Backona

Backona is a bootstrapped analytics and tracking company founded by David Patrykowski (CEO) and Piotr Donica (CTO), operating across the UK, US, EU, and Poland with a lean team of around five people based in Coventry, UK.

The company exists to fix a problem most businesses don't realize they have: their data isn't as accurate as they think. Analytics setups drift, tracking breaks silently after redesigns, and consent banners installed for compliance often quietly destroy the very data a business relies on. Backona sits underneath all of that as the infrastructure layer that makes marketing and product decisions trustworthy again.

Its core offerings include Backona SST (server-side tracking, built to recover data accuracy lost to cookie restrictions and ad blockers), Backona CMP (a consent management platform treating GDPR and UK compliance as a data-quality lever, not just a legal checkbox), Backona AI (AI-assisted interpretation and reporting), and a ChatGPT Pixel setup service for tracking traffic from AI-driven search and assistants. Around these sits core analytics setup, auditing, and reporting work using Google Analytics 4 and Google Tag Manager.

A significant share of Backona's work is delivered white-label through partner agencies, meaning the end client often never sees the Backona name. This demands precision: correct sending identities, accurate context in every client conversation, and delivery good enough that partners are comfortable putting their own name on it.

David leads strategy, growth, and commercial execution, bringing sixteen years of business and marketing experience. Piotr leads technology and product. Backona is also building a new data analytics service with design agency Widehue, targeting a September launch with pilot clients.

At its core, Backona values data over guesswork, compliance as a feature rather than friction, lean accountability, and staying ahead of where measurement is heading — rather than chasing size or flash.