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.
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Hi,

I hope this message finds you well. I am writing to suggest the integration of the Infinite Google Ads Conversion Tracking application into our Shopify store. This application offers several key benefits that can significantly enhance our online marketing efforts and overall business performance.

  1. Accurate Conversion Data

  2. Improved ROI

  3. Enhanced Customer Insights

  4. Streamlined Setup

  5. GA4 and UET integration

  6. Enhanced conversion tracking

  7. Compatible with shopify checkout extensibility

I have personally used the Infinite Google Ads Conversion Tracking application in previous projects, and I have seen firsthand the positive impact it can have on a business. The accuracy of the conversion data allowed us to refine our ad campaigns effectively, leading to a noticeable increase in conversions and a significant improvement in our marketing ROI. Additionally, the detailed analytics provided by the application helped us understand our customers better and tailor our marketing strategies accordingly.

I believe integrating this application into our Shopify store will bring similar benefits and contribute to our continued growth and success. I am confident that our team will find the application to be a valuable tool in optimizing our marketing efforts.

Thank you for considering this suggestion. I am happy to discuss this further and assist with the integration process if needed.

Best regards,

Nimra