One clean data layer feeding GA4, Meta, LinkedIn and Pinterest
Find Surfaces, a UK Shopify store run by Nathan L., needed its tracking built from scratch: one reliable source feeding GA4 and every ad platform, with the team's own visits kept out of the numbers.
Starting point
This was a new setup, not a repair. The goal was a clean foundation: one data layer that every tool reads from, so GA4, Meta, LinkedIn and Pinterest all see the same products, carts and orders.
Visits from the team also had to be kept out of GA4 from day one, so traffic and conversion rates reflect real customers.
What I changed
A Shopify data layer that pushes product, cart, checkout and order data in GA4 ecommerce format.
GA4 events with full item parameters: view_item, view_search_results, add_to_cart, remove_from_cart, begin_checkout, add_shipping_info, add_payment_info and purchase, plus generate_lead and newsletter_signup for lead actions.
Meta, LinkedIn and Pinterest set up as browser tags and as server-side conversion API tags, so each platform receives the same events from both sides.
An internal traffic filter in GA4 so the team no longer shows up in the reports.
How it was verified
Every event and parameter was checked in GTM preview, GA4 DebugView and each platform's test events screen, then written up with screenshots in a handover document the client can keep.