Title here
Summary here
Freelance tracking
Reliable data, server-side.
I'm Lucas Rollin, a freelance tracking consultant. I make data collection reliable for e-commerce, SaaS and lead generation websites. I also work white-label for agencies.
Working with international clients
They trust me
Certified partners
Certified by the tools I implement
I'm certified by the vendors of the solutions I deploy for my clients, for implementations that follow their best practices.
6 vendor certifications and partnerships
Client reviews
What my clients say
26 client reviews
100% recommend Malt
LinkedIn
Trustpilot
- Malt13
- LinkedIn7
- Trustpilot6
Trustpilot
« His technical expertise is impressive, but above all very well explained, which makes exchanges simple and efficient even for non-technical profiles. The tracking setup (GA4, GTM, events, conversions, consent, etc.) is carried out with great rigour and precision. »
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« I have worked with Lucas many times on various data collection and performance tracking issues. His technical expertise is impressive, but above all very well explained, which makes exchanges simple and efficient even for non-technical profiles. The tracking setup (GA4, GTM, events, conversions, consent, etc.) is carried out with great rigour and precision. Beyond his technical skills, I particularly appreciated his responsiveness, his teaching approach and his professionalism. He takes the time to understand the business stakes and always suggests relevant, tailored solutions. I highly recommend his services to any company that wants to improve its analytics tracking and data quality. »
Trustpilot
« We brought Lucas in to update the tracking of our e-commerce site with a move to a server-side setup. Deadlines were met and the rollout was closely followed, in coordination with our developers, right up to the full check that our new tagging worked properly. »
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« We brought Lucas in to update the tracking of our e-commerce site with a move to a server-side setup, and the experience went very well from start to finish. Lucas explained technical topics with a lot of pedagogy, helping us understand these complex, specific subjects. Deadlines were met and the rollout was closely followed, in coordination with our developers (DataLayer update), right up to the full check that our new tagging worked properly. He also recommended key partners for our needs and started the conversations with them, which saved us precious time. Throughout the project he was very responsive, drove progress and was solution-oriented. We will work with him again without hesitation and recommend his services. »
LinkedIn
« Lucas took charge of implementing server-side tracking via GTM for Google Analytics 4, migrating third parties, and circumventing Safari ITP limitations. Throughout the mission, Lucas demonstrated solid technical expertise, great rigor, and an impressive ability to adapt. »
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« I had the pleasure of collaborating with Lucas Rollin on a complex project for the Lafreto group, including managing the tracking of 5 websites, including Glisshop. Lucas took charge of implementing server-side tracking via GTM for Google Analytics 4, migrating third parties, and circumventing Safari ITP limitations. Throughout the mission, Lucas demonstrated solid technical expertise, great rigor, and an impressive ability to adapt to technical and structural challenges. His structured and proactive approach enabled the mission to be successfully completed. The client felt well supported, and I was able to trust his role. I highly recommend Lucas for any project requiring a tracking and analytics expert, and I would not hesitate to work with him again in the future! A little plus for his availability and responsiveness. »
Hugo HeitzData Marketing Manager @ Elevate · October 2024
LinkedIn
« Lucas assisted us in implementing server-side tracking with Addingwell as part of our migration to a Shopify+ site. Project management was smooth and transparent, which allowed us to meet fairly tight deadlines. »
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« Lucas assisted us in implementing server-side tracking with Addingwell as part of our migration to a Shopify+ site. Project management was smooth and transparent, which allowed us to meet fairly tight deadlines. Lucas fully understood the specifics of this migration compared to the existing system and provided us with all his expertise to implement the most efficient setup possible. Communication was very fluid and the project went very well. I will not hesitate to contact Lucas again for a future tracking project and I highly recommend him to my e-commerce colleagues who are undertaking a move to a server-side. »
Inès FlorentinyE-Commerce & Acquisition Manager, myBlend (Clarins Group) · October 2024
Trustpilot
« His support was simply impeccable: he took the time to train me, answer all my questions, and above all, he never let me go until I was completely independent! »
