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Ecommerce tracking audit service: a free first step

Our ecommerce tracking audit service is a free check of how your shop, GA4, Google Ads and Meta count the same orders, and which gaps would change a budget decision. It is the same free measurement and tracking audit we list with our other free audits.

Analytics & measurement
Get a proposalSee related work
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Problems we fix

The problem

Four tools, one order, four answers. Before anyone moves budget on those numbers, it helps to know which one to trust. This audit is the narrow first step of our ecommerce tracking and analytics services. It's free.

How we fix it

Our findings on how your systems count the same orders, in plain words.

What does the ecommerce tracking audit service check?

How each system counts your orders, and which gaps would change a budget decision.

Shop and GA4

Purchase events and their parameters, against Google's own documentation for GA4 ecommerce events12. Background: what is Google Analytics 4.

Consent settings

What your Consent Mode and banner setup do to measurement.

Server-side setup

if you have one.

What do you get?

Our findings on how your systems count the same orders, in plain words. Which gaps are tracking errors, which are normal attribution difference, and which matter for a budget decision. Where the data can't settle a question, we say so rather than guess.

Not a raw tool export. Not a list of every service we could sell you.

How it works

  1. 1

    Problem

    You tell us which decisions your numbers feed and give us access to the tools in scope.

  2. 2

    Plan

    We confirm which of the systems above you actually use.

  3. 3

    Execution

    We compare how each system counts the same orders and trace each gap to its cause.

  4. 4

    Decision

    We share what we found. You decide what to fix and who fixes it.

Case studies

Rebuilding a growth engine for a recovery-footwear brand

A category-defining recovery-footwear brand had a growing market, a best-in-class product, and a shrinking customer base.

A recovery-footwear brand
+27.8%
net-new customers, full year over prior year
−33%
cost per new customer, exit quarter vs starting quarter

Weather-based marketing: ads only when the sun is out, conversion rate +76.17% in the UK

For a premium garden and patio brand, ads in DV360 were switched on and off by live weather data and tested against an always-on control in two markets.

Global garden and patio equipment manufacturer
76.17%
increase in conversion rate (United Kingdom)
39.32%
decrease in cost per acquisition (CPA) (United Kingdom)

All Ears Vet: 37% more new clients for an independent Brooklyn clinic

A 37% increase in new client acquisition.

37%
increase in new customer acquisition
4.5k
impression increase in brand-related keywords

All case studies

How we judge our own findings

Not every gap is a fault. Vendor guides list reasons why Meta, Google, GA4 and Shopify rarely match even when the setup is correct8. So we separate tracking errors from normal attribution difference. Only the first needs a fix. The reasoning behind our checks is in ecommerce tracking audit and Meta ROAS vs Shopify revenue.

“Their deep knowledge of advanced marketing analytics, especially in the context of tech and SaaS companies, stood out.”
Karolina ŻeromskaHead of Activation, Text · Clutch review

Who it's for, and who it's not for

How you can buy it

You don't. The audit is free.

On its own

Take the findings and fix them yourself or with your developer.

This is one of all our free audits.

What we don't promise

Tools

GA4Google AdsMeta Events ManagerTag managerShop order reports

FAQ

A rider in a red cape and bicorne hat on a rearing yellow plush horse, after David's Napoleon Crossing the Alps

What does the tracking audit cover?

How your shop, GA4, Google Ads and Meta count the same orders. That means purchase event parameters, Pixel and Conversions API deduplication, Google Ads conversion actions, consent settings, UTM tagging and any server-side setup.

Can't we just use a free audit tool?

Use one. A vendor's free Shopify, GA4 and Tag Manager checker, for example, looks at tag setup and duplicate tags10. A tool doesn't tell you which gap changes a budget decision, or which order count to trust.

What do we get at the end?

Our findings: how each system counts your orders, which gaps are tracking errors and which are normal attribution difference, and what that means for your budget decisions.

Do you fix what you find?

If you want us to, as separate work. Many fixes are small jobs for your own developer.

What access do you need?

Access to GA4, Google Ads, Meta Events Manager, your tag manager and your shop's order reports. Read-only access is enough where a tool offers it.

Will the audit make our ROAS go up?

Not by itself. It makes the numbers more accurate. Sometimes that means a lower ROAS that is closer to the truth.

Is this a GDPR audit?

No. We check how consent settings affect measurement. Whether they are lawful is for your legal counsel.

Is the tracking audit really free?

Yes. It is one of our free audits.

Who runs this for you?

  • Marek Gierat, Analytics, BI & Automation

    Analytics, BI & Automation

    Marek Gierat

    Fourteen years in marketing. I make sure the numbers you decide on are true, and that anyone can check it.

    Talk to MarekRead the full profile

  • Data Analyst and Strategist

    Wiesław Tkacz

    Over ten years in marketing. I build the tracking, the data connections and the reports. If the numbers are wrong, everything built on them is too.

    Talk to WiesławRead the full profile
Analytics & measurement

Analytics & tracking

Tracking for ecommerce brands: Pixel and Conversions API, enhanced conversions, Consent Mode, GA4, and platform numbers reconciled with your shop data.

Analytics & measurement

Measurement & incrementality

Measurement and incrementality for DTC brands: the lightest method that can settle a budget decision, from reconciled reports to geo tests.

Creative & testing

Conversion rate optimisation

Ecommerce CRO from funnel data and user research. Tests sized to your traffic, read without peeking, judged on orders and margin. Starts with a free audit.

Paid media

Paid media

Meta, Google and TikTok ads for ecommerce brands, with budgets set on contribution margin and payback, not platform ROAS. Free audit to start.

Search & AI visibility

SEO & AI visibility

Ecommerce SEO for category and product pages, technical health and AI answers. Reported with what Search Console shows and can't. No ranking promises.

Growth economics & retention

Growth economics & strategy

Margin, cash, stock, promotions and returns, tied to marketing decisions. A profitable growth strategy for ecommerce, built with your finance team.

Sources

  1. Measure ecommerce (Google Analytics, Google for Developers)Primary source
  2. [GA4] Set up ecommerce events - Analytics HelpPrimary source
  3. Use the Google tag for Google Ads conversion tracking (Google Ads Help)Primary source
  4. Set up and install the Meta Pixel (Meta Business Help Center)Primary source
  5. Best Practices for Facebook Pixel Standard Event Setup (Meta)Primary source
  6. Handling Duplicate Pixel and Conversions API Events (Meta for Developers)Primary source
  7. URL builders: Collect campaign data with custom URLs - Analytics HelpPrimary source
  8. Why Meta, Google, GA4 and Shopify Never Match (TrueROAS)Vendor
  9. EU user consent policy (Google Ads Help)Primary source
  10. Free Audit Tool - Shopify + GA4 + GTM (PayHelm)Vendor

Want to know which of your numbers to trust?

Ask for the audit through all our free audits, or book a call about your budget decision.

Get a proposal