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Why don't GA4 purchases match Shopify orders?

GA4 is a measurement layer. Shopify is the paid-order truth.

Compare paid store orders with recorded analytics transactions before diagnosing the gap. Consent-mode gaps, cross-device sessions, blocked tags, checkout-domain handoffs and event de-duplication are checks to make, not causes proven by a difference in totals.

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jujugrowth keeps source counts separate. Verify the reporting periods, event definitions and transaction identities before assigning a cause or changing spend. This observation is not proof that an ad campaign worked or that a tracking change improved sales.

What to check first

How should I reconcile GA4 purchases against Shopify orders?

Put ad-platform claims, GA4 purchases, and Shopify orders next to each other for the same date window. Use Shopify as commerce truth, GA4 as the measurement layer, and the platform number as the claim that needs checking. jujugrowth does that comparison automatically after a read-only connection.

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