Google Ads Tracking Integrity Audit for Shopify

Tag and Code Inspection

To audit the tags and codes, a complete test purchase cycle was performed:

Page View → View Item → Add to Cart → Initiate Checkout → Began Checkout → Add Payment Info → Purchase.

This entire cycle was completed inside Google Tag Assistant to pinpoint dead tags, duplications, or syntax errors.

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Data Layer & Ecommerce Validation

We examined two key areas during the transaction cycle:

1. The items array, transaction_id, value, and currency populating correctly on the order status page.
2. The dynamic remarketing tags (MC- and AW- parameters) capturing the correct ID and value.

1. View Item

Displays all attributes and values required for Enhanced Ecommerce tracking and Dynamic Remarketing:

• Status: Working
• Attributes & Values:

  event=view_item;
  ecomm_prodid=shopify_ZZ_7334955352221_47876223172765; // Product ID
  ecomm_totalvalue=215.95;
  ecomm_pagetype=product

2. Add to Cart

• Status: Working
• Attributes & Values:

  event=add_to_cart;
  ecomm_prodid=shopify_ZZ_7334955352221_47876223172765;
  ecomm_totalvalue=215.95;
  ecomm_pagetype=cart

3. Purchase

• Status: Working
• Attributes & Values:

  event=purchase;
  ecomm_prodid=shopify_ZZ_7334955352221_47876223172765;
  ecomm_totalvalue=215.95;
  ecomm_pagetype=purchase;

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Enhanced Conversions Check

• Status: Broken / Not Working
• Observations: Upon reviewing the hit details for the purchase tag (AW-10846594653), the payload does not contain the hashed user data. For Enhanced Conversions to work, parameters like em (email) and pn (phone number) must contain long SHA-256 hashed strings. Currently, they are missing or incorrectly populated (e.g., em=tv.1). Because this data is not being captured and sent in the conversion tag, Enhanced Conversions will not work.

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Consent Mode v2 Validation

• Status: Working
• Observations: Default consent states (ad_storage, analytics_storage, ad_user_data, ad_personalization) are correctly declared before Google tags fire. States update dynamically upon user interaction with the cookie banner.

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Primary Conversion in Google Ads

• Status: Pending
• Observations: Confirm that GA4, Google Ads, and Merchant Center are fully linked. Verify that only one “Purchase” event is marked as “Primary” in Google Ads to prevent duplicate conversion counting.

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Executive Summary & Action Plan

Audit Summary: The standard e-commerce tracking layer (Dynamic Remarketing IDs, values, and funnel page types) and Consent Mode v2 are functioning as intended. However, Enhanced Conversions are critically failing on the purchase event due to unpopulated or corrupted user data variables, and account attribution needs cleanup to prevent duplicate reporting.

Summary Breakdown

Component	Status	Issue / Notes
Dynamic Remarketing	Working	Product IDs (ecomm_prodid) and values align with Merchant Center feeds.
Consent Mode v2	Working	Default states fire early; consent signals update correctly.
Enhanced Conversions	Broken	Hashed email/phone parameters missing or returning em=tv.1.
Conversion Attribution	Pending	Risk of duplicate conversion counting if imported GA4 & Ads tags are both Primary.