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Field notes on conversion tracking
What breaks, why it breaks, and how to fix it. GA4, Google Tag Manager, consent, server-side tagging and ad pixels, written from what we see in the public audit corpus.
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Allga4 · 31gtm · 17ecommerce · 9attribution · 8debugging · 8google-ads · 8consent-mode-v2 · 7privacy · 7reporting · 6tracking-quality · 63 posts tagged shopify. Show all
- 3 min read
Shop Pay, Apple Pay and express checkouts: where Shopify purchase events go missing
Express checkouts skip the pages your purchase tag was listening to. If GA4 shows fewer purchases than Shopify and the gap is a steady share rather than a one-off, this is usually why. Here is how to prove it and how to fix it.
ecommerceshopifyga4Read the post
- 5 min read
Shopify Customer Events and the Web Pixel sandbox: what you can and can't track
Shopify moved custom tracking into Customer Events and a sandboxed Web Pixel API, and it broke a lot of "paste your pixel in theme.liquid" muscle memory. Here's what the sandbox allows and where it bites.
shopifyweb-pixelsecommerceRead the post
- 6 min read
Consent Mode v2 on Shopify: what actually works in 2026
Most Shopify sites we audit fail Consent Mode v2. The configuration is fiddly, the consent banner apps disagree about which TCF signal to send, and the docs hide the part that matters. Here's the path that actually works.
shopifyconsent-mode-v2gdprRead the post