E-commerce tracking
Google Ads and Meta spread your budget based on the purchases they receive. When purchases go missing, count twice or arrive with the wrong value, you steer on numbers that don't add up. 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 it brought
- 6 mo
- the attribution problem had been open, and three specialists had already looked at it. We solved it. Maxima
What we do
The purchase from the order
Not on the thank-you page, but from the order itself. Whoever clicks away or reloads changes nothing, and a payment with a redirect counts too.
Revenue right down to the VAT
Products, quantities, shipping and discounts come along, and VAT is handled the same way everywhere. At Wolky, GA4 counted revenue twice because VAT was included.
The whole purchase journey
From product view and cart to checkout and order, in Google Analytics 4 (GA4).
No duplicate purchases
Google's and Meta's sales channels often measure alongside your own tracking. We switch them off or compare them with our own pixel, so every purchase arrives once and at the right value.
Checked against your backend
After go-live we put your orders next to the transactions in GA4 and chase every difference, until what remains can be explained.
Several shops or countries
One server container for all your domains, with its own consent setting and conversion IDs per shop. At Wolky, five online shops run on one server.
What we work with
The tools we use for this. Which ones we pick depends on your setup.
On your platform
On every platform we measure the purchase from the order. Where the work differs per platform:
ShopifyCase: Oilily
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 caseMagentoCase: Maxima
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 caseWooCommerceCase: Wolky
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.
Also on Shopware, Lightspeed, BigCommerce, PrestaShop and Salesforce Commerce Cloud, and on custom builds.
“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. At Oilily, on average about 10 percent of purchases stays unmeasured, which is what you can expect once you count consent.
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.
What don't you do?
We don't build online shops and we don't sell media. We work with your developer or shop agency, as we did with Vendic at Maxima.
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?