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ANALYTICS & TRACKING SETUP
Australian businesses on Shopify running Google Ads and GA4 are frequently triple-counting purchase events — one from the Shopify native integration, one from GTM, and one from a Google Ads conversion tag firing on the thank-you page. We find the duplicates, clean the container, and build tracking that reflects what your business actually earns.
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/ This is for you if
Shopify merchant running Google Ads with inflated conversion data — Your Google Ads account is reporting 80 purchases a month. Your Shopify Orders page shows 35. The gap comes from Shopify's native GA4 integration, a GTM purchase tag someone added 18 months ago, and a Google Ads conversion tag on the thank-you page — all three firing independently for the same transaction. You're bidding on ROAS targets built on a number that is more than double reality.
Trades or home services business spending on Google Ads with no call tracking — Most of your jobs come in by phone. Someone clicks your Google Ads listing, calls the number, books a roof replacement or plumbing job — and that call conversion is completely invisible in your reporting. Your ads account shows a handful of form fills and claims the rest of your budget produced nothing. Call tracking closes that gap.
Business that completed a GA4 migration but has never verified it — Your Universal Analytics property was switched off and a GA4 property was created in its place. But no one verified whether the key events came across, whether the conversion actions in Google Ads are pulling from GA4 or still from a dead UA property, or whether e-commerce tracking is configured for GA4's event-based model rather than UA's transaction model.
/ What's broken
When Shopify's GA4 integration is enabled alongside a GTM container that has a GA4 purchase event tag, and a separate Google Ads conversion tag also fires on the order confirmation page, the same transaction registers three times across different reporting surfaces. ROAS calculations, Smart Bidding targets, and budget decisions are all built on a number that is two to three times actual revenue.
GTM containers accumulated over years of agency handovers contain tags for platforms that were trialled and abandoned, campaigns that ran during one quarter two years ago, and pixels for tools the business no longer uses. Every one of these fires on every page load, contributes to page weight, and creates noise that makes it harder to trust what is actually live and working.
For Australian trades businesses, healthcare practices, and home service providers, the phone is the primary conversion channel. Without call tracking, Google Ads has no visibility into the majority of leads it generates. Campaigns that are driving consistent phone enquiries appear to have zero conversions in the dashboard, and budget gets shifted away from them as a result.
A customer searches "emergency plumber Sydney", clicks an organic result, leaves, is retargeted via a display ad three days later, then searches the brand name directly and converts. Last-click attribution gives 100% of the credit to the branded search. The display retargeting that brought them back gets nothing. Budgets shift away from upper-funnel spend based on attribution that ignores how customers actually behave.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit or configure your GA4 property from scratch: key events, conversion marking, custom dimensions for campaign source and content parameters, enhanced e-commerce for Shopify or WooCommerce, and GA4-to-Google Ads linking for bidding signals. For Shopify merchants, we verify that the native Shopify GA4 integration and any GTM tags are not both firing purchase events — and configure deduplication where both are needed.
Every tag, trigger, and variable in your container is audited. Tags from previous agency setups, abandoned platforms, and inactive campaigns are identified and paused or removed. A clean event schema is built: page views, scroll depth, clicks on key elements, form submissions, phone number clicks, and purchase events — all with a consistent naming convention and documented trigger conditions.
Conversion actions in Google Ads are audited and rebuilt where necessary. We configure purchase, lead form, and phone call conversions as separate actions with appropriate counting settings (one per click for leads, every for purchases). Meta Pixel is audited for duplicate pixel fires and, where applicable, we configure Conversions API (CAPI) for improved signal quality given iOS tracking limitations.
For trades, healthcare, and home services businesses, call tracking is configured using CallRail or native Google Ads call extensions. Calls from ad clicks are tracked as conversion events. Dynamic number insertion allows call volume from organic, paid, and direct sources to be separated. Call data feeds into Google Ads as an offline conversion source.
For businesses with a sales cycle — consultations that convert days or weeks later — we configure offline conversion import. When a lead is marked as won in your CRM, that conversion event is imported back into Google Ads and attributed to the original ad click. Smart Bidding learns from the actual sale, not just the initial enquiry.
For Shopify merchants with Shopping campaigns, we audit your Merchant Centre feed for suppressed products, missing GTINs, and attribute errors. We verify that purchase conversion tracking in Google Ads is pulling from the same source as GA4 and not from a duplicate conversion action — a common cause of inflated ROAS figures in Shopping campaigns.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyShopify's native GA4 integration covers standard e-commerce events but has limits on custom event parameters and data layer access. GTM is recommended when you need custom events — such as tracking specific button clicks, form interactions, or enriched product data — beyond what the native integration provides. We configure them to coexist without firing duplicate events.
Yes. We set up and hand over the tracking infrastructure; your media agency continues managing campaigns. We coordinate with your agency to ensure conversion actions are correctly imported into their campaigns and that any new conversion data doesn't conflict with existing bid strategies during the transition.
CallRail supports dynamic number insertion by source (paid, organic, direct) and by location. Each number pool can be configured to track calls separately, so you can see which location and which source is driving calls. All call conversion data feeds into Google Ads as a single or segmented conversion action depending on your reporting requirements.
The WooCommerce setup follows the same process but uses a different data layer approach. WooCommerce has its own GA4 integration via the official plugin, and we audit whether it is correctly configured alongside GTM. The event schema and deduplication logic are identical in principle — only the implementation path differs.
The handover documentation includes the full data layer specification: every variable name, structure, and the pages on which each push should occur. Any developer can implement additions by following that specification without needing to come back to us. We also offer a review session after implementation if your team wants QA support.
Start here
If your Shopify dashboard and Google Ads conversion count don't agree, if your trades business has no call tracking in place, or if your GA4 migration was never properly verified — you are making budget decisions based on data that is either inflated, incomplete, or both. A 10-day tracking setup is the foundation every other paid acquisition decision depends on.
10-day turnaround. Audit before any changes. You own everything we build.Ignited Nepal
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