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Is Your Ad Tracking
Actually Working?

Use this 33-point checklist to audit your conversion tracking across Meta, GA4, Shopify, Google Ads and TikTok. Find exactly where you're losing data.

0/33 complete
0%
Meta Pixel & Conversions API0 / 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 Tracking0 / 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 Ads0 / 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 Ads0 / 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

Your checklist is complete! Download your results.

Save a branded PDF of your audit results — includes your score, platform breakdown and next steps.

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 most in place but key gaps remain. You're likely missing 30–40% of conversion data.
21 – 28
Good Foundation
Most things are working but a few gaps remain. Fix them before you fully trust your data.
29 – 33
Excellent Setup
Your tracking is solid. Keep monitoring and audit again after major platform updates.

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.

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