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Field notes on conversion tracking
What breaks, why it breaks, and how to fix it. GA4, Google Tag Manager, consent, server-side tagging and ad pixels, written from what we see in the public audit corpus.
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Allga4 · 31gtm · 17ecommerce · 9attribution · 8debugging · 8google-ads · 8consent-mode-v2 · 7privacy · 7reporting · 6tracking-quality · 63 posts tagged datalayer. Show all
- 3 min read
The four checkout events GA4 needs, and the funnel you get when they all fire
begin_checkout, add_shipping_info, add_payment_info and purchase are the difference between a revenue number and a diagnosis. Most stores send the first and last and wonder why the funnel report is empty.
ga4ecommercereportingRead the post
- 5 min read
The GA4 items array: event-scoped vs item-scoped data, explained
Ecommerce reporting lives or dies on the items array. Get its structure and scoping wrong and your product reports are empty even though "tracking works." Here is the anatomy.
ga4ecommercedatalayerRead the post
- 5 min read
DataLayer design: event and parameter names that won't break in six months
Most dataLayer messes start on day one with sloppy naming. A small set of conventions — consistent event names, typed parameters, one push per real-world action — keeps GA4 and every downstream tag readable as your site grows.
datalayergtmga4Read the post