Facebook and Google Ads do not appear in reports

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1

Hello!

We’re running Facebook and Google Ads campaigns with UTMs, but don’t see them in Shopify reports (e.g. report “Sessions attributed to marketing” by UTM Campaign, or UTM Source). But we see data for campaigns running in other platforms (Braze, Klaviyo).

What can be a reason?

2

Hi @denn1z ,

Shopify Reporting feature is not really good at attribution so I’d suggest you set up Google Analytics to get the most accurate data - especially when you run ads on multiple platforms.

Check out how to set up Google Analytics here: https://help.shopify.com/en/manual/reports-and-analytics/google-analytics/google-analytics-setup

Let me know if my answer is of any help, with a thumb up or like :grinning_face_with_smiling_eyes:

3

Hi @denn1z , I believe it might not be possible with the native Shopify reports but It can be achieved through Google analytics. Report Pundit can fetch all the UTM details like Source metrics, Conversion metrics, Product metrics, Ad metrics, etc by integrating with Google analytics.

You have 14 days of free trial. Our live chat support experts will create reports for you instantly. Contact us at support@reportpundit.com

4

Hi @denn1z ,

Have you tried using the BeProfit Profit Tracker app?

The app does a lot, but relative to your post:

We have an advanced feature that allows you to accurately attribute all of your UTMS. (Our support team will even help you attribute your UTMs if you have a lot)

The result is you’ll be able to see:

  • Amount spent
  • Number of clicks
  • Cost per click
  • ROAS
  • and Conversion rates
    …for every ad platform, ad account, campaign, ad set, and per individual ad.

You really can drill all the way down into your data to get the most detailed insights possible.

As I mentioned, BeProfit does more than that. With this Shopify profit calculator, you’ll be able to:

  • Track your profit history over time
  • Get intuitive visuals and graphs
  • Understand complex business metrics
  • Connect metrics once with smart integrations
  • Spot what factors need improvement to increase profits
  • Make data-driven decisions to optimize your store

Try BeProfit and let us know if you find it helpful. Plus, if you have any suggestions on how we can improve the app, we’re always happy to get feedback!

5

Thanks everyone,

The issue with Google ads was due to Google Merchant Center which overrides UTMs.

Solution described here: https://business.czarto.com/2020/09/21/sag_organic-product_sync-google-analytics/#comments

6

Hi, While Google Ads can be considered to have active user intent, Facebook Ads are more passive. Facebook Ads are shown to users not actively searching for a specific product or service, but rather, ads will appear within a users’ Newsfeed

7

Thanks for sharing information this is useful and solve the error.

8

There are a few common reasons this happens:

  1. UTMs not consistent: Make sure every ad URL includes utm_source, utm_medium, and utm_campaign, and that naming is consistent (e.g., don’t mix “fb” and “facebook”).

  2. Redirects stripping parameters: Link shorteners or intermediate redirects can remove UTMs before the final landing page loads.

  3. Auto-tagging conflicts (Google Ads): If you’re using auto-tagging (gclid) but also manual UTMs, they can sometimes conflict.

  4. Attribution differences: Shopify uses its own attribution model (mostly last-click), so numbers may not match Facebook/Google.

I’d test by clicking the ad link yourself and checking whether the UTM parameters remain in the final URL. That usually helps identify where the issue is.