The tracking, attribution, and data quality issues specific to e-commerce GA4 setups — funnels, payment processors, revenue accuracy, and Shopify configuration.
If your GA4 e-commerce setup is missing checkout events, you cannot tell where in your funnel customers drop off. Here's what's required and how to audit it.
Technical · Event TrackingEvents appear in your Admin list but are firing twice, firing never, or firing with missing parameters. The step-by-step process using DebugView, Tag Assistant, and GTM preview mode.
When a customer returns from PayPal or Stripe, GA4 treats it as a new referral session. The campaign that drove the sale loses credit entirely.
Configuration · E-commerce · ShopifyStripe, PayPal, and Shopify Payments appearing as traffic sources means every purchase is misattributed. The complete domain exclusion list for Shopify stores and step-by-step fix instructions.
GA4 showing double your actual revenue? Duplicate tag firing, thank-you page reloads, and cross-domain checkout issues are the most common causes.