Topic directory · XnMark knowledge
Make revenue reporting useful enough to act on. Start with the outcome definition, then examine collection, consent and attribution.
If analytics revenue does not match your store, begin with the revenue-discrepancy guide and align the definitions before changing tags. If you are planning a new setup, start with the GA4 implementation guide. Conversion tracking, Tag Manager and server-side tagging explain different parts of collection; attribution explains how observed outcomes are assigned.
A useful measurement brief states the business question, the outcome definition and the acceptance checks. Bring the report that is unclear and the decision it affects when you discuss a review. The team can then distinguish a collection fault from a reporting or commercial-definition issue.
Use the linked guides and service pages to understand the scope, then describe your business challenge. A definition or example explains an approach; it is not a diagnosis of your own implementation.
Reference
Conversion tracking records useful business actions, such as purchases or submitted enquiries. It helps you assess marketing only when the action, value and counting rules are clearly defined.
Explore Conversion trackingReference
Enhanced conversions helps Google Ads connect recorded conversions with eligible customer information collected by your business. Supported information is hashed before use: transformed into a coded value. This is a measurement feature, not an automatic privacy approval.
Explore Enhanced conversionsReference
First-party data is information collected through your business’s own customer relationships and interactions, such as order history or communication preferences. Its usefulness depends on accuracy and appropriate permissions.
Explore First-party dataReference
Google Analytics 4 (GA4) helps you understand what shoppers do on your website: what they view, where they leave and which purchases your tracking records. It is an analytics tool, not the store’s order book.
Explore Google Analytics 4Reference
Google Tag Manager (GTM) helps manage the tracking tools on your website. It controls which tags run, when they run and which information they use. A tag is a small piece of code that performs a task such as sending a measurement event.
Explore Google Tag ManagerPractical guide
Investigate a GA4 revenue gap by aligning definitions first, then tracing a sample of orders through collection. A difference between analytics and a store report can come from both expected scope differences and actual implementation faults.
Explore Investigate GA4 revenue discrepanciesReference
Marketing attribution decides which recorded marketing interactions receive credit for a purchase or enquiry. Different systems can credit the same order, so their revenue totals should not be added together.
Explore Marketing attributionOur method
A measurement audit traces business outcomes through the website, collection tools and reporting destinations. It should produce a prioritized issue record with evidence, acceptance criteria and ownership.
Explore Measurement audit methodologyReference
Meta Conversions API sends business events, such as a purchase, to Meta through a server connection. It can work alongside browser tracking when the two routes are coordinated.
Explore Meta Conversions APIReference
Server-side tagging processes tracking information on a server before forwarding it to measurement tools. It gives the business a place to manage the data flow, while adding infrastructure and maintenance responsibilities.
Explore Server-side tagging and trackingMake the next decision clearer
Tell us what you are trying to improve, which markets matter and where the evidence is unclear.