Ecommerce Tracking Setup & CAPI Deduplication
Client: Ecommerce Brand · UK
GA4 ecommerce events, Google Ads purchase conversions and Meta CAPI set up through GTM, so every order reaches every ad platform accurately with zero duplicates.
The Challenge & Tracking Problem
The brand suffered from a 38% discrepancy between Shopify backend revenue and Google Ads conversion reports. Meta ads were double-counting purchases due to conflicting app scripts and browser pixels.
The Technical Implementation & Architecture
Built a standardized dataLayer schema. Migrated tracking to Server-Side GTM on Stape with custom event_id generation for browser & server deduplication. Activated Google Ads Enhanced Conversions using SHA256 hashed customer emails.
Measurable Business Results & ROAS Impact
Attribution discrepancy dropped to under 1.2%. Meta Event Match Quality jumped from 4.8 to 8.9. Smart Bidding in Google Ads unlocked +310% ROAS improvement in 60 days.
Facing similar tracking discrepancies?
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