Nahid Analytics

Meta orders dropped 96% overnight.
Do you kill spend or sit on your hands?

Scenario:
Apr 26: 72 purchases in ads manager
Apr 27: 2 purchases in ads manager

Same budgets. Same creatives.

Slack blows up:

"Did we break tracking?"
"Did Meta die?"
"Turn it off?"

What you actually do:

1. Check Shopify first.

Did total orders drop? If not → attribution lag, not real problem. Don't panic-cut on one day.

2. Check Events Manager

Check Meta Events Manager, does data still comes in? Nothing to worry about.

3. Check MER over 7-14 days

If MER is still healthy → ride the noise. If MER is collapsing → test small cuts.

4. Find where the drop is

One campaign? One country? One creative? Or system-wide? Don't kill the whole channel because one ad set died.

If Meta truly stopped working, Shopify will tell you.

If Meta's just "less flattering" today, don't nuke a working channel over 24 hours of bad data.

Have you ever killed a winning campaign because of an attribution lag?

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics

Google Ads Enhanced Conversion Tracking for Go High Level(GHL)

Enhanced Conversions for web is a feature that improves the accuracy of your conversion tracking

It works by supplementing your existing conversion tags with hashed first-party user data collected from your website

→ Email
→ Phone
→ First Name
→ Last Name
→ Street
→ City
→ Region
→ Country
→ Postal Code

Here's how to set up Enhanced Tracking via Google Tag Manager

→ Open your Google Tag Manager
→ Select ‘Google Ads User-Provided Data Event’ tag
→ Enter your Google Ads Conversion ID (e.g., 00000000000)
→ Create a User-Provided Data variable and include all relevant fields
→ Add a trigger where user data is collected (like purchase or form submission)
→ Save and submit your GTM container

Make sure all user data is sent as string format (for example:)

Correct → "[email protected]"
Incorrect → [email protected]

Is your Google Ads tracking actually 'enhanced' or just basic?

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics

How to See Profit Margin in Google Analytics (GA4) Reports

I think 60% to 70% of people still have no idea that we can create custom metrics in GA4 to calculate Profit Margin

GA4 only tracks Revenue by default

It never knows how much profit you are making unless you teach it

So here’s a simple example that many e-commerce brands can start using today:

If your average profit margin is 30%, just create a Calculated Metric with this formula:

👉 {Purchase revenue} * 0.3

Now GA4 will automatically show your Profit in dashboards

→ Quick Example

Your revenue is: $5000

Profit margin: 30%

Profit = $1500

Stop looking at just revenue! Do you know how much profit you actually made today inside GA4?

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics

Without Consent Mode V2, Your Google Ads Tracking Fails

Last week, a client came to me and said that after adding a cookie banner to their website

Their Google Ads conversion tracking suddenly stopped, and their ads performance dropped

When I opened their Google Tag Manager and saw that all tags are firing correctly

But when I clicked their cookie banner “Accept all” button, the real issue appeared

When someone clicks “Accept all,” the ad_storage value remains as denied instead of updating to granted

As a result, Google Ads tags were firing, but no conversions were being recorded

How to check it?

Open your GTM and click Preview
2. In Tag Assistant, enter your website URL
3. Then click your cookie banner “Accept” button
4. After that, go to the Consent tab in GTM Preview
5. And check if ad_storage: granted

If after clicking the “Accept all” button, ad_storage is still granted, then your Google Ads tracking is working properly

Always try to use a Google-certified CMP, such as Cookie Information, CookieBot, or CookieYes

Is your cookie banner a data-blocker? Drop a in the comments if your ad_storage is successfully showing as 'granted' after you click accept

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics

If you’re sending Meta Conversion API (CAPI) data via the GA4 tag, then GA4 will also receive Meta event parameters

Did you know that GA4 actually displays those Meta parameters in your reports?

These parameters (like fbp, fbc, external_id, etc.) don’t belong to GA4’s event schema

(So it’s better to exclude them)

Here’s how to remove those unwanted parameters:

↳ Open your Server GTM container

↳ Go to your GA4 server tag

↳ Click on Event Parameters

↳ Under Parameters to Exclude, click Add Row

↳ Add the Meta parameters that are being sent from your Web GTM to GA4 (For example):

event_id

event_name

x-fb-ck-fbp

x-fb-ck-fbc

first_party_collection

event_time

x-fb-ud-external_id

When was the last time you checked your GA4 real-time reports and saw a bunch of 'x-fb' strings you didn't ask for?

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics

If your Shopify store's GA4 Pages and Screens Report shows URLs like this

“/web-pixels@.../post-purchase” (instead of clean URLs) “checkouts/.../thank-you”

This usually happens when the Data Layer is enabled via Shopify Customer Events

But here’s the catch

If you don’t send the required page parameters, GA4 won’t capture the actual page URL

As a result, Shopify’s internal pixel path overrides the real page data

What you need to send via GTM:

→ page_location

→ page_path

→ page_referrer

Once these parameters are sent, GA4 will start showing clean and accurate page paths again

Is your Shopify data actually readable, or is it just a mess of pixel code?
Drop a 📊 in the comments if you’re fixing your page parameters today

If you've any questions, feel free to book a
30 Minutes free Consultancy👉https://zcal.co/nahidanalytics