Most conversion tracking issues go undetected for weeks because there is no alert when a tag stops firing. An audit is the only way to confirm your tracking is working correctly. Here is a 15-point checklist that covers the most common tracking gaps on Shopify stores running Meta Ads, Google Ads, and GA4.
Meta Pixel Checks
1. Pixel fires on all pages
Install the Meta Pixel Helper Chrome extension. Visit your homepage, a product page, a collection page, and your blog. The extension should show a PageView event firing on every page. If it is missing on any page, the pixel base code is not loading correctly on that template.
2. Purchase event fires on thank-you page
Complete a real or test purchase on your Shopify store. On the order confirmation page, the Pixel Helper should show a Purchase event with a non-zero value. If it shows no event, or shows the event but with $0 value, your purchase tracking is broken.
3. No duplicate Purchase events
The Pixel Helper should show exactly one Purchase event on the thank-you page. If you see two (e.g. one from Shopify native pixel + one from GTM), you are double-counting purchases in Meta. Check for duplicate implementation sources.
4. Meta Events Manager shows Purchase as Active
In Meta Business Manager → Events Manager, your Pixel should show the Purchase event listed as Active (green) with recent event activity. If it shows as No Activity, no recent purchases have been tracked — investigate immediately.
5. Event Match Quality is Good or Excellent
In Events Manager, check the Event Match Quality score for your Purchase event. Below 6.0 suggests poor customer data is being sent. Improve by enabling CAPI with hashed email, phone, and fbp/fbc parameters.
Google Ads Checks
6. Conversion tag fires on thank-you page
Install the Google Tag Assistant Chrome extension. Complete a test purchase. On the order confirmation page, the tag should show the Google Ads conversion tag firing with a conversion value. If missing, your Google Ads campaigns have no purchase data for Smart Bidding.
7. Conversion action is set to “Include in Conversions”
In Google Ads → Tools → Conversions, check your Purchase conversion action. Ensure “Include in Conversions” is set to Yes. If set to No, this conversion does not feed Smart Bidding even if it fires correctly.
8. Conversion count is “One” for purchases
In your Google Ads conversion action settings, Count should be set to One (not Every) for the purchase event. “Every” counts each purchase multiple times if the page is refreshed. For purchases, always use Count: One.
GA4 Checks
9. GA4 purchase events appear in real-time
Open GA4 → Reports → Real-Time during a test purchase. After completing checkout, you should see a purchase event in the Events section within 1–2 minutes. If it does not appear, GA4 ecommerce purchase tracking is broken.
10. Purchase revenue matches Shopify revenue (roughly)
In GA4 Monetisation → Ecommerce Purchases, compare monthly revenue to Shopify dashboard revenue. A gap of more than 10% suggests tracking is missing some purchases or double-counting others.
11. GA4 is marked as noindex-safe
Check that GA4 is not sending traffic data to a test or development property. In GA4 Admin → Property Settings, confirm the property name matches your live domain, not a staging URL.
UTM Tracking Checks
12. Email campaigns have UTMs
In GA4 → Acquisition → Traffic Acquisition, check if email appears as a traffic source. If all your email sends appear as Direct or (not set), your email campaigns do not have UTM parameters. Add utm_source=email&utm_medium=email to all campaign links.
13. Social media links have UTMs
Organic social posts that link to your store should have UTMs. Check that Facebook, Instagram, Pinterest, and LinkedIn organic referrals are tagged consistently so they appear correctly in GA4 source reports.
Technical Checks
14. No tracking on checkout subdomain gap
Shopify checkout runs on checkout.shopify.com (for stores not on Shopify Plus). Your Pixel and GA4 tags must be installed via Shopify’s Customer Events / Web Pixel API or the checkout settings, not just as theme code, to track checkout page events.
15. Thank-you page fires only once per order
Shopify’s order confirmation page fires tracking when the order is confirmed. Verify that refreshing the thank-you page does not retrigger conversion events (causing duplicate conversions). Use order ID-based deduplication in your tags where possible.
Run This Audit Monthly
Tracking breaks silently. A monthly 30-minute audit using this checklist catches issues before they impact enough data to affect campaign performance or budget decisions.
Book your free Shopify tracking audit here and we will run through all 15 of these checks on your store and fix any issues we find.