Free Checklist

E-Commerce Tracking Audit Checklist

Use this checklist to verify your tracking setup is complete and accurate. Incomplete tracking means wasted ad spend and wrong optimization decisions.

Facebook/Meta Tracking

Facebook Pixel installed and firing on all pages

Conversions API (CAPI) set up for server-side events

Event deduplication configured (event_id matching between pixel and CAPI)

Advanced Matching enabled (email, phone, name, address)

Event Match Quality (EMQ) score is 7+ for Purchase events

All standard events configured: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase

Custom events set up for key business actions

Currency and value parameters included with Purchase events

Domain verification completed in Business Manager

Aggregated Event Measurement configured for iOS users

Google Ads Tracking

Google Ads conversion tag installed

Enhanced Conversions enabled with user data

Conversion value and currency tracked accurately

Conversion linker tag active for cross-domain tracking

Google Ads and GA4 conversion data match

Phone call conversions tracked (if applicable)

Lead form conversions tracked (if applicable)

Offline conversion imports set up (if applicable)

Google Analytics 4

GA4 property set up and receiving data

Enhanced measurement events enabled

E-commerce events properly configured (view_item, add_to_cart, purchase)

Cross-domain tracking configured (if multiple domains)

Data streams set up for web and app

Conversions marked correctly in GA4

User ID tracking enabled for cross-device attribution

GA4 linked to Google Ads for audience sharing

Server-Side Tracking

Server-side tracking implemented (not relying on pixel alone)

Custom first-party domain configured for tracking

Events bypass ad blockers successfully

Server-side events include user data (hashed email, phone)

Server response times under 200ms

Error handling and retry logic in place

Event delivery monitoring active

Bot filtering enabled to prevent fake conversions

Data Quality & Deduplication

Event deduplication between pixel and server-side (using event_id)

No duplicate Purchase events in ad platforms

Order ID passed consistently across all channels

Revenue values match between store and ad platforms

Refund/cancellation events tracked and reconciled

Test/development traffic filtered out of production data

Consent & Privacy

Cookie consent banner implemented for EU/UK visitors

Google Consent Mode v2 configured

Tracking respects user consent choices

PII is hashed (SHA-256) before sending to ad platforms

Data retention policies documented and enforced

TikTok Tracking

TikTok Pixel installed and firing

TikTok Events API configured for server-side events

Standard events mapped: ViewContent, AddToCart, CompletePayment

Advanced matching parameters included

Event deduplication between pixel and Events API

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