Google Analytics 4 for E-Commerce: Fred Pike’s Expert Tips to Get Tracking Right

Tracking e-commerce in Google Analytics 4 (GA4) can feel like trying to assemble flat-pack furniture without the instructions. You think everything is set up, but then your sales figures do not match, key events are missing, and your reports look like a data crime scene.

Fred Pike, Managing Director at Northwoods, has spent years untangling these issues. He has seen it all, the good, the bad, and the why is my data missing? In this post, he shares his journey into analytics, the biggest tracking pitfalls, and how to get reliable data in GA4.

Fred’s Journey: From CRO to Analytics Expert

Fred did not start out in analytics. He was deep into conversion rate optimisation (CRO) when he realised his data was not giving him the full picture. That led him down a rabbit hole of analytics courses with experts like Jeff Sauer and Julian Juenemann.

Before long, he had built a solid understanding of GA4 and Google Tag Manager. Now, he leads the analytics practice at Northwoods, helping businesses make sense of their data—so they can stop guessing and start making decisions based on facts.

Why GA4 E-Commerce Tracking Can Be a Headache

GA4 was meant to make tracking simpler, but if you have ever tried setting up e-commerce tracking, you know that is not always the case. Fred sees three common issues that cause businesses trouble.

1. Developers Changing Event Names

GA4 expects specific event names like add_to_cart. But sometimes developers rename them to something like add_to_basket. Seems harmless, right? Except GA4 does not recognise the change, so that data never gets recorded.

2. Gaps in Shopify and WooCommerce Tracking

People often assume Shopify and WooCommerce will handle tracking automatically. They do—to a point. But their built-in tracking is not always complete, meaning you may be missing key data.

3. Custom Platform Chaos

If you are using a custom-built checkout, you are at the mercy of your developers. Fred has seen companies lose entire chunks of data because of tiny tracking mistakes—like a missing currency parameter or an event that is fired too late to be recorded.

How to Get E-Commerce Tracking Right in GA4

Fred has a simple approach to getting e-commerce tracking right. It starts with following the basics and avoiding unnecessary tweaks.

Stick to GA4’s Documentation

Google provides an official guide on how to structure events like view_item, add_to_cart, and purchase. It is not the most exciting read, but following it means fewer tracking nightmares later.

Check the Data Layer First

The data layer is where your tracking events sit before they get sent to GA4. If an event is not firing or looks wrong in GA4, the issue probably started here.

Regularly Check Monetisation Reports

GA4’s monetisation reports show whether your events are tracking properly. If add_to_cart events are coming through but view_item is missing, something is off.

Be Careful with Plugins

Plugins like GTM4WP can help, but they are not magic wands. Fred suggests always double-checking that the data they send is actually correct.

Fixing Broken Funnels in GA4

GA4’s monetisation reports help you track the customer journey from browsing to checkout. If something looks wrong, here is where to check.

Missing events? If your reports show add_to_cart but no view_item, your tracking setup may need fixing.
Use Explorations to Dig Deeper. GA4’s Explorations tool lets you build custom funnels to see where people are dropping off.
Compare GA4 with Your E-Commerce Platform. Your GA4 data will never match Shopify exactly, but it should be close. If your GA4 revenue is off by more than 10 percent, you probably have a tracking issue.

Why the Data Layer Matters

The data layer is like a holding area for tracking events before they are sent to analytics tools. If your tracking is not working, this is the first place to look.

Check that events are being fired correctly.
Work with developers if something is missing. Just telling them “GA4 is broken” is not enough—give them specifics so they know where to look.

Beyond Tracking: The ACT Framework

Fred uses the ACT framework to measure conversion events more effectively. It is a simple way to track where users are dropping off.

Ask: Track when a user starts an action, like clicking a button.
Consider: Measure engagement, such as how long they spend filling in a form.
Transact: Track the final step, like completing a purchase.

This approach helps businesses see where they are losing customers and where to focus their efforts.

Tips for Developers Setting Up GA4 E-Commerce Tracking

Fred has three key tips for developers who want to get GA4 tracking right.

Understand GA4’s event structure. If you do not know how GA4 events and parameters work, tracking will break.
Talk to the marketing team. Tracking needs to match business goals, not just technical requirements.
Test before launching. Run events through a test account before rolling them out live. Otherwise, you might spend weeks fixing broken data.

Join Amanda’s Webinar for More Insights

Want to get your e-commerce tracking working properly? Amanda Webb’s webinar will show you practical ways to fix common GA4 mistakes, track key events, and use analytics to make better marketing decisions.

FREE Webinar 19th March 2025:

Save Your Spot – Finding the Gold in Your Google Analytics

Final Thoughts

E-commerce tracking in GA4 does not have to be a nightmare. Follow Fred’s advice, keep an eye on your event setup, and do not assume your platform is tracking everything correctly. A little effort upfront will save you hours of frustration later.