Free Resource

Is Your Ad Tracking
Actually Working?

Use this checklist to audit your conversion tracking across every platform. Find out exactly where you’re losing data — and how much it’s costing you.

Your progress
0/33
📱 Meta Pixel & Conversions API 0 / 9
✓
Meta Pixel fires on all key pages
Home, product pages, cart, checkout, thank-you page
✓
Purchase event fires on the thank-you page
Verify in Meta Events Manager → Test Events
✓
Conversions API (CAPI) is set up alongside the pixel
Browser pixel alone misses 30–40% of conversions
✓
Event deduplication is active
Pixel and CAPI use the same event_id to avoid double-counting
✓
Event Match Quality score is 7 or higher
Check in Meta Events Manager → Event Match Quality
✓
No duplicate pixel installations
Only one source should send each event to Meta
✓
iOS 14+ campaign settings are configured
Domain verified, Aggregated Event Measurement enabled
✓
Your 8 Aggregated Events are prioritised correctly
Purchase should be highest priority
✓
Meta reported conversions are within 20% of actual orders
Compare Meta purchase count vs your order dashboard
📊 Google Analytics 4 (GA4) 0 / 8
✓
GA4 property is connected (not Universal Analytics)
UA was shut down in July 2023 — make sure you migrated
✓
GA4 purchase count is within 15% of your actual orders
Compare GA4 vs Shopify/CRM over the last 30 days
✓
eCommerce tracking is enabled in GA4
GA4 Admin → Data Streams → Enhanced Measurement
✓
No duplicate GA4 tags on the site
Only one method should load GA4 (app, GTM, or direct)
✓
Key conversion events are marked in GA4
At minimum: purchase, begin_checkout, add_to_cart
✓
GA4 is linked to Google Ads
Enables conversion import and audience sharing
✓
Remarketing audiences are set up in GA4
E.g. Cart abandoners, product viewers, past buyers
✓
GA4 data retention is set to 14 months
Default is 2 months — change in GA4 Admin → Data Settings
🛒 Shopify-Specific Tracking 0 / 8
✓
Using Checkout Extensibility-compatible tracking
Old checkout.liquid JS injection no longer works reliably
✓
No conflicting tracking apps installed
Multiple apps installing the same pixel = duplicate events
✓
Shopify Web Pixel API is being used
The official way to track inside the new checkout sandbox
✓
Thank-you page events fire correctly after purchase
Test with a real order — check all pixel events in browser
✓
Shopify order count matches platform conversions within 15%
If gap is bigger, you’re missing significant revenue attribution
✓
Server-side webhook tracking is in place
Webhooks capture purchases even when browser events fail
✓
Refunds are being tracked
Untracked refunds inflate reported ROAS
✓
International orders track correctly (if selling globally)
Currency conversion and geo-based tracking can break
🔍 Google Ads 0 / 4
✓
Google Ads conversion tracking is active
Not just linked to GA4 — conversion actions should be configured
✓
Enhanced Conversions is enabled
Recovers conversions missed by browser-side tracking
✓
Auto-tagging is enabled in Google Ads
Required for GA4 to attribute traffic to Google Ads correctly
✓
Primary vs secondary conversions are set correctly
Only primary conversions should be used for Smart Bidding
🎙️ TikTok Ads 0 / 4
✓
TikTok Pixel is installed and firing
Verify in TikTok Ads Manager → Events → Test Events
✓
TikTok Events API is connected (data sharing: Maximum)
Without it, you’re missing 30–40% of iOS and ad-blocked conversions
✓
Event deduplication is active for TikTok
Pixel + Events API must share the same event_id
✓
TikTok Event Match Quality is 6 or higher
Check in Ads Manager → Events → Event Quality

🏆 How to Read Your Score

0 – 10
Urgent Action Needed
Significant data loss is happening right now. Ad decisions are based on inaccurate numbers.
11 – 20
Partial Setup
You have basics in place but key gaps remain. You’re likely missing 20–40% of conversion data.
21 – 28
Good Foundation
Most things are working but a few gaps need fixing before you can fully trust your data.
29 – 33
Excellent Setup
Your tracking is solid. Keep monitoring and audit again after major platform updates.

Want an Expert to Check Your Setup?

This checklist tells you what to look for. A free audit tells you exactly what’s wrong and how to fix it — specific to your store and ad platforms.

Book Your Free Tracking Audit →
Free, no obligation — we’ll review your setup and tell you what we find.