Meta says 40. Shopify says 28. Which number do you scale on?

Because each platform measures differently. Meta claims conversions inside its own attribution window, including view-through. GA4 uses its own model and loses events to consent, ad blockers, and iOS. Shopify counts actual orders. Some disagreement is normal, but most brands carry gaps far beyond the expected range because of missing CAPI deduplication, misconfigured consent mode, or broken tags. The audit quantifies your gap per channel and explains exactly where each difference comes from.

The full tag layer and everything it feeds: your GTM container tag by tag, GA4 property configuration and ecommerce events, Meta Pixel and Conversions API including event deduplication and match quality, Google Ads conversion actions and enhanced conversions, and your consent setup including consent mode v2. Then we reconcile the numbers every platform reports against your store's actual orders.

Read-only access to GA4, GTM, Meta Events Manager, Google Ads, and your Shopify admin or order reports. We never need edit rights for an audit. We walk you through granting access on the kickoff call, it usually takes under 15 minutes.

It quantifies the discrepancy between what each platform reports and what your store actually recorded over the reconciliation window. That tells you how many conversions each platform is missing or double-counting, which is the signal your ad platforms optimise on. When Meta only sees a fraction of your purchases, its algorithm spends against incomplete data, and that is where budgets quietly leak.

Yes, and it is not a criticism of them. Half of what we find is setups that look fine in the interface and are silently dropping or duplicating events. If your setup is clean, you get documented proof. If it is not, you get a ranked fix list with evidence, which your existing person can implement.

You keep the deck and the fix list either way. If the findings call for a rebuild, our tracking setup service implements them: server-side GTM, CAPI deduplication, consent mode v2, and reconciliation against your store. Many brands then keep the setup healthy on a Tracking Health retainer. Both are optional, the audit stands on its own.

Automated checkers tell you which tags exist on a page. They cannot reconcile platform numbers against your orders, check CAPI deduplication, read consent behaviour across regions, or rank fixes by revenue impact. We offer a free automated check ourselves as a starting point, the audit is what happens when you need the full evidence-backed answer.