Roger Lopez

Roger Lopez is a top-rated Digital Marketing speaker and keynote presenter at conferences all over the world. With over 20+ years of marketing experience, Roger is a highly sought after marketing keynote speaker. He specializes in marketing and digital strategy.

How to Set Up Product List Tracking and Category Tracking in GA4 E-commerce (2026)

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Quick Answer: Product list tracking in GA4 uses the view_item_list and select_item events to measure which product lists (category pages, search results, recommendation modules) drive the most product page views and purchases. Setting it up requires implementing these events with consistent item_list_id and item_list_name parameters. This guide covers implementation for major platforms, the key parameters … Read more

How to Track Coupon and Promotion Usage in GA4 E-commerce (2026 Guide)

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Quick Answer: GA4 tracks coupon and promotion usage through two mechanisms: the coupon parameter on purchase events (records which discount code was used at checkout), and the view_promotion and select_promotion events (tracks when users see and click promotional banners). This data answers: which coupons drive the most revenue, are promotional banners being seen and clicked, … Read more

How to Create Custom Segments in GA4 for E-commerce Analysis (2026 Guide)

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Quick Answer: GA4 segments divide your audience into subgroups for comparison — new vs. returning buyers, high-value vs. low-value customers, mobile vs. desktop purchasers, customers who bought from a specific campaign. Create them in GA4 Explore: select “+” next to Segments, choose user/session/event segment type, define conditions, and apply to your exploration. This guide covers … Read more

How to Use the Product Performance Report in GA4 for E-commerce (2026)

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Quick Answer: GA4’s product performance data lives in Reports → Monetization → E-commerce purchases. This report shows revenue, quantity, and purchase count by product. To analyze product performance more deeply — including add-to-cart rates, click-through rates, and abandoned product analysis — use GA4 Explore with item-level dimensions. This guide covers how to build the most … Read more

GA4 Enhanced E-commerce Tracking: Limitations and What to Watch Out For (2026)

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Quick Answer: GA4 enhanced e-commerce tracking has important limitations small business owners should know: data sampling occurs on free accounts for large data volumes (over ~10M events/month), iOS privacy changes reduce mobile purchase attribution accuracy, attribution windows affect which marketing channel gets credit for sales, and some platform implementations have known data gaps. Understanding these … Read more

Top Facebook Advertising Mistakes Small Businesses Make (And How to Avoid Them)

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Quick Answer: The most costly Facebook advertising mistakes for small businesses are: stopping campaigns too early before gathering meaningful data, targeting audiences too broadly OR too narrowly, sending ad traffic to a weak website, using only one ad creative without testing, and misreading Ads Manager metrics (optimizing for clicks instead of customers). This guide covers … Read more