About Urine Shefa
Urine Shefa is a Bangladeshi health ecommerce store selling a natural remedy for urinary burning and infection through a Bengali-language, mobile-first landing page with a direct order button.
Project overview
For a store built around one landing page and one checkout, the funnel is short: page view, begin checkout and purchase. Almost every sale starts from a paid ad on a mobile phone, so Google Ads needs to receive every checkout and purchase conversion to optimise bidding, and GA4 needs the same events for ecommerce reporting.
I set up Google Ads conversion tracking for begin checkout and purchase, built GA4 ecommerce tracking on the same events, and routed both through a server-side GTM container hosted on Stape so fewer conversions are lost to browser restrictions. Microsoft Clarity was added so the client can see how mobile visitors use the landing page.
Goals
- Track Begin checkout and Purchase as Google Ads conversion actions
- Send GA4 ecommerce events (page_view, begin_checkout, purchase) for reporting
- Route Google Ads and GA4 hits through a server-side GTM container
- Keep click IDs with a Conversion Linker on web and server
- Give the client session recordings of real visitors
Challenges
- Mobile-heavy traffic where browser tracking is easily blocked or cut short
- A short funnel, so every missing checkout or purchase conversion distorts Smart Bidding
- Keeping event names and values consistent between Google Ads and GA4
- No visibility into how visitors actually interact with the landing page
Strategy
I kept the setup simple and focused on the two conversions that matter for Google Ads: begin checkout and purchase. The web GTM container loads the Google tag with a Conversion Linker, sends GA4 ecommerce events and fires the Google Ads conversion tags. A server-side GTM container on Stape receives the GA4 stream and sends the Google Ads checkout and purchase conversions and the GA4 ecommerce events from the server, so they are less affected by ad blockers and browser limits.
What I implemented
Web GTM container
- Google Ads Google Tag with Conversion Linker on all pages
- Google Ads conversion tags for Begin Checkout and Purchase
- GA4 Config Tag, GA4 ecommerce events and GA4 Scroll Depth
- Microsoft Clarity tag on all pages
Server-side GTM on Stape
- GA4 - Ecommerce Tracking tag forwarding all GA4 events
- Server-side Google Ads conversion tags for Checkout and Purchase, plus Conversion Linker
- The same server container also forwards the store's existing Meta events
- Stape container on a Pro plan, hosted in AP South (India) with a custom tagging subdomain
Google Ads & GA4
- Begin checkout and Purchase conversion actions in Google Ads, both Primary with a 90-day window
- GA4 realtime checked for page_view, begin_checkout and purchase on the thank-you page
Testing & validation
- Web preview: all tags fired on purchase with none left unfired
- Server preview: Google Ads Purchase and Checkout tags and GA4 fired on begin_checkout and purchase
- Clarity live recordings confirmed for mobile visitors in Bangladesh
Tools used
Results
- All web GTM tags fired on a test purchase, with "Tags not fired: None"
- Server GTM preview showed the Google Ads Purchase and Checkout tags and GA4 firing with none unfired
- GA4 realtime recorded begin_checkout and purchase events from the store
- Stape container running with 823 requests (17.37%) flagged as affected by tracking prevention, which server-side tracking helps recover
