Conversion tracking Google ads

Data and Analytics
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Topic summary

A merchant is experiencing significant discrepancies in conversion tracking between Google Ads/Analytics and Shopify, with Google reporting approximately 50% fewer purchases than Shopify’s Marketing dashboard. This mismatch is hindering effective ad spend optimization.

Potential causes identified:

  • Ad blockers and browser privacy features blocking third-party tracking pixels
  • Google Ads only attributing conversions to ad clicks, while Shopify counts all orders
  • Customers closing browsers before thank-you pages fully load (can account for ~20% loss)
  • Attribution timing differences (Google attributes to click date vs. purchase date)
  • The Google & YouTube app using third-party domains that get blocked

Recommended solutions:

  • Implement server-side tracking via Google Tag Manager (GTM) with first-party domain tracking to bypass blockers
  • Enable Enhanced Conversions to improve attribution accuracy
  • Verify conversion windows match between platforms
  • Consider specialized conversion pixel apps instead of the default Google & YouTube app
  • Compare Google Analytics 4 data with Google Ads to isolate whether the issue is attribution or broken tracking

One contributor shared evidence showing server-side tracking captured more events than browser-based tracking. The discussion remains open as the merchant considers reinstalling server-side tracking.

Summarized with AI on October 24. AI used: claude-sonnet-4-5-20250929.
1

Hi there,

With our webshops we run ads on Google, META etc. To make sure all the right tracking is being done, I connected the Google & Youtube app on the stores. Everything works fine except the Google Ads tracking.

The problem: I if check the conversion ‘purchase’ in Google ads, I see a lower amount then when i look on Shopify –> Marketing. It differents almost 50%. This is bad for our Google ads because we cannot spend money the right way.

I called with Google a few times, this organisation is so horrible to work with for troubleshooting. Everytime I speak to someone they are connecting me with another department (which sometimes doenst happen).

Anyway, have you guys had the same issue and if so, is there any solution for it? Would be really great if someone knows what to do:) Thanks in advance!

1 Like
2

Hi @Maurits1 ,
Enable Enhanced Conversions in the Google & YouTube app (this sends hashed email/phone to improve attribution).
Make sure you’re not double-firing tags (check with Google Tag Assistant / Debugger).
Use Google Tag Manager instead of only the Shopify app if you want better control and debugging.
Compare Google Ads conversions with Google Analytics 4 conversions – if both are lower than Shopify, the issue is attribution, not broken tags.
Set the same conversion window in Google Ads as Shopify uses (e.g., 30 days).

If you find my recommendations helpful, a like would be greatly appreciated.
Thanks & Regards
Anmol

1 Like
3

If you set a specific conversion parameter in Google, it might be lower as Shopify often inflates conversion rate beyond the typical purchase target. Google also tends to not track conversions based on the thank you page, if the customer closes the window before the page loads. This happens quite a lot actually. Up to 20% of conversions aren’t tracked because of it.

1 Like
4

Dear Anmol,

Thanks for your reply. So in Analytics i measure half of the sales as whats being done in Shopify. So there is something wrong I would say?

The double firing part cannot be the case because I measure on Google Ads and on Google Analytics fewer sales than on Shopify.

And the conversion dates are set correctly ofcourse:)

Thanks for your help,

Maurits

5

Hi maximus,

Thanks for your help. So I didnt change anything. I just installed the Google app on Shopify and didnt change any conversions in Shopify.

The 20% difference because of the thank you page might be an option, but still the total of different sale tracking is 50% in total.

You have any other reasons for this difference? Thanks in advance.

Greetings,

Maurits

6

HI,

Thanks for your query.

It is pretty common issue that Google and youtube app track less conversions than the real from google ads.

Tracking technology is no more effective with first party domain and browser/client side tracking.

All the shopify app like google and instagram app, google and instagram app all use 3rd party domian/subdomain to track the conversion which gets block for some browsers and extensions and you miss data.

solution:

Google tag manager GTM is the most advance method to configure google ads tracking with first party domain/subdomain server side tracking.

Recently I got the proof from one of my clients who previously using google and youtube app and getting less conversions tracked than it should be.

I configured server side tracking keeping the app integrated conversion goal as secondary and GTM integrated conversion goal as primary. you could see the result here.

conversiong goal for 24 july
conversiong goal for 24 july2048×1152 161 KB

7

Dear j_mah,

We previously had server side tagging installed but canceled it. So you recommend to install it again? Can you help us with that?

And btw not only the conversions are not being tracked correctly, also the revenue in Google Analytics is half of the revenue Shopify says…

Greetings,

Maurits

8

Server-side is an advanced tracking method compared to any other apps or plugins. It is the future of tracking, which is introduced by Google and Facebook. Facebook calls it Conversion API(CAPI).

Server-side is crucial to bypass all kinds of cookie blockers and the iOS 14 update.

Here you can see the impact of server-side tracking on the attachment. for the last 7 days, one of my client’s pixel

Total browser events = 586

Total server events = 607

purchase event overview
purchase event overview1185×999 118 KB

Please don’t hesitate to ask if you have any questions.

“If you’d like to discuss this more, don’t hesitate to send me a PM.”

Kind Regards

9

as such this is a common issue that merchants often face with the google and youtube app.

some of the main reasons for this discrepancy include:

  1. google ads only tracks conversions that can be attributed to ad clicks. however, shopify doesn’t work like that. it will display all completed orders.
  2. more and more users have started to use ad blockers, which hampers conversion tracking from google’s side.
  3. google ads attributes conversions to that day when the ad was clicked, and not the day of purchase. thus, as you may understand, late purchases may not simply get counted.
  4. lastly, there can always be issues with the way the tag has been implemented.

i would say, to deal with this, go with a specialized google ads conversion pixel app rather than the google and youtube app. and, nabu for google ads pixel. it is easy to set up, ensures that conversion tracking is accurate and even supports enhanced conversions.

1 Like