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Now check yours
Compare the purchases Meta and GA4 report with your Shopify orders for the same dates. Well above orders can mean something is sending purchases twice. Far below can mean purchases are going missing. It matters past the report: Meta and Google Ads spend on the purchases your tags report, so a doubled purchase makes a campaign look twice as good as it is.
In a random sample of Shopify storefronts in the Majestic Million, 8 of the 310 where checkout loaded sent Meta's checkout event twice from two installs. That's about 1 in 40, in a sample that leans toward larger, established stores. It's the checkout event rather than Purchase, but both copies run inside checkout, so purchases are very likely doubled too.
How the game is simplified
Every store, order and customer here is made up, and so are the numbers. Each ticket stands for an order or an event reaching an ad platform.
A real dashboard doesn't show you tickets, real duplicates don't arrive with a matching number on a belt, and nothing flashes when a tag starts doubling. Test orders and refunds won't always show up when you compare totals, because they can sit in your Shopify order count too. Duplicates are what a tag check finds. To check a real store, compare the Purchase count in Events Manager with your orders for the same dates, not the purchases in Ads Manager.
Contains data from the Majestic Million (https://majestic.com), licensed under CC BY 3.0.