Incomplete Conversion data being sent to google and facebook. Shopify sending on 60% conversion data

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Topic summary

Since May 13th, 2023, Shopify merchants are experiencing a significant drop in conversion tracking data sent to Google and Facebook, with only 40-60% of conversions being recorded. The issue affects multiple stores simultaneously and impacts both advertising platforms and Google Analytics reports.

Key Details:

  • The problem began at a specific time (around 19:00 GMT on May 12th) and affects the order confirmation/thank you page
  • All other events (visitors, sessions, add-to-cart) track correctly; only purchase conversions are affected
  • The issue occurs across different themes and payment methods, including Shopify’s own Cash on Delivery app

Impact:

  • Google Ads and Facebook campaigns are learning incorrectly, requiring lowered ROAS goals
  • Merchants report increased ad spend and decreased conversions
  • Some days show up to 87% of purchase events missing

Shopify’s Response:

  • Support initially denied the issue, later acknowledged it as “known” and under investigation
  • One support agent mentioned changes related to GTM access on non-Plus plans and thank_you URL redirects
  • After 2+ months, no official resolution has been provided

Potential Workarounds:

  • One user reported success by removing the {% if first_time_accessed %} condition from tracking codes
  • Another mentioned using dual Facebook pixels (app + custom) resolved their issue
  • Custom JavaScript solutions with time-based deduplication have been attempted

Current Status:
As of the latest posts, the issue remains unresolved for most merchants despite isolated reports of improvement. The discussion reflects ongoing frustration with Shopify’s slow response to a critical tracking problem.

Summarized with AI on November 2. AI used: claude-sonnet-4-5-20250929.
37

Yes, you are right theme file did not render on thank you page. But its about cookie when user come on store page and if there is an error in javascript code then cookie will not be created. But its rare, I have check everything on my end, all things are fine.

On my end most of my orders which are not tracked are created from Android Chrome Browser.