Measurement

Every GTM audit guide assumes you built the container. Most store owners did not. Here is the order I check an inherited one in, starting with who can still publish to it.

Most Google Analytics audit checklists only tell you whether your tags fire. The more useful question is whether GA4 agrees with what Google Ads and Meta are reporting, and why it might not even when nothing is broken.

GA4 says forty. Google Ads says fifty-two. Meta says sixty-one. Before you touch a budget, here is the order to check them in, and the one bug that explains most of the gap.

Every page ranking for this gives the same one-line formula and stops. None of them say whether to use gross or net revenue, none mention the attribution window that can change the number without anything in the account actually changing, and none show the margin math that turns a ROAS into a profit number.

Every page ranking for this is written by a company that sells it. None mentions that Shopify’s own apps already send the purchase event the expensive setup is meant to protect. Here is how to tell whether you need more.

Every guide ranking for this teaches you how to send the data. None of them tells you how to find out whether what arrived is true. Here are the checks.