A tracking audit answers one question: can you trust the numbers you use to spend your ad budget? On Shopify, the answer is often “partly”, and the audit tells you exactly which part, why, and what to fix first.
When you need an audit
- GA4, Meta or Google Ads report very different purchase numbers from Shopify.
- ROAS dropped suddenly with no change in your campaigns.
- Your checkout was upgraded and nobody checked the tracking afterwards.
- Several agencies or apps have installed tags over the years, and nobody knows what is still running.
- You are about to increase ad spend, change agency, or move to server-side tracking.
What I check
1. Inventory of everything that tracks
Every app pixel and custom pixel in Settings → Customer events, code in the theme, GTM containers, tracking apps, and the destinations each one sends to. Most stores have more than they think.
2. Event coverage
Which steps of the journey are tracked, from product views to purchase, and whether the GA4 ecommerce events follow Google’s recommended names and parameters.
3. Purchases, order by order
A sample of Shopify orders is matched with purchases in GA4 by order ID. This shows the real capture rate and the type of orders that go missing or are duplicated. The method is explained in why GA4 shows fewer purchases than Shopify.
4. Meta
Pixel and Conversions API, deduplication, the data sent with each purchase, and Event Match Quality.
5. Google Ads
Conversion actions and which ones are primary, transaction IDs, enhanced conversions, and whether click IDs survive until the purchase.
6. Consent
Whether your cookie banner works on the theme and on the checkout through Shopify’s Customer Privacy API, and whether Consent Mode v2 is set up correctly.
7. GA4 configuration
Timezone and currency, internal traffic, referral exclusions for payment providers, data retention, and key events.
8. Attribution
UTM conventions, traffic landing as “Direct” or “Unassigned”, and what each platform claims compared with what Shopify records.
What you get
A written report, in English or French, where every issue has:
| Issue | Impact | Effort | Priority |
|---|---|---|---|
| Purchase sent twice to GA4 by two sources | Revenue overstated | Low | Fix now |
| Consent not passed to the checkout pixel | EU purchases missing in Meta and Google Ads | Medium | Fix now |
| No enhanced conversions | Fewer conversions matched to ads | Medium | Next |
It comes with a prioritized action plan and a call to walk you through it. You can then fix the issues with your team, with your agency, or with me.
Price
An audit starts at 800€ excl. VAT. The final price depends on the number of platforms and markets, and is fixed before we start.
A 10-minute check you can do today
- Count last week’s online store orders in Shopify.
- Count purchases for the same week in GA4, Meta Events Manager and Google Ads.
- Open Settings → Customer events and list every pixel.
- In GA4, check that no transaction ID appears more than once.
- In Google Ads, check how many purchase actions are set as primary.
- Accept cookies in a private window, place a test order and check that it reaches each platform.
If any of these surprises you, an audit is worth it. Book a free 30-minute call and we’ll decide together whether you need a full audit or can go straight to a Shopify tracking package.