The story
What they were stuck on, and what we built
The problem
The purchase journey crossed a website, a third-party checkout and a payment redirect, and the tracking never survived it: some conversions fired twice, a meaningful share of real orders fired no event at all, and Meta, GA4 and the order database each told a different story nobody could trust.
What we did
We audited every event end to end and diagnosed exactly which order types bypassed the tracking, then rebuilt it: a clean GTM setup, server-side purchase events from the post-order hook, Meta CAPI with correct deduplication, and a daily reconciliation that classifies every order against its tracked journey so the gap stays measured instead of assumed.