Digital analytics for Shopify and ecommerce

I fix broken tracking so you know which ads actually make money.

Digital analytics for Shopify and ecommerce founders. GA4, GTM web and server-side, Meta CAPI, one event model, deduplicated. Then the paid media and the reporting on top of clean data.

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Cairo, Egypt. Remote first. Open to relocation. Arabic native, English professional.

Nabil Kamel
15+
Shopify stores built and scaled across US and EU markets.
$2.04M
Sales on one flagship store, up 74% year over year, 7,507 orders at a 4.14% conversion rate.
35
Shopify stores audited in June 2026. Every one had at least one tracking gap. All 35 ran browser-only.
~60%
Reporting time cut with GA4, GTM, CAPI and automated dashboards at a multi-brand international company.

Sources on file: Shopify analytics screenshots (2026-06-18, stores unnamed), June 2026 audit batches, owner records. A second store reached €237,034, up 41%, at a 3.48% conversion rate.

About

Five years, one constant: numbers you can trust before you spend on them.

I started as a media buyer in 2021, running paid social and search for ecommerce clients across Saudi, the UAE, the UK, the US, France, Kuwait and Egypt on Upwork and Mostaql. The pattern showed up fast: every account I touched was optimizing on numbers the ad platforms made up, because the tracking underneath was partial or broken.

So I went underneath. GA4, Google Tag Manager, server-side tagging, Meta CAPI, event deduplication. From 2022 I built that layer for a multi-brand international company selling across Europe, the Middle East and North America, first as Head of Growth and Marketing Operations, then as Chief Marketing Officer leading a 20+ person remote team across design, PR, digital, analytics and operations, supporting a global distributor network. Along the way I built and scaled 15+ Shopify stores, two GoHighLevel platforms with the funnels and CRM automations behind them, and the automated reporting that cut the team's reporting time by about 60%.

In June 2026 I scanned 35 Shopify stores. Every one had at least one tracking gap, and all 35 ran browser-only. That audit is now a tool anyone can use, and the diagnosis layer is the whole job at GROWTH REPS, my productized tracking practice for Shopify brands.

What I believe: most brands do not have a data problem. They have a data-literacy problem. The operators who can read their own numbers, catch the lies in them, and correct in near real time are the ones who do not burn money. Data literacy is the moat, not creative and not hacks.

"Most ecommerce brands aren't scaling on profit. They're scaling on numbers their ad platforms made up."The line behind everything I publish
Based inCairo, Egypt. Remote first.
LanguagesArabic native, English professional, Russian beginner
Markets workedUS, EU, KSA, UAE, UK, France, Kuwait, Egypt
EducationBEd, Banha University, 2019 to 2023
TrainingUdacity Digital Marketing Nanodegree, Coursera, CXL (in progress)
NowIndependent consultant and founder, GROWTH REPS
Two ways to work with me

The specialist wedge, and the leadership range behind it.

Lane one, the wedge

Digital analytics and tracking specialist

For Shopify and ecommerce brands, agencies and in-house teams that need the numbers fixed before the next dollar of spend.

  • GA4, GTM web and server-side, Meta CAPI, TikTok and Snap event APIs, one deduplicated event model
  • Tracking audits with a branded teardown, then the rebuild
  • Paid media built on the clean data, Google, Meta, TikTok, Snap
  • Self-serve reporting a founder can read in two minutes
Lane two, the range

Senior marketing leader

For companies that need someone to run growth across markets, build the team, and make marketing a measurable engine.

  • International marketing strategy across Europe, the Middle East and North America
  • Built and led a 20+ person cross-functional team, fully remote
  • Marketing operations, brand and campaign strategy, creative direction
  • Two flagship industry events run end to end, plus a global distributor programme
  • Shopify portfolio growth: 15+ stores, flagship at $2.04M, up 74% year over year
What I do

Measurement first. Then media. Then reporting you can read.

Everything below is something I have shipped before, not a menu of wishes.

Measurement and tracking

  • GA4 plus GTM web container, configured and QA'd
  • Server-side GTM on Stape, on your own subdomain
  • Meta CAPI with event_id deduplication
  • Google Enhanced Conversions, TikTok Events API, Snap CAPI
  • Tracking audit of any Shopify store, branded report

Paid media on clean data

  • Google Ads from scratch: Search, Shopping, Performance Max
  • Meta Ads full funnel, including Advantage+ Shopping
  • TikTok and Snap campaign builds
  • Arabic and English keyword research for Gulf markets
  • Account restructure and cleanup for existing spend

Reporting and automation

  • Looker Studio dashboards, cross-channel, self-serve
  • Windsor.ai pipelines into reporting
  • n8n, Make, Zapier and ManyChat flows
  • GoHighLevel sites, funnels and CRM automations
  • AI-assisted reporting and content pipelines

Ecommerce builds

  • Shopify store build and growth setup
  • Bilingual Arabic and English storefronts, full right-to-left
  • WooCommerce tracking and paid media
  • Checkout and product-page conversion work

Strategy and leadership

  • International marketing strategy across regions
  • Growth and measurement roadmap for a multi-brand operation
  • Building and leading a cross-functional marketing team
  • Competitor and OTA audits

Content and brand

  • Teardown-style educational content on tracking and growth
  • Brand story and positioning for founders and operators
  • Creative direction and campaign oversight
  • Event marketing, end to end
Work

Case studies, anonymized. Every claim is one I can defend.

