Every client asks this in the first week: “Why does GA4 show 1,284 purchases when Shopify shows 1,431?” Some gap is normal. A big one is a problem — because your ad platforms learn from the same broken signal.
The usual suspects
- Consent banners and ad blockers stopping the tag
- Checkout on a different domain without cross-domain tracking
- Purchase events firing twice — or not at all on thank-you page refreshes
How I fix it
- Server-side tagging for the purchase event
- Consent mode v2 with modelled conversions
- One source of truth for revenue in the dashboard
You will never get to 100%. Getting within 3–5% is enough to make good decisions.
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