Ecommerce tracking audit checklist and tools
Most e-commerce tracking audits miss critical gaps because they focus on tag presence, not on what those tags actually capture or how data flows to your ad platforms. A broken purchase event or a mismatched product ID can quietly drain your ad budget or corrupt your attribution, and you won’t notice until the numbers don’t […]
Tracking traffic from ChatGPT and AI search
Most analytics setups miss or misattribute traffic from ChatGPT and AI search tools, often lumping it under “Direct” or “Referral” without context. This blindsides teams trying to measure impact from AI-driven discovery or optimize for these new channels. Even advanced UTM tagging and referrer-based logic break down when AI interfaces strip or rewrite links, or […]
Agence tracking e-commerce : expertise et conformité
Confier son tracking e-commerce à une agence sans vérifier ses pratiques expose à des erreurs de collecte, des données inexploitables et des risques de sanction CNIL. Beaucoup se contentent d’installer des tags ou de recopier des configurations, sans réelle compréhension du data layer, du server-side tagging ou du consent mode Google. Le choix ne se […]
Consent Mode v2 mal configuré : conversions perdues
Une configuration incorrecte du Consent Mode v2 fait disparaître une part non négligeable des conversions dans Google Ads ou Analytics, même si les balises semblent déclenchées. Sur des boutiques françaises, la séquence CMP-GTM-balises rompt souvent à cause d’un chargement asynchrone ou d’un état de consentement par défaut mal géré. Beaucoup supposent que l’activation tardive du […]
Agent IA service client e-commerce : critères RGPD
Déployer un agent IA en service client e-commerce sans cadrer ses limites techniques expose à des réponses inexactes, une escalade inutile vers des humains ou la collecte de données non conforme. Beaucoup d’équipes surestiment le niveau d’automatisation possible dès l’intégration, ou sous-estiment les exigences linguistiques du marché français, notamment sur la gestion des registres et […]
GA4 missing subscription renewals: server fix
Most e-commerce brands using GA4 miss subscription renewals entirely—these server-side transactions never trigger web events, so GA4’s standard setup ignores them. Treating renewals like new purchases in your analytics is a mistake: browser-based tracking won’t catch recurring payments handled by Stripe, Recharge, or your billing platform’s backend. This breaks revenue attribution, cohort analysis, and LTV […]
Consent Mode advanced vs basic for UK ecommerce
Many UK e-commerce teams assume that enabling Consent Mode “Basic” keeps them fully compliant and maximises data recovery, but this approach can still leak identifiers before consent—raising legal risk under UK GDPR and PECR. The difference between Consent Mode Basic and Advanced is not just technical; it shapes what Google tags send about your users […]
Data layer empty on thank-you page: how to fix
Your data layer shows up empty or missing critical order data on the thank you page, and your conversion tags fire with blanks. This breaks attribution, misreports revenue, and often leads to double-charged ad spend. Most teams assume the data layer always loads before tags run, but in practice, race conditions, delayed scripts, or broken […]
GTM vs server-side GTM for ecommerce setups
Many e-commerce teams switch to server-side Google Tag Manager expecting instant data accuracy and privacy gains, only to face higher costs and new technical hurdles. Server-side GTM does not fix broken client-side tracking or make you CCPA-compliant by default. If you’re weighing whether to migrate, you need to understand exactly what changes: which data you […]
GA4 direct traffic too high: causes and fixes
GA4 inflates direct traffic when it loses referral information—usually because of missing UTM parameters, misconfigured redirects, or poor site tagging. Many e-commerce teams assume “direct” means users typed the URL, but in practice, most unexplained spikes point to technical issues. You can isolate the root cause by systematically checking campaign tagging, redirect behavior, tracking configuration, […]
