Shopify Google Ads conversion tracking not working? Check these in order

Start with the Summary page and one order

In Google Ads, open Goals > Summary. Its table lists your conversion actions with a Status column, which Google describes this way: Active means everything works as intended; Needs attention means there are action items, but conversions still record; Misconfigured means recording stopped because of a setup error or a broken tag; Awaiting conversions means none were recorded in the last 7 days, typically because the action is under 48 hours old, campaigns are paused or traffic is low; Removed means the action was deleted or archived.

Find the action that should count your Shopify purchases, then follow one recent order that came from a Google ad. In Shopify, the order’s Conversion summary shows where the buyer came from, and View conversion details, when Shopify shows it, lists the visits before the order. Remember how Google Ads dates results: the Conversions column counts a purchase on the day of the ad click, not the day of the order, and Google says reporting can lag by up to 24 to 48 hours. Columns by conversion time count each purchase on the day it happened.

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Give new uploads time

Google’s reference for conversion upload errors says an uploaded click conversion cannot be imported until 6 hours after its ad click, and a conversion action created less than 6 hours ago cannot receive imports yet: both errors ask you to try again after 6 hours. WeProfit follows both rules. Each purchase waits until about 6 hours after its ad click, or after the order when the click time is not known, and when WeProfit creates a new conversion action, uploads to that account start 6 hours later. A waiting purchase shows as waiting in the delivery log, with the reason.

Google accepts an upload first and processes it afterwards, which Google says can take up to 24 hours. WeProfit asks Google for the result and shows it in the delivery log within about a day. Google Ads usually shows the first purchases 24 to 48 hours after the first upload, and until then the action shows as Awaiting conversions, which is normal.

Turn on auto-tagging and enhanced conversions

Uploaded purchases match an ad click through its click ID. Auto-tagging adds that ID, the gclid, to the links people click, and Google says auto-tagging is required to track offline conversions. To check it, open Admin > Account settings > Auto-tagging in Google Ads, tick Tag the URL that people click through from my ad and select Save.

WeProfit reads Google click IDs (gclid, gbraid or wbraid) from the landing page URL, not from Google’s own cookies. With auto-tagging off, uploads can match only by the buyer’s hashed email or phone, and a purchase with neither a click ID nor an email or phone is not uploaded at all. Each upload carries the order ID, value and currency, the ad click ID when there is one, and the buyer’s hashed email and phone when the order has them.

Matching by email or phone needs enhanced conversions. In Google Ads, open Goals > Settings, expand Customer data use, tick Turn on enhanced conversions, select Agree and save and accept the customer data terms. Until enhanced conversions are on and the terms are accepted, Google Ads may refuse some purchases or match fewer of them. The Google Ads page in WeProfit shows both settings for each connected account.

• Set the Final URL suffix with auto-tagging on

Is Purchase - WeProfit primary? Count each sale once

Google Ads reports primary conversion actions in the Conversions column and uses them for bidding, as long as the goal they belong to is used for bidding. Secondary actions are for observation: they appear in All conversions, not in Conversions. A purchase action set to secondary can record your sales and still show nothing in Conversions. Check each purchase action’s Count setting too: with One, Google Ads counts only one conversion per ad click, so repeat purchases after the same click do not add up. Google suggests Every for sales, and WeProfit creates Purchase - WeProfit with Every.

A new Purchase - WeProfit starts as primary only when the account has no other primary purchase action. Otherwise it starts as secondary, because two primary purchase actions can count each sale twice; a reused action keeps its setting. On the Google Ads page in WeProfit, Make it primary switches it to primary and lists the other primary purchase actions with tick boxes. Only the ones you tick become secondary, and actions you leave unticked stay as they are.

If another app, a Google tag or an imported Google Analytics 4 key event also counts purchases as a primary action, Google Ads can count the same sale twice, and the account card in WeProfit warns about it. On Shopify stores, WeProfit’s New Customer Purchase - WeProfit, Returning Customer Purchase - WeProfit and View Item List - WeProfit actions are secondary.

• Google: primary and secondary conversion actions

Shopify’s new Thank you page: tags in additional scripts stopped

Shopify has replaced the old Thank you and Order status pages. For Shopify Plus stores, checkout.liquid and additional scripts on those pages were sunset on August 28, 2025; other plans had until August 26, 2026, after which Shopify upgraded the remaining stores automatically. Additional scripts are not supported on the new pages, so a Google Ads conversion tag or Google Tag Manager snippet that lived there no longer fires.

For Google tags, Shopify recommends the Google & YouTube app, which is maintained by Google. If you already run Google Tag Manager as a custom pixel under Settings > Customer events, check that its code includes the checkout_completed event. Google Tag Assistant cannot test Google Tag Manager custom pixels, so test with the Shopify Pixel Helper: choose Test for the pixel in Settings > Customer events.

