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My conversions aren’t showing up: where to look

A missing conversion almost never has a single possible cause. Before blaming GA4 or the Meta pixel, four checks come in order, simplest to deepest: does the tag fire, does it send the right parameters, does consent allow it, and did the confirmation page finish loading.

Describe my issue Send a message

The situations I handle

  • Orders come in but the purchase count in GA4 stays at zero
  • The Meta pixel shows no Purchase event in Events Manager
  • Conversions show up some days and vanish on others, with no visible change
  • A conversion is missing only for certain payment methods
  • The conversion count dropped sharply after a theme or module update
  • Conversions show correctly in GTM preview but not in GA4 reports

The order to check things, simplest to deepest

  1. 1. Does the tag actually fire?

    GTM Preview mode, walk the checkout to confirmation. The purchase tag should be under Tags Fired. Under Tags Not Fired, it’s a misconfigured trigger, not GA4. Without GTM, Tag Assistant shows the same on the page.

  2. 2. Does the event carry the right parameters?

    In Preview, dataLayer/Variables tab: I check transaction_id, value, currency and items. A value at 0 or undefined, or no transaction_id, can reach GA4 as an almost-empty event, looking like a missing conversion.

  3. 3. Does consent allow the send?

    I check the consent signals (analytics_storage, ad_storage) on that event. Declined = signals denied = no conversion for that visit, which is expected, not a bug. I only look further past this case.

  4. 4. Did the confirmation page finish loading?

    The purchase event should sit on the actual thank-you page. Payment approved but tab closed or connection lost before full load: no event fires. The order exists in the shop, not in the measurement, no bug involved.

  5. 5. Only then: the tool’s own configuration

    Property being viewed (test vs production), active view filter or IP exclusion, purchase marked as a conversion under Admin > Events. The step most rarely at fault, yet the first one wrongly suspected.

Depending on the symptom

If every order is missing, steps 1 or 5 are most likely. If only some are affected, steps 3 and 4 explain most cases.

  • On Shopify, a conversion missing from the order status page often comes from a pixel not migrated to Custom Pixels after scripts were removed from checkout.
  • On PrestaShop and WooCommerce, a conversion missing for one payment method often comes from a GTM trigger based on a confirmation URL that differs by method.

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A few targeted questions so I can reply with an estimate rather than another questionnaire.

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Frequently asked questions

How long does it take to find the cause?
Often under an hour once GTM preview or Meta Events Manager access is available, following the five steps in order.
If consent decline explains missing conversions, can I send the data anyway?
No, that would go against the visitor’s choice. It isn’t a technical problem to fix.
GTM shows the tag firing but GA4 shows nothing: what then?
I check the GA4 property being viewed (test vs production) and active view filters under Admin.
Could an ad blocker explain the missing conversion?
Yes, possibly: I cover that broader structural cause in the page on the gap between real orders and measured conversions.
Do I need a paid monitoring tool for this diagnosis?
No. GTM preview, Tag Assistant, Meta Pixel Helper and the Network tab are enough in most cases.

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