Conversion tracking for ecommerce brands, measured against your orders
An ecommerce brand has one unambiguous source of truth — the orders in its store — and almost every measurement problem is a discrepancy against it. Purchases lost when a wallet payment skips the thank-you page, the same order counted twice by two channel apps, refunds that never reverse so reported revenue only climbs. The build sends purchase from the order record, deduplicated on the order ID, and reconciles per order over a closed week rather than comparing totals that hide offsetting errors.
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Ecommerce · what breaks
What ecommerce brands usually run into
- 01
Four dashboards, four revenue figures
Summing to more than was banked, with nobody able to say which to use.
- 02
Reported ROAS better than the bank statement
Which is how the problem usually gets noticed.
- 03
Refunds never reversed
So the reported number drifts further from reality with your return rate.
Ecommerce · the fix
What changes — Ecommerce
One order, one conversion
Deduplicated on the order ID at every destination.
Revenue that reconciles to the store
Per order, over a closed window.
Refunds and cancellations reversed
So the number can go down as well as up.
Ecommerce · architecture
The conversion map for ecommerce brands
Five events, one of which decides the money. The others exist so bidding has enough volume to learn from.
- 1
Product view
High volume, browser-side is fine. Feeds retargeting and catalog matching.
- 2
Add to cart
Browser-side. The first real intent signal and useful for audience building.
- 3
Checkout started
Browser-side. Where the drop-off analysis lives.
- 4
Purchase
Server-side, from the order record. This is the one that has to be right.
- 5
Refund
Server-side, from the refund webhook. Almost never implemented, and it's why revenue only climbs.
Ecommerce · diagnose
Where ecommerce brands tracking usually breaks
- 01
Wallet payments skipping the confirmation page
Shop Pay and PayPal can be abandoned after payment. The order exists and no platform hears about it.
- 02
Two apps both sending purchase
A channel integration plus a container is two conversions for one sale.
- 03
Non-web orders in the comparison
POS, draft and phone orders belong in your total and not in a platform reconciliation.
- 04
Refunds never reported
Reported revenue only goes one way.
Ecommerce · prove
How the work is proven — Ecommerce
Source of truth
your store's order records, web orders only
- Order ID present in every destination's event log.
- Purchase count within a few percent of web orders for a closed week.
- No order ID appearing twice anywhere.
- A real refund tested and confirmed reversing.
Ecommerce · free audit
What we check in the free audit
- Wallet payments skipping the confirmation page
- Two apps both sending purchase
- Non-web orders in the comparison
- Refunds never reported
Checked against
your store's order records, web orders only
Free30 minutesNo obligation
Ecommerce · when not to buy
What lands in your monthly report — Ecommerce
One page a month, in language you can put in front of a founder or a board.
- Orders in your store against conversions reported by each platform, for the closed month.
- The gap, split into attribution overlap, blocked events and consent denial — so you can see which part is a fault and which is expected.
- Refunds reversed, and the net revenue figure after them.
- Anything that broke during the month, with the date and the cause.
Ecommerce · what we deliver
The flow we build — Ecommerce
Purchase from the order webhook
Not from a thank-you page a customer can skip or refresh.
Order ID as the deduplication key
Stable and identical on every path without coordination.
Customer parameters hashed from the order
Normalized before hashing, which is where match quality is usually lost.
Refund webhook wired as a reversal
At every destination that accepts one.
Written guarantee
95%+ tracking accuracy
Measured against your store's order records, web orders only. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Ecommerce questions, answered
No. Each counts only what it can attribute, so a permanent gap is correct. What matters is that it's explainable and stays stable month to month.
Totals hide equal and opposite errors. Ten missing orders and ten duplicated ones produce a perfect total and a broken setup.
Shopify, WooCommerce, Magento, BigCommerce and custom builds all expose an order record or a webhook. That's the only requirement.
Two to four days for the build, plus a closed reconciliation window before we call it verified.
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