Conversions not arriving
Whence sends your store events to your ad platforms from the server. Open Conversions in the web app (or Ad platforms in the Shopify app) to see, for each platform, whether it is on, what it received this week and what it last answered. Then go through the checks below.
Is there an alert at the top of Conversions?
- ”… stopped accepting events”: “Open it to read what the platform said and fix it. Nothing reaches it until then.” Click Fix.
- ”… is in test mode”: see the next section.
- ”…: your sales may be counted twice” or ”…: check for a second pixel”: sales do arrive, but another pixel may send them too. See Deduplication.
Is test mode still on?
While Test mode is on, “Everything is sent as test events and nothing counts in your campaigns.” The platform’s details show “Test mode is on: nothing counts in your campaigns.” Once your test event looks right, open Details, turn Test mode off and save. Test events appear in the platform’s test tool, not in your campaign results.
Does your plan include ad platforms?
Sending sales to ad platforms comes with Connect and Decide. On See or Free, Conversions shows Available on Connect: “Your current plan does not send them.” This also happens when the free month ends without a paid plan. See Plans and prices.
Did visitors give marketing consent?
Whence sends an event only when the visitor gave marketing consent. Open Recent activity for a pixel: each event shows Sent, Failed, Queued, Retrying, or Not sent with a reason:
| What you see | What it means |
|---|---|
| Not sent: no marketing consent | The visitor did not accept marketing cookies. Normal: nothing to fix. |
| Not sent: no key to match a person | The event had no detail the platform could match to a person. |
| Not sent: pixel off | The pixel is turned off. |
| Not sent: too old for the platform | The event was older than the platform accepts. |
The list shows the last 50 events, newest first. Events show up a few minutes after they happen on your store. If every event says “no marketing consent”, check your cookie banner: see Which cookie banner Whence reads.
Are the IDs or the key wrong?
Click Save and send a test (or Send a test). Whence shows what the platform answered:
- ”… received the test event.” The setup works.
- ”… refused the test event. It said: …” followed by the platform’s own words. Under What … said, Whence suggests the fix: “Create a new key in …, paste it in the settings, then send a test.” or “Check the IDs in the settings, then send a test.” Then click Update the settings.
- “The test was not sent: …” Whence could not reach the platform. Try again in a moment.
Some platforms have no test mode (Microsoft Advertising, Taboola): Whence only checks your settings, and every sale sent is real. Each platform page explains where to find its ID and key: see Ad platforms.
Is Google Ads connected?
Google Ads has no key to paste: “Whence sends your sales through the Google Ads account you connect in Setup > Connections.” Until you connect it there, sales are not sent and the platform answers “Google Ads is not connected.” If Google stops accepting the connection, reconnect Google Ads in Setup, Connections. See Connect Google Ads.
Is your store outside Shopify?
On WooCommerce, BigCommerce and other platforms, purchases reach your ad platforms through the browser pixel only. Open Browser pixel (optional) on the Conversions screen, turn on the browser pixel for at least one platform, and add the tag it gives you to every page of your site, just before </body>. Without that tag, purchases are not sent. See Browser pixel.
Sales that arrive but look low? Check How well … recognizes your buyers in the platform’s details, and read Match quality. Still stuck? Contact support with the platform name and the exact message Whence shows.