Google Tag Manager (GTM) VS Google & Youtube Conversion tracking || GTM server side tracking

Shopify Discussion
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Analyzing Tracking Accuracy on Shopify

This is a fascinating comparison of conversion tracking methods. The accuracy of GTM tracking compared to the native Shopify Google & YouTube app and GA4 imports, I’ll highlight the data discrepancies and explain the technical reasons behind them.

For Shopify merchants, choosing the right implementation method—the Google Tag Manager (GTM), the Shopify Google & YouTube App, or GA4 Imported Purchases—can dramatically affect reported results.

This analysis examines a 7-day and 14-day data snapshot to evaluate the relative performance and, critically, the tracking accuracy of Google Tag Manager (GTM).

Conversion Data Overview

The following table summarizes the purchase conversion data tracked by three different methods over two periods:

Tracking Method Conversions (Last 7 Days) Conversions (Last 14 Days)
Google Tag Manager (GTM) 10.94 23.95
Shopify Google & YouTube App 5.96 13.96
GA4 Imported Purchases 6.94 15.95

The Case for GTM Tracking Accuracy

The data strongly suggests that the Google Tag Manager (GTM) implementation offers the most conversion tracking accuracy on the Shopify platform

gads conversion data last 14 days
gads conversion data last 14 days1817×705 67.4 KB

gads conversion data last 7 days3
gads conversion data last 7 days31938×705 76.4 KB

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Hi!

This is a great and much-needed comparison (we got a lot of questions regarding discrepancies from our clients), we’d have loved for Datma to be included as well.

Our approach to tracking on Shopify combines two complementary data sources:

  1. Direct sync from the Shopify backend (orders, refunds, products etc.)

  2. Client-side tracking via the Shopify Pixel API and Datma’s own tracking layer

By bringing these together, Datma captures both verified Shopify events and user interactions that occur on the storefront, all clearly identified and deduplicated. This hybrid model allows us to get as close as possible to a single source of truth while still maintaining visibility over real-time customer behavior.

Because we’re built natively on Shopify’s infrastructure, and extend it with our own lightweight pixel system, we believe Datma can provide some of the most accurate and consistent tracking results available on the platform.

Best,
Peter [email removed] Datma / Demo