AddToCart Tracks, But Purchase & Checkout Missing

Shopify Server-Side Tagging
1

We’re currently facing an issue with our tracking setup:
even though everything appears to be configured correctly with Stape, Google Tag Manager and our custom pixel, we can’t identify why certain Google Ads conversion events (especially BeginCheckout and Purchase) are not firing as expected.
Below is a short summary of what we’ve done and what exactly isn’t working:

What we did

  • Used the Stape Setup Assistant to configure the Web and Server containers in Google Tag Manager.
  • Implemented and activated a custom pixel in Shopify.
  • In the pixel test mode, events like AddToCart and BeginCheckout are detected correctly.
  • In the Server container, the AddToCart event is received and triggers the following tags:
    • GADS - AddToCart
    • GADS Conversion Linker
    • GA4 Base
    • GADS Remarketing
  • In Google Ads, the AddToCart conversion is being recorded correctly.

What is not working

  • The tags GADS BeginCheckout and GADS Purchase in the Server container are not firing.
  • As a result, BeginCheckout and Purchase conversions are not sent to Google Ads, even though the pixel is loading correctly on the checkout page.
2
  • The tags GADS BeginCheckout and GADS Purchase in the Server container are not firing.

can you please elaborate? what do you mean by not firing, do you see a corresponding event come in but tags are not triggered?

1 Like
3

When checking the browser console, I can clearly see the following Stape dataLayer events on the checkout steps:

  • { event: 'begin_checkout_stape', ... }
  • { event: 'add_shipping_info_stape', ... }

However, in the Google Tag Manager Server container preview I do not see any Begin Checkout (or related checkout) event at all – only a normal AddToCart event is received and processed correctly.

4

try publishing the web container and repeat your test. Your issues is events are not delivered to preview session, not that something is not working or missfiring.