Ecommerce Tracking Setup

What's included

Event coverage

• Full funnel events covering view_item_list, view_item, select_item, add_to_cart, remove_from_cart, view_cart, begin_checkout, add_shipping_info, add_payment_info, and purchase
• Item-level parameters including id, name, brand, category hierarchy, variant, price, quantity, and discount
• Promotion events for banners and internal campaigns
• Refund events, so revenue reporting corrects itself instead of drifting
• Subscription and recurring purchase handling if that's your model

Platform work

• Shopify implementation through customer events and checkout extensibility, including post-purchase pages
• WooCommerce implementation through GTM with reliable order data
• Custom stacks handled with a dataLayer spec written for your developers
• Headless setups where storefront and checkout sit on different domains

Accuracy

• Purchase deduplication on transaction_id, since refreshed confirmation pages are the most common source of inflated revenue
• Cross-domain handling for third-party checkouts and payment redirects
• Server-side purchase events where reliability matters more than convenience
• Tax and shipping treated consistently across GA4 and the ad platforms
• Reconciliation against store reports with the remaining variance explained in writing

Ad platforms

• Purchase and add to cart events passed to Google Ads, Meta, and anything else you run
• Product feed alignment so item IDs match between GA4, the feed, and the ad platforms
• Dynamic remarketing parameters

Deliverable

• Documented event and parameter spec
• Reconciliation summary against store revenue
• Merchandising reports built in GA4

Why it matters

Ecommerce tracking fails quietly. Revenue in GA4 usually lands somewhere near the store number, close enough that nobody investigates, and the gap gets waved off as attribution. Then it turns out refreshed confirmation pages are double counting, refunds never fire, and item IDs don't match the feed, so dynamic remarketing has been showing the wrong products for months.

Reconciliation separates a working setup from a plausible one. If GA4 revenue and store revenue disagree, someone should be able to explain exactly why, line by line, rather than shrugging at it.