Troubleshooting · nine pages, no signup

Start with the symptom you can see. Each page walks through the check in a safe order.

Seeing several at once? Use the symptom checklist →

Pick the one you see

All nine, with the usual cause.

GA4
GA4 revenue does not match Shopify.
Usual causeUsually the purchase event, refunds or currency — rarely all three. Diagnose
GA4Shopify
GA4 shows few or no purchases.
Usual causeThe Shopify purchase event stopped firing or fires without transaction_id. Diagnose
GA4
GA4 counts one order as two purchases.
Usual causeTwo senders fire a purchase for the same order without a matching transaction_id. Diagnose
Meta
Meta reports more purchases than Shopify has orders.
Usual causeOne order reaches Meta more than once: Pixel and Conversions API without a shared event_id, two pixels, or a Purchase event that re-fires. Diagnose
Meta
Pixel and Conversions API count the same sale twice.
Usual causeThe browser and server events do not share the same event_name and event_id. Diagnose
GA4
A large share of traffic is Unassigned.
Usual causeA checkout or consent change broke the session across domains. Diagnose
Shopify
Tracking went quiet after a checkout or theme change.
Usual causeAdditional Scripts retired, or a custom pixel was never migrated. Diagnose
Google Ads
Google Ads conversions are far off from your Shopify orders, not just slightly different.
Usual causeWrong conversion action, missing hashed data, or double counting with GA4 import. Diagnose
Google Ads
Google Ads conversions doubled after a tracking change.
Usual causeOne purchase is counted by two paths, such as a GA4 import next to a direct Google Ads tag. Diagnose

The method

Follow the order. Then compare the evidence.

Real orderOrder ID, amount, currency
Browser / server eventsConsent, event ID, delivery
GA4 / advertising platformsReceived events and reporting
Reconcile the recordsMatch IDs, time windows and definitions

A completed order and a reported conversion are different records. Check the path and compare like-for-like before treating a difference as missing data.

A note from Daniil

None of them match, but something is off.

Email your store URL and one sentence. I reply in one working day with what I would check first, or say it is not my kind of problem.

Email Daniil

— Daniil

Tracking Health CheckRead-only

If you want it checked against your real orders: the Tracking Health Check covers one store and one agreed problem across up to three systems, read-only, USD 395 / EUR 375. Written verdict two working days after the kickoff, once access is confirmed. If nothing is wrong, you get that in writing.

Request a Tracking Health Check (USD 395 / EUR 375) →