Missing sales in Google Analytics when connected via Shopify Google YouTube App

Shopify Discussion

Topic summary

Users report that only 60% of actual orders appear in Google Analytics 4 when using Shopify’s official Google & YouTube connector app, despite sessions tracking more accurately. This issue emerged after Shopify deprecated additional scripts, making the connector app the primary integration method.

Key troubleshooting attempts:

  • DebugView confirms purchase events aren’t firing for all transactions
  • Google Tag Assistant finds no tags on the website, despite the app showing correct installation
  • Creating new data streams hasn’t resolved the discrepancy
  • Some pages show as untagged (15 out of 7,500)

Support response loop:

  • Shopify support directs users to Google
  • Google support redirects to community forums
  • Neither company takes ownership of the issue

Current status:

  • Multiple users confirm experiencing identical problems, including Shopify Plus stores
  • Specialist developers indicate this is a widespread issue
  • One user suggests customer consent rejection may contribute to missing data, though this doesn’t fully explain the systematic 40% gap

Recommendation: Users are encouraged to report the issue to Shopify support to increase pressure for a resolution, as no fix or official acknowledgment exists yet.

Summarized with AI on October 25. AI used: claude-sonnet-4-5-20250929.
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Hi, now Shopify is deprecating the additional scripts, it seems the only way to get data to GA4 is via the connector app which we have successfully connected between our Shopify store and GA4. However, only 60% of our actual orders are being shown in GA4, although the sessions are being more accurately recorded. When looking in GA4, it says that some of our pages are not tagged (only 15 of 7.5k) but how can this be possible if the connector app has set it up? I have tried setting up a new data stream with the same, if not worse, results. Does anyone have any experience with this or suggestions? Thanks

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Hi @dominodolmio

Here are some recommendations I think you can try to troubleshoot and improve accuracy:

  1. Check the GA4 DebugView → Go to Admin > DebugView in GA4 and place test orders to see if purchase events are firing correctly.
  2. Verify Google Tagging in Shopify → In Online Store > Preferences, ensure your Google Tag ID is correctly added, and no conflicting scripts are interfering.
  3. Enable Enhanced Ecommerce Events → Make sure purchase events and enhanced conversions are enabled in GA4’s settings.
  4. Use Google Tag Assistant → Install Google Tag Assistant to check if GA4 is properly firing on all checkout steps.

If the issue persists, Shopify or Google support might help diagnose if it’s a Shopify-side tracking issue

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Hi @Promer-Aila , thanks so much for your suggestions, some of which I had already done and the others I have now completed but I cannot identify anything obvious. In the DebugView, it’s clear that not all purchases are being recording so that event would appear to not be firing correctly but since this is installed via the connector app I don’t know what I can do about it. When using Google Tag Assistant, no tag is found on the website but the connector app says everything is correctly installed and all sessions, plus 60% of purchases are recording so I’m not sure what this app does to set up the event recording. I have tried Shopify support, who say ask Google. Google support say ask the community which I have also done but not got any result.

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Same issue here

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Hi @texas , sorry to hear that - we have continued to try to get to the bottom of this and reached out to some specialist developers who have told us that we are not alone, even stores on Shopify Plus are experiencing incomplete stats on GA4 now that the Shopify connector app has to be used to link to it. The good news is that if this is a wider problem, then Shopify have to recognise it and do something about it. Until now, everyone has been told the same by Shopify support as I was: it’s not our problem, talk to Google. Google say ask the community and so we go round and round without anyone actually taking ownership and doing something about it. If I hear anything, or get anywhere with this, I’ll post it here :slightly_smiling_face:

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Thank you so much

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Hi, any feedback or progress on this? having the same issue

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Hi, sadly not other than discovering it is affecting everyone including stores on Shopify Plus as mentioned above. Shopify say it’s a Google issue and to contact them and Google says ask the community. I think it’s really bad that it’s still ongoing and neither company seems to be doing anything about it whilst giving us no other option to record sales now the scripts have been deprecated and we have to use Shopify/Google’s own connector app. I would recommend anyone reading this and experiencing the same issue to get in touch with Shopify support and report the problem - the more of us that do, the more likely it is that they will resolve

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This could be a consent issue.

There is no reason to track the purchase event in GA!

I am on the Grow plan with Shopify, and I have the same issue.

Only 60% of the orders come in.

The user could have rejected the consent form. At which point, Google would not track the user. But like most things in Shopify, nothing works together.

1. You get the consent app.
2. You have an order and have no idea if the person has consented or not.
3. You go to GA, and the order is missing.
4. So now all the Analytics are off in GA. ( Why use GA anymore? )

Now, add the bot traffic Shopify does not care about, and your GA data is garbage.