Question 1

Why is GA4 showing zero conversions?

Accepted Answer

GA4 shows zero conversions when the purchase event isn't firing correctly on your checkout page. This usually happens because the data layer isn't configured properly, GTM triggers are set to the wrong pages, or enhanced ecommerce tracking was never set up. The fix involves checking your GTM container, validating the data layer on your thank-you page, and using GA4 DebugView to confirm events are flowing through.

Question 2

Why is Meta Pixel firing twice?

Accepted Answer

Duplicate Meta Pixel events happen when you have multiple pixels installed—one in your theme and one in GTM, or two different Meta Pixel tags in GTM both firing on the same trigger. This causes Facebook to think you're getting 2x the conversions you actually are, inflating your ROAS numbers and feeding bad data to the algorithm. To fix it, you need to find all instances of the pixel and set up one clean pixel firing through GTM with proper deduplication parameters.

Question 3

Why do ROAS numbers not match Shopify?

Accepted Answer

Your Meta Ads ROAS doesn't match Shopify because your pixel is either recording duplicate purchases or missing purchases entirely. Another common issue is wrong currency values being sent—if your pixel sends USD but your store uses GBP, the numbers will never match. The fix is ensuring your pixel value parameter matches Shopify's order total exactly, with the correct currency code.

Question 4

How do you audit GA4 events?

Accepted Answer

Auditing GA4 events requires using Tag Assistant and GA4 DebugView simultaneously. I open your site in Chrome with Tag Assistant running, go through your customer journey, and watch what events fire in real time. Tag Assistant shows if GTM tags are working, while DebugView confirms GA4 receives the data. I check for missing events, duplicate firings, incorrect parameters, and data layer errors.

Question 5

What is Consent Mode v2?

Accepted Answer

Consent Mode v2 is Google's updated framework for handling user cookie consent in compliance with GDPR and other privacy laws. It became mandatory in March 2024 for all advertisers in the EU/UK. If you don't have it configured, GA4 and Google Ads stop tracking most of your traffic properly, causing massive drops in recorded conversions. Setting it up requires configuring GTM to detect your cookie banner's consent status and pass that to GA4 and Google Ads tags.

Question 6

Why are my leads not showing in Ads Manager?

Accepted Answer

Leads don't show in Meta Ads Manager when your lead event isn't firing, your pixel isn't set up correctly, or there's a mismatch between your GTM setup and Meta's requirements. For lead generation campaigns, you need a properly configured Lead event that fires when someone submits your form. This means setting up a GTM trigger on form submission, passing the event to the Meta Pixel tag, and validating it with the Meta Pixel Helper.

Your Analytics Are Lying to You.

If your tracking is wrong, every decision you make is wrong.

Professional GA4 & Meta Pixel Tracking Fixes for UK Ecommerce

What I Fix

Why Clean Tracking Matters

I turn chaos into clean, accurate tracking you can trust.

Before (Broken)

After (Fixed)

Choose your fix.

How I Fix Your Tracking (No calls. No BS.)

Free Audit

GTM Inspection

Fix & Rebuild

Validation

Before/After Proof

Why This Works

Common Tracking Problems & Solutions

Your ads are running blind. Fix your tracking before scaling.