0% of Conversion Rate but many orders

Shopify Discussion
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Hi all,

I moved from Prestashop to Shopify late November.

I have an issue that I cant solve : my conversion rate is of 0% but i received +300 orders.

Shopify visits : 5K

GAnalytics visits : 16,8 K

Any idea of the potential problem ?

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@GCmphs

That’s a really interesting one and definitely confusing to see. :high_voltage:

When Shopify shows 0% conversion rate but you’ve got hundreds of orders, it usually means the issue isn’t with sales — it’s with how sessions and conversions are being tracked. After a platform migration, tracking often breaks or gets misaligned.

The big clue is the mismatch between:

• Shopify visits (5K)

• Google Analytics visits (16.8K)

So Shopify and GA aren’t counting sessions the same way anymore. That points to something around how the Shopify storefront or checkout is being tagged or loaded.

Have you checked whether your theme or migration setup is interfering with Shopify’s session tracking script?

1 Like
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I believe this is what’s happening in your case:

  • Orders are happening
  • But Shopify isn’t able to tie those orders back to recorded storefront sessions
  • As a result, the conversion rate shows 0%

Another reason could be Google Analytics may not be fully set up yet, due to which GA4 is double-counting sessions, whereas Shopify is counting only storefront sessions. That also explains why GA shows far more visits than Shopify.

Sales exist, but the tracking system can’t correctly connect the visits to the purchases, so the conversion metric looks wrong even though the store is working fine.

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We have tried several things :

  • rebuild the datalayer in GTM from zĂ©ro
  • disconnect and reconnect Google and Youtube app

We barely see the differences. I’ll dive into the theme : maybe there is something here.

How Shopify Analytics and GA4 are linked ? Is Shopify working with GA4 datas for conversion tracking ?

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@GCmphs You’re on the right track exploring the theme and GTM , Shopify’s connection to GA4 can be a bit tricky. :high_voltage:

Shopify doesn’t automatically feed GA4 conversion events the same way it did with Universal Analytics. Most of the time, GA4 relies on either:

• The Shopify native integration (which mainly tracks page views and purchases)
• Or a custom GTM setup that pushes checkout and order events into GA4

So even if your GTM datalayer is rebuilt, if the theme isn’t outputting the right ecommerce events, GA4 won’t capture them correctly.

Are you tracking purchase/checkout events directly in GTM, or relying on Shopify’s native GA4 setup?

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Right now, I am on a GTM setup.

1 Like
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@GCmphs Perfect! That makes things clearer. :high_voltage:

Since you’re using GTM, the key is making sure your Shopify theme is outputting the correct ecommerce events into the datalayer at each stage: product view, add to cart, checkout, and purchase. Without those, GA4 won’t receive conversion data even if GTM is set up correctly.

Have you checked whether the purchase event is firing with the right parameters on the thank-you page? That’s usually where most GA4 conversion issues show up.p.