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Why your Google Ads conversions don't match your shop

J Jerry 4 May 2026 8 min read

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
}