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Tracking Guides.
Evidence, not guesswork.

GA4 says one thing, Google Ads says another, Meta claims credit for everything, and none of them match your actual orders. 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.

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Conwy CastlePhoto: Nilfanion, CC BY-SA 4.0

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Dig Into The Detail

> The Store That Grew 200% Overnight (It Didn't)A large UK Shopify retailer was reporting growth that didn't exist. How I traced over 200% of fake growth in GA4 back to a single architectural decision, and rebuilt the tracking.> GA4 Not Matching Shopify? Here's WhyGA4 revenue doesn't match Shopify? A 10-12% gap is normal; over 20% means something is broken. Every likely cause explained, and how to find yours.> Google Ads Is Counting Your Conversions TwiceGoogle Ads reporting more conversions than you have Shopify orders? The usual causes, duplicate purchase tags and missing transaction IDs, and the safe fix.> Your Conversions Didn't Drop. Your Measurement DidConversions fell off a cliff after adding a cookie banner? It's almost certainly a Consent Mode v2 misconfiguration, not lost sales. The 10-minute check and the fix.> Meta Pixel Not Tracking Purchases on Shopify?Shopify says your Meta pixel is connected but purchases aren't showing in Events Manager? The usual causes, how to diagnose them, and how to fix it properly.> Meta Pixel Double Counting Shopify Purchases? How to Fix ItMeta showing more purchases than Shopify orders? Find the second install, the event ID mismatch or the upsell app doing it, and get a step-by-step fix.> Google Ads Not Tracking Shopify Purchases? 7 Causes & FixesShopify orders coming in but Google Ads shows no conversions? The 7 usual causes, how to check each one, and a step-by-step fix to get purchases counted.> The Shopify Custom Pixel Sandbox ProblemShopify custom pixels run walled off from the rest of your store. Here's exactly what breaks when Google Tag Manager loads inside one, and where your tracking should live.> Checkout Extensibility Broke Your TrackingCheckout Extensibility broke your thank you page scripts. What broke, what survived, and how to rebuild your Shopify checkout tracking properly.> Event Match Quality: The Score Behind Your Meta ResultsWhat Meta's Event Match Quality score actually measures, why it affects attribution and ad delivery, and how to push it higher on your Shopify store.> Affiliate Tracking Not Working on Shopify?Affiliates reporting missing sales on your Shopify store? Why affiliate tracking breaks, what untracked commissions cost you, and how to fix it properly.

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Get It Properly Checked

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.

> Ecommerce Tracking AuditA fixed-price ecommerce tracking audit for Shopify stores. I find out why GA4, Google Ads and Meta don't match your real sales, using raw data, not guesswork.> Server-Side Tracking for ShopifyBrowsers don't like tracking any more. Server-side tracking sends events from your own server instead of the shopper's browser, so your numbers stop quietly falling apart.> GA4 Consultant UKFreelance GA4 consultant. GA4 will tell you what happened, sort of, eventually, in a report four menus deep. I work from the raw event data, not the pretty charts.

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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.

Call or text07515 543111

"Matt was really responsive throughout the whole process - no questions went unanswered and Matt was really engaged in the whole process."

Lizzie Hill · Abergele Golf Club
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