GA4 Audit, Setup & Migration for E-Commerce
Most GA4 properties we open are quietly wrong. We find out how, fix it, and give you numbers you can make decisions on.
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Quietly Wrong Data
GA4 rarely fails loudly. It fails by reporting a number that is plausible but wrong, which is far more expensive than reporting nothing.
The patterns repeat. Purchase events fire twice because the thank-you page is reloadable and nothing guards against it. Revenue is passed including tax in one market and excluding it in another, so cross-market comparison is meaningless. Self-referrals from a payment gateway break the session, and the resulting conversion is credited to `direct` instead of the campaign that earned it. Item-scoped parameters are inconsistent between `add_to_cart` and `purchase`, so funnel reports silently drop rows. Internal traffic was never filtered.
Individually these look minor. Together they mean your channel report is fiction, and every budget decision made from it is a guess wearing a suit.
What We Do
Full Property Audit
A documented review, not a checklist screenshot.
- Event and parameter inventory against the GA4 recommended schema
- Revenue reconciliation: GA4 versus your order table, by market
- Duplicate and missing event detection
- Referral exclusion and cross-domain configuration review
- Data retention, internal traffic filters, and PII leakage check
- Consent Mode v2 implementation review
Clean E-Commerce Implementation
- Full funnel: `view_item_list`, `view_item`, `add_to_cart`, `begin_checkout`, `add_payment_info`, `purchase`
- Consistent `items[]` schema across every event
- Refund events wired to your order status changes
- Multi-currency handled correctly
Migration & Recovery
- Migration from broken or partial implementations
- Server-side GA4 via GTM server container
- Historical continuity notes so year-on-year comparisons stay honest
- BigQuery export configuration
Reporting You Will Actually Open
- Custom explorations for the funnel steps that matter to you
- Looker Studio dashboards fed from GA4 or BigQuery
- Channel grouping aligned to how you actually buy media
Common Mistakes We Find
Patterns from audits we have run. If you recognise two or more, the gap is probably costing you more than it appears to.
Reloadable thank-you page with no transaction dedupe.
Same order counted three times because the customer refreshed. `transaction_id` deduplication exists precisely for this and is routinely omitted.
Tax handled inconsistently across markets.
Revenue includes VAT in one storefront and excludes it in another. Every cross-market comparison in the property is wrong, and nothing about the report looks broken.
Payment gateway missing from referral exclusions.
The customer returns from the payment provider, GA4 starts a new session, and the conversion is credited to the gateway instead of the campaign that earned it.
`items[]` schema drifting between events.
`add_to_cart` sends `item_id`, `purchase` sends `id`. Funnel reports silently drop rows and the funnel looks like a conversion problem.
Internal traffic never filtered.
Your team, your developers, and your agency counted as users. Small sites can see double-digit percentages of sessions that are not customers.
How We Work
Step 01 — Reconcile
We compare GA4 revenue against your source of truth and quantify the gap.
Step 02 — Diagnose
Every discrepancy traced to a specific cause, documented.
Step 03 — Rebuild
Clean implementation, validated event by event.
Step 04 — Verify
Reconciliation repeated until the gap closes.
Step 05 — Enable
Dashboards and a walkthrough so your team can self-serve.
What Happens Next
Step 01 — You hear back within 24 hours.
A real reply from the person who would do the work, not an autoresponder or a junior scheduling a call about a call.
Step 02 — We look before we talk.
Send us access or a URL and we review your actual setup first, so the conversation starts with findings instead of discovery questions.
Step 03 — 30 minutes, findings first.
We walk you through what we found and what it is costing. You get that regardless of whether you hire us.
Step 04 — A written scope, or an honest no.
If it is a fit, you get scope, timeline, and cost in writing. If it is not, we say so and point you somewhere better.
No retainer required. No minimum term. No obligation at any step.
Markets, One Stack
Multi-country WooCommerce covering DE, FR, PT, ES, IT, UK — unified tracking, regional checkout logic, shared admin.
Is This Right For You?
We would rather tell you now than after an invoice. Here is who this work pays off for, and who it does not.
A good fit if:
- You are doing €25,000+ per month in online revenue, where a few percent of recovered attribution is real money
- You are running paid media and the reported numbers do not match your bank
- You sell across more than one market, currency, or storefront
- You have a developer or agency who can act on what we find
- You want to own the implementation afterwards, not rent it
Probably not a fit if:
- You are early stage and validating the product — fix demand first, measure it later
- You want someone to manage ad spend day to day; we build the measurement layer, we are not a media buying agency
- You need it live this week; proper implementation has a validation phase and we will not skip it
- You want the cheapest quote — we are not it, and the cheapest tracking build usually gets rebuilt
Most engagements start from €1,500. We confirm scope and cost in the discovery call, before anything is committed.
Tell us about your setup. We respond within 24 hours.
Not ready to write it all out? Book a 15-minute discovery call →
Common
Questions
There is always some variance — ad blockers, consent denials, and cross-device gaps guarantee it. But a persistent gap beyond that usually traces to duplicate purchases, tax handling, refund events, or a broken thank-you page trigger. The audit identifies which one applies to you.
No. GA4 cannot backfill events that were never collected. What we can do is fix collection going forward and document the break point so your historical comparisons stay honest instead of quietly misleading.
Not always. It matters if you need data beyond GA4's retention window, want to join analytics with order or CRM data, or need unsampled reporting. We advise based on your volume rather than defaulting to yes.
Yes, both — plus custom platforms via a properly implemented dataLayer.
We rebuild in parallel and validate before switching. Any change that affects historical comparability is documented so you know exactly where the break is.
A full audit with a written findings document starts around €1,500. Implementation of the fixes is scoped separately, because until the audit is done neither of us knows whether you need three corrections or a rebuild. The initial 30-minute review that tells you whether a paid audit is worth it costs nothing.
Usually one to two weeks from access to written findings. Reconciling GA4 revenue against your order data takes the longest, because it means checking market by market rather than trusting a summary number.
An audit tells you what is wrong with what you have and quantifies the impact. A setup builds a clean implementation from scratch. Most properties need the audit first — a rebuild that repeats the original mistakes is a common and expensive outcome. If the audit finds the foundation is sound, you pay for corrections rather than a rebuild.
They measure different things and will never match exactly. Google Ads uses click-based attribution within its own conversion window; GA4 uses its attribution model across the full session. Some divergence is expected and correct. A large or growing gap usually indicates duplicate conversions, a broken referral exclusion, or conversion actions counting different events. The audit identifies which.
If you run Google Ads, GA4 has a real advantage: shared identity and conversion signals across the stack. If you do not, alternatives like Matomo or Plausible are lighter, simpler, and avoid some data transfer questions entirely. We implement either. The honest answer is that most e-commerce businesses running paid media get more from a correctly configured GA4 than from switching.
Ready to Build Something That Works?
Book a free 30-minute strategy audit. No pitch deck, no pressure — just an honest look at your setup and what to fix first.
Not ready to write it all out? Book a 15-minute discovery call →
