Shopify conversion tracking not working

Introduction

Shopify conversion tracking is essential for understanding which Google Ads campaigns drive sales on your store. When tracking breaks, you lose valuable data and risk wasting ad spend. This guide explains why Shopify conversion tracking may not work, common causes, and how to troubleshoot the issue step by step.

Why This Issue Happens

Conversion tracking relies on code (tags or scripts) firing correctly after a purchase. If the setup is incomplete, misconfigured, or disrupted by third-party apps or browser settings, conversions may not be recorded in Google Ads.

Common Causes

Incorrect installation of Google Ads conversion tags or Google Tag Manager
Duplicate or conflicting tracking codes
Theme changes or app updates that remove or alter tracking scripts
Checkout not supporting custom scripts (Shopify Plus vs. non-Plus)
Browser privacy settings or ad blockers preventing tag firing
Missing or incorrect order status page scripts
Google Merchant Center or Ads account issues (e.g., disapproved accounts)
Incorrect conversion action settings in Google Ads

Step-by-Step Checklist to Fix It

Confirm Conversion Action Settings:
- In Google Ads, ensure your conversion action is set to track "Purchase" and is using the correct settings (e.g., "Include in Conversions" is enabled).
Check Tag Installation:
- If using Shopify’s native Google channel, ensure it is connected and synced.
- If using manual code or Google Tag Manager, verify the conversion tag is on the Order Status page (Settings > Checkout > Order status page).
Test Tag Firing:
- Use Google Tag Assistant or Chrome’s Developer Tools to confirm the tag fires after a test purchase.
Review for Conflicts:
- Check for duplicate tags or other apps injecting scripts that may interfere.
Check Theme and App Updates:
- After updates, verify that tracking scripts remain on the order status page.
Browser and Ad Blockers:
- Test with ad blockers disabled and in incognito mode to rule out browser issues.
Shopify Plus vs. Non-Plus:
- Non-Plus stores have limited checkout customization. Ensure scripts are placed in allowed sections only.

What Does NOT Work

Relying solely on the Google & Shopify integration if you have custom checkout flows or third-party checkout apps
Placing tracking code in theme files (e.g., theme.liquid) instead of the order status page
Assuming tracking works without testing after changes or updates
Ignoring browser privacy or ad blocker impacts during testing

How Reviews or Checks Work

When you submit a test order, Google Ads typically records the conversion within a few hours. Use Google Tag Assistant or Google Ads’ "Conversions" reporting to verify if the conversion was tracked. If conversions do not appear after 24 hours, recheck your setup. Google does not manually review each conversion; tracking is automated based on tag firing and configuration.

FAQ

Why are my conversions showing in Shopify but not in Google Ads?
Shopify and Google Ads use different tracking methods. If the Google Ads tag is missing or not firing, conversions will not be recorded in Google Ads even if Shopify shows the sale.
Can I use both Shopify’s Google channel and manual tracking?
Using both can cause duplicate or missing conversions. Choose one method and ensure only one set of tags is active.
How long does it take for conversions to show in Google Ads?
Most conversions appear within a few hours, but it can take up to 24 hours. If you see ongoing delays, recheck your tag setup.
Does changing my theme affect conversion tracking?
Yes. Theme changes can remove or alter tracking code. Always retest tracking after making theme updates.
Can ad blockers prevent conversion tracking?
Yes. Ad blockers and some browser privacy settings can block tracking scripts, resulting in missed conversions during testing or from real customers.

Related tracking issues

Main guide: Tracking