GA4 E-commerce Tracking Audit

Your revenue data
is probably wrong.

Double-counted purchases. Missing add_to_cart events. Stripe hijacking attribution. Checkout funnels showing 80% drop-off that doesn't exist. GA4 e-commerce tracking has more failure points than any other configuration area — and most of them fail silently.

Audit my e-commerce tracking — $179 → Download sample report
Shopify WooCommerce Magento BigCommerce Custom checkout
Checkout funnel · Last 30 days ⚠ Issues detected
view_item
100%
add_to_cart
68%
begin_checkout
41%
purchase
12%
Attribution gap detected: 61% of purchase sessions attributed to payment processor referral. Original traffic source overwritten on checkout redirect.

The e-commerce tracking problems
that cost real money.

These aren't edge cases. They're the issues we find in the majority of e-commerce GA4 properties — properties where owners believe their data is accurate because the numbers look plausible.

01
Revenue double counting from duplicate purchase events
The GA4 purchase event firing twice per transaction — once from a GTM Configuration tag and once from an Event tag, or from both a hardcoded gtag snippet and GTM. Every sale appears twice. Revenue looks double. Finance doesn't match.
Impact: Reported ROAS doubles. Budget decisions are made on inflated figures. Every channel appears more profitable than it is.
02
Payment processors overwriting purchase attribution
Stripe, PayPal, Shop Pay and Klarna redirects create new sessions on return. Without referral exclusions, purchases appear to come from stripe.com / referral instead of your Google Ads campaign or organic search.
Impact: Google Ads ROAS looks near zero. Organic conversion rate looks near zero. Payment processors look like your top acquisition channel.
03
Missing or malformed purchase event parameters
The purchase event fires but is missing transaction_id, value, currency, or the items array. GA4 records a conversion but with no revenue data — or with revenue but no product-level detail for attribution analysis.
Impact: Revenue reporting is incomplete or zero. Product performance analysis is impossible. Google Ads smart bidding loses signal for value-based bidding.
04
add_to_cart and begin_checkout not firing correctly
Upper-funnel events missing, misfiring on page load instead of user action, or firing without required parameters. Funnel analysis shows unrealistic 80–90% drop-off between steps that doesn't reflect actual user behaviour.
Impact: Funnel optimisation is based on bad data. Checkout abandonment rates look catastrophic. Remarketing audiences built on these events are wrong.
05
Session fragmentation across checkout subdomain
When checkout lives on a subdomain (common in Shopify, WooCommerce, and hosted checkouts) without cross-domain measurement, every checkout start appears as a new direct session. The purchase journey is split in two.
Impact: Session counts are inflated. Last-touch attribution attributes purchases to "direct" instead of the original acquisition channel. LTV analysis by source is unreliable.
06
Currency and tax inconsistencies in revenue data
The value parameter sent to GA4 includes tax and shipping on some events but not others, or uses the wrong currency code for international orders. Revenue totals don't reconcile with your store backend.
Impact: Average order value is wrong. Revenue by channel is unreliable. Any finance reconciliation using GA4 data produces incorrect figures.

Platform-specific tracking issues.

Each e-commerce platform has its own set of GA4 configuration quirks. These are the most common issues we find by platform — all checked automatically in the GA4 Health Check audit.

Shopify
Shop Pay and Shopify Payments redirects overwriting attribution — requires shop.app and shopify.com in referral exclusions
Shopify's native GA4 integration fires purchase on thank-you page load — reloads cause duplicate transactions
Checkout subdomain (checkout.shopify.com) requires cross-domain measurement or sessions fragment at add-to-cart
Headless Shopify setups often have GTM and native pixel both firing — causing event duplication
WooCommerce
Duplicate GA4 snippets from the WooCommerce Google Analytics plugin and a separate GTM container both active
PayPal Standard checkout redirect creates new session — paypal.com exclusion required
Variable product item_id inconsistency — parent SKU vs variant SKU causes product performance data to fragment
Order confirmation page accessible via direct URL — users bookmarking or refreshing fire duplicate purchase events
Magento / Adobe Commerce
Multi-store configurations with shared GA4 property — cross-domain measurement required between store views
Server-side order confirmation (no client-side event) requires Measurement Protocol for purchase tracking — commonly misconfigured
Layered navigation and AJAX product filtering creates duplicate view_item_list events inflating impression counts
B2B quote-to-order workflows often missing purchase event entirely — offline conversion import via Measurement Protocol not configured

Every e-commerce event
we verify.

GA4 Health Check's Event Tracking and Data Integrity modules check all standard e-commerce events for correct implementation, required parameters, and anomalous firing patterns. Here's what's covered.

purchase
Purchase event validation
Verifies presence of transaction_id, value, currency, and items array. Checks for duplicate firing patterns within the same session. Validates that revenue figures are consistent with expected order values.
add_to_cart
Cart event integrity
Checks that add_to_cart is firing on user action (not page load), includes items array with item_id, item_name, and value. Reviews event volume relative to view_item for sanity check.
begin_checkout
Checkout funnel entry
Verifies begin_checkout fires at the correct funnel stage and isn't duplicated by page reloads. Checks for value and currency parameters to enable value-based funnel analysis.
view_item / view_item_list
Product impression tracking
Checks that product detail views and listing impressions include correct item_id, item_name, index, and item_list_name parameters required for GA4 shopping funnel reports.
refund
Refund event presence
Checks whether refund events are being sent to GA4 — either via client-side tag or Measurement Protocol. Properties without refund tracking show inflated lifetime revenue figures and incorrect LTV calculations.
referral exclusions
Payment processor attribution
Scans your referral exclusion list against a comprehensive list of payment processor domains. Flags any missing exclusions that are causing purchase sessions to be misattributed to the payment processor rather than the original traffic source.
See every e-commerce check alongside all 47 audit points in the comprehensive GA4 audit checklist →

Find out what your
e-commerce data is actually saying.

Connect your GA4 property, run 47 automated checks across all e-commerce events, and get a scored PDF report with every finding and fix instruction. Works with Shopify, WooCommerce, Magento, and any custom checkout setup.

Download sample report Audit my e-commerce tracking — $179 →