GA4, TikTok & more
Every platform hears about the same sale.
In its own language.
GA4, TikTok, Snapchat, Pinterest, Reddit and LinkedIn each want a sale in a different shape. One engine sends it to all of them with the same hashed identity, the same event id and the same value, so every ad account describes the same orders.
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Why does TikTok show fewer sales than my store?
Is GA4 getting the purchases the browser never sent?
GA4
Measurement Protocol
purchase
TikTok
Events API
CompletePayment
Snapchat
Conversions API
PURCHASE
Conversions API
checkout
Conversions API
Purchase
Do I need a developer for every new ad platform?
Is every platform told the same value for the same order?
What it is worth
Try a new channel without rebuilding your tracking.
A new platform in one card
Paste the ids it asks for, send a test event, switch on. Identity, value and the duplicate rule are already decided.
The same sale, the same value
Every platform reads the value through one rule, and every send records where its value came from.
Leads to every platform
Qualified and won stages go to TikTok, LinkedIn and the rest as well as Meta and Google, from the same pipeline.
One sale, every platform
One order. Each platform gets it under its own name.
TikTok calls a purchase CompletePayment, Snapchat PURCHASE, Pinterest checkout. Each platform’s card offers the store events it has a name for: purchase, checkout started, add to cart, product viewed and search. Each send matches on that platform’s own click id, kept from the visit.
- ttclid, ScCid, epik, rdt_cid and li_fat_id kept on the visit
- Store events switched on per platform
- Purchase follows When a sale counts, so held cash-on-delivery sales wait
- A platform with no checkout event is simply not offered one
GA4
GA4 gets the sale on the visitor’s own session.
Purchases and the events you switch on go to GA4 through the Measurement Protocol, on the client id and session id from the visitor’s own GA cookies, so the sale joins the session it belongs to. No email or phone is ever sent to GA4. Send it to Google directly, or through your own server GTM container.
- Client id and session id from the _ga cookies
- No personal data, as Google’s policy requires
- Checked against Google’s debug endpoint before going live
- Lead stages as GA4 events, for lead generation sites
client_id
from the visitor’s _ga cookie
session_id
from their _ga_ session cookie
event
switched on for this store
transaction_id
the order id
value · currency
what the buyer paid
One standard
Hashed once. The same person on every platform.
Identity is not rebuilt for each platform. The email, phone, name and address a person is sent under are hashed once, by the same rule Meta uses, and relabelled for each API, so the same buyer is the same buyer everywhere. Every send lands in the Event stream with its payload and its status.
- SHA-256 before anything leaves
- Phones placed in the right country, never guessed
- A test mode on every platform whose API offers one
- A reply that carries an error is a failure, never a send
What came in
the shopper typed it
phone
from checkout
address
city, zip, country
click id
captured on landing
What we sent
em
a1f4…9c02
ph
7be1…44d8
ct / zp / country
3d90…b7e1
fbc / gclid
passed through raw
external_id
stable per customer
Match quality
0/10
GA4, TikTok & more, on your own site.
Start a workspace and watch it work on your next order or lead, or let us walk you through it.
Switching it on
Each platform, the same four steps.
- 1
Open its card
One card per platform on the Integrations page, saying what it needs and where to find it.
- 2
Paste the ids it asks for
Usually a pixel id and an access key. Secret ones are encrypted at rest.
- 3
Send a test event
Where the platform has a test mode, the test stays out of your reporting, and its answer shows on the card.
- 4
Switch on the events you want
Purchase, checkout, cart, product view and search, by the names that platform uses.
Inside the module
Inside GA4, TikTok & more
Meta and Google have their own pages; everything else goes through this one engine.
GA4 Measurement Protocol
On the visitor’s own client and session, direct or through server GTM
TikTok Events API
Store events and lead stages, matched on ttclid
Snapchat, Pinterest, Reddit
Conversions APIs, each on its own click and browser ids
LinkedIn Conversions API
Qualified and won leads, matched on li_fat_id
One identity everywhere
The same hashed email and phone, the same event id and value, whichever platform it goes to
Event stream
Every send to every platform, with its payload
The payload preview runs through the same code that sends, so what you inspect is what each platform received.
Where this sits
One of the four steps an order goes through.
Every feature reads the same identity. Open any of them; each has its own page.
1Capture
Every visit, on your own domain.
2Understand
First click to delivered order.
3Send back
Real revenue back to the ads.
4Act
Turn it into the next sale.
Add the next channel without new tags
One sale.Every platform, counted the same.
Connect the store once. Each platform you add gets the same sale, the same buyer and the same value, from its first order.