In the ever-evolving world of eCommerce, businesses often focus on optimising ad campaigns, refining creative strategies, and improving user experience.
Yet, a silent killer is lurking in the background that can sabotage even the best-laid plans—broken conversion tracking.
The Invisible Threat
Conversion tracking is the backbone of any eCommerce business that relies on digital advertising. It ensures that every click, view, and purchase is accurately recorded and fed back into ad platforms like Google and Meta. This data is essential for optimising campaigns and ensuring that your ad spend is being used effectively.
However, many brands overlook the importance of robust tracking systems and rely on basic, “one-click” solutions that often fail.
The Real Cost of Broken Tracking
Imagine spending thousands on advertising, only to have your tracking system misfire, double-count, or completely miss key events. This is not just a minor inconvenience—it can lead to massive inefficiencies in ad spend and a distorted view of performance. If your tracking is broken, it doesn’t matter how great your ads, product, or website are; your campaigns will suffer.
After dealing with 100’s of brands at Leaf, nearly 100% of the brands we’ve audited have significant issues with their conversion tracking. These problems are often caused by seemingly minor changes, such as installing a new app on Shopify or updating a cookie consent banner. These disruptions can cause tracking events to fire incorrectly, leading to skewed data that misinforms your ad platforms.
The Impact of Cookie Consent Solutions
One of the most significant disruptions to conversion tracking is the implementation of cookie consent solutions. While these are necessary for compliance with privacy laws, they can wreak havoc on your tracking systems. Many popular cookie consent tools are not fully compliant themselves and can lead to inaccurate data being sent to ad platforms.
For example, a poorly configured cookie banner can inflate session counts or block critical tracking events altogether. This issue is exacerbated on platforms like Shopify, where native solutions often lack the necessary integration with tools like Google Consent Mode V2. As a result, brands may find themselves unable to retarget users effectively, undermining their entire digital strategy.
Recommendations for Stabilizing Your Tracking
Start with Cookie Consent
Implement and configure your cookie consent solution first. Ensure it is compliant and properly integrated with your tracking systems. This step is crucial because any changes to your cookie settings after setting up your tracking can disrupt data collection.
Upgrade Your Tracking Systems
Use robust, server-side tracking solutions that can handle data collection more reliably than basic browser-side tools. This will help you maintain stable data flows even when users opt out of cookie tracking.
Monitor and Test Regularly
Set up continuous monitoring to detect and address any issues as soon as they arise. Tools like “Watcher” can be invaluable for identifying anomalies in real-time and preventing prolonged data loss.
Rollout Changes Strategically
Make changes to your tracking systems incrementally, and at times when your site is not under heavy load (e.g., not during sales events). This approach will help you isolate the impact of each change and address issues more effectively.
Prepare for Q4
As the holiday season approaches, ensure that your tracking and consent systems are rock-solid. This is a critical time for eCommerce, and any disruptions can have a disproportionately large impact on your bottom line.
The Path Forward
The reality of modern eCommerce is that conversion tracking is no longer a “set it and forget it” task. With the increasing complexity of privacy regulations and the interconnectedness of digital systems, brands must be vigilant in maintaining their tracking infrastructure. While it may feel like an overwhelming challenge, addressing these issues proactively can provide a significant competitive advantage.
As Gil (Leaf Founder & CEO) and Wes (Leaf Founder & Head of Strategy) point out in our recent podcast, it’s not about chasing perfection but minimising downtime and maximising data integrity. By staying informed and taking a proactive approach, you can ensure that your business thrives even in a challenging digital landscape.
Welcome to the new normal. Is your tracking ready?