Your ads are optimising on numbers that aren't true.
GA4 says one thing, Shopify says another, Meta says a third. Somewhere between the browser, the cookie banner and the three tags on your thank-you page, the data broke. I find where and fix it end to end.
audit · thank-you page · live
purchase
fired 2x
duplicate
transaction_id
undefined
missing
value
"129.00"
string, expected number
consent.ad_storage
granted before CMP
non-compliant
_fbp cookie
7 day expiry
ITP
status
5 issues found
fix queued
Top Rated
Upwork badge, kept since 2019
100%
Job Success Score across every contract
7+ years
Fixing tracking for e-commerce brands
Bowery Boost
Senior Digital Analyst, New York
US cleaning company
UK honey brand
Irish wholesale supplier
US skincare brand
UK agency
UAE retailer
What I fix
GA4 and GTM setup
Missing or duplicate purchases, revenue that doesn’t match Shopify or WooCommerce, funnels that drop to zero at checkout.
How I fix it
Server-side tracking with Stape
Ad blockers, iOS cookie loss, Safari’s 7-day expiry, and the honest cost of running Stape.
How I fix it
Meta Pixel and Conversions API
Event match quality, deduplication, Events Manager showing wrong numbers, Shopify native versus custom CAPI.
How I fix it
Consent Mode v2
EU and UK compliance, the Google Ads conversion drop after March 2024, CMP integration, modelled conversions.
How I fix it
Problems I've solved
US residential cleaning company
Problem
GA4 ecommerce was reporting a fraction of bookings and Google Ads was optimising on form views instead of completed jobs.
What I found
Booking confirmation fired a page view, not a conversion, and the quote form sent four events for one submission.
What changed
Rebuilt the dataLayer around the booking flow, added server-side tracking through Stape, set up monthly reporting in Looker Studio.
UK honey brand
Problem
Purchases in GA4 were double what Shopify reported and the agency couldn’t explain the gap.
What I found
Shopify’s native GA4 integration and a GTM purchase tag were both live. Every order counted twice.
What changed
Removed the GTM duplicate, rebuilt the container, aligned GA4 revenue with Shopify to within 2%.
Irish wholesale supplier
Problem
Meta event match quality stuck at 4 and purchases in Events Manager were 60% over real orders.
What I found
Pixel and a CAPI plugin sending purchases with no shared event ID and no hashed customer data.
What changed
Server-side CAPI through Stape with deduplication and hashed email, phone and external ID.
Check your own setup first
Two free tools I built for my own audits. Run them on your site, get the headline problems, and get the full report by email.
GA4 audit tool
Enter your site and I check whether GA4 is installed, whether it loads once or twice, whether ecommerce events are present, and whether the consent state is set before the first hit.
Server-side tracking auditor
Checks whether your tagging server is on a first-party subdomain, whether cookies are set with a long expiry, whether the custom loader is in use, and whether GA4 and Meta requests actually go through it.
Diagnostics
GA4
The six reasons the numbers diverge, in the order I check them.
Meta
Events Manager says it is. Here is how to check with real orders.
Server-side
ITP explained with numbers from a real store, and what server-side cookies change.
Find out what's actually broken.
A tracking audit tells you exactly which events are wrong, why, and what it takes to fix them. No pitch deck, just the findings.