Clients are unnamed until they approve being named. Builds are labeled as builds, not as results.

Measurement architecture

Cross-platform measurement framework for a Saudi multi-brand fitness retailer

Four brands, ten locations, spend running on Google, Meta, TikTok and Snap with browser-only pixels and no shared event model. I built the measurement foundation from zero: GTM web plus Stape server-side GTM, GA4, Meta CAPI, TikTok Events API and Snap Conversions API, one event schema, one event_id read the same way by every platform.

18campaigns launched: 7 Google, 6 Meta, 3 TikTok, 2 Snap
215Arabic and English keywords across 23 ad groups
0 of 6competitors running CAPI on TikTok or Snap
GA4GTM web + serverStapeMeta CAPITikTok Events APISnap CAPIGoogle Ads
Read the case study (PDF)

Architecture case study. Presented as built, not as a results claim.

Tracking and Google Ads foundation

Full tracking stack and first Google Ads build for a Saudi B2B technology company

No tracking foundation and no paid acquisition in place. I built two GTM containers, web and server, created and connected the GA4 property, deployed server-side tagging on Stape hosted on the client's own subdomain with a regional server for low latency, then built and saved the first Google Ads campaign ready to publish.

2GTM containers, web and server
1GA4 property, wired and tested
Readyfirst Google Ads campaign, saved to publish
GTM web + serverGA4StapeGoogle Ads

Built and tested, pre-launch. Launch waited on the client's payment setup, not on the build.

Capability demo, a tool I built

Shopify tracking audit system, run on 35 stores

An audit engine that loads any Shopify store, captures every request, cookie and inline script, and detects GTM, GA4, Google Ads, Meta Pixel and CAPI, TikTok, Snap, Pinterest, Klaviyo and Consent Mode. A report layer turns each scan into a branded teardown with every finding labeled Verified or Inferred.

35DTC stores audited in June 2026
35 of 35had at least one tracking gap
0had a server-side layer visible
PlaywrightNode.jsCloudflare WorkersSupabase
Scan your store free

Not client work. A demonstration of the diagnosis layer I bring to every engagement.

Reporting

Store analytics dashboard, demo

What the reporting layer looks like when the tracking underneath is clean: revenue, orders, conversion rate, channel mix and product performance on one page, built to be read by a founder in two minutes. This copy runs on invented demo data for a fictional skincare brand so it can be shown publicly.

Looker Studio patternGA4ShopifyWindsor.ai
Open the demo dashboard

Demo data, 100% invented. Client dashboards stay private.

Marketing tech stack and growth

Measurement system and Shopify growth for a multi-brand international company

Scattered platform data and slow manual reporting across three regions. I built the full stack, Shopify, GA4, GTM, Meta CAPI and server-side tracking, plus the automation dashboards leadership reads weekly, then grew the store portfolio on top of it.

~60%reporting time cut
+42%distributor engagement
+35% / +50%course sales and distributor leads
ShopifyGA4GTMMeta CAPIServer-sideLooker StudioWindsor.ain8n, Make

Employer work, in production. Named on request only. Store figures verified from Shopify analytics screenshots, stores unnamed.

Strategy sample

Storefront concept and 90-day growth plan for a Saudi beachfront resort

Strong location reputation, near-zero tracking, a thin social presence and heavy dependence on OTA channels. I audited the digital presence and competitor set, built a live bilingual demo storefront, Arabic and English with full right-to-left and one-tap WhatsApp booking, using the resort's own photography, and wrote a phased plan covering tracking, social and paid, with a booking-engine connection to lower OTA commission.

Bilingual RTL buildGA4Meta PixelWhatsApp bookingCloudflare Pages

Proposal stage. A working concept demo and a complete strategy, no delivered performance results claimed.

Sites, funnels and CRM

Two GoHighLevel platforms: a flagship event site and an education platform

Built the sites, the funnels, the forms and the CRM automations behind them for a multi-brand international company: registration and ticketing flows for an industry event, and an education platform with its own pipelines. Tracking wired in from day one so every registration traced back to its source.

GoHighLevelFunnels and formsCRM automationsGTM and GA4

Employer work, in production. Not linked publicly.

Brand and paid media

Brand build and paid campaigns for a Saudi education brand

As senior media buyer on contract from 2022 to 2024, I ran the paid social and search campaigns for Learn With Faris on GA4 and GTM, and delivered the complete marketing plan behind the brand, start to finish.

Meta AdsGoogle AdsGA4GTMBrand strategy

Client named with their public testimonial below.

What clients said

From Upwork and direct client work.

★★★★★

"Great knowledge about tracking and how Google Analytics, Tag Manager and Ads connect. He worked fast."

