3 findings on a sample Shopify storefront
Meta Pixel base code fires on page load, but the Purchase conversion event does not fire on the order-confirmation page. Ad delivery is optimizing on incomplete conversion signal — every dollar spent on that ad set is currently flying blind on which clicks actually convert.
A GTM container is present on the storefront, but Shopify Additional Scripts (checkout.liquid / Thank You page injections) live behind the merchant admin login and cannot be seen from a public storefront fetch. Any Meta/affiliate pixels firing through GTM specifically on checkout need a manual check or the Chrome extension.
2 separate ad-platform pixel loaders detected on the same page (a legacy theme-embedded Meta Pixel snippet alongside the newer Shopify Web Pixels / Customer Events integration). Duplicate firing inflates spend attribution in Ads Manager and is worth a manual check.
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