No accurate conversion data in GA4 and Ads? Here’s how to prevent a distorted ROAS
Many organisations face the same frustration: conversion data in Google Analytics 4 does not match reality. Transactions are missing, revenue figures are inaccurate, or duplicate conversions appear in reports. The cause? Outdated tracking methods — both client-side and server-side — that can no longer handle modern checkout flows, cookie legislation, and current technical requirements.
What goes wrong?
We see the same pain points across many e-commerce platforms:
- The thank-you page does not load correctly
- Users return through different browsers and lose session data
- Fast checkouts such as PayPal and iDEAL 2.0, as well as PSPs, interrupt sessions
- Orders are measured twice after page reloads or back navigation
- E-commerce events are incomplete or missing margin data
- Client-side tracking remains vulnerable because it depends on cookies and scripts
The result: Revenue discrepancies of up to 20%, incomplete channel analysis, and unreliable ROAS or profitability insights.
The solution: With the D.E.N. tracking solution, we reduce order discrepancies to below 3%. That means you can finally rely on your numbers and on the return of your marketing efforts.
How does the Delayed Event Notifier work?
XSARUS applies a smart and future-proof solution for its clients: the Delayed Event Notifier (D.E.N.). This server-side solution retrieves order data directly from your e-commerce platform, such as Magento or Shopware, and securely sends it to GA4. At the same time, session data such as the client ID and session ID remains intact for accurate attribution to channels and devices — independent of browser sessions or cookies.
Why this solution works:
- Tracks only successful and paid orders
- Expandable with additional data such as cancellations or returns
- No dependency on thank-you pages or scripts
- Prevents duplicate measurements, even after page reloads
- Includes complete order and margin data
- Works with fast checkouts, PSPs, and page reloads
- Automatically filters cancelled or failed orders
Why D.E.N. delivers reliable results
D.E.N. is built on a Server-Side Tag Management setup.
This gives you full control over when, how, and which data is sent. The setup is stable, secure, and reliable. Fully focused on data quality. The benefits:
- Accurate conversion rates
- Fewer transactions attributed to unassigned or direct traffic
- Better channel and ROAS analysis
- No noise from bots, test traffic, or tracking errors
- Clean traffic leads to reliable insights
- From 20% discrepancy to less than 3%
Ready to say goodbye to unreliable data?
With D.E.N., you get the most out of your conversion data and focus on what truly matters. No assumptions. Clear insights. No frustration. Full control. XSARUS helps you take your data quality to the next level, so you can trust the numbers that drive your growth.