Analytics & Tracking case study

GA4 Ecommerce Tracking & Reports

Every product view, add to cart, checkout and purchase tracked in GA4 with revenue, then turned into reports that show which channels make money and where shoppers drop off.

Industry: E-commerce
Location: USA & Saudi Arabia
Category: Analytics & Tracking
Client accounts: 2

935
Purchases tracked: Itsmine · in 4 weeks; SAR 315K
Revenue tracked: Itsmine · by channel; 4.9M
Items viewed: product-level tracking; $12.4K
Revenue tracked: TractorReliefTool · 1 month

GA4 Traffic acquisition, Itsmine, Oct 7 – Nov 3, 2023: purchases and revenue credited to each channel

Results at a glance

Straight from the ad accounts

Every number below comes from the client's own dashboard, for the period shown on each case study.

#	Client	Market	Campaign / setup	Key result	Highlight
01	TractorReliefTool	USA · GA4 e-commerce, server-side GTMUSA	GA4 e-commerce, server-side GTM	$12,425 revenue from 39 buyers	$4,236 from Google Ads
02	Itsmine	Saudi Arabia · GA4 e-commerce, server-side GTMSaudi Arabia	GA4 e-commerce, server-side GTM	935 purchases tracked	SAR 315K revenue

Taken from each client's GA4 property. Periods are shown on each case study.

Context

If GA4 can't see your sales, you can't see your business

Out of the box, GA4 records page views, not money. Without e-commerce tracking you can't tell which products sell, which channels bring buyers, or where shoppers give up. I set up the full purchase funnel so every report answers those questions with real revenue.

The e-commerce events I track
view_item_list, view_item, view_search_results, add_to_wishlist, add_to_cart, remove_from_cart, begin_checkout, add_shipping_info, add_payment_info and purchase. Each event carries product name, ID, category, price, quantity and order value, so GA4 can report revenue by product, channel, campaign, device and country.
Server-side tracking
Events go through a server container before reaching GA4, which holds up better against ad blockers and browser limits. The same purchase also feeds every ad platform, so all reports work from one clean data source.
Reporting the client can use
Standard GA4 reports show totals; explorations answer the questions behind them. Every exploration is saved in the client's own GA4 property, so the team can open it any time with a new date range, without waiting for a report from me.

Method

How I work

1
Audit
Check what GA4 records today and compare it with your store's orders.
2
Build
Set up every e-commerce event in GTM, web and server side.
3
Verify
Test each event in Preview and DebugView, then match totals to real orders.
4
Report
Hand over reports, explorations and a dashboard your team can use.

Proof

How I build it, and the explorations I hand over

Web GTM, TractorReliefTool: a GA4 tag for every e-commerce step, sent to the server container

Server-side GTM preview, Itsmine: one purchase sent to GA4, TikTok, Meta, Snapchat and Google Ads

Funnel exploration · TractorReliefTool: 1,880 visitors through six steps to 13 purchasers, split by device, showing exactly where shoppers drop out.

Path exploration · Itsmine paid traffic: the real routes shoppers take after adding to cart, including detours before they check out.

Cohort exploration · Itsmine, Saudi Arabia: weekly cohorts of new users and how many came back in the following weeks.

Case study 01 · TractorReliefTool

TractorReliefTool: $12,425 in Revenue Tracked by Source

Website: tractorrelieftool.com
Location: USA
Campaign / setup: GA4 e-commerce, server-side GTM
Period shown: Sep 1 – 30, 2025

Purchase revenue: $12,425; in one month
Buyers: 39; ~$319 per buyer
From Google Ads: $4,236; 34% of revenue
Funnel tracked: 6 steps; page view to purchase

GA4 exploration, TractorReliefTool: purchase revenue by session source / medium, Sep 2025

The goal

A U.S. Shopify store selling hydraulic tools for tractors needed to know which marketing actually produced sales. Without e-commerce data in GA4, Google Ads, organic search and direct traffic all looked the same.

What I did

Set up GA4 e-commerce events in Google Tag Manager, from product view to purchase, with item and order values.
Sent events through a server-side GTM container alongside Google Ads conversion tracking.
Connected Search Console to see which organic queries bring visitors.
Built a revenue-by-source report and a six-step purchase funnel exploration.

Result

Google Ads is the top revenue source: $4,236 from 16 buyers, ahead of direct ($2,680) and Google organic ($1,865). The biggest leak is the product page: 90% of shoppers who viewed a product left without adding it to cart, the clearest place to improve conversion. 79% of visitors are in the United States, and the top organic search is the brand name itself.

Scope of work

GA4 property and data stream setup
Google Tag Manager web container
Full e-commerce events with item and order data
Server-side GTM
Google Ads and Search Console linking
Revenue-by-source report
Funnel exploration
Testing in GTM Preview and GA4 DebugView

Case study 02 · Itsmine

Itsmine: 935 Purchases and SAR 315K Revenue Tracked by Channel

Website: itsminesa.com
Location: Saudi Arabia
Campaign / setup: GA4 e-commerce, server-side GTM
Period shown: Oct 7 – Nov 3, 2023

Purchases: 935; in 4 weeks
Revenue: SAR 315K; credited by channel
Items viewed: 4.9M; 219K added to cart
Top browser: Safari; mobile · 55% of revenue

GA4 E-commerce purchases, Itsmine: item views, add to carts, purchases and revenue by product and source

The goal

A Saudi fashion brand selling across Snapchat, TikTok, Instagram and Google needed to see which channel really drove sales. With heavy social traffic and in-app browsers, most of that was invisible in standard reports.

What I did

Built full GA4 e-commerce tracking in GTM: item lists, product views, wishlist, cart, checkout, shipping, payment and purchase.
Routed GA4 through a server-side container that also feeds TikTok, Meta, Snapchat and Google Ads.
Set up channel, product, device and city reports, plus funnel, path and cohort explorations.

Result

Direct traffic drove 270 purchases and SAR 85K, while TikTok (120 purchases, SAR 44K) and Instagram (116, SAR 41K) were the strongest social channels. Safari on mobile produced 552 of 957 conversions and SAR 182K in revenue, so the mobile checkout is where improvements pay off most. In-app browsers matter: Safari in-app sessions, mostly from social apps, added SAR 111K in revenue.

Scope of work

GA4 property and data stream setup
Google Tag Manager web container
Full e-commerce events with item and order data
Server-side GTM feeding GA4, TikTok, Meta, Snapchat and Google Ads
Channel, product, device and city reports
Funnel, path and cohort explorations
Testing in GTM Preview and GA4 DebugView

Tools and platforms

Google Analytics 4
Google Tag Manager
Server-side GTM
Stape
Google Cloud
Search Console
Google Ads
Looker Studio
BigQuery
Shopify
WooCommerce

Related services

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GA4 Ecommerce Tracking & Reports

Straight from the ad accounts

If GA4 can't see your sales, you can't see your business

The e-commerce events I track

Server-side tracking

Reporting the client can use

How I work

Audit

Build

Verify

Report

How I build it, and the explorations I hand over

TractorReliefTool: $12,425 in Revenue Tracked by Source

The goal

What I did

Scope of work

Itsmine: 935 Purchases and SAR 315K Revenue Tracked by Channel

The goal

What I did

Scope of work

Tools and platforms

Related services

Stop guessing. Start measuring what actually drives revenue.