E-commerce tracking
Google Ads and Meta spread your budget based on the purchases they receive. We often see those purchases measured on the thank-you page: whoever clicks away before it loads isn't counted, whoever reloads is counted twice, and with redirect payment methods the order only arrives later. We measure the purchase from the order itself, so revenue in your analytics and ad platforms matches your backend.
What we often hear
- Revenue in Google Analytics 4 doesn't match our backend
- Google and Meta together claim more purchases than we have
- Since the new checkout, purchases aren't tracked properly
- More and more orders without a source, under direct or (not set)
What we do
The purchase from the order
We measure the purchase from the order itself, not from the browser. A thank-you page that is closed or reloaded then changes nothing.
Complete order data
Products, quantities, shipping and discounts come along, so you see revenue per product and per campaign.
The whole purchase journey
From product view and cart to checkout and order, in Google Analytics 4 (GA4).
The right value to your platforms
Google Ads, Meta and the other platforms get each purchase once and at the right value, so they optimise for real revenue.
Checked against your backend
After go-live we put your real orders next to what your analytics and ad platforms recorded, so you see what's still missing.
Several shops or countries
One server container for all your domains, with its own consent setting and conversion IDs per shop.
What we work with
The tools we use for this. Which ones we pick depends on your setup.
On your platform
Shopify
Since Checkout Extensibility the checkout is sandboxed: the old scripts no longer fire there. We measure the checkout with the Stape app and everything before it with a Liquid dataLayer, all of it through your own server container on your own domain. Consent is tied to Shopify's privacy API, and we switch off the Google and Meta sales channels, otherwise every purchase counts twice.
Read the caseMagento
The thank-you page is no reliable measuring point here: people click away before it loads, and with redirect payment methods the order arrives later. We measure the purchase server-to-server from the backend, with the order as the source instead of the browser.
Read the caseWooCommerce
Often several shops on one stack. One server container for all domains, with its own consent setup and conversion IDs per domain, saves maintenance and keeps the data apart.
Read the caseHeadless or custom front-end
Without real page loads nothing happens by itself. Route changes have to send their own page_view, events may only fire once the state is loaded, and the dataLayer has to exist before the consent layer. We arrange that with your developers, in their own code.
“Freek & Ivo are our go-to partners for everything related to e-commerce tracking, GA4 implementations, and technical support for our marketing team. We're always satisfied with the work they deliver. Thank you, New North Digital.”
Simon RamboerDistrict36001 / 04
Frequently asked questions
Why does revenue in GA4 differ from my backend?
Because of consent, ad blockers, a thank-you page that doesn't load and redirect payment methods. Part of it can be fixed, part can't: consent can cost up to 20 percent of your visitors. We show which part comes from where.
Do you work on my platform?
Probably. We work on Shopify, Magento, WooCommerce, Shopware and Lightspeed, among others, and on custom and headless builds too.
Can you show margin or new customers as well?
Yes, but that data isn't in your analytics. For that we bring your data together in one data warehouse, with one definition of margin and of a new customer.
How to buy it
We work in three steps: first look at what's there, then build, then make sure it keeps working.
Audit
Your whole tracking setup reviewed.
Implementation
Your tracking set up properly, from website and app to server.
Monitoring
When something in your tracking breaks, we get an alert within the hour.
Want to know what this means for your situation?