GA4 purchase tag is missing or not firing

Most Shopify orders in the period have no GA4 purchase at all.

Why it matters

GA4 revenue, conversion rate and audiences built on purchasers are all wrong while the purchase event is missing.

How to fix it

1. In Shopify admin, go to Settings → Customer events and confirm your GA4 pixel (Google & YouTube app or a custom pixel) is Connected.
2. Note: since August 2026, Additional Scripts on the Thank you and Order status pages no longer run on non-Plus stores; scripts there must move to a pixel.
3. In GA4, open Admin → DebugView, place a test order and confirm a purchase event arrives with value, currency and transaction_id.
4. Check that consent settings are not blocking analytics for all visitors in regions where consent is not required.

Background reading

• Shopify orders don’t match GA4: how to find the exact missing orders

After a fix, TagGap confirms it on the next comparison run. Questions: support@taggap.com.