Services
Ecommerce Event Tracking Implementation
GA4’s ecommerce reporting is only as good as the events feeding it, and the events are only as good as their parameters. A purchase event without items is a number; with correct items, currency and IDs, it’s product-level truth your merchandising and marketing can act on.
This service is the precise implementation of GA4’s ecommerce event specification on your store: every event, every required parameter, verified against reality.
What the work involves
- The full recommended event set. view_item_list, select_item, view_item, add_to_cart, view_cart, begin_checkout, add_payment_info, add_shipping_info, purchase and refund, implemented to Google’s specification.
- Item arrays done right. item_id, item_name, price, quantity, variant and category populated consistently across events, which is the difference between usable product reports and junk.
- Deduplication and integrity. One purchase, one event: duplicate firing (the most common GA4 disease) eliminated and verified with transaction-level checks against your backend.
- Refund events included. Refunds tracked so GA4 revenue trends toward net truth instead of permanent overstatement.
- Validation evidence. DebugView walkthroughs and a reconciliation sample against order data delivered as proof, not promises.
How tracking projects run
- Access and audit. We inventory the current container: every tag, trigger and variable, tested against what actually fires on your store.
- Defect list ranked by damage. What’s double-counting, what’s missing, what fires without consent, ordered by financial impact.
- Implementation in a versioned workspace. Changes built in GTM workspaces with a clean rollback path, never live-edited.
- Validation with evidence. DebugView walkthroughs plus a reconciliation sample against backend orders, delivered as proof rather than promises.
- Documentation handover. The container documented, the QA checklist included, so the next person inherits a system instead of a mystery.
Common questions
Which events actually matter if we prioritise?
purchase first (with items), then add_to_cart and begin_checkout for funnel truth, then view_item for merchandising. We implement in value order if budget phases the work.
Can you fix events without breaking our existing reports?
Yes, changes roll out with versioned tags and a validation window; where historical data was wrong, we annotate the change point so trends stay interpretable.
Do these events also feed Google Ads properly?
Yes, clean GA4 events (or parallel Ads tags off the same dataLayer) give Ads accurate conversion values, which is where this work pays for itself fastest.
Not sure where to start? Book a free discovery call and we’ll map your current setup, or request a free Odoo health check if you’re already running Odoo.