Huge amount of orders not showing any conversion details

[AV11]

Hi, 

I'm hoping someone might have any insight/solution to this because I'm at my wit's end going back and forth with Shopify (I get a different answer each time). 

Since the 9th of November, when Shopify made the backend changes for GDPR compliance, our website sessions have jumped off a cliff and a huge amount of orders (anywhere between 40-60% daily) have suddenly stopped showing any conversion details in the conversion summary. This is having a massive knock-on effect on our revenue attribution and paid marketing targets, as virtually everything is showing as Direct in the source/medium reports.

We use Shopify's own Google & YouTube app to send everything to GA4 and the latter for Google Ads conversion tracking. We also use Shopify's own Privacy & Compliance app for our website cookie banner, which has always been set to "Collect data after consent", as we're in the UK. 

Shopify initially said that it was due to customers not accepting cookies. I don't think I'm doing anyone a disservice when I say that it's highly unlikely that overnight the vast majority of people suddenly decided to use ad blockers/incognito mode/not accept cookies.

They then said that it has to do with the "correlation between buyer session tokens and checkout events. Essentially, the tokens that link these sessions and checkouts are not matching up correctly. This mismatch could cause an order to not be linked to a session on the day it was placed, which in turn may impact the reported conversion rate." Support say the devs are working on it, but it's been over a month now and it's still not been fixed. 

Has anyone found a workaround to help with revenue attribution, or is it genuinely just a case of waiting for Shopify to fix it?

Any suggestions would be greatly appreciated 🙂

[DaliaHawley]

Hi, came here to say I am having EXACTLY the same issue!

[DaliaHawley]

Did you ever find out what was causing it?

[AV11]

Hi, 

Sorry for the late reply - No, we didn't. They just doubled down on the buyer session tokens bit. 

However, that being said, it definitely seems to have improved over the last couple of days. Have you seen any improvement?

[DaliaHawley]

I will keep my eye out, only one January order so far and no conversion
info, sadly!

[jetsetgear]

Same issue. No conversion info for a number of orders.

[Dkhalifa]

Hi

i am having a similar issue conversions showing in ads manager but not on Shopify. Any explanation why this is happening. 

[furthermore]

Do you all still have this issue?

I just noticed that 30% of our sales does not even appear in Shopify store conversion. This is kind of interesting, at least they should know that we sold more based on the time the order was placed, regardless of the source.

[mak17]

Same here after ~ January 19.

Even internal conversion rate is calculated incorrectly, but shopify support can't help.

Conversion summary is empty, we also thought maybe that's related to Avada cookie consent, but they haven't found anything yet.

[MrWentzel]

Same problem here. I have tried contacting support but they give me the "visitors are not accepting cookies story".

This is extremely disrupting for my business. 

[ZoeyGao]

Hi, we just met this problem from 27th March, did you finally dix this issue? 

[OlegROI]

Having the same issue right now. Any solutions?

[Aymeric]

Hey, in case anyone still has this issue in 2025. It is linked to the cookies, now support will not manage to tell you where it comes from. but essentially in customer privacy in your settings, it can be that you have some countries selected in which you are asking for consent in order to take their data (such as conversion infos) and if you don't have a banner for the cookies set up well then you will not ask for their consent yet the system needs their consent.

So, either make a cookie banner or delete those countries off your data request.