Topic
Tracking and analytics
When tracking breaks, you do not see an error. You see ad performance quietly decay while the numbers still look plausible. This is where I diagnose and fix the real failures: duplicate GA4 purchase events on Shopify, low Meta event match quality, missing fbc and fbp parameters, and the deduplication gaps between pixel and Conversions API. Specific problems, specific fixes.
2 pieces
- Playbook Feb 24, 2026 · 7 min
Shopify GA4 purchase event firing twice: the fast fix
Duplicate purchase events in GA4 on Shopify almost always come from two sources firing the same event, or the thank-you page being reloaded. Here is how to find the source and stop the double count.
- Playbook Feb 3, 2026 · 8 min
Why your Meta event match quality is low, and how to fix it
Low event match quality almost always comes down to three things: Enhanced instead of Maximum data sharing, a Conversions API that is not sending fbc and fbp, or thin customer parameters. Here is how to find which, and fix it.