GA4 Refund Tracking for WooCommerce: The Missing Half of Revenue Accuracy
Purchases flow into GA4, refunds never do — so reported revenue drifts upward forever. How GA4's refund event works, why almost nobody sends it, and how to wire it correctly.
Purchases flow into GA4, refunds never do — so reported revenue drifts upward forever. How GA4's refund event works, why almost nobody sends it, and how to wire it correctly.
add_to_cart is the most fragile event in the WooCommerce funnel. Six cases cover virtually every silent failure — AJAX buttons, archive pages, Blocks, variations, and more.
Everything about the WooCommerce → GTM → GA4 pipeline in one place: the event map, payload schema, container setup, consent, dedup, and the failure modes that corrupt data.
Revenue missing from GA4? Here are the seven causes behind almost every broken WooCommerce purchase event — with the exact fix for each.
What Consent Mode v2 actually requires, how it interacts with your cookie banner, and a step-by-step WooCommerce setup that keeps both regulators and your GA4 data happy.
A quarter of your customers are invisible to client-side analytics. Here is how server-side purchase tracking works, what it can and cannot fix, and how to add it to WooCommerce.
We use cookies to enhance your browsing experience, analyse site traffic and assist our marketing. You can accept all, reject non-essential, or choose what to allow. See our privacy policy for details.
Essential for the site to function. Cannot be switched off.
Anonymous and identifiable analytics about how visitors use the site.
Used to build profiles and show relevant advertising across sites.
Remembers choices you make to personalise your experience.