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« I had the chance to work with Lucas to set up all the server-side tracking, CMP management, and GTM configuration on several of my campaigns. His support was simply impeccable: he took the time to train me, answer all my questions, and above all, he never let me go until I was completely independent! It's rare to come across someone so professional, competent, and involved. Always available, educational, and ultra-reliable. If you're looking for a trusted expert for your technical and strategic tracking issues, you can go there with your eyes closed. I recommend him 200%! »
Malt
« Great experience with Lucas! In less than a week, he overhauled my entire tracking system across my three sites. He even went above and beyond by sending me an explanatory video at the end. I recommend him 100%. »
See the other 20 reviews
Malt
« A tracking issue with duplicate purchases on Meta: Lucas demonstrated a quick understanding of the problem, he quickly identified its origin and immediately resolved it. »
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« I had the opportunity to work with Lucas on a tracking issue related to duplicate purchases on Meta, as well as an inconsistency in the number of additions to the cart. Faced with this situation which seriously impacted my analysis on Meta, Lucas demonstrated a quick understanding of the problem, he quickly identified its origin and immediately resolved it. It was a real pleasure to work with Lucas, I highly recommend him for his expertise, his professionalism and his responsiveness. Thank you! »
Angélique ArciszewskaE-commerce · March 2024
LinkedIn
« A huge thank you to Lucas for his work on setting up server-side tracking on our Shopify. This project involved multiple ad networks to configure and Lucas handled it perfectly. He is extremely knowledgeable and explains everything with great clarity, which makes things even more enjoyable. I recommend Lucas 10,000 times to anyone looking for a reliable and educational expert. A real pleasure to work with him. »
Trustpilot
« We were very satisfied with Lucas's support for implementing the CMP on our sites. He demonstrated excellent teaching skills, thoroughness, and responsiveness throughout the project. Thanks to his expertise, the solution was deployed efficiently and in perfect compliance with our needs. Thank you, Lucas, for your professionalism! »
LinkedIn
« Lucas implemented Server-Side Tagging using Addingwell on our new Shopify website. I couldn't be happier with the results: the implementation was very fast, and everything now works exactly as it should. »
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« Lucas implemented Server-Side Tagging using Addingwell on our new Shopify website. He also ensured that all key events were properly tracked in Google Ads, Facebook Ads, and Google Analytics - which had previously been a big issue before we reached out to him for help. I couldn't be happier with the results: the implementation was very fast, and everything now works exactly as it should. The service we received was flawless. I can without hesitation recommend Lucas to anyone looking for a reliable and skilled technical marketer. »
Miroslav GalloSenior Design Engineer · April 2025
Malt
« We called on Lucas to configure GTM server-side and Meta CAPI on our two e-commerce sites. He was fast, conscientious, and an expert in his field. We were very satisfied with the execution of the project, as well as the clarity of the various discussions he had with him on this subject. We will not hesitate to call on Lucas again in the future if other tracking needs arise. »
BlandineUne Petite Mousse · March 2024
Malt
« Lucas provided excellent support for our migration from GA4 to Matomo. He was educational, thorough, and responsive, completing the project on time, with a loom and summary document. I highly recommend him. »
Malt
« Lucas was very responsive in helping me resolve a problem I had been stuck on for several weeks. In less than 24 hours we called each other, and then 24 hours later the problem was resolved with a loom video to explain it to me and a blog article for posterity! The mission consisted of setting up tracking on the HubSpot Meeting iframe from GTM, in order to better track my Google Ads conversions. »
Malt
« I came away from this session with a better understanding of tracking with GA4 and I feel much more confident in my approach. Lucas's explanations were clear, professional, and to the point. »
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« Lucas Rollin was tasked with clarifying the tracking system between Google Ads and Google Analytics 4, and answering my questions about setting up a tagging plan, including creating and tracking conversion goals. The delivery of the assignment was excellent. Lucas organized the session in a way that was easy to understand, which is crucial in such a technical field. The results are there. I came away from this session with a better understanding of tracking with GA4 and I feel much more confident in my approach. Lucas's explanations were clear, professional, and to the point. It was a pleasure working with him. In conclusion, I highly recommend Lucas Rollin for any Google Analytics consulting assignment. »
