How PenPath Fixed 220 Electronics’ GA4 and Tracking Issues, Achieving 90%+ Accuracy in Under 3 Business Days
Before engaging PenPath, 220 Electronics, a global e-commerce retailer specializing in international electronics, struggled with unreliable tracking and incomplete data. Key actions such as add_to_cart and purchase events weren’t being captured correctly, and reports between Google Analytics 4 (GA4) and Shopify never aligned.
PenPath rebuilt their entire GA4 ecommerce implementation in less than a week, restoring data accuracy and giving 220 Electronics a clear, reliable view of their digital performance.
The Challenge
Before working with PenPath, the CEO and 220 Electronics team couldn’t trust the numbers they were seeing. Google Ads looked off, Shopify didn’t match GA4, and no one on the team could explain why. They had a feeling the data was wrong, and that uncertainty was hurting the business.
Reports from different platforms told different stories. Without accurate attribution, the team didn’t know which channels were actually driving sales. Decisions slowed down, meetings became confusing, and overall confidence in the data dropped.
In short, they needed clarity, alignment, and action, fast.
Key business challenges
- Unreliable performance reporting: Sales, traffic, and conversions didn’t match across GA4, Google Ads, and Shopify, making ROI measurement improvement impossible.
- Lack of visibility into customer behavior: The team couldn’t see which steps users took before completing a purchase, preventing data-driven optimization.
- Disconnected data systems: GA4, Google Ads, and Merchant Center weren’t properly linked, limiting cross-platform insights and multi-channel campaign tracking.
- No single source of truth: Teams were spending hours reconciling data between tools, slowing down real-time performance reporting.
What Was Blocking 220 Electronics’ Growth
Inaccurate Data
GA4 and Shopify reports were misaligned by more than 10–15%, making it difficult to trust any numbers or measure performance.
Missing Events
Critical e-commerce actions such as add_to_cart, begin_checkout, and purchase were not being tracked consistently.
Broken Conversion Tracking
Google Ads conversions weren’t properly linked to GA4, blocking accurate attribution and conversion tracking accuracy.
Disorganized Tag Setup
Tracking scripts were spread across multiple site areas with no centralized management. A Google Tag Manager container needed to become the single source of truth for all tracking.
Disconnected Platforms
GA4, Google Ads, and Merchant Center weren’t properly connected, creating data silos and limiting cross-platform data alignment.
Product Feed Issues
Merchant Center and the Shopify product feed weren’t fully optimized, holding back Google Shopping feed performance.
Microsoft Ads Conversion Failures
Microsoft Ads Conversion Failures After migrating from Magento to Shopify, Microsoft Ads stopped tracking purchases entirely. The Microsoft Ads transaction tag was inactive and no conversion data was being recorded.
No Validation Process
There was no way to confirm data accuracy before reports were used for decision-making, leading to inconsistent marketing metrics.
The Solution
PenPath used its Data-Led Growth System to rebuild 220 Electronics’ analytics from the ground up. This system always starts with fixing the data tracking because every insight, forecast, and decision depends on accurate tracking. When data is misaligned, businesses are left guessing.
PenPath focused exclusively on restoring clean GA4 and GTM tracking, aligning events with Shopify, and ensuring Google Ads and Merchant Center received accurate signals for 220 Electronics. By fixing and validating every part of the tracking layer, PenPath delivered the clarity the company needed to measure performance with confidence.
Step 1: Assess and Access
PenPath started with a full GA4 tracking audit and confirmed access to all platforms — Shopify, GA4, Google Ads, Merchant Center, and GTM. A new Google Tag Manager container was created following best practices for scalability and organization.
Step 2: Build Accurate GA4 Tracking
Instead of relying on Shopify’s native integration, PenPath performed a custom GA4 ecommerce implementation directly through theme edits and data layer customization. This ensured that every key event, add_to_cart, begin_checkout, purchase, was tracked precisely, improving GA4 purchase event validation and the accuracy of marketing attribution.
Step 3: Link Google Ads and Merchant Center
Conversion tracking for Google Ads was rebuilt and linked directly to GA4. PenPath also configured Merchant Center integration with Shopify, enabling accurate Google Shopping feed optimization and better campaign reporting.
Step 4: Fix Microsoft Ads Conversion Tracking
To fix the Microsoft Ads issue, PenPath rebuilt the purchase tracking so it worked correctly with Shopify, reactivated the inactive transaction tag, and made sure Shopify was passing purchase data back to Microsoft Ads the way it should. PenPath also installed Microsoft Clarity, giving 220 Electronics new visibility into user behavior through heatmaps, scroll tracking, and session recordings.
Step 5: Organize with GTM
All tracking codes and pixels were centralized in a dashboard within Google Tag Manager (GTM) for easy management and analytics hygiene. This streamlined pixel and event tracking setup, ensuring that every tag fired properly without duplication or data loss.
Step 6: Test and Validate
Every tag, event, and conversion was tested. GA4 data was compared directly to Shopify data to ensure accuracy.
The Results
Within a week, 220 Electronics went from fragmented, unreliable reporting to a complete and fully validated data ecosystem.
- Accurate Data: GA4 and Shopify data now align with 100% order tracking accuracy, and revenue discrepancies dropped from 10–15% down to under 3%, giving the team a reliable single source of truth.
- Faster, Easier Reporting: Analytics that once required manual checks and back-and-forth validation are now automated and accurate within minutes. The team no longer wastes hours reconciling numbers between platforms.
- Clearer Attribution: With 93.3% user tracking accuracy, the marketing team can finally see which channels drive high-intent traffic and which don’t. This clarity helps them make confident ROI decisions.
- Scalable Tracking Setup: With all tracking centralized in GTM, adding or adjusting tags that used to take hours can now be done in a few clicks, without breaking anything downstream.
- Confidence in Decision-Making: With 90%+ overall data accuracy across events, users, and revenue, leadership no longer second-guesses the numbers. Decisions are faster, clearer, and based on real performance instead of assumptions.
Website Traffic Validation: Users have a 93.3% match rate
Purchases/Orders Validation: 100% match rate
Microsoft Clarity
Why It Worked
- Data First, Always: Accuracy was prioritized over convenience through custom GA4 and GTM setup.
- End-to-End Execution: PenPath handled the entire process, audit, configuration, validation, and documentation without handoffs.
- Custom Integration: Data layer customization for Shopify replaced default connectors, achieving cleaner and more reliable data capture.
- Validation Before Handoff: Every event was verified before signoff, achieving proven accuracy across GA4, Ads, and Shopify.
In the End
In less than a week, 220 Electronics gained a clean, reliable, and future-ready digital analytics infrastructure. Their GA4 e-commerce tracking setup and GTM container best practices gave them the foundation for confident ROI measurement improvement, performance marketing analytics, and data reliability for decision-making.
Now, every report tells the same story, accurate, aligned, and ready for growth.
If you'd like to get similar results, get in touch with PenPath today.
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