Recover 40–80% of your dataLayer Build ad revenue.

Sometimes not. Check three things: does item_id match the SKU your ad platforms use in their catalogs, is purchase pushed once with the real order total, and are the event names GA4's standard ones. If all three hold, the plugin is doing its job. In practice the items array is usually where these fall down, particularly on bundles, subscriptions and multi-currency stores.

It can, and that's exactly the fragility we're removing. A DOM-scraped price breaks when the currency symbol moves inside the span. A click trigger on a class breaks when the design system is updated. Both fail silently. The dataLayer exists so your tracking depends on a contract your developers know about rather than on markup they'll change without warning.

For a standard ecommerce or lead funnel, typically one to three days of a developer's time to implement the pushes, spread across a sprint. We write the spec and the snippets; your team places them where the application knows the truth. If your stack is a headless SPA with a custom checkout, budget more — that's where routing and timing get interesting.

Because that's the only place it changes at the same time as the code. A spec in a Google Doc goes stale the first sprint after handover. In the repo it goes through pull request review, a developer changing the checkout sees it, and you have a history of what the tracking contract was on any given date.

Those need explicit handling and it's the most common source of half-working setups. History-change triggers fire before the new view has rendered its data, so events go out with missing or previous-page values. We define push points inside the application's own lifecycle — after the route resolves and the data is available — rather than listening for URL changes.

If you run a simple site with one contact form and no ecommerce, a dataLayer is overhead — a form submit trigger is fine and you should spend the money elsewhere. Likewise if your existing pushes are already consistent and documented. The test is whether someone new could add a tracking pixel tomorrow using only your documentation. If yes, you're done.

It should. A server container forwards and enriches what it receives; feeding it inconsistent event names and a broken items array just moves the mess downstream at higher cost. In the Source-of-Truth Reconciliation Method this is the mapping stage — you define the real conversion and the shape of its data before you rebuild any transport.