LinkedIn
« Very happy to have collaborated with Lucas on a mission to integrate a GA4 tagging plan and analytics configuration for an e-commerce site. Lucas is very comfortable technically speaking. I particularly appreciated his way of approaching a technical subject with the client and the service providers. His explanations are clear and he offers very easy-to-access deliverables. I highly recommend Lucas. »
Nathan MaglianoLead Analyst, Head of Performance · October 2023
Trustpilot
« Lucas helped us set up server-side tracking on Shopify. Communication was clear and efficient, and the mission was perfectly accomplished! We will call on his services again. »
Malt
« Lucas is very knowledgeable about his subject and is a pleasure to work with. He was recommended to me by a partner, and our first project together was for GA4 and Google Tag Manager training. I contacted him again following a problem with my site, and he was responsive and quickly found a solution. I recommend him. »
LinkedIn
« Lucas stands out for his expertise and the quality of his services. His responsiveness to my requests has been consistently remarkable, providing advice that is not only relevant but also personalized. His professional approach is imbued with honesty, which is reflected in the superior quality of his services. His excellent analytical skills are essential for any project. »
Reema HugLegal Advisor, RHA Advisory · December 2023
LinkedIn
« Lucas is helping me set up server-side for my current company. His explanations are clear, concise, and effective. It's great to have Lucas's support! »
Michaël CaujolleAcquisition Marketing Manager · April 2024
Malt
« Great experience with Lucas! Very professional, fast, and attentive. The work delivered is top-notch, well beyond my expectations. I recommend him 100% and will definitely call on him for my next projects. »
Malt
« Lucas assisted us with our migration to Google Analytics 4. Lucas is highly professional, autonomous, and attentive, and is highly skilled in his field. I highly recommend him. »
Trustpilot
« After watching his videos on YouTube, I contacted him for a server-side installation. I am very satisfied with his work. »
Malt
« I recommend Lucas for his speed of execution, his teaching skills and the quality of his work! »
Malt
« Very professional, fast and efficient, I recommend 100%. »
BaptisteLore and Science · March 2024
Malt
« Good communication with Lucas, good advice and good expertise on Analytics GA4 and more. I recommend him. »
Malt
« Very good experience working on this first mission with Lucas. Professional and friendly. »
NicolasKwalt · June 2023Services
A journey in three steps
Diagnose, build, sustain: pick the step that matches your situation, or follow the full journey.
01
Diagnose
Tracking audit
A full diagnosis of your setup to know what works, what breaks and where to start.
- Full review of your Google Tag Manager container: tags, triggers and variables
- GA4 data collection check: events, conversions and e-commerce data
- Ad pixels and conversions check (Google Ads, Meta, TikTok…)
02
Build
Implementation
I design and deploy clean, documented tracking, from the browser to the server.
- Structured, documented tracking plan
- Organised Google Tag Manager web container with consistent naming
- GTM server-side hosted on Addingwell or Stape
03
Sustain
Ongoing support
I monitor your data collection and evolve your tracking at the pace of your website and campaigns.
- Data collection monitoring and anomaly alerts
- Fixes and improvements to your GTM setup
- Watch on browsers, Consent Mode and ad platforms
Popular blog posts
Much appreciated on the blog
Google Tag Manager
Set up the OpenAI Ads pixel (ChatGPT Ads) with Google Tag Manager
Guide to install the ChatGPT Ads Measurement Pixel with GTM using my OpenAI Ads Measurement Pixel by DMS tag: GA4 events, hashed user data, …
Google Tag Manager
Microsoft Ads conversion tracking with Google Tag Manager
Microsoft Ads conversion tracking with Google Tag Manager and UET Consent Mode.
Google Tag Manager
Google Ads enhanced conversions: the complete tutorial
Set up Google Ads conversion tracking: native conversions vs GA4 imports, enhanced conversions, GTM tags and Consent Mode V2.
Google Analytics
6 ways to install Google Analytics on WordPress
Discover how to install Google Analytics (GA4) on WordPress: 6 simple to advanced methods
GTM Server-Side
GTM Server Side Tracking: the steps to install it easily
The aim of this article is to give you all the keys to determine whether implementing a server-side solution is relevant for your business, as well …
Google Tag Manager
Install Microsoft Clarity with Google Tag Manager
Install Microsoft Clarity with Google Tag Manager in 10 minutes: official tag, Consent V2 (Axeptio, Didomi) and Smart Events.
Let's talk about your tracking
Facing key advertising challenges? Take back control.
Audit, optimization, GDPR compliance, CMP, Consent Mode v2 and server-side tagging.