Upwork clientGoogle Analytics and Ads setup
★★★★★

"Amazing job on my tracking. Good communication, done on time. I recommend +++"

Upwork clientWordPress and Google Analytics setup
★★★★★

"I hired Nabil to build my brand and the results were very positive. A complete marketing plan, start to finish."

Abdulkhalik MoustafahFounder and CEO, Learn With Faris
@NabilKamel

What I publish, and why.

Teardowns of the numbers brands trust too much

Every post carries evidence: a count, a screenshot, a check the reader can run today. No adjectives as proof. The June 2026 audit of 35 stores is the first of a series.

  • Why common ecommerce metrics lie, one metric at a time
  • Tracking mistakes I see over and over, anonymized from real audits
  • How to check your own store in 30 minutes, the 25-check scorecard
  • The occasional sharp take on data, growth and running a company of one

Find me

LinkedIn @NabilKamel Instagram @nabilkamel.co YouTube @NabilKamel Free tracking check scan.nabilkamel.com
Experience

Five years from media buyer to CMO, with tracking as the constant.

SEP 2025 TO AUG 2026

Chief Marketing Officer

Confidential, multi-brand international company. Europe, Middle East, North America.
  • Owned the full international marketing function, supporting a global distributor network.
  • Built and led a 20+ person cross-functional team, fully remote: design, PR, digital, analytics, operations.
  • Built the marketing tech stack from scratch: Shopify, GA4, GTM, Meta CAPI and server-side tracking as one measured system.
  • Built and scaled 15+ Shopify stores across EU and US markets. Flagship store: $2.04M in sales, up 74% year over year.
  • Distributor engagement up 42% through campaign and lifecycle work. Two GoHighLevel sites with funnels and CRM automations behind them.
JUL 2022 TO OCT 2025

Head of Growth and Marketing Operations

Same company.
  • Stood up GA4, GTM and Meta CAPI tracking plus automation dashboards. Reporting time cut about 60%.
  • Restructured course campaigns: course sales up 35%. Reworked distributor acquisition: distributor leads up 50%.
  • Built the reporting layer that turned scattered platform data into weekly decisions.
APR TO MAY 2026, INDEPENDENT

Performance Marketing and Tracking Consultant

A Saudi multi-brand fitness retailer, remote.
  • Built the server-side measurement architecture above and launched 18 campaigns across Google, Meta, TikTok and Snap.
  • Competitor audit: 0 of 6 rivals running CAPI on TikTok or Snap.
MAR 2022 TO JAN 2024

Senior Media Buyer (contract)

Learn With Faris, Saudi education brand.
  • Paid social and search campaigns on GA4 and GTM.
2021 TO 2023

Freelance Media Buyer and Tracking Specialist

Upwork and Mostaql. Clients in KSA, UAE, UK, US, France, Kuwait and Egypt.
  • GA4, GTM and CAPI implementations plus paid media for ecommerce clients on Shopify and WooCommerce.
  • Multiple client accounts in parallel, from audit through reporting.
2021 TO 2022

Social and ecommerce campaigns, then Marketing Specialist

Taager and Tagerly, Egypt, then the first marketing role at the multi-brand international company (2022).
  • Ran social and ecommerce campaigns, the ground floor of the measurement obsession.
Tools and skills

Strong means I own it end to end and can teach it.

Measurement and tracking

GA4GTM web + server (Stape)Meta CAPIEnhanced Conversionsevent_id dedupPixel QA and debuggingUTM governanceTikTok Events APISnap CAPIConsent Mode

Paid media

Google Ads: Search, Shopping, PMaxMeta Ads, Advantage+Prospecting and retargetingROAS, CPA, CPLTikTok AdsSnapchat Ads

Analytics and reporting

Looker StudioCross-channel dashboardsWindsor.aiFunnel analysisA/B testing and CRO

Ecommerce

Shopify build and growthWooCommerceBilingual RTL storefronts

Automation, AI and CRM

n8nMakeManyChatGoHighLevelAI workflows (Claude, ChatGPT)ZapierHubSpotZoho

Build and technical

PlaywrightNode.jsAstroCloudflare Workers and PagesSupabaseDocker and Fly.io

Strategy and leadership

International marketing strategyGrowth strategyTeam leadership, 20+Marketing operationsBrand and campaign strategyEvents, end to end

Green chips: Strong. Others: Good or working knowledge. Languages: Arabic native, English professional, Russian beginner.

Education and training

Formal, and the kind that ships.

Bachelor of Education, Arabic language and literature

Banha University, 2019 to 2023.

Digital Marketing Nanodegree

Udacity. Plus Coursera, WordPress for Business.

CXL, conversion optimization and growth marketing

In progress, 2026. Applied weekly on live stores and containers.

Free tool

Check your store's tracking in 30 seconds.

Paste your Shopify URL, get a 0 to 100 score and every gap in your Meta Pixel, CAPI, GA4 and GTM setup. It even opens your GTM container and scores what loads inside it. No signup to see the score.

Scan my storeSee the tracking rebuild
Contact

If your dashboards do not agree, send me a message.

Emailcontact@nabilkamel.com LinkedInlinkedin.com/in/nabil-kamel Instagram@nabilkamel.co Book a callFree tracking audit, 30 minutes