WOLF / Ecommerce measurement & conversion trackingBRISBANE · WORKING GLOBALLY
Ecommerce measurement & conversion tracking
Know which numbers you can trust.
01
Purchase accuracy
Count each purchase once, with the right value.
We review when the purchase tag fires and compare its transaction ID, currency and value with the order in your store. The checks cover successful purchases, failed payments, confirmation-page reloads and repeat visits. We investigate whether a platform integration, plugin, Google Tag Manager or a server event is sending the same purchase again.
Unique transaction IDs and consistent currency↗
Tax, shipping, discounts and refund treatment↗
Browser and server event overlap↗
Native advertising tags and GA4 imports counted as separate primary conversions↗
02
Conversion goals
Separate business outcomes from supporting actions.
We check primary and secondary conversion actions together with account-default and campaign-specific goals. Purchases should not compete unintentionally with add-to-cart actions or duplicate purchase imports. Secondary actions can still influence Google Ads bidding when included in a custom goal, so the label alone is not enough. The appropriate goal setup is agreed around the business and the campaign’s purpose.
03
Customer journey
Check the steps before and after the sale.
The event map follows the actions your website actually supports. We test the conditions for each event, its parameters and whether it fires at the right point. A clicked button is not evidence that an order, subscription or enquiry succeeded.
Product views and add to cart↗
Begin checkout, shipping and payment steps where supported↗
Successful purchase and relevant refund events↗
Newsletter subscription confirmation↗
Subscription purchase or renewal where applicable↗
Confirmed form submission, with failed attempts kept separate↗
04
Platform validation
Reconcile GA4 with Shopify or WooCommerce.
We compare event-level evidence and reporting totals with store orders over the same period. We check time zones, currency, revenue definitions, discounts, cancellations, refunds, attribution windows and consent-related gaps. For WordPress stores, this includes the ecommerce plugin and tracking integrations. Some differences between platforms are expected; the aim is to distinguish explainable gaps from implementation faults, rather than promise identical totals.
05
Your findings
An evidence-based order of work.
The review documents what was tested, what passed, what failed and where access or data was insufficient to reach a conclusion. Findings are prioritised by their impact on reporting and bidding. Where implementation is included in the agreed scope, changes are retested and the remaining limitations are recorded.
An event and conversion-goal map↗
Prioritised faults and recommended fixes↗
Validation evidence and outstanding dependencies↗
A clear distinction between code checks and events received by a platform↗
06
Lead generation
Follow the enquiry through to its value.
For lead-generation businesses, we check that a successful enquiry is recorded after submission is confirmed, not when someone clicks Submit. We review attribution and duplicate events, then assess how qualified enquiries, opportunities and sales could be connected to reporting. CRM and advertising-platform access are needed to validate later stages.
PLAIN ANSWERS
Useful details.
Can you check both primary and secondary conversions?+
Yes. The review covers conversion actions, campaign goals and the supporting journey. It checks for duplicate primary actions and whether events intended for observation are being used for bidding.
Will you check subscriptions and form submissions?+
Yes, where those actions exist. Newsletter sign-ups, paid subscriptions, renewals and enquiries have different success conditions. We define and test each relevant action rather than count every button click as a conversion.
Should GA4, Google Ads and my store match exactly?+
Not necessarily. Consent, attribution, processing time, currency and revenue definitions can produce differences. We reconcile like-for-like data and investigate gaps that those differences do not explain.
What access is needed?+
The initial application needs no account access. A detailed review may require access to GA4, Google Tag Manager, the relevant advertising platforms and Shopify or WordPress/WooCommerce. Access, test orders and the review scope are agreed before work begins.
Does a tracking script prove a conversion is working?+
No. A script can be installed without the correct event or conversion goal. Validation includes the customer action, event payload and destination platform, with browser blockers and consent settings considered.