Portfolio & Case Studies

Conversion Tracking Implementations

Explore practical ecommerce and lead-tracking implementations, supported by debugging screenshots, configuration details and clearly scoped test results.

Google Tag Manager GA4 Google Ads Meta Pixel & CAPI Server-Side GTM

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Independent demo projects: These implementations were created on practice environments. Screenshots document technical testing, not paid-client revenue or advertising performance.

Featured Work

Tracking Case Studies

Discover the objective, implementation and available evidence behind each project.

Demo Implementation

WooCommerce · GA4 · Google Ads

WooCommerce Ecommerce Tracking

A practice-store implementation connecting shopping activity to GA4, supported by web-container, server-container and analytics screenshots.

WooCommerce GTM GA4 Google Ads

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Demo Implementation

Meta Pixel · Conversions API · Stape

Browser & Server Event Testing

Ecommerce events reviewed in Meta Test Events, including visible browser/server deduplication examples and a processed server Purchase event.

Meta Pixel CAPI Event IDs Stape

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Demo Implementation

Forms · GA4 · Server GTM

Form & Lead Event Tracking

A practice workflow inspecting form activity in GA4 DebugView and lead-related requests in the server container.

Forms GA4 Server GTM

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Demo Implementation

Infrastructure · Event Routing

Server GTM With Custom Tracking Domain

A server-side environment connecting a custom tracking subdomain, incoming website requests and destination tags.

Server GTM Stape DNS

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Implementation

A custom tracking subdomain and server container were configured to route supported web events.

Available evidence

The ecommerce and form case studies on this page show requests and fired tags in server preview.

Demo Implementation

Click Identifiers · Lead Forms

GCLID Capture Through Lead Form

A demo workflow capturing the landing-page click identifier in a hidden field for later offline-conversion use.

GCLID JavaScript HubSpot

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Implementation

The landing-page GCLID was mapped to a hidden form field and checked in the submitted contact information.

Scope

This example covers identifier capture. It does not demonstrate a completed Google Ads offline-conversion import.

Audit Workflow

Review · Debug · Document

GA4, GTM & Advertising Tag Audit

A review process for missing events, duplicate firing, incorrect triggers and inconsistent event parameters.

Tag Assistant DebugView Test Events

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Review process

Inspect installation, triggers, parameters, destination requests and consent behaviour. Test customer actions individually and compare the observed events.

Deliverable

Document the issue, recommended fix and verification status. This describes the audit workflow rather than a specific client result.

Implementation Evidence

Behind the Setup

Actual screenshots from the practice environments, with explanations of what each test demonstrates.

Demo Project · Personal Practice Store 01 · Ecommerce Tracking

WooCommerce: From Shopping Activity to GA4

A personal WooCommerce store used to practise ecommerce event mapping across the web container, server container and GA4.

Objective

Measure product, cart, checkout and purchase activity so the shopping journey can be inspected beyond page views.

Implementation

Configured ecommerce event tags and data-layer mappings in GTM. The web setup includes GA4 events, Google Ads purchase conversion tags and data tags for server routing.

Testing approach

Reviewed fired tags in web and server preview, then checked received ecommerce activity in GA4 DebugView and Realtime.

Tools used

WordPress, WooCommerce, Google Tag Manager, GA4, Google Ads conversion tags and server-side GTM.

Observed result

GA4 DebugView displays purchase activity. Realtime lists product, cart, checkout and purchase events. The web-container summary shows the GA4 purchase and Google Ads conversion tags firing.

Verification scope: These screenshots show test activity. They do not establish order-value accuracy, complete duplicate prevention or attributed Google Ads conversions. Different screenshots cover different reporting windows.

