BeforePurchase, add-to-cart, and checkout events are not firing in GA4. Campaign performance cannot be measured against revenue. There is no way to identify which product pages are converting and which are not. Shopify's built-in analytics records that a sale happened but does not tell you which Google or Meta campaign produced it, which keyword the buyer searched, or which product page they landed on before purchasing. Without GA4 e-commerce events configured through Google Tag Manager, your paid campaigns are running blind.
AfterGA4 shows revenue by acquisition channel — organic search, paid Google, paid Meta, direct, and email are separated into distinct channel groups with revenue attributed to each
BeforeThe Shopify Meta Pixel integration and a manually added Pixel code are both firing on the order confirmation page. Meta is reporting double the actual purchase volume, which inflates your ROAS. This is a common error on Shopify stores that installed the Meta Pixel through Shopify's native integration and then added a second Pixel code snippet directly to the theme. Both tags fire on the thank-you page and Meta counts two purchase events for one transaction. The result is that your Meta dashboard shows a ROAS that is mathematically impossible to reconcile with Shopify revenue.
AfterMeta purchase events are deduplicated — one purchase in Shopify equals one purchase event in Meta; ROAS calculations are based on actual transaction volume, not inflated event counts
BeforeBuyers who pay through eSewa or Khalti are redirected away from your Shopify store to an external payment page, then returned to the order confirmation page. The GA4 purchase event on the confirmation page fires correctly for buyers who return through the standard redirect URL. Buyers who use a different return path — or whose browser blocks the event after the redirect — are not measured. This creates a domestic revenue gap in your GA4 data: eSewa and Khalti transactions appear at a lower volume than they actually occur.
AftereSewa and Khalti transactions are measured — domestic payment completions are captured in GA4 at the highest rate the payment redirect path allows
BeforeKlaviyo is sending email and flow campaigns with no click tracking enabled. Email-attributed revenue is not visible in Klaviyo reports. The relationship between lifecycle email sends — welcome flows, abandoned cart sequences, post-purchase campaigns — and actual Shopify revenue is not measurable. You cannot tell whether your email list is driving repeat purchases or whether those buyers were returning regardless of the emails.
AfterKlaviyo email revenue is visible — each email campaign and flow shows attributed Shopify revenue, click rate, and revenue per recipient
