Hey,
I have a problem where purchases in my store are not sent to GA4 and Google Ads. Data from other events like add_to_cart and view_item are collected in GA4, but for some reason the purchases are not send to GA4 and are therefore not being collected. I really do not know what the problem could be. Are there some settings I need to review within GA4, GTM or Shopify?
Or what other solutions exist for this problem?
Any help would kindly be appreciated 
Hi Andries,
Thanks for your query.
Could you please share your website URL? I would love to check and debug.
There could be Multiple reasons:
Not having GDPR compliance cookie consent banner If you are from europe
Sometimes Google and Youtube app does not track the purchase event due to technical Error
misconfiguration of GA4 tracking
To Get Rid of Tracking events for Google Analytics 4 consider Using Google Tag Manager GTM.
GTM is manual process to configure tracking and pretty much accurate and consistent in tracking purchase for shopify website.
Feel free to ask if you have any questions.
Thanks
Hey man,
Thanks for your reply! The url is https://aalderszwembaden.com/
Let me know if you see any problems! I will look at the solutions you gave me and give the solutions a try
Thanks for Sharing.
As you are from Nederland you must have the GDPR Compliance cookie consent banner. I cannot see that in my browser.
To configure cookie consent banner consider Cookieyes as CMP and GTM to implement on the website.
Kind Regards.
Hey,
I have just added the Cookiebot banner, but the conversions still do not show up.
I have reinstalled the Google & Youtube app to see if that made a change, but it didn’t and I have also added a domain to customer accounts.
Lastly, I found out that my theme.liquid has a lot of strings but ‘purchase’ is not one of them. Could that be the issue?
Scan the Google consent mode from the cookiebot dashboard.
Once google detect the banner conversion will be attributed.
kind Regards
Hi @Andries Any luck to figure out the issue. I would request you to give update so that others can be benefited from this thread.
Thank you
J makes a good point about consent mode — that’s one of the most common causes of missing purchase events in GA4 right now, especially for stores with EU traffic.
A few other things worth checking if the consent fix doesn’t resolve it:
1. Shopify deprecated Additional Scripts in 2024. If your GA4 tag was firing from the Order Status page via Additional Scripts, it silently stopped working. The fix is migrating to Shopify Customer Events — it’s the new sandboxed system Shopify now requires for all checkout tracking.
2. Check for duplicate GA4 configurations. Many Shopify stores end up with both the native Shopify GA4 integration AND a GTM-based GA4 tag running simultaneously. This causes events to cancel each other out or fire incorrectly.
3. Verify in GA4 DebugView first before assuming the data is lost — go to Admin > DebugView, open your store in a browser with ?gtm_debug=x in the URL, and place a test order. If purchase fires in DebugView but not in reports, it’s a data processing delay. If it doesn’t fire at all, it’s a tracking implementation issue.
Happy to help diagnose further if you can share whether you’re using GTM, the native Shopify integration, or both.
The Google Analytics tag can’t be added directly to your Shopify theme anymore. Shopify now requires tracking to be implemented through Shopify Web Pixels instead.
To make this easier, we created a small app that sets up the tracking for you using Web Pixels.
You can watch the quick setup video here and add it to your store. It only takes about a minute to complete:
Try this app Wixpa Google Analytics 4 (GA4) - Easily connect your store to Google Analytics 4 in just... | Shopify App Store
If you’re looking for a simple way to track GA4 purchase events accurately on Shopify, I recommend trying the Wixpa Google Analytics 4 Shopify App. It’s free and very easy to set up. The app automatically tracks key eCommerce events like purchases, add-to-cart, and checkout without requiring any coding, which helps ensure more reliable GA4 conversion data.
If add_to_cart works but purchase doesn’t, it’s usually a missing or misfiring purchase tag in GTM or Shopify. Double-check that the purchase event is firing on the thank-you page.
