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Shopify purchase event not firing in GA4?

On Shopify today, the purchase event reaches GA4 from Customer events: the Google & YouTube app's pixel or a custom pixel. Code in your theme or in the old Additional scripts box does not run on checkout and the Thank you page. Check these steps in order; the first one that fails is usually the cause.

The fix, step by step

1. Open Settings → Customer events in Shopify Admin. Look for the pixel that should send purchases: the Google & YouTube app under app pixels, or your own under custom pixels. It should show as connected. If nothing there sends a purchase, nothing does. How to check Shopify Customer events.
2. Check that it sends to the right property. In GA4, open Admin → Data streams and note the web stream's measurement ID (it starts with G-). It must be the one the Google & YouTube app or your custom pixel uses.
3. Check consent. If your store asks shoppers for consent before analytics, the pixel sends nothing for shoppers who decline. That lowers the count; it does not stop every purchase.
4. Remove old purchase code. A tag left in Settings → Checkout → Additional scripts no longer runs on the new Thank you page. A Google Tag Manager container added to your theme does not run on checkout either. Keep one source for the purchase, so you do not count sales twice once it works.
5. Test with an order. Place a test order, then open GA4 Reports → Realtime and look for a purchase event. Its transaction_id should match the Shopify order number.

If purchases arrive for some orders but not others

That is a different problem: consent, ad blockers, payment methods that take shoppers to another site, or orders that never pass the online checkout. The guide to orders missing from GA4 covers it, and why GA4 purchases don't match Shopify orders explains which differences are expected.

Check your storefront for free

The free storefront check needs no account and shows whether product view, add to cart and checkout events reach Google Analytics. It does not place an order, so it cannot see the purchase itself; when those earlier events are missing too, the problem is usually the pixel as a whole.

The full audit compares each Shopify order with the purchases GA4 recorded, so you see exactly which orders never arrived.

Why GA4 purchases don't match Shopify orders · How to fix Shopify orders missing from GA4