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A Shopify store owner approached me after noticing a major gap between actual sales and reported conversions in GA4 and Meta Ads. Their campaigns were underperforming because up to 25% of purchase data was missing due to iOS 14+ restrictions and browser tracking limitations.
After auditing their setup, I identified broken event tracking, missing data layer parameters, and no server-side implementation. I rebuilt their entire tracking system using Google Tag Manager, implemented GA4 eCommerce tracking (View Item, Add to Cart, Checkout, Purchase), and deployed server-side tracking to recover lost data. I also integrated Facebook Pixel with Conversion API and proper event deduplication.
Once implemented, I validated all events through GTM Preview and GA4 DebugView to ensure 100% accuracy.
Result:
The client regained full visibility into their funnel, event match quality improved significantly, and their ad campaigns optimized faster — leading to a 30%+ increase in ROAS within a short period.
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