Two more changes catch older setups. The Thank you page address changed from thank_you to thank-you, and Shopify asks you to update tracking that uses the old address, such as a URL-based conversion action or a Google Tag Manager trigger. And checkout_completed fires once per checkout, usually on the Thank you page; if that page fails to load, Shopify does not trigger the event at all.

WeProfit’s uploads do not depend on the Thank you page. Each purchase comes from the Shopify order and is uploaded from WeProfit’s server; no purchase goes to Google Ads from the browser.

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Orders placed before you connected are not uploaded

WeProfit uploads to a Google Ads account only the orders placed after you connected that account; it does not send older orders. If you turn an account off, its waiting purchases are kept, and turning it back on sends them plus the orders of the last 48 hours, never orders from before the account was first connected.

Some orders never go to any ad network as a purchase: orders placed before WeProfit was installed, including the imported order history; Shopify POS, draft and mobile admin orders; subscription renewals; and orders already cancelled when WeProfit processes them. Google Ads receives purchases only, with no refunds, cancellations or conversion adjustments, so a later refund does not change the uploaded conversion.

Read Google’s answer to each upload

Open Ad Networks > Google Ads in WeProfit. Each account card shows the last upload, waiting purchases and the next upload time, and the last 7 days of uploads by result. The CAPI delivery log lists each upload with its status and, under each sent upload, what Google did with it.

Accepted by Google, Not from a Google ad, Another account’s ad click and Already uploaded are expected results. Other answers name the problem, such as Ad click ID not valid or Order time is before the ad click. After some of them, WeProfit sends the purchase once more on its own, at most twice for each upload, and the log says so, for example Sent again later. An upload with no final answer after about a day shows Not checked.

Check that purchases reach the right Google Ads account

Each purchase WeProfit uploads goes to every connected Google Ads account, and Google counts the sale only in an account whose ad the buyer clicked. If ads from two of your accounts reached the same shopper, each account can count that sale. The Google Ads page warns when, in the last 7 days, orders came from ads of an account that is not connected.

• A manager account cannot receive conversions: tick its client accounts instead.
• If an account’s conversion account changed in Google Ads, for example after cross-account conversion tracking was turned on or off, select Set up again.
• If Purchase - WeProfit was removed in Google Ads, the card says so: select Set up again to create it.
• If Google stopped accepting WeProfit’s sign-in, or a permission is missing, select Connect with Google again and tick every box on Google’s screen.
• The Google Ads page needs a WeProfit login: when you open WeProfit from your Shopify admin without logging in, it is not shown.

Imported Google Analytics 4 conversions that stay empty

Importing Google Analytics 4 key events into Google Ads is a separate route that runs inside Google’s products. Before you start, Google asks you to link Google Analytics and Google Ads, turn on auto-tagging and be an administrator or editor of the Google Analytics 4 property. You then choose, in Google Analytics, which key events to share with Google Ads, such as your purchase event.

Google Ads marks an imported action as secondary when the account already has goals from an Analytics property, and a secondary action appears only in All conversions. Google also lets you choose which channels can receive credit for web conversions shared with Google Ads: Google Paid Channels, the default for a newly linked property, or Paid and Organic Channels. Google adds that imported conversions show no view-through conversions, and that cross-device conversions need Google signals turned on in the property.

WeProfit does not set up this import. It uploads purchases to Google Ads directly into Purchase - WeProfit, and sends events to Google Analytics 4 through a separate connection. If you use both routes, keep only one of them as the primary purchase action.

• Count each purchase once with Google Ads and Google Analytics 4
• Google Analytics 4 for Shopify with WeProfit

Test after every checkout, tag or app change

Run the same checks whenever you change your checkout, theme, apps or Google tags, and keep the results with the date. Missing conversions also distort ROAS, so once Google Ads counts purchases again, compare each campaign’s ROAS with the break-even ROAS your margins allow.

1. In Google Ads, note which purchase actions are primary in Goals > Summary.
2. In Settings > Customer events, test each Google pixel with the Shopify Pixel Helper, and place a test order to reach the Thank you page.
3. In WeProfit, open Ad Networks > Google Ads and check each account card: Purchase - WeProfit shows Primary or Secondary as you intend, Enhanced conversions reads On and Customer data terms reads Accepted.
4. WeProfit uploads a Shopify test order like a real order, after the same 6-hour wait. Without a click on that account’s ads, it normally comes back as Not from a Google ad, which is expected.
5. A day later, check real orders from Google ads in the delivery log: their answers show whether Google accepted them.

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