Conversion Tracking and Analytics Guides: GA4, Google Ads, Meta, Bookings and Shopify KPIs
Everything here is about knowing whether it worked: the pixel, the imports, the bookings that never get counted, and the numbers that are worth reading weekly. Written by Nikhil Sharma, who runs data for a DTC brand and fixes tracking for Shopify brands before touching their ads.
When the numbers are wrong
- Meta ads not recording add to cart or purchases: six checks in order, most faults found by the third
- Facebook ads not performing, or an outage?: how to tell a tracking fault from a platform one
- Emails going to spam: the three DNS records and the thresholds
Booking and form conversions
- Calendly conversion tracking: GA4, Google Ads and Meta, the longest guide with the shared steps
- Cal.com conversion tracking: using the embed event
- HubSpot meetings conversion tracking: keeping HubSpot’s own attribution in step
- Tally form conversion tracking: each form its own conversion
- Booking tracking setup, $199: done on a call with your accounts open
KPIs and reporting
- Shopify KPIs and unit economics: the numbers that run a store
- Where to find every KPI in Shopify Analytics: without an app
- The numbers to ask your agency for every month: three groups, reconciled against Shopify
- Automate the weekly report: Google Sheets and Gemini
Ask the data directly
- Connect GA4 to Claude: the official MCP server, step by step
- Connect Google Ads to Claude: the official server
- Connect Shopify to Claude or ChatGPT: what works today
One booking tool, one hour
Booking and form tracking, $199
Calendly, Cal.com, HubSpot or Tally wired to GA4, Google Ads and Meta on a screen share, tested with a live booking.
The problem is bigger than bookings
Tracking audit on a call
Purchases missing, GA4 and Shopify disagreeing, the wrong event being optimised: scoped on a call.
Frequently asked questions
Why does Google Ads report more revenue than Shopify shows?
Attribution windows, view through conversions and brand searches counted as acquisitions. A 20 to 30 percent gap is normal; 50 percent means the import is wrong or Performance Max is claiming brand. The KPIs post and the Google Ads page cover the reconciliation.
How do I track a booking as a conversion without a thank you page?
Catch the booking inside the embed, push it to the dataLayer, send it to GA4 as a key event, import that into Google Ads and mirror it to Meta with an event ID. There is a free guide for each tool and a $199 setup if you would rather have it done.
Which KPIs should a Shopify store watch?
Twelve, in three families, and each moves one of three numbers: CAC, LTV or contribution margin. The KPIs post has the map and the cadence for reading each one.