Measure · Analytics and tracking
WooCommerce analytics and tracking you can trust
Marketing decisions are only as good as the data behind them. I implement and repair tracking on your WooCommerce store so that GA4, Google Ads and Meta count the same sales as your back office.
In short
Analytics and tracking is the technical set-up that records what visitors do in your store and sends that data to GA4 and the ad platforms. For WooCommerce stores I implement and audit GA4, Google Tag Manager, the data layer, custom events and audiences, always working alongside consent. It is for stores whose reports don't match their orders, or that want measurement sorted before spending more on ads.
What is included
- GA4 Implementation & Audit
- Google Tag Manager
- Data Layer Architecture
- Custom Event Tracking
- Audience Creation & Validation
Signs your store's tracking can't be trusted
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GA4 revenue doesn't match WooCommerce
Purchases missing, duplicated or carrying the wrong value. When the numbers disagree, nobody knows which to believe and decisions fall back on gut feeling.
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Tags piled up over the years
Plugins, code in the theme and a Google Tag Manager container full of vaguely named tags. Nobody knows what fires, when, or whether it respects consent.
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Ad platforms learning from bad data
Google Ads and Meta receive incomplete or double-counted conversions. Automated bidding optimises towards distorted signals and spend loses its edge.
How I approach measurement
I treat tracking as a small piece of engineering: it starts with a measurement plan, sits on a well-defined data layer and is tested before it goes live. Everything is documented so your team, or another specialist, can maintain it.
- A written measurement plan before any tag, tied to the business questions the data needs to answer.
- The data layer as a single source for GA4, Google Ads and Meta, rather than each platform scraping the page its own way.
- Testing and reconciliation against WooCommerce orders, in line with the consent collected.
Analytics and tracking services
You can start with an audit and move on to implementation, or bring me in for just the piece that's missing. Every service shares the same measurement plan and documentation.
GA4 Implementation & Audit
Complete ecommerce events, reviewed property settings and a verified Google Ads link in GA4.
Google Tag Manager
An organised web and server-side container with naming conventions, consent built in and documented versions.
Data Layer Architecture
An event specification with product and transaction objects that acts as a single source for GA4, Google Ads and Meta.
Custom Event Tracking
Filters, site search, checkout errors and other micro-conversions measured with consistent names and parameters.
Audience Creation & Validation
Remarketing, customer and exclusion audiences in GA4, Google Ads and Meta, validated and aligned with consent.
Data Quality Audits
Duplicate purchases, transactions without IDs, consent impact and wrong referrals identified and prioritised.
How the work runs
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Audit what exists
I inventory tags, plugins, containers and properties, and compare GA4 and platform data with WooCommerce orders.
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Measurement plan
With your team I define which events, parameters, conversions and audiences are needed, and why.
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Build and test
I implement the data layer, tags and settings in a test environment and validate every event before publishing.
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Document and monitor
I hand over documentation of the set-up and check data quality in the weeks after it goes live.
Is your data hiding profit leaks?
The free simulator checks your measurement, consent and site speed and estimates, in euros, how much profit is at stake.
Why does GA4 never show exactly the same sales as WooCommerce?
Some gap is normal: visitors who decline cookies, ad blockers and orders created manually in the back office. Duplicate purchases, wrong values or large unexplained gaps are not normal. The aim is a gap that is small, understood and stable.
Do I need server-side tagging?
Not every store does. Server-side tagging can give you more control over data and make some signals more reliable, but it adds cost and maintenance. I make sure browser-side tracking is right first, and only then assess whether the next step pays off.
How does tracking work with cookie consent?
Tracking has to respect the visitor's choice. I integrate tags with your consent management platform and Google Consent Mode v2 so each tag behaves according to the consent given. Setting up the CMP itself is covered by the consent management service.
Do you work with existing tracking or start from scratch?
It depends on its condition. If the foundations are sound, I fix and complete them. If it is so fragmented that repairing would cost more than rebuilding, I propose an organised reimplementation, with a planned migration so important history isn't lost.
Do your reports match your orders?
Book a discovery call. We will compare your GA4 data with the store's sales and I will show you where the biggest gaps are.