For e-commerce stores
Let’s build consistent measurement that respects visitor consent.
Consent is the permission a visitor gives for measurement and advertising. Data collection is limited for visitors who decline or make no choice.
First, validate your data. Check sales records and data flows to establish a baseline for measuring the impact of the transition.
Then, apply visitor choices. Make your store’s measurement and advertising tools work according to each visitor’s preferences.
For your store4 StepSetup
Measured data may decrease when visitors decline or make no choice. Start with a baseline that separates this change from setup errors. Open each card to see what we will do at that stage.
Infrastructure First, prepare the foundation for your data.
Review your daily traffic, sales records and current tools. Identify gaps in your infrastructure and the integrations you want to add.
daily trafficBigQuerysales data
- Review traffic and existing tools
Assess daily visits, page views and other event volumes. Review sales and customer data, and identify the tools running in your store.
- Prepare a place to compare your data
Check your BigQuery connection if you have one. Otherwise, evaluate options for reviewing order and measurement records together.
- Choose how to send your data
Assess whether server-side Google Tag Manager is needed for your data setup. Evaluate the available options.
- Choose a comparison source for GA4
Evaluate a cloud or self-hosted cookieless measurement tool for basic events. Check how the same events are counted in both tools.
Measurement baseline Are your sales being measured accurately?
Compare real store orders with records in your measurement and advertising tools, including GA4, Ads and Meta. Build a report that helps distinguish missing records, duplicates and differences caused by consent choices.
order accuracyconsent ratescomparison report
- Use actual orders as the reference
Use orders from your store or accounting system as the baseline. Compare them with your measurement tools, starting with GA4.
- Find missing and duplicate sales
Check order IDs, amounts and currencies. Align dates, time zones, cancellations and refunds.
- Calculate consent rates against a clear baseline
Separate acceptance, rejection and no choice. Calculate rates using measurable sessions where the consent notice was shown. Report traffic outside measurement separately.
- Prepare the baseline report
Bring orders, GA4 records and consent rates together in a Data Studio report. Separate observed data from estimates so later changes can be compared with this baseline.
Consent management Make each tool respect the visitor’s choice.
Ensure the cookie notice passes the visitor’s preference to GA4, advertising platforms and other tools. Test acceptance, rejection, no choice and withdrawal of consent.
cookie noticeGA4other tools
- Let visitors manage their cookie preferences
Set up cookie management that lets visitors save and later change their preferences. Check that any existing setup works correctly.
- Pass preferences to measurement and advertising tools
Configure Consent Mode for Google tools. Set up consent checks for other services and server-side data transfers separately.
- Test different visitor choices
Check product, cart and checkout pages for visitors who accept, reject, make no choice or withdraw consent.
- Explain changes in measurement
Compare the results after setup with the baseline report. Review consent choices, technical issues and traffic changes together.
Conversions Send accurate sales data to your ad platforms.
After validating the core data flow, measure product, cart and checkout steps. Set up advertising conversions and, where needed, server-side sales notifications in line with visitor consent.
shopping stepsad conversionsorder integrations
- Complete measurement of the shopping journey
Check product views, add-to-cart, checkout and purchase events in GA4. Add any missing events.
- Configure advertising conversions
Validate sales values and currencies in the advertising platforms you use. Check that the same sale is not counted more than once.
- Add the server connections you need
Evaluate connections such as Meta CAPI where appropriate. Test deduplication between browser and server events, and verify that consent is respected.
- Complete order transfers
Use webhooks for automatic store order notifications if needed. Handle retries, cancellations and refunds, and apply the relevant consent requirements to advertising transfers.
Get a quote
Where should we start with your store?
Share your store URL and email. We will review your current infrastructure and clarify the setup and scope together. You can leave the other details blank.
- Review existing tools and missing infrastructure
- Compare order accuracy and consent rates
- Align measurement and advertising tools with visitor choices
- Add events, ad conversions and order integrations as needed