Your Store Is Generating Data.
Most of It Is Being Ignored.

GA4 revenue is almost always inaccurate out of the box on ecommerce platforms. The most common causes are missing purchase events (the trigger fires but no revenue value is passed), duplicate transactions (the event fires twice on the thank-you page), and incorrect currency configuration. For Shopify stores specifically, the default GA4 integration often misses orders that go through Shop Pay or come from mobile — these need a GTM-based setup or a server-side fix. We audit and rebuild from scratch to get revenue matching your Shopify or WooCommerce back-end within a 1–2% margin.

Neither, technically — both platforms use last-click attribution within their own ecosystem, which means they will both take 100% credit for any sale that touched them. This is called attribution overlap and it is one of the most common reasons ecommerce brands overestimate their total ROAS. The only way to get an honest picture is through a neutral third-party model — GA4's data-driven attribution or a custom multi-touch model built in Looker Studio. We set this up as a standard part of our reporting engagement, so you always have an unbiased view of channel contribution.

Yes — browser-based tracking is increasingly unreliable. Ad blockers block the GA4 and Meta Pixel scripts entirely. Safari's ITP (Intelligent Tracking Prevention) limits cookie lifetimes to 7 days, which breaks attribution for anyone who takes more than a week to purchase. iOS 14.5+ restrictions mean Meta is missing a significant share of conversions on iPhone users. Server-side tracking via the Meta Conversions API (CAPI) and a server-side GA4 setup recovers a meaningful portion of this lost data. For most stores we work with, it adds back 15–30% of conversions that were previously invisible.

GA4 is a data source — it collects and stores your analytics data. Looker Studio (Google's free reporting tool, formerly Data Studio) pulls from GA4, Google Ads, Search Console, and any other connected data source and presents it all in a single customised dashboard that is far easier to read and act on. GA4's native interface is powerful but complex — it takes time to find what you need. A Looker Studio dashboard puts your most important KPIs on one screen, auto-updates daily, and can be shared with your entire team without giving them edit access to your raw GA4 data.

For a standard Shopify or WooCommerce store, a full tracking setup — GA4 ecommerce events, GTM container, Google Ads conversion import, Meta Pixel plus CAPI, and Looker Studio dashboard — takes 7 to 14 working days from audit to live delivery. This includes a validation period where we run the new tracking in parallel with your existing setup to confirm the data is accurate before switching over. If your existing tracking is particularly messy or involves a custom-built store, add a few more days for the cleanup phase. We give you a precise timeline after the initial audit call.

The metrics that actually matter for ecommerce profitability are: revenue by channel (organic, paid, email, direct), blended ROAS and true CPA per channel, conversion rate by traffic source and landing page, average order value and repeat purchase rate, email flow revenue and list growth rate, and organic traffic with associated revenue from GA4. Vanity metrics like impressions, follower counts, and email open rates are not in this list because they don't connect to revenue. Our reporting setup is built around the metrics that drive scaling decisions, not the ones that look good in a slide deck. We have a full recommended KPI framework we share at onboarding.

Yes — this is one of the most valuable things we do. We connect Klaviyo data into Looker Studio via a direct API connector, giving you email-attributed revenue, flow performance, campaign revenue, and list health metrics in the same dashboard view as your Google Ads, Meta Ads, and organic data. The goal is that you never need to log into five different platforms to understand how your marketing is performing. Everything you need to make a budget or strategy decision is in one screen. We also connect Shopify or WooCommerce native order data as a revenue benchmark to validate what the ad platforms are reporting.

Both. We offer a standalone tracking and dashboard setup — full GA4 configuration, GTM audit, Looker Studio dashboard build, and a two-week validation check — as a one-time project. This is a good starting point for stores that want accurate data but are not yet ready for a full ongoing engagement. For stores that want continuous reporting, analysis, and monthly narrative reports alongside their active marketing campaigns, we recommend an ongoing retainer where reporting sits alongside our Paid Ads, SEO, or Email Marketing services as one connected programme.

Most monthly reports from agencies are built from platform-native data — meaning they pull numbers directly from Google Ads or Meta Ads dashboards, which are both optimistically attributing more revenue than they actually drove. If the report shows ROAS from Google's own interface without cross-referencing GA4 revenue, it is almost certainly overstated. The other issue is that a report delivered once per month means you are always looking 30 days in the past. With a live Looker Studio dashboard, you can spot a performance drop within 48 hours and make a decision — not discover it a month later in a PDF. A good report is not just data; it is a system for making faster, smarter decisions.

Not directly — reporting does not generate sales on its own. But it almost always reveals where budget is being wasted and where it should be scaled. The most common outcome after fixing attribution is that stores discover one channel has been dramatically underperforming and absorbing budget that should have gone elsewhere. Reallocating even 20% of a paid ads budget to the correct channel based on accurate data consistently improves blended ROAS within 30 to 60 days. It also surfaces which products, pages, and campaigns convert best — information that informs every CRO, content, and ad creative decision from that point forward. Better data means better decisions. Better decisions compound into better results.