Analytics, Tracking & Data in Sydney

Australian ecommerce reporting has three quiet distortions that inflate performance, and most stores have all three. The first is GST: revenue reported inclusive of 10% tax makes every ROAS look 10% better than it is, and if Shopify and GA4 disagree about whether tax is included, the two systems will never reconcile. The second is currency, which arrives the moment Shopify Markets is switched on and USD orders start appearing in an AUD store — with ad platforms reporting in yet another currency and a conversion rate applied at some point nobody documented. The third is freight, which in this country is large enough to invert a channel's profitability entirely.

That third one is the whole ballgame for a Sydney brand. A campaign delivering a strong ROAS to a metro audience and a weak one to regional and remote addresses is not a single number, and averaging them hides the fact that some orders lose money on freight alone. We build cost of delivery by zone into the reporting layer alongside cost of goods, payment fees including BNPL merchant costs, and returns — so the number your team argues about is contribution, not revenue.

Underneath that sits the ordinary but non-negotiable work: a GA4 event schema that matches how your store actually behaves, server-side tracking that survives browser restrictions, Conversions API with properly normalised parameters, and a reconciliation between Shopify, GA4 and the ad platforms with the expected variance documented so nobody spends a Monday chasing a discrepancy that was always going to exist.