Tracking and SEO problems that quietly break on Shopify

What we found auditing 100 UK Shopify stores

11 October 20267 min read

We read 100 independent UK Shopify stores on 5 October 2026. The on-page and tracking findings, how we measured them, and what the numbers do not prove.

How to audit your marketing tracking: the complete checklist

The pillar: inventory every tag, test the purchase end to end, check payloads, duplicates and consent, and reconcile every platform against real orders.

GA4 audit: how to check your setup is actually right

The property settings that quietly distort data, and how to prove the purchase event fires once, with the right values.

How to check if your Meta Pixel is working, and counting correctly

Test events, Purchase payloads, pixel and Conversions API de-duplication, and why Meta reports more sales than your store.

Google Ads conversion tracking: how to tell if it’s broken

Conversion action status, Tag Assistant tests, the GA4-import double count, and click IDs lost in redirects.

dataLayer testing: how to validate ecommerce events

Catch string values, empty items and missing currency with a JSON Schema, before they corrupt your reports.

Conversion tracking QA: a test plan for every release

The test matrix and release checklist that make tracking part of shipping.

Tracking monitoring: how to know when your tracking breaks

Platform alerts, anomaly detection and implementation checks: what each catches and what it misses.

Shopify tracking: how pixels, customer events and checkout actually work

App pixels, custom pixels and customer events, and four common Shopify tracking failures.

GA4 transaction_id on Shopify: missing, empty or wrong

4 October 20268 min read

Get one field wrong and GA4 can undercount, duplicate or split your Shopify orders. The five ways transaction_id goes wrong, what to send instead, and a five minute check.

How to test a GA4 purchase in DebugView on Shopify

26 September 20268 min read

Every guide ends with "test it in DebugView". Here is the whole test on a Shopify store: debug mode on, a test order with no real charge, the four parameters to read, and what an empty DebugView is telling you.

Meta Pixel not showing on Shopify? How to check it's installed

25 September 202610 min read

You connected Meta through Shopify's app, searched the page source for fbevents.js and found nothing. Why the app's pixel isn't there, where to find it instead, and how to prove your sales reach Meta.

Duplicate GA4 purchase events on Shopify: how to find the second one

19 September 20267 min read

GA4 shows more purchases than your store took? Why GA4's duplicate protection misses them, how to find the second sender by transaction ID, and the five usual causes on Shopify.

Why Meta reports more purchases than Shopify, and when it means your tracking is broken

19 September 20267 min read

Ads Manager shows more purchases than you took orders? Some of that is how Meta credits sales. Some can be your pixel counting twice. The ten-minute comparison that tells them apart.

Why Shopify and GA4 purchases don't match, and how to find the cause

19 September 20268 min read

Shopify says 120 orders, GA4 says 94. How to compare the two properly, strip out the orders GA4 was never going to see, and find the purchases it lost, so you know whether the gap is expected or a broken tag.

Meta Pixel not tracking purchases on Shopify: the theme.liquid trap

18 September 20266 min read

Your pixel is installed and Pixel Helper lights up, but Meta never sees a sale. Why tags pasted into theme.liquid miss checkout on Shopify, how to check your store in five minutes, and the fix.

GA4 purchase event not firing on Shopify: the 5 usual causes

18 September 20267 min read

GA4 shows fewer purchases than Shopify, or none, or a flat £0? The five reasons the purchase event fails on a Shopify store, how to confirm which one it is in DebugView in ten minutes, and the fix for each, starting with the checkout gotcha almost everyone hits.

Why your Shopify products don't show prices and stars in Google (and how to fix it)

16 September 20264 min read

Plain blue link while competitors get prices and star ratings? It's usually product schema. How to check yours in two minutes, three gaps to look for on Shopify, and why "ProductGroup" is not the problem some tools claim.

Shopify meta descriptions: why Google ignores yours (and what to do)

16 September 20265 min read

Shopify leaves the field blank, so Google writes its own snippet from whatever it scrapes. Why that happens, the honest truth about Google rewriting them, and how to write and set descriptions that earn the click, no theme edits needed.

Alt text at scale on Shopify: fixing 300 products without touching them one by one

16 September 20265 min read

Large Shopify catalogues accumulate images with missing alt text or just a filename, invisible to image search and screen readers. How to check, how to write good alt text, and how to get through a thousand images without a one-by-one slog.