Advertising and Measurement
Common GA4 conversion tracking errors
Check purchase events, duplicate counts, consent settings and discrepancies with advertising data.
· Digital Department
Verify events against orders
A purchase event fired on every thank-you-page reload can inflate orders. Use a unique transaction ID and do not fire a purchase before payment succeeds. Compare a test order in GA4, the payment provider and the store.
Explain data differences
Consent, blockers, time zones, attribution and return handling can change totals. Different dashboards need not match exactly, but their definitions should be understood.
- Event names and parameters
- Duplicate tags or data streams
- Cross-domain payment redirects
- Consent and privacy configuration
Make it a weekly check
Compare actual orders with tracked purchases regularly. If the gap grows suddenly, inspect recent releases, tag changes and checkout behavior.