Why your thank-you page isn't firing a conversion
The thank-you or order-confirmation page is where most sites count the conversion. If the tag there does not fire, the sale happened but nothing recorded it, which is one of the most expensive faults there is.
Why it fails
- The tag is not on that page, or the trigger URL does not match the real confirmation URL.
- The page redirects before the tag loads, so the pageview is lost.
- Consent blocks the tag for anyone who did not accept. See consent breaking tracking.
- On Shopify and hosted checkouts, the confirmation page is locked down. See Shopify sales not showing in GA4.
How to confirm it
Complete a real (or test) order and watch DebugView or GTM Preview for the conversion event, with its value and transaction ID. If nothing fires, your conversion data is a fiction, and your ad optimisation with it. This is the first thing a tracking audit checks.
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