E-commerce tracking: revenue in GA4 that matches your back office
From view_item to purchase, every step of the funnel is recorded with the right value, the right currency and a unique ID. Installed in Shopify, WooCommerce or PrestaShop, tested on real orders, reconciled with your back office.
Why e-commerce tracking is harder than a lead-gen site
A lead-gen site measures a form. An online store measures a sequence: product page, add to cart, checkout start, shipping information, payment, confirmation. Every step carries data (products, quantities, prices, discounts, shipping, tax) and every platform wants that data in a precise format. One error at the end of the chain, and the ROAS of your campaigns becomes fiction.
What the e-commerce tracking package includes
- Complete GA4-format e-commerce data layer: view_item_list, view_item, add_to_cart, remove_from_cart, view_cart, begin_checkout, add_shipping_info, add_payment_info, purchase, refund where possible
- Value, currency, tax and shipping consistent across GA4, Google Ads and Meta, with or without tax documented
- Unique transaction ID and deduplication: one order = one conversion, even if the page is refreshed
- Checkout events: Shopify custom pixels, WooCommerce hooks, PrestaShop modules
- Google Ads: purchase conversion with value, Enhanced Conversions, dynamic remarketing linked to Merchant Center
- Meta: Pixel + Conversions API deduplicated with the catalog’s product IDs
- Consent Mode v2 connected to the banner where required
- Reconciliation with the back office over a test period: gap measured and explained
- QA report with screenshots of every event on a real order
Shopify, WooCommerce, PrestaShop: the specifics
Shopify
The checkout is closed: theme scripts don’t run there. I use Shopify custom pixels for the purchase and checkout steps, and the theme for the rest, with a consistent data layer between the two. The Google & YouTube app and the Meta channel are configured without duplicating what GTM sends.
WooCommerce
The data layer is built in a lightweight plugin or dedicated code, relying on WooCommerce hooks. I avoid plugins that stack three scripts for one event and I handle redirect-based payments (PayPal, Stripe Checkout) where the confirmation page is sometimes skipped.
PrestaShop
Data layer module configured or developed, with attention to the confirmation page, multi-carrier orders and discounts. I verify that product IDs match those in the Merchant Center feed.
The symptoms this package fixes
- GA4 shows 60% of the back-office revenue
- Google Ads counts some purchases twice
- Dynamic remarketing doesn’t show the right product
- Meta sees half the sales, or double
- PMax campaigns optimize on a value that includes shipping
- The GA4 funnel is empty between add_to_cart and purchase
E-commerce tracking pricing
Prices in euros, excluding VAT, no long-term commitment. Every setup includes a QA report with screenshots.
E-commerce tracking
Full data layer, checkout funnel, purchase and revenue made reliable on Shopify, WooCommerce or PrestaShop.
Meta Pixel + Conversions API option
As an add-on to a tracking package, deduplicated and verified.
E-commerce launch: account + first campaign + tracking
The e-commerce tracking package plus Google Ads account creation and the first Shopping or PMax campaign.
Your questions
My Shopify theme or WooCommerce plugin already sends the events. Why redo it?
Often, several sources send the same event: the theme, an app and GTM. As a result everything is counted two or three times. I keep one clean source and disable the others.
How long does e-commerce tracking take to install?
One to two weeks depending on the complexity of the funnel and the catalog, including tests on real orders.
With or without tax in conversion values?
Your call. What matters is consistency across GA4, Google Ads and Meta, and with how you read margin. I document the choice in the tagging plan.
Can you track refunds?
Yes, when the platform allows it (GA4 refund event, Google Ads conversion adjustments). It’s useful to manage campaigns on net revenue.
Let’s talk about your project
Tell me where you stand. I reply within one business day with an honest assessment.