GA4 & GTM Ecommerce Audit and Setup

Project Title
GA4 + Google Tag Manager Cleanup and Best-Practice Implementation for WooCommerce Ecommerce Site

Project Overview
Project requires an experienced Google Analytics 4 and Google Tag Manager specialist to audit, clean up, and rebuild our analytics and conversion tracking using modern best practices.

Our website runs on WordPress + WooCommerce and sells live virtual training courses. We actively run Google Ads and Meta Ads, so accurate ecommerce tracking and attribution are critical. We will also be adding LinkedIn ads in the near future.

Our current setup likely contains duplicate tracking, missing events, and unreliable attribution. We want a clean, documented implementation that we can trust long term.

This project focuses on accuracy, reliability, documentation, and a complete handoff.

Website & Tech Stack
WordPress
WooCommerce ecommerce
Google Ads (active)
Meta Ads (active)
LinkedIn Ads (near future)
GA4 installed
Google Tag Manager partially implemented
Consent banner present but may need changes

Project Goals
Audit current analytics and tracking
Remove incorrect or duplicate tracking
Implement a clean GTM-based tracking architecture
Configure full WooCommerce ecommerce tracking in GA4
Ensure conversions flow correctly to Google Ads
Implement consent mode and privacy best practices
Build dashboards and provide full documentation

Step 1 – Full Audit of Existing Setup

Tasks
Review GA4 property and data streams
Review Google Tag Manager container(s)
Audit WordPress tracking plugins
Review WooCommerce ecommerce tracking
Review Google Ads conversion tracking
Review Meta Pixel implementation
Review consent banner behavior

Measurable Deliverables
Written audit report (PDF or Doc) listing all issues and risks
List of duplicate or conflicting tags/events
List of missing or broken ecommerce events
Diagram or written description of current tracking architecture
Prioritized remediation plan

Step 2 – Google Tag Manager Rebuild

Tasks
Move tracking to GTM as the primary tracking system
Remove unnecessary tracking plugins where appropriate
Create naming conventions and folder structure
Implement version control workflow

Measurable Deliverables
New GTM container structure with organized folders and naming conventions
List of removed or disabled tracking plugins
List of all active tags, triggers, and variables
GTM version history showing initial clean publish

Step 3 – GA4 Ecommerce Implementation (Critical)

Required Events
view_item
view_item_list (if applicable)
add_to_cart
remove_from_cart (if feasible)
begin_checkout
add_payment_info
purchase
refund tracking if feasible

Data Requirements
Course name as item name
Course type or category
Transaction ID
Revenue, tax, shipping, coupon codes
Item level tracking accuracy

Measurable Deliverables
Screenshots of GA4 DebugView showing each ecommerce event firing
Successful test transactions completed
Purchase value matches WooCommerce order totals
Document listing all ecommerce events and parameters

Step 4 – Conversion Tracking for Google Ads

Tasks
Link GA4 and Google Ads
Import conversions correctly
Configure primary vs secondary conversions
Set up remarketing audiences

Measurable Deliverables
Google Ads shows purchase conversion receiving data
Screenshot of conversion settings in Google Ads
List of remarketing audiences created
Documentation of conversion setup

Step 5 – Checkout and Cross-Domain Tracking

Tasks
Test full checkout flow end-to-end
Verify no session breaks during payment
Implement cross-domain tracking if needed

Measurable Deliverables
Test purchase journey documented step-by-step
Confirmation that session source persists through checkout
Proof that conversions retain original traffic source

Step 6 – Consent Mode and Privacy Compliance

Tasks
Configure Google Consent Mode v2
Ensure tags respect consent choices
Validate behavior under different consent states

Measurable Deliverables
Consent mode configuration documentation
Testing screenshots showing behavior with consent accepted and denied
Confirmation that tags fire correctly based on consent

Step 7 – Event Strategy for Business Insights

Additional Tracking Requested
Coupon code usage
Add-to-cart abandonment behavior
Lead form submissions
Calendly bookings if feasible
Recommended additional events

Measurable Deliverables
Event tracking map listing all custom events
Screenshots of events appearing in GA4 realtime
Documentation explaining purpose of each event

Step 8 – Data Validation and QA

Tasks
Complete full testing of tracking
Compare revenue vs WooCommerce reports

Measurable Deliverables
Test transaction log
GA4 revenue vs WooCommerce revenue comparison
Confirmation of no duplicate purchase events

Step 9 – Dashboard and Reporting

Tasks
Create Looker Studio or GA4 reporting dashboard

Dashboard Must Include
Revenue by channel
Conversion rate by channel
Marketing funnel from product view to purchase
Top selling courses
Monthly performance overview

Measurable Deliverables
Shareable dashboard link
Screenshot of dashboard pages
Short written guide explaining how to use the dashboard

Step 10 – Documentation and Handoff

Required Deliverables
Event tracking map
GTM container export
Written explanation of tracking architecture
Instructions for basic maintenance
All assets owned by our accounts

Measurable Deliverables
Final documentation package
GTM container export file
Confirmation all accounts are owned by client

Required Experience
Strong GA4 and GTM expertise
WooCommerce ecommerce tracking experience
Google Ads conversion tracking experience
Consent Mode experience
Clear written communication in English

To Apply Please Include

Examples of similar GA4 or GTM ecommerce projects
Your audit and testing approach
Estimated timeline
Fixed price or hourly estimate
Confirmation that documentation and handoff are included

Project Success Criteria

Clean GA4 property with accurate ecommerce data
Reliable Google Ads conversion tracking
Reliable Facebook Ads conversion tracking
Reliable LinkedIn Ads conversion tracking
No duplicate or inflated events
Clear documentation and reporting dashboard provided