What causes missing e-commerce events on WordPress?

Critical GA4 e-commerce events (e.g., add_to_cart, begin_checkout, purchase) are not being tracked or lack required item parameters. On WordPress this commonly happens because the platform ships its own analytics layer that overlaps with a hand-installed GTM container, or because plugins/apps add their own GA4 tags without coordinating with the existing setup.

How serious is missing e-commerce events on a WordPress store?

This issue carries a CRITICAL severity in the NiceLookingData audit. Category: EVENT. Critical issues actively distort revenue or conversion numbers and should be fixed before they affect a reporting cycle.

How does NiceLookingData detect missing e-commerce events on WordPress?

The audit reads your live WordPress GTM container + GA4 property via Google OAuth (read-only) and runs a category-EVENT rule that specifically looks for the pattern described above. The finding is returned in plain English with the exact tag/event names involved, plus a copy-paste fix.

Is the WordPress audit free?

Yes. The full 61-check GA4 audit and 44-check GTM audit are free to run on any WordPress property — no credit card, no signup beyond Google OAuth. Paid Pro and Agency tiers add unlimited audits, AI insights, PDF export, audit history, scheduled re-audits, daily anomaly detection, and shareable client portals.