TRACKING RELIABILITY AUDIT
Before you trust the dashboard, verify what the browser actually sent.
After Shopify, GA4, Google Ads or Meta changes, independently check one funnel for duplicate purchase events, missing transaction IDs and clear value/currency mismatches.
No analytics-account access is required for the first check. We report only what is observable in the selected flow and do not invent customer outcomes.
- 01Choose one flow
A purchase, lead or another single conversion path.
- 02Inspect browser requests
Observe event counts, key fields and destinations.
- 03Separate facts from hypotheses
Any repair is scoped separately only if needed.
Do not stop at “the tag exists.” Follow one conversion request.
Shopify and modern analytics stacks often have several installation paths, so migrations and handoffs can leave duplicate or missing sends behind.
Included in the first check
- Whether key events such as purchase fire the intended number of times
- Key fields such as transaction_id, value and currency
- Clear request-level mismatches to GA4, Google Ads, Meta or similar endpoints
- Signs of replay or duplicate installation after the same user action
Not claimed from the first check alone
- How GA4 or ad platforms ultimately attributed or retained the event
- Revenue or ROAS improvement
- Root cause inside GTM, Shopify or CAPI when deeper access is required
- Production repair or deployment
WHY THIS MATTERS
Duplicate purchases are not just a reporting cosmetic problem.
Duplicate sends
Native Shopify integrations and GTM/custom pixels can coexist and send the same purchase through multiple paths.
transaction_id
Google documents transaction_id as the identifier used to deduplicate web purchase events. Missing or inconsistent IDs deserve explicit QA.
Post-change regression
After migrations, tag changes or team handoffs, verify the actual requests produced by one real user flow.
References: Google Analytics — transaction_id deduplication · Shopify — GA4 ecommerce setup and duplicate transactions
Built for teams that keep shipping changes.
For agencies, ecommerce operators and analytics teams that want an independent second-check after a client or storefront change.
- 01
Shopify / web agencies
Add post-launch tracking QA without rebuilding the client's stack.
- 02
Paid media / analytics
The store, GA4 and ad-platform numbers do not reconcile cleanly.
- 03
Handoffs
Check whether legacy and new tracking routes are both still active.
- 04
Start with one flow
Validate the audit on one funnel before any larger engagement.
FAQ
Clear boundaries before the first check.
Do you need access to GA4 or ad accounts first?
No. The first check uses one public or client-approved funnel and inspects what the browser actually sends. Any account access needed for deeper diagnosis or repair is scoped separately only after the first check is useful.
What do you check?
We inspect whether key events such as purchase fire once, whether transaction_id, value and currency are present where expected, and whether there are clear request-level mismatches in destinations or event payloads.
Does the first audit prove the root cause?
No. The report separates observed request-level facts from root-cause hypotheses. GTM, Shopify settings or platform-side reporting may require a second, explicitly scoped step.
Is this suitable for agencies?
Yes. The intended use is an independent second-check after client tracking, storefront or analytics changes, including handoffs between teams.
ONE FUNNEL / FREE FIRST CHECK
Start with one funnel and verify the signal at the source.
The first bounded check is free. If it is not useful, stop there.
Request the free one-funnel audit