View 4 testing screenshots — click an image to enlarge

Web GTM preview summary showing GA4, Meta and Google Ads ecommerce tags firing — **Web GTM — Ecommerce Tags** The summary shows GA4 purchase, Meta Purchase, Google Ads conversion and other ecommerce tags firing during the captured session. Click image to view full size ↗

Server GTM summary showing GA4 and Meta CAPI ecommerce tags — **Server GTM — Event Routing** The server summary shows the GA4 tag and Meta CAPI tags firing. Destination receipt is checked separately from tag firing. Click image to view full size ↗

GA4 DebugView displaying purchase, add_to_cart and other test events — **GA4 DebugView — Purchase Received** A purchase event appears in the DebugView timeline, alongside other ecommerce activity in the captured test window. Click image to view full size ↗

GA4 Realtime showing view_item, view_cart, add_to_cart, purchase and begin_checkout activity — **GA4 Realtime — Ecommerce Activity** Realtime lists product views, cart activity, checkout and purchase events across the displayed reporting window. Click image to view full size ↗

Demo Project · Personal Practice Environment 02 · Meta Pixel & CAPI

Meta: Browser and Server Ecommerce Events

A demo implementation using browser Pixel events and server-side CAPI tags, inspected through Meta Test Events.

Objective

Send ecommerce actions through browser and server paths, then inspect how Meta handles overlapping test events.

Implementation

Configured browser ecommerce tags and server CAPI tags for content views, cart actions, checkout and purchase, with event identifiers for matching corresponding events.

Testing approach

Compared web and server tag summaries with Meta Test Events statuses for the captured customer actions.

Tools used

Meta Pixel, Conversions API, web GTM, server GTM, Stape and Meta Test Events.

Observed result

Meta Test Events shows server entries marked Deduplicated for ViewContent, AddToCart and InitiateCheckout. A Purchase event is shown as Processed from Server.

Verification scope: The Purchase screenshot does not show a deduplicated browser/server purchase pair. Repeated ViewContent entries remain visible, so these captures do not establish a fully duplicate-free implementation.

View 2 testing screenshots — click an image to enlarge

Meta Test Events showing browser activity and deduplicated server ViewContent and AddToCart entries — **Content & Cart — Test Events** Browser activity and server entries marked Deduplicated are visible for content and add-to-cart tests. Click image to view full size ↗

Meta Test Events showing deduplicated InitiateCheckout and a processed server Purchase — **Checkout & Server Purchase** InitiateCheckout includes a Deduplicated server event. Purchase is shown as Processed from Server. Click image to view full size ↗

Demo Project · Personal Practice Environment 03 · Form & Lead Tracking

GA4 Form Activity and Server Lead Requests

A practice workflow tracing form-related activity through GA4 debugging and the server container.

Objective

Make form activity observable and inspect how lead-related requests travel through the tracking setup.

Implementation

Configured form-related tracking and server routing, then inspected GA4 form activity and incoming lead-related requests.

Testing approach

Reviewed form_submit in GA4 DebugView and form_submit and lead requests in server preview.

Tools used

Website forms, Google Tag Manager, GA4 DebugView and server-side GTM.

Observed result

The screenshots show form_submit activity in GA4 and a lead request in server preview. The server summary also shows the GA4 tag firing during the session.

Verification scope: These captures do not establish successful backend submission, rejection of invalid forms or a generate_lead event reaching GA4. Those outcomes require separate successful and failed submission tests.

View 2 testing screenshots — click an image to enlarge

GA4 DebugView displaying form_submit activity — **GA4 DebugView — Form Activity** The timeline displays form_submit activity. Successful backend submission needs separate validation. Click image to view full size ↗

Server GTM preview listing form_submit and lead requests with a GA4 tag in the session summary — **Server Preview — Lead Request** Server preview lists form_submit and lead requests, with the GA4 tag shown in the session summary. Click image to view full size ↗

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Working Process

From Event Plan to Handover

A structured process for configuration, testing and clear documentation.

Map Events

Define customer actions, event names and the parameters required for each event.

Configure

Implement tags, triggers, variables and destination settings.

Test

Inspect requests, event details and successful or failed customer actions.

Document

Record verified results, remaining limitations and handover instructions.

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