E-commerce conversion tracking that actually works

Map your full purchase funnel — from product view to CAPI — and generate platform-ready event code for all your ad channels.

✓Purchase funnel event map (ViewContent → AddToCart → Purchase)
✓GTM + CAPI code for Meta, Google, TikTok
✓Deduplication to prevent double-counting

Generate your e-commerce tracking code →

The e-commerce conversion funnel

AWARENESS

PageViewViewContent

Build remarketing audiences from product interest

CONSIDERATION

SearchViewCategoryWishlistAdd

Signal shopping intent to algorithm

INTENT

AddToCartAddToWishlist

Highest-value mid-funnel signal for ROAS optimization

CONVERSION

InitiateCheckoutAddPaymentInfoPurchase

Core conversion — must have deduplication

RETENTION

CompleteRegistrationSubscribe

LTV signals for lookalike audiences

Events Sytrics generates for e-commerce

PurchaseBOFU

InitiateCheckoutBOFU

AddToCartMID

ViewContentTOFU

SearchTOFU

AddPaymentInfoMID

CompleteRegistrationBOFU

ViewCategoryTOFU

Sample: E-commerce Purchase event

// E-commerce Purchase — GTM dataLayer
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'purchase',
  ecommerce: {
    transaction_id: orderId,    // required for deduplication
    value: orderTotal,
    tax: taxAmount,
    currency: 'USD',
    items: [{
      item_id: productSku,
      item_name: productName,
      price: productPrice,
      quantity: quantity,
    }],
  },
  user_data: {
    email_address: userEmail,   // for enhanced conversions
  },
});

✓ transaction_id enables deduplication across Meta, Google, and TikTok

Which events matter on which platform

Event	Meta	Google	TikTok	LinkedIn
Purchase	✓	✓	✓	—
AddToCart	✓	✓	✓	—
Lead	✓	✓	—	✓
ViewContent	✓	—	✓	—
InitiateCheckout	✓	✓	✓	—

GTM code for e-commerce tracking

Sytrics generates a complete GTM tag configuration for all selected ad platforms. Each tag is pre-configured with the correct event parameters for e-commerce — including value, currency, content_ids, content_type, and num_items — ready to paste directly into your GTM container.

Generate your e-commerce tracking code →

Setting up CAPI for e-commerce

Browser-only tracking misses a significant share of e-commerce conversions. iOS App Tracking Transparency, ad blockers, and third-party cookie restrictions can cause 20–40% of purchase events to go unrecorded. For e-commerce stores running Meta or Google ads, CAPI is not optional — it is necessary for accurate ROAS reporting.

Sytrics generates the CAPI event payload structure and deduplication configuration for Meta Conversions API, Google Enhanced Conversions, and TikTok Events API. The generated code includes event_id deduplication to prevent double-counting when both pixel and CAPI fire for the same purchase.

Step-by-step: E-commerce tracking setup

1
Enter your store URL in Sytrics. AI scans your product pages, cart, and checkout flow.
2
Select E-commerce as your sector and choose your primary goal (Purchase).
3
Select all ad platforms you run campaigns on.
4
Sytrics identifies your specific store's conversion events and generates GTM code for each platform.
5
Open Google Tag Manager. Create a new Custom HTML tag and paste the generated code.
6
Set triggers: product pages for ViewContent, cart actions for AddToCart, order confirmation for Purchase.
7
Use GTM Preview mode to verify events fire correctly at each funnel step.
8
Publish your GTM container and monitor event data in each ad platform's events manager.

Frequently asked questions

Which events should I track for e-commerce ads?

For e-commerce, the core events are ViewContent (product page views), AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase. Sytrics also identifies micro-conversion events specific to your store that help the ad algorithm learn faster.

Why is CAPI important for e-commerce?

iOS privacy restrictions and ad blockers can cause 20–40% of e-commerce purchase events to go unmeasured when using only browser-side pixels. CAPI sends purchase data directly from your server, recovering this lost attribution data.

How do I track purchases in Google Tag Manager?

Sytrics generates a complete GTM tag configuration that fires on your order confirmation page, pushing the purchase event with value, currency, and item data to all selected ad platforms simultaneously.

Can I use Sytrics with Shopify or WooCommerce?

Yes. Sytrics generates CMS-agnostic GTM code that works with any e-commerce platform — Shopify, WooCommerce, Magento, PrestaShop, or custom-built stores.

What is event deduplication in e-commerce tracking?

Deduplication prevents a purchase from being counted twice when both pixel and CAPI fire for the same event. Sytrics Pro generates a unique event_id for each transaction to link server and browser events without double-counting.