Broken tracking is the most expensive problem in ecommerce advertising because it never announces itself. No error appears, conversions keep counting, and the spend keeps flowing while performance quietly erodes. This walks through the silent tracking failures that drain ad budgets and the diagnostic habits that catch them before they cost a quarter.
Most server-side GTM implementations score 5 to 6 on Event Match Quality and stay there for months without anyone noticing the optimization cost. The technical setup looks complete, events arrive at the destination, dashboards report no errors, but the matching signal sent to ad platforms is weak. This guide explains why this happens and which configuration decisions move scores into the high range.
Migrating to Shopify is rarely a clean technical operation. It is a redistribution of risk across systems that previously worked together by accident. This checklist walks through the decisions that compound, from URL strategy and tracking foundations to attribution, email migration, and the post-launch audit that most teams declare too early.