Where we started
Ad campaigns were running, but funnel steps were not fully measured, so campaign results were hard to trust.
E-COMMERCEGTM · GA4 · META CAPI
Full e-commerce tracking with GTM: data that shows where to act
Every step of the sales funnel is measured, so campaign results can be trusted. The funnel showed that almost everyone who adds to basket starts checkout, but most leave before paying.
BASKET → CHECKOUT
93.1%
CHECKOUT → PURCHASE
29%
CHECKOUT ABANDONMENT
71%
What the data showed
CRITICAL71% of users who started checkout left before paying (checkout → purchase 29%).
MEDIUM93.1% of users who add to basket start checkout — the problem is at payment, not the basket.
The plan
AGA4 eventsPage view, remove from cart, add shipping, add payment info and more
BAd conversionsGoogle Ads (Conversion Linker), Meta Pixel / Conversions API
CData qualityTest traffic excluded; JavaScript errors tracked as events
Role and tools
ROLE: Tracking plan, GTM setup, data quality
TOOLS:Google Tag ManagerGA4Google AdsMeta Pixel / CAPIAhrefsBing Webmaster
What changed and how we measured it
With tracking in place, the GA4 funnel exploration showed exactly where users dropped off: basket → checkout 93.1%, checkout → purchase 29%. This made checkout the main focus for conversion optimization.
Source: Google Tag Manager workspace, GA4 funnel exploration
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