If your question is not here, write to hello@untrackedsales.com. A person reads it.
What does the percentage actually mean?
It is the share of your real orders that your browser-side tracking never reported.
Every order is counted twice, from two independent places. Shopify tells us about each one from its own servers, where no shopper's device can interfere — that is the ground truth. Our web pixel runs in the shopper's browser at checkout and tells us what the browser managed to send. When an order exists in the first list and not the second, something stopped the browser from reporting it: an ad blocker, a consent banner, a closed tab, a broken theme script, a flaky connection.
Cancelled orders are excluded, because a sale that did not happen is not a tracking failure. A day with no orders shows no rate at all rather than 0%, because a quiet day is not evidence that tracking works.
Why doesn't this match Google Ads, Meta or GA4?
Because it is not measuring the same thing, and the difference is the point.
Your ad platforms count conversions they were told about, and they attribute them to campaigns using their own rules and windows. Two platforms will not agree with each other either. This app counts orders Shopify actually received, and compares them against what left the browser. There is no attribution in that number at all.
So a difference between this figure and your ad account is expected. A difference between this figure and your Shopify order count would be a bug, and worth writing to us about.
One number here is an estimate and is labelled as one: the currency figure. It assumes the orders your browser failed to report look like the ones it did. That is the honest reading of the evidence available, but it is an assumption, not a measurement.
My loss rate is high. What do I actually do?
Work down this list. Most stores find it in the first two.
- 1
Check your own tracking is installed
In Shopify admin, open Settings → Customer events. Your Google and Meta pixels should be listed there as app pixels or custom pixels. If you migrated from Additional Scripts and pasted the tags into your theme instead, they do not run on Shopify's checkout at all, and your loss rate will be close to total.
- 2
Check the consent settings
If your consent banner blocks analytics until a shopper accepts, every shopper who ignores it is invisible to your ad platforms. That is legitimate and often required — but it means the loss is real, it is not going away, and server-side tracking is the only thing that recovers it.
- 3
Look at when it started
A rate that jumped on one day usually means a theme update, an app install or a tag change on that day. The daily chart is there to find that date. A rate that has always been flat is blockers and consent, which is the normal 5–20% most stores live with.
- 4
Send conversions server-side
Google's Enhanced Conversions and Meta's Conversions API report from a server rather than a browser, so a blocker cannot stop them. This app does not set those up for you. It tells you whether you need them, and afterwards, whether they worked.
I just installed it and the dashboard looks empty. Is it broken?
No. Measurement starts the moment the pixel is registered, and not a minute earlier.
Installing imports your last 30 days of orders, so you have history to compare against. But our pixel was not running during those 30 days, so we have no idea what your browser reported then. Counting those days would show every one of them as a total tracking failure, which would be a frightening number about a period nobody was watching.
So the app says Collecting data until your first order after install, and the window grows to a full 30 days from there. When the measured window is shorter than 30 days, the page says so and names the date it started.
What do you collect, and do I have to change my theme?
Nothing about your customers, and no.
The pixel is registered automatically when you install. There is no code to paste, no theme file to edit, and nothing to undo if you uninstall.
We store order ids, totals, currency, timestamps and whether an order was cancelled — plus what the pixel reported. We do not store customer names, email addresses, postal addresses, phone numbers, payment details, IP addresses or cart contents. Shopify's order webhook contains a customer email; our code discards it before anything is written down. The full detail is in the privacy policy.
Uninstalling stops collection immediately. Shopify sends us a redaction request 48 hours later and everything we hold for your store is deleted.
Still stuck?
Write to hello@untrackedsales.com and include your store domain. If it is about a specific number, include the date range you are looking at — that is almost always what settles it.