Enhanced Ecommerce Tracking

Shopify Ecommerce Tracking with GA4 and Google Tag Manager gives your Shopify store complete visibility into every stage of the shopping journey — from the moment a customer lands on your homepage to the final purchase confirmation — enabling data-driven decisions that increase revenue and reduce wasted ad spend.

We implement a full GA4 Enhanced Ecommerce tracking setup on your Shopify store, capturing all required ecommerce events: view_item_list, view_item, add_to_cart, remove_from_cart, view_cart, begin_checkout, add_shipping_info, add_payment_info, and purchase — with complete item arrays including product name, ID, SKU, brand, category, variant, price, and quantity. We work within Shopify's GTM limitations (using the Shopify GTM app or theme script injection) and handle the specific challenges of Shopify's checkout process, including cross-domain tracking between your main store domain and checkout.shopify.com.

We also configure GA4 purchase events with accurate revenue, tax, and shipping breakdown, set up Google Ads dynamic remarketing parameters (ecomm_prodid, ecomm_pagetype, ecomm_totalvalue), and validate all data in GA4 DebugView and the GA4 Ecommerce Purchase report before going live. The result is a Shopify analytics setup that gives you complete funnel visibility, accurate ROAS reporting, and the data foundation needed for Smart Shopping and Performance Max campaign optimisation.

WooCommerce Ecommerce Tracking with GA4 and Google Tag Manager delivers comprehensive product and purchase data from your WooCommerce store to your analytics and advertising platforms, enabling accurate attribution, funnel analysis, and Smart Bidding optimisation.

WooCommerce's default GA4 integration often misses critical ecommerce events, sends incorrect revenue values (including or excluding tax and shipping inconsistently), or fails to capture the full product data needed for dynamic remarketing. Our implementation bypasses these limitations by building a custom WooCommerce data layer that pushes accurately structured ecommerce events and item arrays at every stage of the shopping funnel.

We capture all GA4 Enhanced Ecommerce events with full product arrays, configure accurate purchase revenue (with correct tax and shipping handling), implement dynamic remarketing for Google Ads and Meta, set up GA4 audiences for cart abandoners and product page viewers, and validate the complete data flow from WooCommerce through GTM to GA4 and Google Ads. For WooCommerce stores running paid traffic, our tracking setup provides the accurate conversion data that Smart Bidding strategies need to reduce cost per acquisition and improve ROAS.

Magento Ecommerce Tracking with GA4 and Google Tag Manager provides enterprise-level analytics for Magento (Adobe Commerce) stores, capturing the full complexity of Magento's multi-store, multi-currency, and configurable product architecture within a clean, accurate ecommerce data model.

Magento's complex frontend architecture — including configurable products with multiple attributes, bundle products, layered navigation, and multi-step checkout — requires a carefully engineered data layer implementation. We build a custom Magento data layer module or template customisation that pushes accurate product data (including correct SKUs for configurable product variants), correct pricing (including customer group pricing, tier pricing, and catalog rules), and reliable checkout step events.

We implement all GA4 Enhanced Ecommerce events with complete item arrays, configure accurate transaction data with Magento's order totals, set up cross-domain tracking for Magento stores using external payment gateways, and implement dynamic remarketing for Google Ads and Meta. For enterprise Magento stores running significant paid media budgets, accurate ecommerce tracking is the foundation of every optimisation decision.

A Custom Ecommerce Data Layer is a bespoke JavaScript data structure built specifically for your website or application that serves as the single source of truth for all product, transaction, and user data passed to Google Tag Manager, GA4, and every connected marketing platform.

Unlike plugin-based or theme-based tracking solutions, a custom ecommerce data layer is built to match your exact product catalogue structure, checkout flow, order management system, and business logic — ensuring every piece of data is accurate, complete, and consistently formatted regardless of which ad platform or analytics tool consumes it.

We design the complete data layer schema (all events, all item array properties, all custom dimensions and metrics), document every push with implementation specifications for your development team, implement and test the data layer in a staging environment, and validate all data flows in production before sign-off. Whether you are running a headless commerce architecture, a custom-built checkout, a subscription platform, or a marketplace, our custom ecommerce data layer gives you a reliable, scalable tracking foundation that works with any analytics or marketing tool.

Purchase Funnel Tracking gives you a step-by-step view of exactly where customers are dropping off between their first product view and completed purchase — the data you need to prioritise UX improvements, optimise your checkout flow, and reduce cart abandonment.

Using GA4's funnel exploration and ecommerce reports, we configure complete funnel tracking from product listing page through product detail, add to cart, cart view, checkout initiation, checkout steps (shipping, payment), and purchase — with event parameters that allow you to segment funnel performance by traffic source, device type, product category, user type (new vs. returning), and any other dimension relevant to your business.

We set up GA4 funnel exploration reports, cart abandonment audiences for remarketing in Google Ads and Meta, and configure GTM triggers that fire when users exit the checkout without completing purchase. With complete purchase funnel tracking in place, you can identify whether your biggest revenue opportunity lies in improving product page conversion, reducing checkout friction, or winning back cart abandoners through well-timed remarketing ads.

An Ecommerce Tracking Audit is a rigorous, expert review of your existing GA4 and Google Ads ecommerce tracking to verify that every event fires correctly, every product and transaction is captured accurately, revenue figures match your actual order management system, and no conversion signals are being lost or double-counted.

Our ecommerce tracking audit process manually tests the complete shopping journey on your website — product list pages, product detail pages, cart operations, checkout steps, and purchase confirmation — comparing the events and parameters sent to GA4 and Google Ads against what actually occurs on the page. We use GA4 DebugView, GTM Preview mode, browser network inspection, and transaction-level comparison between GA4 and your order management system to identify every discrepancy.

Common issues we find and fix include: missing purchase events on certain payment methods (PayPal, Klarna, Apple Pay), incorrect revenue figures (including or excluding tax/shipping incorrectly), duplicate purchase events from tag misfires, missing product data in item arrays, incorrect transaction IDs causing deduplication failures, and checkout step events failing on mobile. After the audit, every identified issue is documented, prioritised, and fixed — giving you ecommerce data you can trust completely.