Ecommerce Tracking
Ecommerce Tracking That Matches Your Orders
We track the full shopping journey, from product view to purchase and refund, and send accurate revenue to GA4, Google Ads and Meta.
- Full funnel events
- Revenue reconciled
- Refunds handled
What's included
- Ecommerce data layer
- GA4 recommended ecommerce events
- Purchase with transaction ID
- Google Ads and Meta purchases
- Refunds and cancellations
- Revenue reconciliation check
Overview
From Product View to Purchase
Ecommerce tracking breaks in quiet ways. A theme update removes a data layer push, a payment gateway redirects before the purchase event fires, or a reload of the thank-you page records the same order twice.
We implement GA4 recommended ecommerce events with item data, use the transaction ID to prevent duplicates, and compare tracked revenue with your order system so you know how close the numbers are.
Signs you need this
- GA4 revenue does not match orders
- Purchases are counted twice
- Checkout steps are missing
- Item data is empty in reports
- Ad platforms report the wrong values
What we deliver
Features and Deliverables
Product Events
view_item_list, select_item and view_item with item parameters.
Cart Events
add_to_cart, remove_from_cart and view_cart.
Checkout Steps
begin_checkout, add_shipping_info and add_payment_info.
Purchase
Transaction ID, value, tax, shipping, coupon and items.
Refunds
Refunds sent so revenue reflects what you kept.
Reconciliation
Tracked revenue compared with orders over a test period.
How It Fits Your Tracking Architecture
The store pushes each ecommerce step to the data layer. Tag Manager and the server container send the same purchase, with one transaction ID, to GA4 and your ad platforms.
Visitor
Website
Data Layer
GTM
Server
GA4
Google Ads
Meta CAPI
Other Platforms
Process
How We Deliver It
01
Audit
Compare tracked orders with the store.
02
Specify
Define the ecommerce data layer.
03
Implement
Build events for every funnel step.
04
Validate
Place test orders and check each platform.
05
Reconcile
Review revenue accuracy after launch.
Use cases
Where This Makes the Biggest Difference
Shopify
Customer events and checkout tracking.
WooCommerce
Data layer without plugin conflicts.
Custom Stores
A spec your developers can implement.
Subscriptions
First orders and renewals separated.
Can you track Shopify checkout?
Yes. Shopify checkout tracking uses customer events and the Web Pixels API. We set up the events and connect them to GA4, Google Ads and Meta.
Why is GA4 revenue lower than our store revenue?
Consent choices, ad blockers, payment redirects and refunds all create differences. We identify which apply to your store and close the gaps that can be closed.
How do you prevent duplicate purchases?
Every purchase carries the order’s transaction ID, and we make sure the event fires once, even if the confirmation page is reloaded.
Do you track refunds?
Yes. Refunds can be sent to GA4 so revenue reports reflect returns and cancellations.
Which platforms do you support?
Shopify, WooCommerce and custom or headless stores. Other platforms are possible when they provide a data layer or developer access.
Related services
Works Well With
We review your analytics and conversion tracking end to end and give you a clear.
We set up or clean up your Tag Manager container with a proper data layer.
Not Sure Where Your Tracking Stands?
Start with a free tracking audit. We review your current setup and tell you what to fix first.