Why Google Ads & Shopify Numbers Will Never Match
Let's set expectations right away: Google Ads conversions and Shopify orders should never be identical. They measure different things in different ways.
The Key Insight
Google Ads answers: "How many conversions did my ads generate?" Shopify answers: "How many orders did my store receive?" These are fundamentally different questions with fundamentally different answers.
When Google Ads Shows More Conversions
Seeing more conversions in Google Ads than orders in Shopify? Here are the likely causes:
When Google Ads Shows Fewer Conversions
This is more common and usually more concerning. Here's why you might be under-reporting:
Understanding Attribution Windows
Attribution windows are the single biggest cause of confusion. Here's how they work:
The Click-Date vs Conversion-Date Trap
Google Ads defaults to click-date reporting. A Jan 1 click that converts on Jan 20 shows in January 1st's data, not January 20th. Shopify always shows orders on the order date. This single difference causes most "mismatches."
Close the conversion gap
ScaleUp delivers 99.9% accuracy between Shopify orders and Google Ads conversions.
Install Free on ShopifyTrusted by 2,000+ Shopify merchants
Conversion Lag Explained
Conversion lag is the delay between when a conversion happens and when it appears in Google Ads reports. It has two components:
How to See Your Conversion Lag
In Google Ads, go to Reports → Predefined → Conversions → Days to conversion. This shows how many days typically pass between click and conversion.
Don't Make Snap Judgments
If you scaled budget yesterday and see poor performance today, wait. Your full attribution window's worth of conversions hasn't materialized yet. Give campaigns at least 7 days (ideally 14) before judging performance changes.
Multi-Currency Complications
If your Shopify store sells in multiple currencies, this adds another layer of complexity to data comparison.
Common Currency Problem
A customer buys for 20,000 Korean Won (≈$15 USD). If your tracking sends "20000" as the value without the currency code, Google Ads might record it as $20,000 USD — a 1,333x error.
How to Properly Compare Data
Here's a systematic approach to comparing Google Ads and Shopify data:
Use the Same Date Logic
In Google Ads, create a report that shows conversions by "Conversion time" rather than "Click time" to match Shopify's order-date basis.
Filter Shopify to Google Traffic Only
Use UTM parameters or Shopify's marketing attribution to isolate orders that came from Google Ads specifically.
Wait for Data to Settle
Compare data that's at least 3-7 days old. Recent data is incomplete due to conversion lag.
Account for Expected Loss
Expect 10-30% of Shopify orders (from Google traffic) won't appear in Google Ads due to ad blockers, privacy tools, and tracking gaps.
Track Variance Over Time
The absolute variance matters less than consistency. A steady 20% gap is fine; a gap that jumps from 20% to 50% indicates a tracking problem.
What Variance is Acceptable?
Here's a realistic guide to expected variance between Google Ads and Shopify:
Focus on Trends, Not Absolutes
A consistent 25% variance is much better than variance that swings between 10% and 40%. Consistency means your tracking is reliable, even if not perfect. Inconsistency means something is intermittently failing.
Frequently Asked Questions
Sources
Minimize Data Variance
ScaleUp's tracking uses Enhanced Conversions and Web Pixels to deliver the most accurate Google Ads data possible for Shopify stores.
Install Free on ShopifyNo credit card required
Written by Jamie Scott
Founder & CEO, ScaleUp
Jamie helps Shopify merchants understand their data and make better advertising decisions.
Helped 2,000+ Shopify merchants improve ROAS
Have questions about this article? Check our FAQ or contact us.