Evidence, Not Guesswork
Your Dashboards Are Probably Lying To You
GA4 says one thing, Google Ads says another, Meta claims credit for everything, and none of them match your actual orders. I find out why, from the raw data down, and give you a written plan to fix it. Fixed price, no retainer required.
5
Layers Checked
20+
Years Experience
5.0
Google Rating
+200% GrowthThat Didn't Exist
Raw Event DataThe Source Of Truth
Is Your Tracking Lying To You?
Eight questions, no email address required. Answer honestly, the numbers already know.
0/8 answered
1. Does your GA4 revenue match what Shopify says you actually took?
2. Google Ads conversions vs actual orders, how do they compare?
3. Where does your tag manager load?
4. What happened to your conversion numbers after the cookie banner went in?
5. Tags and pixels from old agencies, still firing?
6. Do purchases show up in Meta Events Manager?
7. Server-side tracking, have you got it?
8. Do any two of your platforms actually agree with each other?
Answer all eight to get your verdict
No scores until the end. Like a proper quiz.
The Five Layers I Check
Modern ecommerce tracking isn't "put a pixel on the page" any more. There are five layers, and your problem can live in any of them. Most audits only look at one.
1. Your Store
Shopify fires the events: page viewed, added to cart, purchased. If they fire twice, or from the wrong place, everything downstream is wrong. This is where most problems start.
2. The Tag Manager
Google Tag Manager listens for those events and decides what to do with them. I trace every trigger, tag and variable, including the ones an old agency left behind in 2019.
3. The Browser
Browsers now block cookies aggressively, and cookie banners block the rest. What your visitors' browsers actually send is a fraction of what you think, and it's shrinking every year.
4. The Server Layer
Server-side tagging forwards events from your own domain, past the blockers. Done right, it's the biggest reliability upgrade available. Done wrong, it doubles everything. More on server-side tracking.
5. The Platforms
GA4, Google Ads, Meta, Microsoft, affiliate networks. Each interprets the data differently, and each will happily claim credit for the same sale. I check what they received, not what they report.
The Report
What you get at the end: what's broken, what it's costing you, what to fix first, and exactly how. Written so you can hand it to a developer, an agency, or back to me.
Why My Audits Are Different
Most tracking audits are a screenshot of your GA4 settings and a list of "best practices". Mine work from the raw data up, because dashboards are interpretations, and HTTP requests are facts.
Raw Data, Not Dashboards
I compare what your platforms report against the actual event stream, request logs, GA4's BigQuery export, and your real Shopify orders. When they disagree, the raw data wins.
Causes, Not Symptoms
You can hide a tracking problem with reporting settings. I don't. I find the layer it actually lives in and fix it there, so every platform improves at once.
Facts Separated From Theories
The report tells you what the data proves, and separately, what I believe it suggests. Every assumption gets challenged against the documentation before it makes the page.
Nothing Breaks
The audit itself is read-only. Any fixes afterwards are staged, reviewed, published with version history and a rollback plan. Your live store is never the test environment.
£500
Fixed Price
5
Layers Checked
0
Changes To Your Live Site
1
Written Fix List
How It Works
No discovery workshops, no scoping calls that should have been an email. Four steps.
1
Share Access
Read-only access to GA4, Google Ads, Meta, Tag Manager and Shopify. Takes you about ten minutes, and I'll send instructions for each one.
2
I Dig
I trace every tag, compare platform reports against raw event data and your actual orders, and work out exactly which layer each discrepancy lives in.
3
You Get The Report
A written report: what's broken, what it's costing you, what to fix first and how. Plus a call to walk through it in plain English.
4
Fix It (Or I Do)
Hand the fix list to your developer or agency, or have me do it. Either way you know exactly what needs doing, and you're not paying anyone to guess.
One Price, No Surprises
Agencies charge four figures for tracking audits and deliver a PDF of screenshots. This is not that.
The Tracking Audit
£500
one-off, fixed
All five layers · GA4, Google Ads, Meta & affiliates · Written fix list · Walkthrough call
Book An AuditQuestions People Ask
Here are the ones I get most often. If yours isn't here, just ask.
All five layers: the events your store fires, your Tag Manager containers (web and server), what browsers actually send, your server-side setup if you have one, and what GA4, Google Ads, Meta and any affiliate networks received. Everything gets compared against your real Shopify orders, the one number that's definitely true.
Usually one to two weeks from getting access, depending on how much history there is to dig through and how many platforms you're running. You get the written report and a call at the end, not a running commentary.
Read-only access to the platforms you use: GA4, Google Ads, Meta Business Manager, Tag Manager and Shopify. I'll send simple instructions for each. I don't need admin rights and I don't change anything during the audit itself.
No. The audit is entirely read-only. If you then want me to fix what I find, every change is staged, reviewed and published with version history and a rollback plan. Your live store is never the test environment.
Then you get a report saying so, with the evidence, and you can stop wondering. That's worth something too. In practice, I've yet to open an ecommerce account that had nothing worth fixing, most have several tags nobody remembers installing.
Both. The report is written so any competent developer or agency can action it. If you'd rather I did the fixing, whether that's rebuilding tags, setting up server-side tracking or sorting your GA4, we agree a project price up front. No retainers required.
Stop Guessing What's Broken
Drop me a message or give me a ring. Tell me what's not adding up, and I'll tell you honestly whether an audit will help or whether it's a ten-minute fix.
Dig Into The Detail
Want to understand what's likely broken before you get in touch? Start with the story of the store that grew 200% overnight (it didn't), then the guides: why GA4 doesn't match Shopify, Google Ads double-counting conversions, conversions dropping after a cookie banner, Meta pixel not tracking purchases, the Shopify custom pixel sandbox, Checkout Extensibility breaking tracking, Meta CAPI and Event Match Quality and affiliate tracking that isn't recording sales.
Tracking is the foundation under everything else I do: Google Ads, Meta Ads and ecommerce PPC all optimise to the numbers your tracking feeds them. If the numbers are wrong, so is the spend.