Ecommerce tracking

Ecommerce tracking guides

For a shop, broken tracking is money you cannot see: miscounted sales, wrong revenue, ad platforms optimising on bad data. These guides cover tracking the full ecommerce funnel accurately, from add-to-cart to purchase, refund and repeat customer.

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13 guides in this topic

Every ecommerce tracking guide

Browse all 13. Each one is a single, specific answer, in plain English.

GA4 ecommerce purchase tracking, set up properly

GA4 ecommerce tracking only works if the dataLayer sends the right events and item data. Here’s what a correct setup looks like and the mistakes that ruin ecommerce reports.

GA4 revenue doesn't match your Shopify payouts

You compare GA4's revenue to what actually hit your bank, and they are miles apart.

Refunds are inflating your GA4 revenue (and your ROAS)

Here is a quiet one that flatters every report you own: unless you actively tell GA4 about refunds, it keeps the full original revenue on the books.

Shopify killed checkout.liquid: what it breaks in your tracking

Shopify is retiring the old customisable checkout, checkout.liquid and the "Additional scripts" box, in favour of checkout extensibility.

Shopify sales not showing in GA4 (the checkout gap)

Orders are landing in Shopify, but GA4's purchase count is a fraction of them, or zero.

The ecommerce funnel every store should track

Ask most store owners what they track and they say "sales".

Why your abandoned carts aren't being tracked

Abandoned carts are one of the most recoverable sources of revenue a store has, but only if you can see them.

Why your GA4 product (item) data is missing

You can see sales in GA4, but the ecommerce reports have no product names, no categories, no quantities, just totals.

Why your GA4 purchase event has no value or transaction ID

GA4 shows purchases, but with zero revenue, or your orders collapse into one.

Why your subscription renewals don't show in tracking

For a subscription business, the first order is the smallest part of the value.

How to track coupon and discount-code usage in GA4

GA4's ecommerce events can capture which coupon was used on an order. Here is how to send coupon data, report on code performance, and spot discounts eating your margin.

Why Safari's 7-day cookie cap (ITP) is erasing your returning visitors

Safari's Intelligent Tracking Prevention caps many cookies at 7 days or less, so returning customers look brand new. Here is what ITP does and how to work around it.

How to track new vs returning customers in GA4 ecommerce

Telling new buyers from repeat buyers is vital for ecommerce, but browser limits make GA4's default unreliable. Here is how new vs returning works and how to measure it properly.