Tracking & analytics · GA4, Pixel, Conversions API

Ecommerce tracking and analytics you can trust before you scale spend.

Our tracking analytics work for online stores covers GA4, the Meta Pixel and Conversions API, and Google Ads conversions, set up or repaired and checked against your store orders. Clean data comes first, so every budget decision rests on real numbers.

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200+ clients served 500+ projects delivered

Free tracking audit

We will audit your tracking setup and send the gaps within 2 workdays.

Three fields and you are done. We check GA4, pixels and events, then send what is missing or wrong.

  • GA4, pixels and events checked
  • Missing or broken events listed
  • A PDF report of the findings, and a video meeting if you want one
Chat on WhatsApp Prefer to talk first? Send us your store URL on WhatsApp.

Your PDF report comes by email. If you want to discuss going ahead after reading it, we’ll set up a video meeting. We use your details only for this audit.

Results

Store tracking, in a live GA4 report.

One online store’s GA4 property, September 1–30, 2026: 344,241 events from 28,743 users, with 1,376 purchases worth $111,817.59 and each step before them recorded. The account name is hidden.

GA4 events report, September 1–30, 2026: 344,241 events from 28,743 users and $111,817.59 total revenue; purchase 1,376 events from 1,367 users, add_to_cart 4,385, begin_checkout 2,498 and add_payment_info 2,041 events.
Events report, September 2026: 344,241 events, 1,376 purchases and $111,817.59 in revenue, with every checkout step recorded.
GA4 reports snapshot, September 1–30, 2026: 28K active users, 24K new users, 1m 24s average engagement time, $112K total revenue; Organic Search brought the most new users (8,498) and 39,819 sessions were split across seven channel groups.
Reports snapshot, September 2026: 28K active users, 1m 24s average engagement, $112K revenue, Organic Search the top new-user channel.

A relevant result

Real numbers, or none at all.

We only publish results from our own reports and platform exports, with the timeframe and data source.

Case study

From Wix to Shopify: a long-term antique jewelry engagement

  • 28, not 33distinct ad-attributed orders in September 2026: Meta 14 + Google 19, with 5 shared
  • 64store orders reconciled to $1,420,659.35 in September 2026 net merchandise sales
  • 5.02 → 8.90Meta Ads ROAS, Sep 2025 vs Sep 2026
  • 5.76 → 8.92Google Ads ROAS, Sep 2025 vs Sep 2026
Industry
Antique jewelry e-commerce: period rings, lockets, brooches and diamond pieces
Market
United States
Channels
SEO, Meta Ads, Google Ads
Platform
Wix → Shopify (launched September 17, 2024, same domain)
Timeframe
November 2021–present, ongoing (almost five years)

The challenge

A client since November 2021: an antique jewelry store selling to US buyers at five-figure prices. Purchases take repeated visits, so every paid order has to be tied to its purchase event and its marketing journey, and Meta and Google can both claim the same sale.

What we did

  • At the Wix → Shopify move (September 17, 2024): one primary Google purchase action, GA4 purchase reporting, and Meta Pixel plus Conversions API, all on the same order identifiers and merchandise values.
  • Browser and server purchase events share identifiers for deduplication. Currency, discounts, tax and shipping are handled explicitly, with ad-platform purchase value excluding shipping and tax; checkout paths and event delivery were checked before and after launch.
  • UTMs, purchase event IDs and order IDs connect the ad reports to the store ledger, which records one last source per order.

Results

  • September 2026: Meta reported 14 attributed orders and Google 19, with 5 shared order IDs, so 28 distinct ad-attributed orders worth $598,828.59, not 33. The other 36 orders ($821,830.76) reconcile the ledger to 64 store orders and $1,420,659.35 in net merchandise sales.
  • Meta Ads ROAS 5.02 → 8.90 (spend $18,479.23 → $29,736.42) and Google Ads ROAS 5.76 → 8.92 (spend $26,873.54 → $47,839.16), September 2025 vs September 2026.
  • The $100,000 necklace (September 12, 2026): 12 sessions over 41 days, a first visit from organic Google search and a last recorded source of Google Ads branded Search. It counts $100,000.00 in Google Ads, once in Shopify, and not in Meta.

Data source

Google Search Console (Performance report, web search), Ahrefs Rank Tracker, Google Ads and Meta Ads Manager campaign reports, Shopify Analytics and the store’s order ledger across Wix and Shopify. Money in USD; ROAS is attributed merchandise value divided by ad spend, not profit.

Screenshot (redacted)

Ten report screenshots: Search Console, Meta Ads, Google Ads, Shopify sales and the $100,000 order.

What’s next

Ongoing SEO, Meta Ads and Google Ads work; the engagement continues.

ROAS is attributed merchandise value divided by spend, not profit, and ad values exclude tax and shipping. A last recorded source is a reporting rule, not proof of the only influence on a sale.

