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.
7

Thanks a ton

I have also raised a request with Shopify
I’m planning to switch my FB tracking to optimise for initiate checkout instead of purchase

Even I feel its something to with the order confirmation page as all other events like visitors, sessions, ATCs are being properly tracked

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