# 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.

- Source canonique : [https://allaux.fr/en/services/tracking/conversions-ne-remontent-pas](https://allaux.fr/en/services/tracking/conversions-ne-remontent-pas)
- Langue : EN
- Dernière mise à jour : 2026-09-30

## Direct answer

> Open Google Tag Manager’s Preview mode and go through to the confirmation page: if the purchase tag shows under Tags Not Fired, the trigger is at fault, not GA4. If it does fire, check the dataLayer for transaction_id, value, currency and items, then confirm the event lands in DebugView.

## 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.

## Consent declined: not a bug to fix

> A visitor who declines analytics or advertising cookies should legitimately generate no data sent to GA4 or Google Ads. Working around this would mean overriding their choice.

## Go further

- **Ecommerce events that matter** — The recommended GA4 events and their expected parameters. ([/services/tracking/evenements-ecommerce-qui-comptent](/services/tracking/evenements-ecommerce-qui-comptent))
- **Checking a tag without paid tools** — GTM preview, Tag Assistant and the Network tab in detail. ([/services/tracking/verifier-installation-balise-sans-outil-payant](/services/tracking/verifier-installation-balise-sans-outil-payant))
- **Consent mode in Europe** — How visitor consent affects what gets sent to Google. ([/services/tracking/mode-consentement-europe](/services/tracking/mode-consentement-europe))
- **Duplicates in the statistics** — The opposite symptom: a purchase counted more than once. ([/services/tracking/doublons-statistiques-causes](/services/tracking/doublons-statistiques-causes))
- **ChatGPT Ads conversion tracking** — OpenAI pixel, Conversions API, oppref and consent: the same pixel-plus-server logic, applied to ChatGPT ads. ([/services/tracking/suivi-conversions-chatgpt-ads](/services/tracking/suivi-conversions-chatgpt-ads))

## FAQ

### 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.