Nepali Shopify export brands typically have Shopify analytics and nothing else — GA4 e-commerce tracking and Meta Pixel via GTM are the two missing measurement layers that every paid campaign needs

GA4 e-commerce tracking on Shopify requires a data layer that pushes e-commerce event objects — including the items array with product ID, name, price, and quantity — to GTM on the relevant page events. The standard implementation uses Shopify's theme.liquid and checkout.liquid files to push the data layer events, and GTM fires the GA4 event tags in response to those pushes. The GA4 Measurement Protocol can supplement browser-side tracking for purchase events that need server-side confirmation. A correct implementation will show purchase, add_to_cart, begin_checkout, and view_item events in GA4's e-commerce reports within 24-48 hours of deployment.

Duplicate Meta purchase events occur when your store has both Shopify's native Meta Pixel integration active and a Meta Pixel base code added directly to the theme. The fix is to deactivate one source. The recommended approach for stores using GTM is to disconnect the Shopify-native Meta Pixel integration in the Shopify admin under Sales Channels, then manage the Pixel entirely through a GTM tag. This gives you a single, controllable firing source. After the fix, compare Meta's reported purchase count against Shopify's order count over a 7-day period — the two numbers should align within 10-15%.

eSewa and Khalti redirect buyers to an external payment page and return them to your Shopify order confirmation page after payment. The GA4 purchase event on the confirmation page fires when the page loads, so it only records for buyers who complete the redirect back to Shopify. To maximise capture, the purchase event should fire as early as possible in the page load sequence (not deferred), and the confirmation page URL should be verified against the eSewa and Khalti return URL configuration in your payment gateway settings. For transactions where the redirect does not return to the standard Shopify thank-you page path, a server-side event via the GA4 Measurement Protocol can fill the gap using Shopify's order webhook.

Klaviyo revenue attribution requires two things: UTM parameters appended to links in all email and SMS campaigns, and Klaviyo's own click tracking enabled at the account level. In Klaviyo, go to Account Settings, then Email, and verify that "Add UTM parameters" is turned on for all campaigns. For flows, check each flow's settings individually — UTM tracking can be disabled at the flow level even when the account setting is on. Once enabled, Klaviyo attributes revenue to a campaign or flow when a recipient clicks a link and completes a purchase within the attribution window (default is 5 days for email click, 1 day for SMS). Revenue appears in the campaign analytics and flow analytics dashboards after the first attributed purchase.

The minimum setup before running paid campaigns is: GA4 with purchase and add_to_cart events firing correctly through GTM, and the Meta Pixel configured as a single non-duplicated source through GTM. These two components give you the channel-level revenue data GA4 needs to report on which campaigns drove sales, and the purchase signal Meta needs to optimise ad delivery toward buyers rather than browsers. Klaviyo revenue attribution and eSewa/Khalti purchase event verification are important additions but are not blockers for launching paid campaigns. The Meta Conversions API is recommended but not strictly required for an initial paid campaign — it becomes essential for stores spending above NPR 100,000 per month on Meta.