Google Analytics 4
Product, cart and purchase events connected to acquisition sources. Define value, currency and transaction ID consistently instead of treating visit counts as a measure of sales.
Integrations - Analytics and purchase tracking
Build measurement from product discovery through a completed order. Separate tag management, event reporting and behavioural observation so each tool answers a concrete question.
Example workflow
A customer views a product, adds it to the cart and buys it. Validate the order ID, currency, value and line items in the events; reloading the confirmation page must not count another sale. Reconcile purchases eligible for measurement with store orders and explain differences caused by consent, blocking and time zones.
The role of each tool
Google Tag Manager
Manage tags and firing conditions. The container sends data to selected services; it is not an analytics report itself. Audit existing tags before adding another to avoid duplicate delivery.
Hotjar
Interaction maps, recordings and feedback for difficult purchase steps. Start with a specific UX hypothesis and mask sensitive fields; observation explains behaviour but does not replace revenue reporting.
Microsoft Clarity
Review sessions and interactions around confusing buttons, unproductive clicks and navigation. Select the pages to observe and verify masking instead of collecting recordings without a question to answer.
Matomo
Measurement for teams that want to choose where analytics data is stored. For self-hosted setups, include updates, access and retention in scope; operating the infrastructure requires maintenance.
Mixpanel
Funnels and customer groups based on actions: search → product → cart → purchase. Define visitor and customer identity so a single purchase journey is not split across unrelated profiles.
Amplitude
Analyse customer return behaviour and adoption of new features. For a feature such as wishlists, define usage events and a repeat-purchase window; an association alone does not establish causation.
Segment
A shared customer event contract distributed to several systems. Align names, identifiers and permitted destinations; Segment handles event collection and routing while analysis remains in the destination tool.
What implementation includes
- An event plan with names, parameters and a business question for each event.
- Validation across product, cart, checkout and purchase flows under different consent choices.
- A test order and a documented reconciliation between reporting and store data.
Questions about this workflow
Why does analytics revenue differ from store revenue?
Check whether amounts include shipping, tax and refunds, whether purchases are duplicated and which orders remain unmeasured. Declined consent and blocked requests can also leave real orders outside the report.
Do we need GA4, Mixpanel and session recordings together?
Only when they serve different purposes. Start with the team’s questions: where purchases originate, where customers drop off or what causes friction on a page. A second tool needs a distinct job.
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