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Order Attribution Dashboard Setup (GTM → GA4)

This guide explains how to track ad clicks from Google and Facebook through your online order form to completed purchases, and how to surface that data in a customer-facing attribution dashboard.

Euri avatar
Written by Euri
Updated over 2 weeks ago

Who This Is For

This article is for Cents customers who:

  • Have Google Tag Manager (GTM) installed

  • Are sending UTM parameters with ad traffic

  • Want to see which ads and campaigns drive actual orders

If you have not yet set up GTM, complete the prerequisite article first:

How to Set Up Google Tag Manager

What You Will Be Able to See When Finished

After completing this guide, you will be able to answer:

  • Which Google Ads vs Facebook Ads drive orders

  • Which campaigns generate the most purchases

  • How many users go from click → order form → purchase
    ​

Step 1: Confirm Events Are Being Sent to Google Analytics (GA4)

Your site must send at least one purchase event to GA4.

Required Event

Event Name

Description

purchase

Fired when an order is successfully completed

This event is typically triggered:

  • On the order confirmation page, or

  • When the checkout success event fires

Tip: Use GTM Preview Mode and GA4 DebugView to confirm the event fires correctly.

Step 2: Make Sure UTM Parameters Are Present

Your ad links should include UTMs, such as:

https://yourorderpage.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_promo

Common UTM Parameters

Parameter

Example

Purpose

utm_source

facebook

Traffic source

utm_medium

cpc

Channel type

utm_campaign

summer_promo

Campaign name

GA4 automatically captures these when the session begins.

Step 3: Mark the Purchase Event as a Conversion

In Google Analytics:

  1. Go to Configure → Events

  2. Find the purchase event

  3. Toggle Mark as conversion

This ensures purchases appear in attribution and acquisition reports.

Step 4: Where Attribution Data Lives in GA4

Standard Reports (Fastest)

Navigate to: Reports → Acquisition → Traffic Acquisition

This report shows:

  • Session source / medium

  • Campaign

  • Conversions (including purchases)

Explorations (Custom Dashboard)

Go to: Explore → Blank Exploration

Recommended Dimensions

  • Session source

  • Session medium

  • Session campaign

  • Event name

Recommended Metrics

  • Event count

  • Conversions

  • Total revenue (if enabled)
    ​

Step 5: Example Attribution Table

Below is an example of what a finished attribution table may look like:

Source

Medium

Campaign

Purchases

google

cpc

brand_search

124

facebook

cpc

retargeting

86

facebook

cpc

prospecting

42

This shows which ad sources are driving completed orders.

Step 6: Funnel Example (Click → Order → Purchase)

You can also create a funnel in GA4 Explorations:

  1. Session start (UTM captured)

  2. Order form viewed

  3. Order form submitted

  4. Purchase completed

This helps identify drop-off points.

Step 7: Building a Customer-Facing Dashboard (Optional)

For a polished dashboard, connect GA4 to Google Looker Studio.

Recommended Charts

  • Purchases by Source

  • Purchases by Campaign

  • Conversion Funnel

This dashboard can be shared with stakeholders or customers.

Troubleshooting

Purchases show but no attribution

  • Ensure UTMs are present on the first page users land on

Facebook data missing

  • Facebook does not auto-tag like Google Ads; UTMs are required

Events not appearing

  • Check GTM Preview Mode and GA4 DebugView

Summary

  • GTM sends purchase events

  • UTMs identify ad source

  • GA4 ties sessions to conversions

  • Attribution appears in Acquisition and Exploration reports
    ​

Need Help?

If you need assistance validating your setup or creating a custom attribution dashboard, contact the Cents support team.

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