The problem.
Hertility Health is a UK women's health company offering at-home hormone and fertility testing. A health business has to be far more careful than a typical ecommerce site about what it tracks and where that data goes.
The existing consent tool blocked tags in ways that were hard to predict. Customers don't simply add a product to a basket, so standard ecommerce tracking didn't describe the journey. And Shopify blocks Google Tag Manager's preview mode on checkout.
What Marc did.
A custom consent banner
The third-party tool replaced with a single self-contained script, deployed from Google Tag Manager.
- Supports Google Consent Mode v2 and blocks tags by consent category.
- A returning visitor's stored choice is the default before any tag fires.
- The team manages it without developer releases.
Tracking built around the real journey
A GA4 ecommerce specification for Hertility's actual purchase journey.
- Covers assessment recommendations, basket and extras, checkout, purchase and consultation bookings.
- Tags built in Google Tag Manager, including server-side.
- Every event checked in the GA4 BigQuery export as well as the interface.
Careful changes on checkout
With no preview mode on Shopify checkout, changes went out in small, separate versions.
- Each version tested across several browsers.
- Base tag firing rules fixed to prevent a rare duplicate load on checkout and payment pages.
Bookings and forms joined up
HubSpot Meetings and Forms brought into the dataLayer.
- Consultation bookings count as key events in GA4 alongside purchases.
Privacy wording
Privacy policy wording drafted to cover Enhanced Conversions and Customer Match.
- The advertising measurement Hertility used is described clearly to customers.
Tools and handover
A GA4 BigQuery SQL builder, full documentation and a walkthrough.
- The team can pull answers from the raw data without writing queries from scratch.
- Documentation covers the ecommerce tracking, the consent banner and a complete container audit.
- Hertility's incoming analyst taken through it all.
Results.
- A consent banner Hertility controls, respecting each visitor's choice from the first tag on the page.
- GA4 ecommerce tracking that matches the real journey, from assessment to purchase to consultation.
- Every ecommerce event checked in the BigQuery export.
- Consultation bookings measured as key events alongside purchases.
- A documented setup handed over to Hertility's own team.
If your GA4 ecommerce tracking needs the same care, a GA4 mini audit is a sensible first check.