
Received by Meta, before
Received by Meta, after
PageView
4.4
6.0
~5,000
~108,100
View Content
5.5
6.1
~1,600
~40,200
Add to Cart
4.5
6.8
317
~8,000
Initiate Checkout
4.4
8.0
114
~2,100
Purchase
7.8
9.1
60
1,800
Source: Meta Ads Manager · before window 17 Mar – 13 Apr 2026 · after window 24 Apr – 21 May 2026
Mr.Boat is a Dutch store, so their Meta Ads Manager view is in Dutch. The raw screenshots:
Meta Ads Manager · before TrackBee · NL
Meta Ads Manager · after TrackBee · NL
Klaviyo: +31% revenue from TrackBee-powered flows
Between May 2 and June 2, 2026, two TrackBee-powered Klaviyo flows delivered 546 emails and placed €1,710 in tracked revenue. That's +31% on top of what Mr.Boat's standard Klaviyo flows were already doing.
A slow Klaviyo month, suboptimal usage of the tool, and TrackBee still covered multiple months of its own subscription in a single month.
Klaviyo · top performing flows, May 3 – Jun 2, 2026
Google Ads: a clean parallel test
Two server-side setups, firing into Google on the same store at the same time. TrackBee reported €20,893 in conversion value. The previous vendor reported €17,282. GA4 web purchase, in the same window, came in at €17,857. The 20% isn't new revenue. It's revenue the old stack wasn't sending to Google.
Google Ads · conversion value reported · first 2 weeks
TrackBeeserver-side
€20,893
Previous setup3rd-party server-side
€17,282
GA4 web purchasereference
€17,857
▲ +€3,611 · +20% vs previous setup
Google Ads · conversion actions, first 2 weeks
3→1
vendors outside Shopify · one app inside
Support
The numbers help. The support is why Mr.Boat stays.
A 20% lift on day one is nice. The part Carsten kept coming back to in the interview was the support. He works directly with Pico, and what he kept coming back to was working with a Dutch team that picks up the phone.
Free for 30 days
Run your own version of this test.
Install TrackBee in five minutes. Run it next to your current setup for 30 days. Compare the numbers and decide.
Connected to Meta · Klaviyo · Google Ads
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