A broken purchase event is not a bug. It is invisible revenue.
E-commerce tracking is the most fragile layer in your analytics stack. Platform updates, checkout redesigns, and payment method changes break it constantly, and silently.
Shopify updates break checkout tracking quarterly
Checkout Extensibility, Web Pixels API, theme updates. Each release can silently break your purchase event. You do not know until the weekly report looks wrong.
Product impressions fire but product clicks do not
Add-to-cart works on PDP but not quick-add. Your funnel analysis has gaps you have never seen because the data simply is not there.
One customer, three devices, three new users
Mobile browse, tablet cart, desktop purchase. Without cross-domain tracking and user identification, that customer is invisible three times over.
Over 30 Shopify stores. Revenue within 2 percent of backend.
Platform-specific playbooks for Shopify Plus, WooCommerce, Magento, Salesforce Commerce Cloud, and headless architectures.
Full e-commerce taxonomy
Product views, add-to-cart, checkout steps, purchase, refunds. Every funnel step captured and validated.
Shopify Plus native
Checkout Extensibility, Web Pixels API, custom pixels. Native integration, not workarounds.
Revenue reconciliation
GA4 revenue matched against backend within 2 percent. Transaction deduplication, currency normalization, tax handling.
Cross-domain tracking
Multi-domain, multi-device user identification for complete customer journey visibility.
Checkout Extensibility, custom pixels, Web Pixels API.
E-commerce tracking on Shopify Plus using the Checkout Extensibility pixel API, Web Pixels API, theme integration, and headless Hydrogen/Oxygen tracking.
What you get:
- Checkout Extensibility pixel API for post-checkout events
- Web Pixels API for full funnel coverage
- Theme integration for product views, add-to-cart, lists
- Headless Hydrogen and Oxygen tracking architecture
Standardized DataLayer across any CMS.
WooCommerce, PrestaShop, Magento, Salesforce Commerce Cloud, with a standardized DataLayer schema that works identically regardless of platform.
What you get:
- WooCommerce: PHP hooks for server-rendered and AJAX events
- PrestaShop: module-level integration with checkout flow
- Magento: observer-pattern tracking with multi-store support
- SFCC: SFRA cartridge integration
Full GA4 e-commerce event taxonomy.
Complete GA4 e-commerce events (impressions, clicks, detail views, add-to-cart, checkout steps, purchase, refunds) with consistent item schema at every touchpoint.
What you get:
- Product list views, clicks, and detail views
- Add-to-cart, remove-from-cart, view-cart events
- Checkout steps with payment and shipping selection
- Purchase and refund tracking with deduplication
GA4 revenue within 2 percent of your backend.
Transaction deduplication, currency normalization, tax handling, refund tracking, then reconciliation against your backend to identify and close every gap.
What you get:
- Transaction deduplication: no double-counted purchases
- Multi-currency normalization for international stores
- Tax-inclusive versus tax-exclusive alignment
- Refund tracking with order-level backend reconciliation
From broken checkout events to revenue you can trust.
Platform audit
Analyze your CMS: Shopify Plus, WooCommerce, headless, custom. Map the checkout flow. Identify where data leaks.
DataLayer spec
Complete e-commerce DataLayer: product views, add-to-cart, checkout steps, purchase, refunds. Developer-ready documentation.
Implementation
GTM container with all enhanced e-commerce tags. Platform-specific integration (Checkout Extensibility, Web Pixels API, PHP hooks).
Revenue QA
Reconciliation: GA4 transactions versus backend. Target: under 2 percent variance. Every gap identified and closed.
Funnel activation
Funnel analysis setup, product performance tracking, handover documentation for your dev team.
“Over 30 Shopify stores deployed with Checkout Extensibility. Revenue reconciled within 2 percent of backend. Full GA4 e-commerce taxonomy across every platform.”
Every funnel step, captured and validated
Concrete deliverables your team can actually use. No slide decks, only tested artifacts.
E-Commerce DataLayer
Complete product and transaction DataLayer spec tailored to your platform and catalog.
GTM E-Commerce Container
Pre-built container with all enhanced e-commerce tags, triggers, and variables.
Checkout Tracking
Step-by-step checkout funnel: payment method, shipping, purchase confirmation.
Product Feed Integration
Product catalog sync for dynamic remarketing across Google, Meta, and additional platforms.
Revenue QA Report
Reconciliation audit: GA4 revenue versus backend transactions with variance analysis and root causes.
Developer Documentation
DataLayer push specifications with code examples for every event. Dev-team-ready.
33 platform guides. Over 30 Shopify stores deployed.
Platform-specific playbooks for Shopify Plus, WooCommerce, Magento, SFCC, and headless architectures, refined across 50 plus client deployments.
Is this the right engagement for you?
Best fit
- Shopify Plus merchants with Checkout Extensibility
- Multi-market e-commerce with complex product catalogs
- Headless commerce (Next.js, Hydrogen, custom)
- Brands with revenue reconciliation concerns (over 2 percent variance)
Not ideal for
- Simple Shopify Basic stores with standard themes
- Marketplace sellers (Amazon, Etsy) without own webshop
Common questions
Do you work with Shopify Markets?
Yes. Multi-market, multi-currency, multi-language tracking with proper market segmentation in GA4.
Can you fix our existing tracking without rebuilding?
We audit first, then decide. Sometimes a targeted fix is enough. Sometimes the foundation needs rebuilding. MadScan tells us which.
What about headless setups?
We have specific guides for Next.js, Hydrogen, and custom headless. The DataLayer approach works regardless of frontend framework.
Certified Analytics Engineer
DataBird 2025
GA4 Certified
GTM Server-Side Specialist
BigQuery Certified
Google Cloud
Enterprise Track Record
Carrefour. Airbus. Club Med. Ubisoft
Luxury and Premium Clients
Sezane. ByRedo. Valrhona
50 plus Client Engagements
Artefact. Sleekery. MadMetrics
Your checkout is leaking data right now. Want to see where?
We run MadScan on your store, identify every gap in your e-commerce funnel, and scope the fix.