Why are my Google Ads conversions not tracking on Shopify?

The most common 2026 cause is the checkout.liquid / Additional Scripts sunset: a Google Ads conversion tag pasted into those areas stops firing once the store moves to Checkout Extensibility. Other causes are the tag not being on the order-status page, Enhanced Conversions not enabled (under-counting), or Consent Mode blocking tags for EU/UK visitors.

How do I set up Google Ads conversion tracking on Shopify correctly?

Use the Google & YouTube channel app: install it, connect your Google Ads account, set up conversion measurement (map your Shopify events to conversion actions), confirm your Google tags, and verify the new conversion actions fire with a test order. This avoids hard-coding tags into checkout.

What are Enhanced Conversions and should I turn them on?

Enhanced Conversions send hashed first-party data (email, name, phone, address, one-way SHA256) to Google to match conversions more accurately in a privacy-safe way. They supplement your existing tags, not replace them, and recover matches lost to cookie limits. Yes — enable them if you run Google Ads.

Does Consent Mode affect Google Ads conversions?

Yes. For EEA/UK traffic, Google requires Consent Mode v2 signals (ad_user_data and ad_personalization). If you block tags entirely until a shopper interacts with your banner, Google can't verify consent and you lose data. Let Consent Mode adjust tag behavior instead of hard-blocking.

Google Ads Conversion Tracking Not Working on Shopify — How to Fix It

Google Ads conversions quietly dropping to zero — or reading far below your actual Shopify sales — is one of the most expensive tracking failures, because Smart Bidding then optimizes on bad data. On Shopify in 2026, it’s usually one of four causes. Here’s the fix list, in order.

1. The checkout.liquid migration broke it (most common now)

If conversions recently vanished, this is almost certainly why. Shopify has deprecated checkout.liquid, Additional Scripts and script tags for the Thank-you and Order-status pages. Any Google Ads conversion tag (gtag) pasted into those areas simply stops firing once the store moves to Checkout Extensibility. (Plus stores hit this on August 28, 2025; non-Plus stores are being migrated through 2026.)

Fix: re-implement tracking the supported way (next section). Full context: checkout.liquid is gone — migrate your tracking, and note the purchase event now runs through the Customer Events / Web Pixels sandbox.

2. Set it up the supported way: the Google & YouTube channel

The clean path is the Google & YouTube channel app, not hand-placed tags. Google’s flow:

Install the Google & YouTube channel.
Connect your Google Ads account.
Set up conversion measurement — map your Shopify events to Google Ads conversion actions.
Confirm your Google tags are in place.
Verify the new conversion actions actually fire.

This keeps the conversion tag off checkout code entirely, so a future migration can’t silently break it.

3. Turn on Enhanced Conversions (fixes under-counting)

If conversions fire but read low, you’re losing matches to cookie limits and cross-device. Enhanced Conversions fix that: they send hashed first-party data (email, name, phone, address) using one-way SHA256, matched to signed-in Google accounts in a privacy-safe way. They supplement your existing conversion tags — a layer on top, not a replacement — and recover conversions cookie-based tracking misses. Enable them if you run Google Ads.

For EEA/UK traffic, Google requires Consent Mode v2 signals — ad_user_data and ad_personalization. The trap: if you hard-block Google tags until the shopper clicks your banner, Google can’t verify consent and “this may lead to loss in data.” Conversions from visitors who ignore the banner go unmeasured.

Fix: let Consent Mode adjust tag behavior based on consent state (Advanced mode) instead of stripping the tags out — details in set up Consent Mode v2 on Shopify and Consent Mode blocking all events.

Diagnose in order

Symptom	Likely cause	Fix
Conversions dropped to ~0	checkout.liquid tag stopped firing	Move to Google & YouTube channel
Firing but under-counting	No Enhanced Conversions	Enable Enhanced Conversions
EU/UK conversions missing	Consent Mode over-blocking	Advanced mode; don’t hard-block tags
Nothing on thank-you page	Tag not on order-status page	Re-implement via channel / Customer Events

Verify the fix

Run a test order and confirm the conversion action registers in Google Ads (conversions can take time to show). Then reconcile Google Ads conversions against Shopify orders for a closed period — if they’re wildly off, work back through the four causes above. Same discipline as the full tracking audit.

Not sure which of these is quietly costing you conversions? The free Tracking-Health Mini-Audit checks your setup and returns a red/yellow/green score in ~10 minutes.

FAQ

Why aren’t my Google Ads conversions tracking? Most often the checkout.liquid/Additional Scripts sunset stopped a hard-coded tag from firing. Also: tag not on the order-status page, no Enhanced Conversions, or Consent Mode blocking EU/UK.

How do I set it up correctly? Use the Google & YouTube channel app (install → connect Ads → map conversions → confirm tags → verify), not hand-placed checkout tags.

What are Enhanced Conversions? Hashed first-party data (SHA256) sent to Google to match conversions more accurately; they supplement your tags. Enable them.

Does Consent Mode affect conversions? Yes — EEA/UK needs ad_user_data + ad_personalization; hard-blocking tags loses data. Let Consent Mode adjust behavior instead.

Sources

Google Ads — Set up conversion tracking with the Google & YouTube app on Shopify
Google Ads — About Enhanced Conversions
Google Ads — Updates to consent mode for the EEA
Shopify — checkout.liquid deprecation (dev docs)