Enhanced Ecommerce Tracking
Item-level detail on what sells, what returns and where checkout leaks.
Ecommerce measurement only works at item level. We implement the full funnel, item view, add to cart, checkout steps, purchase, refund, with correct product identifiers, prices and currency so analytics reconciles against what your store actually processed.
Tools we work in
- Google Analytics 4
- Google Tag Manager
- Shopify
- WooCommerce
- Magento
- Stripe
- BigQuery
- Google Merchant Center
Scope
What this covers
The specific work included when you engage us for this service.
- Item-level view_item, add_to_cart, begin_checkout and purchase events
- Shopify, WooCommerce, Magento and custom storefront implementations
- Product and variant identifiers mapped to your real catalogue so reports reconcile
- Refunds, cancellations and post-purchase adjustments recorded rather than ignored
- Internal promotion and on-site search tracking
- Cross-domain measurement through hosted checkout and payment providers
- Reconciliation against platform order data to catch systematic gaps
What you receive
- 01A complete ecommerce funnel implemented and tested against real orders
- 02A reconciliation report comparing analytics revenue with store revenue
- 03Catalogue mapping documentation so newly added products track correctly
Questions
Enhanced Ecommerce Tracking, answered
Why does GA4 revenue never match our store's total?
They count different events. Analytics records a purchase when the confirmation event arrives with a usable identifier; your store records it when payment clears. Failed payments, refunds, blocked requests, cross-device journeys and differing treatment of tax and shipping all open gaps. A small persistent difference is normal. A large one, or one that changes suddenly, is a bug worth fixing.
Can you track Amazon sales the same way?
Not at item level, and no tool changes that. Amazon does not expose per-order session data to brands. Amazon measurement runs through Seller Central reports, the Advertising Console and Amazon Attribution for external traffic. We build reporting that treats Amazon as its own channel rather than forcing it into GA4 and producing a number nobody can reconcile.
Do we need server-side events for ecommerce?
It helps, and for some stores it is the only option. A purchase event sent from your server survives browser blocking and can be deduplicated against the browser event. Where checkout happens on a third-party domain you often cannot see the confirmation page at all, so the server-side path is what makes the purchase measurable.
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GA4 Setup & Configuration
Event-driven measurement configured around your business, not defaults.
Google Tag Manager Implementation
One container, documented, so anyone can see what fires where.
Server-Side Tracking
A container on your own infrastructure, between visitor and vendor.
Conversion Tracking
Every action you pay for, counted once and attributed to its source.
Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours