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 […]
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 […]
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, […]
Meta event match quality low: causes and fixes
Most e-commerce sites running Meta ads lose conversion signal and waste budget because their event match quality scores are lower than they think—even when the Events Manager shows a green checkmark. Meta’s match quality isn’t just a box to tick; it directly affects how many conversions your campaigns actually optimize for, and how much you […]
Meta CAPI for WooCommerce: plugin vs custom
Most WooCommerce stores using Meta Conversions API plugins send incomplete or poorly structured event data to Meta, which blocks accurate attribution and limits campaign optimization. Off-the-shelf plugins rarely handle advanced event mapping, deduplication, or custom parameters well, and their default privacy controls are often misaligned with state-level requirements like CCPA. Relying on plugins leaves gaps […]
Duplicate purchase events in Meta Pixel and CAPI
Most e-commerce teams running both Meta Pixel and Conversions API see inflated purchase numbers in Ads Manager, then discover Meta’s deduplication isn’t automatic or foolproof. Double-counting happens when the same purchase fires both browser and server events, but the required event_id parameter is missing, mismatched, or inconsistently generated. Many assume Meta always merges these events, […]
