# Christian Baumgertel – baumgertel.com

> Freelancer from Berlin for data & product leadership (fractional or interim), reporting & finance, and martech & tracking. In data and analytics since 2012, including Zalando (led a team of 5–6 analysts, data scientists and tracking experts) and asgoodasnew (Head of Data, Analytics & Product; recruited and led 9 people). Freelancing since 2023. Works in German and English.

The site is bilingual. German pages live under /de/, English pages under /en/. Content is equivalent in both languages; the blog is German only.

## Pages

- [Home (English)](https://baumgertel.com/en/) · [Startseite (Deutsch)](https://baumgertel.com/de/): overview of the three fields, ways of working, results, values
- [Data & Product Leadership (English)](https://baumgertel.com/en/leadership/) · [Deutsch](https://baumgertel.com/de/leadership/): building and developing data and product teams, fractional or interim; teams built at Zalando and asgoodasnew; leadership values integrity, authenticity and purpose
- [Reporting & Finance (English)](https://baumgertel.com/en/reporting/) · [Deutsch](https://baumgertel.com/de/reporting/): data warehouse, semantic layer, automated finance and investor reporting, forecasts, KPI trees, LTV
- [MarTech & Tracking (English)](https://baumgertel.com/en/martech/) · [Deutsch](https://baumgertel.com/de/martech/): martech services, packages and prices, approach, client situations, FAQ
- [Tracking Specialist (English)](https://baumgertel.com/en/tracking/) · [Deutsch](https://baumgertel.com/de/tracking/): tracking in depth: capture, enrich, use; services; FAQ
- [How I measure this website](https://baumgertel.com/en/measurement/) · [So messe ich diese Website](https://baumgertel.com/de/messung/): cookieless, first-party measurement without third parties

## Leadership

- **Fractional or interim head of data / product:** build, staff and develop data and product teams; organisation and goals (product organisation, OKR); data strategy and governance; business development.
- **asgoodasnew:** built and led 3 data analysts, 1 data expert, 2 data engineers and 3 product managers. Data warehouse with semantic layer, server-side tracking on own infrastructure, automated finance and marketing reporting, attribution and A/B testing (Dynamic Yield). User-centric product organisation, OKR, lighthouse project pricing intelligence (uplift potential in the double-digit euro range per device sold in the tested category).
- **Zalando:** led 5–6 data analysts, data scientists and tracking experts (app tracking, reporting, marketing controlling, holistic assessment of product performance). Introduced tag management, safeguarded the server-side tracking rollout, standardised data infrastructure for emerging businesses (e.g. Zipcart, Fleek, Zalando Wardrobe).
- **Values:** integrity, authenticity, purpose.

## Reporting & finance

- Data warehouse and semantic layer (BigQuery, Dataform, Airflow, Airbyte), automated month-end, year-end and investor reporting, forecasts, KPI trees, LTV, BI (Power BI, Tableau, Looker Studio), training in SQL, Python and BigQuery.

## MarTech & tracking services

- **Tracking & measurement:** Measurement plan, data layer, tag management and server-side tracking. For shop systems as well as custom builds, headless shops, single-page apps and mobile apps. (GTM · sGTM · GA4 · Meta CAPI · Google Ads)
- **Consent & privacy:** A consent banner that is actually connected to all your tags, Google Consent Mode v2, and a clear policy on which data is shared with whom. (CCM19 · Consent Mode v2)
- **Data warehouse & attribution:** Combine shop, CRM and advertising data in BigQuery and build attribution that compares channels and campaigns fairly. (BigQuery · Airbyte · Dataform · API · GraphQL)
- **Integrations & enrichment:** Consistent campaign parameters, API connections and server-side enrichment, so ad platforms and marketing partners receive better signals. (Meta · Google Ads · Awin · Mailchimp · UTM tool)
- **Reporting & BI:** Funnel, campaign and LTV reports on a reporting layer every team reads the same way. Your BI tool gets a clean data foundation. (Data Studio · Power BI · Spreadsheets)
- **Audits, processes & handover:** Assessment of your stack and data quality, business and process analysis with the teams involved, plus documentation and training so your team can carry on independently. (Audit · Documentation · Data contracts · Git)

## Tracking services in detail

- **Audit & assessment:** I review your existing setup and show which numbers you can trust and what should be fixed first. (GTM · GA4 · Ads · shop data)
- **Tracking setup:** Measurement plan, data layer and tag management, tailored to your shop and your campaigns. For shop systems as well as custom builds, headless shops, single-page apps and mobile apps. (Shopify · Shopware · WooCommerce · WordPress · Custom · Headless · SPA · iOS/Android)
- **Server-side tracking:** Data first passes through your own server. This is less about recovering losses from ad blockers and more about gaining control over what goes to whom, and keeping unnecessary scripts off your users’ devices. Once built, you have a cost-effective, self-hosted system without monthly SaaS fees. (sGTM · First-party · Meta CAPI · Google Ads · Awin)
- **Consent & privacy:** A consent banner that is actually connected to your tags, and Google Consent Mode v2 set up correctly. (CCM19 · Consent Mode v2)
- **Enrichment & data warehouse:** Consistent campaign parameters, API calls that give marketing partners better targeting signals, and pipelines that combine shop, CRM and advertising data in BigQuery. (API · GraphQL · BigQuery · Airbyte · Dataform · UTM tool)
- **Reporting & handover:** Funnel, campaign and LTV reports, plus documentation and training so your team can work independently. (Data Studio · Power BI · Git)

## Packages and prices

All prices net (excl. VAT). For “from” prices, the exact price follows as a fixed quote after a free 15-minute intro call.

