Solutions / Ecommerce
Your revenue numbers, finally trustworthy.
Revenue, purchase events, cart-to-checkout rate, ROAS by channel. On most stores at least one of these is inflated or double-counted. We make all four accurate, so you scale on real numbers instead of phantom revenue.
LIVE READOUT: what your GA4 should be reporting
Revenue accuracy
now±1%
was +18% · inflated
accurate
Purchase events
nowfired once
was double-fired
accurate
Cart → checkout
now34%
was not measured
accurate
ROAS by channel
now92% matched
was 29% · (not set)
accurate
What good data tells you
If your GA4 is set up correctly, these four answers are one report away.
- Q1
Which channel actually drives revenue, not just traffic?
We reconcile sources and enhanced-ecommerce data so each purchase is attributed to the campaign that earned it, and you optimize on revenue and ROAS by channel instead of clicks.
signal: source / medium · purchase value · roas
- Q2
Where exactly do shoppers drop off between product and purchase?
View, add-to-cart, checkout and payment steps are each tracked, so you see the precise step that loses the sale instead of one cart-abandonment guess.
signal: view_item · add_to_cart · begin_checkout · add_payment_info
- Q3
Is my reported revenue actually correct?
We remove duplicated purchase events and thank-you-page double-counts, deduct refunds, and reconcile to your store, so GA4 revenue matches reality within a percent or two.
signal: purchase dedup · refund · revenue reconciliation
- Q4
Which products and collections actually convert?
Every item carries its name, category, price and list, so you see which products turn views into purchases and which need better pricing or pages.
signal: item_name · item_category · item_list · view-to-purchase
The ecommerce funnel
Product view to purchase, with the leaks that inflate revenue.
This is the path a shopper takes to a purchase. Under each step is what usually breaks, and what we make accurate.
- 01view_itemProduct view
- 02add_to_cartAdd to cart
- 03begin_checkoutCheckout
- 04add_payment_infoPayment
- 05purchasePurchase
- LEAK · duplicated purchase events inflate revenue
- LEAK · Shopify / Woo thank-you-page double count
- LEAK · refunds not deducted from revenue
- 01
view_itemProduct viewLeak Items fire without name, price or category, so product reporting is empty.
Fixed Full enhanced-ecommerce item data on every product view.
- 02
add_to_cartAdd to cartLeak Cart events are missing or misfire, so add-to-cart rate is unreliable.
Fixed Accurate add_to_cart with the correct item and value.
- 03
begin_checkoutCheckoutLeak Checkout steps are not tracked, so you cannot see where the basket is lost.
Fixed begin_checkout and step events so drop-off is visible.
- 04
add_payment_infoPaymentLeak Payment gateways on another domain split the session and lose the source.
Fixed Cross-domain and server-side so payment ties back to the original visit.
- 05
purchasePurchaseLeak The purchase event double-fires on reload or duplicate tags, inflating revenue.
Fixed One deduplicated purchase event with the real value, refunds deducted.
Tracking coverage — ecommerce
Nine things we track so your revenue is fully accountable.
Standard GA4 sees pageviews. Ecommerce GA4 has to see every item, every checkout step and one accurate purchase. This is the coverage we build.
- 01
Enhanced ecommerce events
Item views, lists, carts and purchases with full product data.
→ view_item - 02
Purchase deduplication
One purchase event per order, never double-fired on reload.
→ purchase - 03
Cart & checkout tracking
Every checkout step measured so you see where the basket is lost.
→ begin_checkout - 04
Cross-domain & gateways
Payment on an external gateway stays one journey and one source.
→ add_payment_info - 05
Refund tracking
Refunds deducted so reported revenue reflects what you actually kept.
→ refund - 06
Product & collection performance
Which products and collections convert views into revenue.
→ item_list - 07
Coupon & promotion tracking
Which promos and codes actually drive incremental sales.
→ select_promotion - 08
Cross-device tracking
A browse on mobile and a buy on desktop counted as one customer.
→ add_to_cart - 09
Server-side & Meta CAPI
Durable, deduplicated purchases sent server-side to GA4 and ad platforms.
→ purchase
Why it matters
Inflated revenue is not a reporting problem. It is a growth problem.
Before
- Phantom revenue makes losing campaigns look profitable, so you scale the wrong ones.
- Double-counted purchases break ROAS, so you cannot trust any channel comparison.
- Checkout drop-off is invisible, so the most valuable fix is never found.
- Finance and marketing argue over which revenue number is right.
After
- Revenue matches your store within a percent or two, so you scale on real ROAS.
- Each purchase counts once, so channel comparisons are finally trustworthy.
- Every checkout step is measured, so you fix the exact point baskets are lost.
- Finance, marketing and the store agree on one revenue number.
Proof — ecommerce brand (Magento 2)
Ecommerce tracking was broken across Magento. We rebuilt the revenue.
After: one purchase, real revenue, attributed
- 01view_itemProduct view
- 02add_to_cartAdd to cart
- 03begin_checkoutCheckout
- 04add_payment_infoPayment
- 05purchasePurchase
What we found. A growing brand on Magento 2 had a messy GA4 and GTM setup, with broken ecommerce tracking that left revenue inflated and a large share of sessions reporting as (not set).
What we did. We picked up and fixed the existing setup, rebuilt the ecommerce events cleanly, deduplicated the purchase event, and reconciled attribution end to end.
The result. We reduced (not set) revenue attribution to just 0.33% and achieved accurate attribution on 99.37% of landing pages, so the team finally started trusting and using GA4.
- −removedbroken ecommerce tracking across Magento 2
- −removed(not set) swallowing revenue attribution
- +rebuiltenhanced-ecommerce events reconstructed cleanly
- +now accurate(not set) revenue cut to 0.33%
- +now trusted99.37% of landing pages attributed correctly
Senior analytics engineers only. Fixed-scope work, validated in GA4 DebugView before handover. No junior hand-offs.
Straight answers
Common ecommerce questions.
Q1My GA4 revenue does not match Shopify or my store. Can you fix that?
Yes. The usual causes are a double-firing purchase event, a thank-you page that reloads, or refunds not deducted. We deduplicate and reconcile so GA4 revenue matches your store within a percent or two.
Q2Do you work with Shopify, WooCommerce and custom stores?
Yes. Shopify, WooCommerce, Magento, custom and headless builds. The enhanced-ecommerce model is the same; the implementation details differ by platform and we handle them.
Q3Can you send purchases server-side to GA4 and Meta?
Yes. Server-side tagging and the Meta Conversions API give you durable, deduplicated purchase data for both analytics and ad optimization.
Q4How long does an ecommerce tracking fix take?
Most fixes are scoped in 24 to 48 hours and delivered shortly after, depending on the platform and number of issues. A single contained issue may only need the $299 quick fix.
- 01view_itemProduct view
- 02add_to_cartAdd to cart
- 03begin_checkoutCheckout
- 04add_payment_infoPayment
- 05purchasePurchase
● revenue accuracy · ● purchase events · ● cart → checkout · ● ROAS by channel — all accurate
Next step
Let’s make your revenue numbers trustworthy.
A short review of how your store is tracked now, what is inflated or double-counted, and exactly what it takes to fix it. No retainer to find out.
Most ecommerce fixes scoped in 24–48h.