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The Ecommerce Tracking Health Checklist
Fourteen checks I run on Shopify and Amazon brands to find duplicate events, broken match quality, and revenue the analytics is silently dropping. Work top to bottom. Anything you cannot tick is a leak.
Foundations
- One analytics source of truth is named, and everyone reports from it.
- GA4 and Google Tag Manager are installed once, with no duplicate containers.
- Every purchase carries the order number as a stable transaction_id.
- Consent handling is in place, so blocked tags fail safe, not silent.
Purchase accuracy
- Exactly one purchase event fires per order in GA4 DebugView.
- GA4 purchase revenue reconciles within a few percent of platform sales.
- No second source (native channel plus a stray tag) double-counts orders.
- Subscriptions and post-purchase upsells have their own correct IDs.
Paid media signal
- Meta data sharing is set to Maximum, not Enhanced, where applicable.
- The Conversions API is live: events show both Browser and Server sources.
- fbc and fbp are captured client side and sent with every server event.
- A shared event_id deduplicates the pixel and CAPI purchase.
- Purchase event match quality is 6 or higher, ideally 8 plus.
Hygiene
- Every channel (Google, Meta, TikTok) reports the same purchase the same way.
If more than a few of these are unticked, your numbers are not telling you the truth, and your ad spend is being decided on the difference. That is the exact problem a tracking audit is built to fix. When you are ready, get a free Growth Audit.