- **Tracking audit:** €1,200 fixed price for Shopify; from €1,500 for other shop systems, headless and apps. Checks tag manager or custom pixel, Consent Mode v2, GA4, Google Ads and Meta conversions, and reconciles shop and GA4 data. About 1 week; result is a prioritised list of actions and a 45-minute walkthrough, credited towards a follow-up setup.
- **Tracking & data audit:** from €3,600, depending on scope (platforms, data sources, teams). Stakeholder interviews, tracking, server-side GTM, data warehouse, attribution and KPI definitions. 2 to 6 weeks; result is a report with current state, risks and roadmap.
- **Shopify tracking setup:** from €2,400. Standardised setup with Consent Mode v2, custom pixel, server-side GTM, GA4 e-commerce, Meta Conversions API and Google Ads enhanced conversions. 1 to 3 weeks.
- **Ongoing support:** from €1,200 per month. Maintenance, monitoring, new campaigns, tools and shop changes.

## For agencies

Works as a specialist inside agency projects: coordination through the agency and in its tools, data layer specifications and data contracts for developers, fixed-price packages for the agency's proposal, documented handover.

## Contact

Contact form on every page (no third-party form service), a free 15-minute intro call, or email hello@baumgertel-consulting.com.

## Approach

1. **Assessment:** Review stack, tools and data quality. Talk to the teams who work with the data.
2. **Concept:** Define which questions the data should answer. Derive events, KPI definitions and concrete requirements for setup and integrations.
3. **Implementation:** Tag manager, consent, server-side tracking, integrations and pipelines. On my own or together with your agency. I aim for a sustainable, cost-efficient system that follows industry standards.
4. **Validation:** Reconcile shop, analytics, ad platforms and data warehouse. Explain or fix discrepancies before anyone makes decisions based on them.
5. **Handover & support:** Documentation, versioning and training. Ongoing support for new campaigns, tools and shop changes if you wish.

## Typical client situations

- “We no longer trust our numbers.” (Beauty · Shopify · USA): Several freelancers had worked on the tracking without any handover. An audit and clean-up restored confidence in the data.
- “We’re switching shop systems.” (Beauty & health · Shopware → Shopify): Tracking rebuilt during the migration, including server-side GTM. Data stayed comparable before and after the move.
- “We need a long-term partner.” (Pet food D2C · since 2023): Consent, server-side tracking, a BigQuery data warehouse, funnel and LTV reporting, and training for marketing and controlling.
- “Which influencers are worth it?” (Food start-up · Shopify): Introduced consistent campaign parameters, combined Meta, Ads, Mailchimp and shop data, and compared influencer spend with revenue by region.

## FAQ

### What does MarTech mean, and where does tracking come in?

MarTech covers the tools used to plan, deliver and measure marketing: tag manager, consent tool, analytics, ad platforms, CRM, shop and data warehouse. Tracking is the foundation because it supplies the data. My focus is on making these tools work together cleanly and deliver reliable data.

### Are you tied to specific tools?

No. I work tool-agnostic and recommend what fits your setup, your team and your budget. Where it makes sense, I prefer sustainable, self-hosted solutions without unnecessary recurring SaaS costs.

### Do you work with international teams?

Yes. I work in English and German, with teams in Germany and internationally, for example for a beauty shop in the US.

### Do you work with our agency?

Yes, regularly. I take care of concept and implementation in the MarTech stack and coordinate with your agency or developers wherever changes to the shop are needed.

### How do we get started?

With a free 15-minute call or a short message via the form. After that, I usually suggest a tracking audit so it is clear where you stand and what is worth tackling first.

### What does working together cost?

There are fixed starting points, all net: the tracking audit for Shopify at a fixed price of €1,200, from €1,500 for other systems, the tracking & data audit from €3,600 depending on scope, the Shopify tracking setup from €2,400 and ongoing support from €1,200 per month. You get the exact price as a fixed quote after the intro call.

### What is the difference between client-side and server-side tracking?

With client-side tracking, the browser loads scripts from third-party domains that add no value for your users and sends data directly to Google, Meta and others. With server-side tracking, far fewer third-party scripts run on your site. Data is passed to third parties in a controlled way from your own server, within the limits of your privacy policy. Server-side tracking is not a way around the GDPR. It gives you control and flexibility over how your data is handled.

### Why do GA4, Shopify and Meta show different numbers?

Each tool counts by its own rules: different time windows, different attribution, different handling of missing consent. Some discrepancy is normal. I show you which part can be explained and which part points to errors.

### What does “enriching data” mean in practice?

An event combines information from different sources: which campaign the visit came from, whether it is a new customer, the customer’s LTV at the time of the event, and the margin of the purchase. This works through clean campaign parameters, server-side tracking, data warehouses and interfaces to CRM systems.

## Contact

- Email: hello@baumgertel-consulting.com
- Phone: +49 30 34761322
- Book a call: https://bookings.cloud.microsoft/bookwithme/user/f7b2b23ea3754e00876963f01beb9a26@baumgertel-consulting.com?anonymous&ismsaljsauthenabled&ep=plink
- LinkedIn: https://www.linkedin.com/in/christian-baumgertel/
- Imprint: https://baumgertel.com/en/imprint/ · Impressum: https://baumgertel.com/de/impressum/
- Privacy: https://baumgertel.com/en/privacy/ · Datenschutz: https://baumgertel.com/de/datenschutz/