About Tea of Sylhet
Tea of Sylhet is a direct-to-consumer eCommerce brand selling premium regional tea blends. The brand relies heavily on paid acquisition and needed tracking it could trust to guide ad spend.
Project overview
Sales were happening, but the revenue picture was not clear. Key funnel events were tracked inconsistently and revenue values were not reliably sent to Google Ads, so it was hard to know which campaigns actually drove sales.
I rebuilt the tracking from the ground up as a hybrid browser + server setup with Google Analytics 4, Google Tag Manager and a Stape server container on a custom tracking domain, so events are delivered reliably even when browsers block cookies or scripts.
Goals
- Implement accurate GA4 Enhanced eCommerce tracking
- Track all product and funnel events: view → cart → checkout → purchase
- Enable full Google Ads conversion attribution
- Capture WhatsApp clicks, scroll events and form submissions
- Create a data-driven reporting system for revenue and ROAS
Challenges
- Purchase events lacked revenue values and product details in Google Ads reporting
- GA4 did not follow enhanced eCommerce mapping across the funnel
- Browser-only tracking lost signals to cookie expiry, ITP and ad blockers
- Remarketing lists were generic rather than behavior-driven, so conversion potential was low
- Decisions relied on fragmented data instead of verified revenue signals
Strategy
I took a hybrid approach to server-side tracking: client-side events stay in place for immediate UI signals and DebugView visibility, while server-side processing validates purchases and forwards them as authoritative events for Google Ads conversion tracking. A custom tracking domain reduces blocking and lets events be treated as first-party where possible.
What I implemented
Server-side tracking
- Hybrid browser + server setup with GA4 and Google Tag Manager
- Stape server container on a custom tracking domain
- Purchases validated server-side and forwarded as authoritative events
Trigger configuration
- Form submissions
- CTA clicks
- Phone clicks
- Email clicks
- Scroll depth
- WhatsApp interactions
Custom parameters
- page_category
- service_type
- lead_type
- form_location
GA4 configuration
- Enabled GA4 enhanced measurement for baseline site interactions
- Mapped high-intent actions as GA4 conversions
Google Ads integration
- Synced GA4 with Google Ads for conversion tracking and audience creation
Validation
- GA4 DebugView
- Tag Assistant
- Cross-device testing
Tools used
Results
- Server-side Google Ads Add to Cart, Checkout and Purchase tags plus user-provided data fired in server GTM, with no tags left unfired
- GA4 realtime recorded the full funnel through to purchase: view_item, add_to_cart, begin_checkout and purchase
- Purchase, Add to cart and Begin checkout conversion actions all active and recording in Google Ads (Sep 12 – Nov 23, 2025)
- Conversion attribution: from partial and inconsistent to verified, revenue-based conversions in Google Ads and GA4
- Event delivery: from browser-only (fragile) to client + server (resilient)
- Audience quality: from generic lists to behavioral segments for high-intent retargeting
- Campaign optimization: from manual and cautious to automated, ROAS-driven bidding with real revenue signals
