When setting up or transitioning to Google Analytics 4 (GA4), many WordPress site owners run into issues where data either isn’t tracked at all or important eCommerce events like purchases don’t appear in reports. One of our recent projects highlights how these issues can be identified and resolved on a WooCommerce-powered website.
Issue Background
A WooCommerce website was not recording traffic and eCommerce data correctly in GA4.
- The GA4 script had already been added via the site’s header and footer.
- The site was running Google Site Kit and Google Tag Manager.
- Despite the setup, GA4 was not capturing traffic data reliably, and no eCommerce conversions (purchases, checkout events) were showing in reports.
The site’s digital marketing team needed this data for a custom dashboard, making the missing metrics a priority issue.
Diagnosis
Our team began by reviewing the site’s analytics setup:
- Google Site Kit conflicts – Site Kit was active but was configured in a way that prevented GA4 from fully connecting. We noticed that enhanced measurement tracking wasn’t working consistently.
- Logged-in user tracking – By default, Site Kit disables GA4 event tracking for logged-in WordPress users. This explained why internal tests weren’t generating events.
- Missing WooCommerce integration – While GA4 was connected, no plugin was actively sending WooCommerce-specific events like
begin_checkoutorpurchaseto GA4. This explained the lack of monetization data.
Resolution Steps
To fix the issue, we completed the following steps:
- Reconfigured Google Site Kit
– Deactivated and reconnected the Site Kit plugin to refresh the GA4 connection.
– Adjusted setup parameters by removing unnecessary “www” variations to match the GA4 property.
– Verified that enhanced measurement was now enabled and sending data. - Tested GA4 tracking
– Confirmed standard GA4 events such as page views and scroll tracking were recording correctly.
– Verified through GA DebugView and real-time reports that GA4 was receiving incoming hits. - Added WooCommerce → GA4 integration
– Installed the WooCommerce Google Analytics Integration plugin.
– Updated the GA4 property ID in the plugin’s settings.
– Enabled tracking for checkout events, product impressions, and purchases. - Validated results
– Placed test orders to confirm purchase events were appearing in GA4 monetization reports.
– Verified that subsequent live orders were now being tracked as expected.
Final Outcome
After reconfiguring Site Kit and installing the WooCommerce GA4 integration plugin, the website successfully began recording purchase events in GA4.
The marketing team can now rely on accurate analytics data for both traffic and eCommerce performance. This resolution not only restored visibility but also ensured long-term reliability for digital marketing efforts.
If your WooCommerce store isn’t recording purchases in Google Analytics 4, the issue often comes down to missing integrations or plugin conflicts. Freshy can help diagnose and fix GA4 and Tag Manager tracking so you don’t miss critical data. Contact Freshy today to get your analytics working properly.
