E-commerce tracking after moving to a shop platform

A shop platform's integration and your own GTM both send events, so purchases count twice or not at all. Count each order once in Meta, GA4 and the back office.

In this chapter

• How to decide whether the platform's built-in integration or the GTM you installed yourself is the main line, and how far the other one has to be switched off before it is really off
• When each of the five e-commerce events should fire, and where the firing went wrong when "the report shows a purchase, but the back office has no such order"
• Which parameters the purchase event needs so you can use value-based bidding and catalog ads in Advanced, and where you get stuck if one is missing
• The three sources of purchases counted twice, each of which a single action will reveal
• How to check one test order against Meta, GA4 and the platform's back office, and confirm in one go that the whole line is right