You know what the site does
Events defined by meaning — attempts against completed actions — show which pages produce enquiries and which only produce visits.
Measure shopping actions against the records they actually create.
We define and verify ecommerce events with clear ownership and permitted data. Product views, cart actions and completed purchases are distinguished so failed or duplicated events do not become misleading revenue reports.
A few clients we’ve worked with
What we do
Analytics setup for ecommerce businesses: event and value plan, tracking configuration, reconciliation checks.
What analytics setup needs to account for.
A checkout-button click is not a completed purchase.
Duplicate purchase events can inflate reported revenue.
Item identifiers need to match the catalogue used by reporting tools.
What you cannot decide without measurement.
Page views alone do not explain which actions the website supports. Without that, every decision about the site is an argument about taste.
Spend has a feedback loop
When a conversion can be verified, campaign and content decisions can be made against outcomes instead of impressions.
The numbers agree
Documenting which system can verify each conversion stops two dashboards reporting two different truths.
Analytics setup scope.
Plan event and value plan, tracking configuration and reconciliation checks as connected parts of the engagement.
Event and value plan
Specify item identifiers, currency and the meaning of each shopping event. Define which system confirms purchase completion and refund data.
Tracking configuration
Implement approved tags and consent behaviour. Prevent private customer details and unsupported values entering analytics.
Reconciliation checks
Compare test events with the corresponding commerce records. Check duplicates, failed payments and cross-domain limitations.
Selected website projects across our wider practice
All case studies
“What I appreciate most is that the team always communicates openly and stays honest throughout.”
“They delivered what they said they would, on time.”
“They met all our expectations by providing great strategies based on our needs.”
Analytics setup deliverables.
The agreed analytics setup scope is documented in the following work products.
- 01
Event dictionary and permitted-data plan
- 02
Configured tracking with tag ownership
- 03
Verified event examples and reporting limitations
Our process
How we approach analytics setup.
Define commerce event meaning
Agree item identifiers, currency, completion sources and treatment of refunds or failed payments.
[ 01 ]
Configure permitted tracking
Implement approved events and consent behaviour without copying private order fields.
[ 02 ]
Reconcile events and records
Compare safe test purchases and cart actions with actual commerce records and check duplicates.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Max Tymoshyn
Founder & Architect
Iryna Melnyk
Full-Cycle SEO Specialist
Artur Tsitou
DevOps & Backend Developer
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedAnalytics setup for ecommerce businesses: questions.
Can analytics revenue differ from accounting revenue?
Yes, because consent, attribution, refunds and implementation boundaries can differ. The setup documents what the event values represent.
Will you send customer addresses to analytics?
No ordinary event plan should copy private order fields by default. Permitted properties are explicitly defined and verified.