See a sample report

Fit

Who it’s for

  • Stores where Meta, Google, GA4 and the store admin all report different numbers
  • Brands about to raise ad spend who want to be sure the data is right first
  • Stores that just changed theme, platform or checkout and lost tracking along the way
  • Teams that want one report showing store revenue, ad spend and MER side by side

Tracking is the first step of all our Meta, Google and SEO work. It’s also sold on its own, as a one-off setup or audit, for stores that run their ads in-house.

Problems we fix

Where store tracking breaks.

  • 01

    Purchases don’t match orders

    GA4 shows fewer sales than the store, or an ad platform shows more. Nobody knows which number to believe.

  • 02

    Double counting

    The Pixel and the Conversions API both send the purchase without a shared event ID, so Meta counts it twice.

  • 03

    Smart bidding on the wrong signal

    Add-to-carts or page views set as primary conversions teach Google to chase browsers instead of buyers.

  • 04

    Consent not wired up

    The banner collects choices, but tags ignore them, or block everything and leave gaps you can’t model.

  • 05

    GA4 without e-commerce events

    No item data, no funnel, no revenue by product. The reports that matter are empty.

  • 06

    UTMs all over the place

    Inconsistent naming splits the same campaign across several rows, so channel reports can’t be trusted.

Grid comparing what the store admin, GA4, Meta Ads and Google Ads each count as a sale, with store orders as the reference point
Some gap between platforms is normal. A platform reporting more purchases than the store recorded is not.

In 1:10 · animated

Before we change anything, we check five things.

A short animated walk-through of the first checks in our audit. No sound needed: everything is on screen, and the transcript is below.

What we check first in your tracking, an animated explainer of 1:10 with on-screen captions and controls to pause.

Read the transcript
  1. What we check first in your tracking Every number checked against what actually landed in your store.
  2. 1. Does GA4 match your store’s orders? Same 30 days, side by side. A gap of more than about 10% usually means a missing or doubled purchase tag. (Example store: GA4 is missing 15% of orders.)
  3. 2. Is any purchase counted twice? When the Pixel and the Conversions API both send a purchase, they need the same event ID. Without it, Meta counts the order twice.
  4. 3. What is bidding learning from? Purchase, with real order values, should be the primary conversion. Add-to-carts and page views belong in secondary, or bidding chases browsers.
  5. 4. Do tags follow consent? The banner’s choice has to reach the tags. With Consent Mode v2, Google tags adjust to each visitor’s choice instead of ignoring it.
  6. 5. Can the channel reports be trusted? Mixed-case and inconsistent UTMs split one campaign into several rows. One lowercase naming convention fixes it. (Example rows from GA4 Traffic acquisition.)
  7. Then we fix them, in that order. Want this checked on your tracking? The free growth audit covers all five, in writing.

Our approach

Tracking and analytics checked against your orders.

Every number in this work is checked against one reference: the orders in your store admin. GA4, Meta and Google Ads each count sales their own way, with their own attribution windows and models, so some gap between them is normal. A platform that reports more purchases than the store recorded, or misses a large share of them, has a tracking fault, and that’s what we look for first.

In the browser, GA4 gets the full ecommerce event set: view_item, add_to_cart, begin_checkout and purchase, with item data, value, currency and a transaction ID, so a reloaded thank-you page isn’t counted as a second sale. On Shopify, checkout extensibility retired the old additional scripts on the Thank you and Order status pages, so purchase tracking now runs through customer events and web pixels.

Browsers block a share of tags, so ad platforms also get server events. The Meta Conversions API sends each purchase from the server with the same event ID as the Pixel, so Meta keeps one and drops the duplicate. Google Ads enhanced conversions add hashed customer data to each order. Full server-side tagging comes in only when the data loss justifies its hosting cost.

Consent is part of the build. Google requires consent signals from visitors in the EEA for ad personalization and measurement, so we connect your banner to consent mode and test that tags follow each choice. Everything feeds one report with store revenue, ad spend and MER side by side: the number we use to judge Meta ads, Google Ads and ecommerce SEO.

How we use AI here

How we use AI in tracking and reporting.

An ecommerce tracking setup has to be right before AI can help with it. Once the data is clean, AI makes it easier to read.

  • AI traffic in GA4

    A channel group for visits from AI assistants such as ChatGPT, Perplexity, Copilot and Gemini, so you can see whether they send buyers.

  • Alerts when tracking breaks

    Checks that flag a purchase event dropping to zero, a sudden conversion rate cliff or consent changes that stop tags firing.

  • Weekly written summaries

    AI drafts a short “what changed and why” note from GA4, store and ad data. We check it before it reaches you.

Where it doesn’t help: AI can’t repair a broken tag or tell you which number is right. Reconciling GA4 and ad platforms with your store orders is careful human work.

What’s included

What our tracking analytics work includes.

  • Tracking audit

    Every tag, event and conversion checked against your store orders, with gaps and duplicates listed and ranked.

  • GA4 e-commerce setup

    view_item, add_to_cart, begin_checkout and purchase with values and item data, key events and clean channel groups.

