Shopify + Google Ads conversion issue (2 tags firing) — anyone seen this before?
Hi everyone,
I’m running into a strange conversion tracking issue on Shopify and I’m trying to understand where it’s coming from.
For a single purchase, Google Ads reports “2 tags” firing (for example Checkout Started - GTM and Purchase - GTM), even though it correctly deduplicates them into one conversion.
The unusual part is that these tags are triggered from two different URL formats:
Web Pixel / Sandbox URL:
.../web-pixels@.../sandbox/modern/checkouts/cn/.../thank-you
Standard Checkout URL:
.../checkouts/cn/.../it-it
Technical setup:
- No code in theme.liquid (double-checked)
- No scripts in “Additional Scripts” in Shopify checkout settings (completely empty)
- Google Tag Manager is loaded only via a Custom Pixel (Shopify Customer Events, sandbox environment)
- The issue was already present before installing the Google & YouTube app
The question:
If GTM is loaded exclusively via the Shopify Custom Pixel (sandbox), where is the second signal (from the standard checkout URL) coming from? How is a standard checkout URL being tracked if there are no scripts in the theme or checkout settings?
Has anyone experienced this kind of split tracking behavior when using GTM only through a Shopify Custom Pixel?
Is there a way to eliminate the standard checkout signal and keep only the Web Pixel one?
Any insights or similar experiences would be greatly appreciated. Thanks.