About Chadwick Nutrition
Chadwick Nutrition (chadwicknutrition.com.au) is an Australian online store selling nutrition and supplement products, advertising on both Meta and Google Ads.
Project overview
Chadwick Nutrition needed more than a basic Pixel: a Meta Pixel and Conversions API setup across the whole shopping journey, including cart views and removals, plus GA4 Enhanced eCommerce and a Google Ads setup with conversion tracking, enhanced conversions and dynamic remarketing.
I built a large web GTM container that pairs every Meta Pixel event with a server-bound GA4 event, then used a server-side GTM container to send those events to the Meta Conversions API, GA4 and Google Ads from one stream.
Goals
- Track seven Meta events from both browser and server, including ViewCart and RemoveFromCart
- Deduplicate every browser and server event pair in Meta Events Manager
- Implement GA4 Enhanced eCommerce, including item lists, search and checkout steps
- Set up Google Ads conversion actions for add to cart, begin checkout and purchase
- Add Google Ads enhanced conversions and remarketing audiences
Challenges
- A long funnel with list views, search, cart edits and multi-step checkout
- Three platforms (Meta, GA4 and Google Ads) needing the same events and values
- Remarketing tags that need product-level data on every relevant step
- Browser-side signal loss from ad blockers and privacy features
- A large container that had to stay organised and easy to audit
Strategy
I used one naming convention throughout the web container (Fb - Browser, Fb Server, G - Ads, G - Ads Remarketing and GA4) so every event has a clear browser and server counterpart. Fb Server GA4 event tags feed a server-side GTM container, where a Conversions API tag with extended fbp/fbc cookies sends events to Meta for deduplication, and server-side GA4, Google Ads conversion, user-provided data and remarketing tags reuse the same stream.
What I implemented
Meta Pixel (browser)
- Fb - Browser tags for PageView, ViewContent, AddToCart, ViewCart, RemoveFromCart, Checkout and Purchase
- Matching Fb Server GA4 event tags for each of the seven events
Meta Conversions API (server)
- Fb Conversions API Tag in server GTM with event enhancement enabled
- Extended Meta Pixel cookies (fbp/fbc) and action source set to "website"
- Events confirmed for page_view, view_item_list, view_item, add_to_cart, ViewCart, RemoveFromCart, begin_checkout and purchase
GA4 Enhanced eCommerce
- GA4 Config Tag plus view_item_list, contact info submit and address info submit events
- Server-side GA4 ecommerce tag forwarding the full event stream
- Purchase tracked as a key event
Google Ads
- Conversion tracking for Purchase (Primary), Add to cart and Begin checkout (Secondary)
- Enhanced conversions via a Google Ads user-provided data event on purchase
- Remarketing tags for view item, view item list, search, add to cart, checkout and purchase
- Conversion and remarketing tags run in both the web and server containers
Testing & validation
- Web preview on purchase with all Meta, GA4 and Google Ads tags fired
- Server preview with the Conversions API and GA4 tags firing across the full session
- GA4 realtime and Meta test events checked for every funnel step
Tools used
Results
- PageView, View Content, Add to Cart, ViewCart, RemoveFromCart, Initiate Checkout and Purchase received from browser and server in Meta, with the server copy deduplicated
- Conversions API tag fired 15 times in the server preview session, with a POST 200 response from Meta
- Web GTM preview on purchase showed the Meta Pixel, GA4 ecommerce, Google Ads conversion and remarketing tags firing
- GA4 realtime recorded the full funnel, from view_item_list and view_search_results to purchase as a key event
- Google Ads Purchase (primary), Add to cart and Begin checkout conversion actions set up and enabled from GTM
