Shopify Tracking Audit — Health Check & Full Audit

The problem this solves

Most tracking problems don’t announce themselves. Ads keep running, dashboards keep updating, and everyone assumes the numbers mean what they say — until someone notices Shopify’s order count doesn’t match GA4’s purchase count, or “Unassigned” has become a top channel, or Meta reports more conversions than the store actually had. By the time that’s visible, budget decisions have already been made on bad data for weeks or months.

The hard part isn’t fixing tracking. It’s knowing, with evidence, what’s actually broken before you spend money fixing the wrong thing — or fixing something that wasn’t broken.

What I do

I run a read-only audit of your conversion tracking stack, from the Shopify checkout through your data layer, GTM (web and server, if present), and into GA4, Meta, and whichever other ad platforms you use. Two depths are available:

• Health Check — a fast, non-invasive scan: pixel/tag inventory, a 30-day GA4-vs-Shopify purchase reconciliation, a Meta Events Manager review (dedup status, match-parameter completeness), a checkout event spot-check, and a consent-mode check. Built for “I suspect something is wrong but don’t have a diagnosis yet.”
• Full Audit — the same reconciliation work extended to every connected platform, plus a complete event inventory (expected vs. actual per platform), root-cause analysis for each discrepancy, attribution configuration review (channel groups, UTM hygiene), and a server-side architecture review if one exists. Built for brands that already know something’s unreliable and need the full map before touching anything.

Neither depth changes anything on your store. I’m reading what’s already there, not editing it.

How it runs

1. Access and scoping. You grant view-only access to Shopify, GA4, Meta Events Manager, and any other ad platforms in use. I confirm ad spend range, when symptoms started, and whether any developer or agency currently owns the setup.
2. Reconciliation. I pull 30 days of actual Shopify orders and match them order-by-order against what each platform recorded — not just comparing dashboard totals, which hides the errors that cancel each other out.
3. Event and parameter inspection. I check what’s actually firing at each step of the funnel against what should be firing, and where dedup and match-parameter logic breaks down.
4. Findings and roadmap. You get a written verdict — what’s broken, why, and what fixing each item is likely to cost and take — plus a recorded walkthrough.

What you get

A findings memo (Health Check) or full audit document with an executive summary (Full Audit), the reconciliation data behind the verdict, an event matrix showing expected vs. actual behavior per platform, and a prioritized, priced remediation roadmap. If server-side infrastructure is in scope, the audit includes an architecture review — not just an opinion, but specific findings tied to what was found.

What this is not

This is a diagnosis, not a guarantee of ad performance. Better data doesn’t mean better creative or a better offer — it means decisions get made on numbers that are actually true. I also won’t recommend fixes I can’t tie to a specific finding; if the audit turns up nothing serious, the deliverable says so instead of inventing urgency. And a 30-day reconciliation window has limits — seasonal or low-volume stores may need a longer look, which we’d scope separately.

FAQ

Do you need to change anything on my store to run the audit?

No. The audit is read-only. I need viewer or collaborator access to GA4, Meta Events Manager, your ad accounts, and Shopify — nothing is edited, installed, or turned off during the diagnosis. You get a verdict first, and any fix is a separate, approved step.

What if you find nothing wrong?

Then I tell you that in writing. A clean bill of health plus a monitoring checklist is a legitimate outcome — it means you can scale spend without wondering if the numbers are lying to you.

Will you fix what you find?

The audit includes a fix plan with rough scope and price for each issue. Implementation is a separate, fixed-price engagement — you can take the plan to me, to your own developer, or to an agency. Nothing obligates you to continue.

How do you quantify data loss?

Order-level reconciliation: I pull actual Shopify orders for the trailing 30 days and match them against what each platform recorded, order by order, not just totals. That’s what separates a real reconciliation from comparing two dashboard numbers.

What’s the difference between the Health Check and the Full Audit?

The Health Check is a fast, single-stack read (GA4 and Meta, 48 hours) meant to answer “is something actually broken?” The Full Audit goes deeper — every connected platform, server-side architecture if you have one, dedup logic, consent flow — and takes 3–5 business days.

Start here

If you’re not sure whether your tracking is actually broken or your ads are just underperforming, the Health Check is built to answer that in 48 hours. Book a Health Check or email [email protected] with your store URL and one sentence about what looks wrong. If the audit turns up a specific issue — a GA4 mismatch, a Meta CAPI problem, missing server-side coverage — the fix plan routes you to the right next step, whether that’s GA4 tracking work, Meta Conversions API repair, or a server-side tracking build.