Your Shopify, GA4 and Meta numbers don't match. We help you fix that.
Inflated ROAS from double-counted pixels. GA4 mysteriously 20% below Shopify. Ad platforms optimizing on bad data. TrackParity gives DTC operators the diagnostics and fixes to make every source agree — so you can trust your numbers, and your ad spend, again.
What we check
GA4 ↔ Shopify gap
5–10% is normal. Over 20% usually means a configuration bug quietly losing data.
Pixel + CAPI dedup
Double-counted purchases inflate your ROAS and mislead ad platforms — the most common cause.
Event Match Quality
Aim for 8+. Most Shopify stores sit at 4–6 and leave attribution on the table.
Is your tracking gap normal — or a real bug?
Get the free Tracking-Health Mini-Audit: drop in your Shopify, GA4 & Meta numbers and get a red/yellow/green score in ~10 minutes, plus your top 3 fixes.
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Start with these guides
- How to Fix Duplicate Purchase Events in GA4 on Shopify (Native GA4 vs GTM)
If GA4 shows roughly double your Shopify orders, you're firing the purchase event twice. Here's how to confirm it, find the source, and fix it with transaction_id deduplication.
- The GA4 Ecommerce Tracking Audit Checklist for Shopify (2026)
A complete, no-nonsense audit of your Shopify tracking: purchase event, duplicates, GA4↔Shopify reconciliation, consent mode, Meta Pixel+CAPI dedup and Event Match Quality — with the healthy value for each.
- GA4 Purchase Event Not Firing on Shopify — a Diagnostic Checklist
Purchases missing in GA4 while Shopify shows orders? Work through this checklist: is the event firing on the thank-you page, does it carry value/currency/items, is consent blocking it, and native GA4 vs GTM.
- How to Improve EMQ from 4–6 to 8+ on Shopify (Parameter by Parameter)
Stuck at Event Match Quality 4–6? Here's the exact parameter ladder — email, phone, name, address, fbp/fbc — sent through the Conversions API to push your Purchase event to a consistent 8+.
- What Is a Good Meta Event Match Quality Score? (EMQ Bands Explained)
Meta's Event Match Quality runs 0–10 per event. Here's what counts as good (aim for 6+, ideally 8+), why most Shopify stores sit at 4–6, and the parameter-by-parameter way to raise it.
- Meta Pixel + CAPI Double Counting: the event_id Deduplication Diagnostic
If Meta shows more purchases than Shopify, your Pixel and Conversions API aren't deduplicating. Here's how event_id and event_name deduplication actually works — and the two mistakes that break it.
- Meta Test Events Not Showing in Server GTM — Troubleshooting
Server-side set up but Meta Test Events stays empty? Work through the usual causes: wrong dataset/pixel ID, unpublished container, missing access token, bad transport URL, event_name mismatch, or consent blocking.
- How to Verify Your Server-Side Tracking Is Actually Working (5 Places to Check)
Setting up server-side tracking is easy to fake and hard to trust. Here are the five places to check — GTM server preview, Meta Test Events, GA4 DebugView, your gateway logs, and reconciliation — to prove it actually works.
- Why Your GA4 Purchases Don't Match Shopify (and What Discrepancy Is Actually Normal)
GA4 almost never matches Shopify exactly. Here's the discrepancy that's actually normal (5–10%), why the gap happens, and how to tell a harmless gap from a real tracking bug.