How to explain a Shopify purchase tracking gap to a client

A client asks why their purchase numbers in Shopify, Meta and GA4 disagree. Start with one question you can answer for a fixed period. How many Shopify orders can you match to a purchase that Converlay captured?

See the three-page sample client report (PDF in English). It uses synthetic data throughout. The issue screen and its PDF share the same report data.

Start with the Shopify order count

The example covers online orders placed from noon UTC on 23 October 2026 up to, but excluding, noon UTC on 30 October. It excludes test and cancelled orders. Of 100 eligible orders, 78 have a matching captured purchase. The other 22 have no match in the report. That gives the agency a group of orders to investigate.

Read each destination separately

Page one shows acknowledgements for 78 orders at Meta and 78 at GA4. In this example they are the same 78 orders. Adding the two columns would count them twice. In the explicit acceptance row, Meta shows zero orders and GA4 shows a dash because that measure is unavailable. An acknowledgement records a response to a request. Whether the platform processed the purchase or attributed it to a campaign is a separate question.

Write the weekly update

Page two shows 18 more orders with a captured purchase than in the previous period, and two more without a match. Both figures can rise as order volume grows. The comparison uses the evidence available when the report is generated.

Page three groups gaps by the times the affected orders were placed. To investigate, pick an order in that range, check the recorded consent and destination settings, and look for a delivery response. The sample leaves the cause open and the repair unverified. When the source data is incomplete, a dash means the rate is unknown.

For a single store, explore Converlay on the Shopify App Store. Start with one destination and check delivery in the event log.