Conversion Tracking missmatch - Google Analytics, Google Ads, Facebook

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Hi, we've been wrestling tracking conversions.


We advertise a lot on Facebook and Google ads, but are having a hard time tracking the conversions.  Shopify is telling us that a lot of our customs are direct, even though that is not correct.  I recently set up UTM codes and I'm hoping that will better allow us to track where a customer comes from.  However we also are trying to use Google Analytics, and it misses the majority of our conversions, it just records some.


Does anyone have any advice?  We have gone through the Google analytics set up a lot, and it seems to function okay, but UTM codes aren't going to help me much if the conversion doesn't even exist in Google analytics.  Are there any common issues that I'm not aware of?

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