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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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All ga4 · 31 gtm · 17 ecommerce · 9 attribution · 8 debugging · 8 google-ads · 8 consent-mode-v2 · 7 privacy · 7 reporting · 6 tracking-quality · 6

1 post tagged revenue. Show all

Aug 21, 2026 5 min read
Handling refunds and returns in GA4 (so revenue stays honest)
If you track purchases but never send refunds, your GA4 revenue is permanently inflated. The refund event fixes it — but only if you send it with the right transaction_id.
ga4ecommercerevenue
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Field notes on conversion tracking

Handling refunds and returns in GA4 (so revenue stays honest)