How should a DTC store set up tracking and attribution for PPC?
Use GTM as the hub, run Pixel + Conversions API for each ad platform, standardise purchase events, and add an attribution tool to capture assisted conversions.
Foundation:
- GTM as your hub (even on Shopify): centralise tags, avoid code bloat, control versions.
- Dual collection per platform: Pixel + Conversions API (Meta CAPI, Google Enhanced Conversions/Server-Side GTM, TikTok Events API). Expect 10–15% more matched purchases vs pixel-only.
- Event hygiene: deduplicate events, standardise naming (view_content, add_to_cart, initiate_checkout, purchase), and pass product IDs, value, currency.
Attribution & diagnostics:
- Triangulate data across GA4, Search Console, Merchant Center, and platform dashboards.
- Add an incrementality lens with MMM-lite or tools like Triple Whale/Northbeam to credit upper-funnel (e.g., TikTok/UGC) that last-click misses.
- For mobile apps, use AppsFlyer/Adjust to track install → purchase and ROAS.
Future-proofing:
- Move towards server-side tagging (server GTM) and consent modes.
- Verify Enhanced Conversions (Google), Advanced Matching (Meta), and catalog feeds for product-level ROAS.
- Set up conversion value optimisation (AOV tiers or LTV proxies) where possible.
Related questions
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