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real audits.
What we find when we open client containers. What's broken, what's lying, what we did about it. No SEO content, no GTM 101, no listicles.
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Why your Google Ads conversions don't match your shop
Last month I audited a DTC brand whose Google Ads dashboard reported €184k in revenue, while Shopify showed €126k for the same window. A 31% gap. The client assumed it was the usual platform discrepancy. It wasn't.
What I found
Enhanced conversions had stopped firing two weeks earlier. Not all of them, only the ones routed through the new server container. Here's the snippet that did it:
// sGTM event transformation const { value, transaction_id } = event; if (!transaction_id) return; // dropped silently return { conversion_value: value, order_id: transaction_id }