  • Meta Pixel and Conversions API

    Server-side events with event ID deduplication, and event match quality checked and improved.

  • Google Ads conversions

    Purchase as the primary conversion with real order values, enhanced conversions on, and GA4 linked.

  • Google Tag Manager

    A tidy container with clear naming and short documentation, so the next person can maintain it.

  • Consent mode

    Google Consent Mode v2 connected to your consent banner, so tags follow each visitor’s choice.

  • Server-side options

    Where browser tracking loses too much data, we scope server-side tagging and its hosting costs before you decide.

  • A report you can trust

    Store revenue, ad spend and MER side by side, so channel numbers are judged against what actually landed in the bank.

Tracking plan example for the purchase event: where it fires, the value, currency, items and event ID it sends, and the platforms that use it
The tracking plan is the short document the next person uses to maintain the setup.
Flow of Google Consent Mode v2: a visitor makes a choice in the consent banner, the consent state is passed to Google tags, and GA4 and Google Ads follow it
When tags ignore the banner, or block everything, the gaps can’t be measured or modeled.

How we run it

Four steps, in this order.

Nothing is called fixed until it matches real orders. Typical timing: the audit within 2 workdays, the build in about a week, and testing and handover within 2 weeks.

  1. Step 1

    Audit

    We compare what each platform reports with your store orders and list every gap, duplicate and misconfigured event.

  2. Step 2

    Tracking plan

    A short document listing every event, where it fires, what it sends and which platform uses it.

  3. Step 3

    Implement

    Tags, the Conversions API, enhanced conversions and consent mode are set up and tested with real test orders.

  4. Step 4

    Verify

    We reconcile platform numbers with store orders after launch and fix what drifts.

Pricing

Starting prices, in US dollars.

The audit is free. Paid work starts at these prices, and your exact cost is fixed in writing before any work begins.

  • Free audit

    Free no obligation

    We will audit your tracking setup and send the gaps within 2 workdays.

    Get my free audit

  • Fixed scope

    Tracking audit

    From $350 one-off

    A full audit of your tracking stack.

    • GA4, ads and email checked
    • Event gaps listed
    • Prioritized fix plan
    Start with the free audit

  • Monthly tracking

    From $300 monthly

    Tracking kept correct as the site changes.

    • Monthly event checks
    • Fixes after updates
    • A monthly report
    Ask about this option

All prices are starting prices in US dollars. Custom work beyond these options is quoted after the audit.

By industry

What changes for your category.

  • Jewelry

    Higher order values make every missed purchase expensive. We check that order value and currency reach each platform correctly, including on stores that sell in several currencies.

  • Fashion and apparel

    Returns change what a sale was worth. We send GA4 refund events and report revenue after returns, so campaigns aren’t judged on orders that came back.

  • Luxury and high-ticket

    Buyers often enquire or book a viewing before they pay. We track those steps as secondary conversions, so the ad platforms have signals between rare purchases.

Sources

The documentation we work from.

Platform rules change. These are the official pages we check the work against, so you can check it too.

FAQ

Straight answers.

Can’t find yours? Ask on WhatsApp or by email and we’ll answer it.

Why don’t Meta, Google and GA4 agree?

They use different attribution windows and models, and each counts the sales it influenced, so some gap is normal. A platform reporting more purchases than your store recorded is not normal. We fix the tracking, then judge growth on MER.

How do you check that tracking is right?

We place real test orders and follow each one through the store, GA4, Meta Events Manager and Google Ads. After launch, we compare a week of platform purchases with store orders and chase any gap.

What is MER and why do you use it?

MER is total store revenue divided by total ad spend. It can’t be inflated by one platform’s attribution, so it shows whether ads as a whole pay back. We use it next to each platform’s ROAS.

Do we need server-side tracking?

Not always. The Conversions API through your platform’s integration covers a lot. Full server-side tagging makes sense when browser data loss is high or you need more control, and it has hosting costs, so we explain the trade-offs first.

Will this work with our consent banner?

We set up Google Consent Mode v2 so tags respect each visitor’s choice, and check that your banner passes the consent state to GA4 and Google Ads.

What happens when an app or theme update breaks tracking?

The monthly health check compares platform purchases with store orders, so a broken event shows up as a gap within days. We fix it and note the cause in the report.

Which platforms do you support?

Shopify, WooCommerce and BigCommerce stores, with GA4, Google Tag Manager, the Meta Pixel and Conversions API, and Google Ads.

Can we hire you for tracking only?

Yes, for a defined project such as a GA4 audit, server-side tracking or a Shopify checkout tracking repair. Each has its own page under this service, and the free audit tells you which one you need.

Latest guides

Read before you decide.

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Free growth audit

Find out what’s holding your store back.

Tell us about your store. We’ll review your tracking, campaigns and SEO and send you a written audit with the top fixes, ranked by impact.

  • Written audit as a PDF, delivered within 2 workdays (see a sample)
  • A video meeting to go through it, if you want to discuss next steps
  • Free and no obligation
  • Read-only access or screenshots are enough
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