E-commerce, optimised
on contribution margin.
Shopping feed hygiene first. PMax with brand carve-out. WooCommerce / Shopify REST tied to GA4 MP. Custom labels for tROAS by margin tier. Refund-adjusted reporting. Meta CAPI dedup. TikTok where it earns its keep.
Four patterns we audit out of every account.
- 01
Shopping feed treated as a CMS export, not a sales surface
Disapprovals quiet, GTINs missing, custom labels empty, supplemental feeds nowhere. PMax has nothing useful to segment on. tROAS targets meaningless because every product is bidded against blended margin.
- 02
PMax cannibalising brand search and existing customers
Default PMax setup runs on all your traffic — including 'mybrand.com', repeat buyers from email, and post-purchase retargeting. CAC inside PMax looks great. Backend CAC tells a different story.
- 03
GA4 ecom events missing or duplicated
add_to_cart silently failing on mobile. purchase fired both by thank-you page and server-side, double-counting. Revenue in GA4 30% off from WooCommerce / Shopify reality. Bidding learns on lies.
- 04
Backend orders never reach Ads
PayPal flows skip the pixel. Manual orders close in admin. Subscriptions renew without firing purchase. Smart Bidding learns on a subset of revenue, optimises for the wrong cohort.
Feed-first, margin-aware, backend-reconciled.
- 01Required
Merchant Center hygiene
GTIN and brand repair, disapproval clearance, supplemental feeds, custom labels for margin / seasonality / hero products. Feed reviewed weekly until clean.
- 02
PMax brand carve-out
Brand exclusions enforced, asset-group splits by category, existing-customer audience suppression. PMax doing prospecting, Search doing intent capture, no overlap.
- 03Backend
WooCommerce / Shopify REST API integration
Orders, line items, refunds pulled into our pipeline. tROAS targets calibrated per product margin, not blended. Refund-adjusted ROAS reported, not just gross.
- 04
GA4 ecom event repair
Full funnel coverage with transaction_id dedup. Item-level revenue reconciled against backend weekly. Channel group routing Meta correctly to Paid Social.
- 05
Measurement Protocol for backend-only orders
PayPal, manual, subscription renewals fire via MP from the backend. Smart Bidding learns on real revenue, not on web-checkout subset.
- 06
Meta CAPI with WooCommerce / Shopify event_id
Server-side CAPI matched to client Pixel. transaction_id as event_id. Match rate monitored. Cookieless-resilient.
- 07
tROAS by margin tier, not by blended average
Custom labels in the feed expose margin tier to PMax / Shopping. Different tROAS targets per tier. Profitable products bid up; loss leaders capped.
- 08
Dashboard reconciled to gross profit, not revenue
Looker dashboard tracking ROAS, refund-adjusted ROAS, contribution margin per channel. Where you actually make money, not where the platform claims credit.
Data layer before campaigns.
- 01
E-com audit
Phase 01 · 5 working daysAds, GA4, Merchant Center, store backend access. Channel reconciliation, feed health, PMax carve-out gaps, MP needs.
- →Feed health score and disapproval list
- →PMax brand cannibalisation quantified
- →GA4 ↔ backend revenue gap
- →Top-10 leaks ranked by recoverable spend
- 02
Data layer first
Phase 02 · Weeks 1–3Feed cleaned. GA4 events repaired. MP from backend live. Meta CAPI dedup verified. Until this is solid, no campaign changes.
- →Merchant Center cleared, custom labels live
- →GA4 ecom events repaired and reconciled
- →MP firing from backend for PayPal / manual / subs
- →Meta CAPI dedup verified
- 03
Campaign architecture
Phase 03 · Weeks 2–6PMax carve-out, Search architecture by intent, Shopping standard for high-control SKUs, tROAS targets per margin tier.
- →PMax with brand and existing-customer exclusions
- →Search architecture by category × intent
- →Shopping standard for hero SKUs
- →tROAS targets calibrated per margin tier
- 04
Optimise on contribution margin
Phase 04 · OngoingWeekly feed review, monthly tROAS recalibration, seasonal promotion windows, refund-adjusted reporting.
- →Weekly feed and disapproval review
- →Monthly tROAS by margin recalibration
- →Seasonal calendar and promotion windows
- →Quarterly contribution-margin review
From our ecom practice.
EVA Instruments
WooCommerce REST API tied to GA4 MP; Enhanced Conversions for Web + EOC live; Custom Channel Group for Meta vs Google; PayPal purchase via MP; TikTok pixel + catalog ready.
Full backend-reconciled stack
Shulz
Search architecture with 20/20 SharedSet negative discipline, model-level mapping for query intent, scope exclusions documented.
Fitpoint
Full audit published with consent — 35 findings, single geo-targeting toggle leak quantified, ROAS 6.5× context preserved.
/audits/fitpoint
Sertifikaty.bel
Search and PMax discipline for high-intent commercial queries; CRM-grade conversion uploads.
Common questions.
Either, as long as the REST API works. WooCommerce gives more flexibility but more places for things to break — we've done extensive work on it (EVA Instruments runs WC 10.7.0 with our setup). Shopify is more predictable; the constraint there is plugin discipline.
Often — most ecom audits we run come from accounts that have been through 2–3 agencies. We document the existing setup, migrate without losing learning data, retire the old structure in parallel.
Yes for accounts where TikTok is a real channel. EVA Instruments runs pixel D8LT75BC77U21OATN5D0 with catalog 7650406069000259348 and advanced matching ON — we set that up. We treat TikTok with the same discipline as Meta: server-side reinforcement, audience overlap control, creative testing matrix.
Build it, own it, transfer it to you with documentation. Refund-adjusted ROAS, contribution margin by channel, cohort retention. We've built versions for both subscription ecom (recurring) and one-shot ecom (transactional) — the maths is different.
Off, by policy. We don't apply Google recommendations on managed accounts — including the 'safe' ones. They optimise for Google's metrics, not your contribution margin. Every change goes through a documented decision, even if the AI suggested it.
Send the store. Get the audit.
Read-only Ads + GA4 + Merchant Center + WooCommerce / Shopify access. Five working days. Written diagnostic ranked by recoverable contribution margin.
No long contracts · Free audit before any work