GA4/Gads Purchase via sGTM – Value = 0 when using Klarna (Shopify)

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Hi everyone,

On Shopify when users pay with Klarna /Apple Pay, we get purchase events without conversion value and currency . (we using Data Tag)

The request is fired on the /processing URL instead of /thank-you.

Has anyone experienced with that?

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Hi Mattia,

We’re experiencing the exact same issue on a Shopify store using sGTM.

For us, this started around February 1st, 2026. Before that, everything was working correctly.

Since then, we’ve been seeing Google Ads purchase conversions with value = 0, and almost all of them are linked to the /processing URL instead of /thank-you.

We’re using Shopify Checkout Extensibility (Web Pixel API) + GA4 → sGTM → Google Ads conversion tag.

Around the same period (early February), we also noticed two other significant changes:

  • A decline in Google Ads diagnostics related to “Basket data needs attention”
  • A major increase in requests marked as “Recovered from ad blockers” in Stape Analytics.

For example:
On January 27, only ~2% of requests were classified as recovered from ad blockers.
By February 20, this had jumped to ~83% of requests.

That is a massive shift in request behavior.

The timing correlation is interesting, and we’re trying to understand whether this is purely a Shopify checkout lifecycle/timing issue (purchase firing too early on /processing), or if increased recovery of early hits via server-side tracking is causing Google Ads to register an incomplete first hit.

Very curious to hear if others saw this start around early February as well.

If you find solution please let me know. I will do it too.

Thanks!

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Exactly seems like purchase is firing too early but just when orders are paid with Klarna o ApplePay. I’ve check more than 30 transactions and all of them has Klarna payments. For another client all of them are related to ApplePay payments (because doesn’t have Klarna). So , I’ll try to pass the value and currency with different method during processing. Let’s see

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I’m testing this solution:

  • store the value from begin_checkout event with stape store writer tag and then use lookup store variable to check if a purchase event as same checkout token from previous event (begin_checkout) and push the value on purchase event. Let me know
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Hi Mattia,

For now, what we’ve done is not a “hard fix”, but more of a safeguard:

In Web GTM we added conditions to the purchase trigger:

value > 0
transaction_id matches RegEx .+

This way, zero-value or incomplete purchases don’t get forwarded to GA4 or Google Ads.

By the way — did you also notice a massive jump in “Recovered from ad blockers” in Stape Analytics around early February? In our case it increased dramatically in the same period this issue started.

Curious if you’re seeing the same pattern — and if you’ve discovered anything else worth sharing on your side.

Let me know how your Store Writer test goes :+1:

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Hi, Mattia
Thank you for pointing that out — it’s a really interesting point.

The problem is that the data_layer Purchase_stape event should trigger on the thank you page, and the Data Layer is formed based on API calls sent to Shopify.
That is, if purchase_stape triggers, it is quite strange that it triggers without parameters — this definitely needs to be tested.

If you use your own triggers, then it’s a completely different situation.
In this case, the parameters may be transmitted incorrectly.

If you are comfortable with saving data at checkout, then there is no need to use Stape Store.
There is a much simpler way — to store data in a cookie via Data Tag, and then use Data Variable, which gets the value from the cookie.

So:

  1. If you are using an app, that’s one thing, and you need to test it together with payment methods, because it’s strange that the event triggers without parameters.
  2. If the app is not used, then the situation is clear: everything is configured incorrectly, and the method I described is simpler than using Stape Store.
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hi Roman,
thanks to you!

For shopify I’m using stape app for dataLayer, in 2 clients we detected Gads with con value=0 only when they pay with klarna or ApplePay and all the time the sandbox link was /processing. Now seems to be fix. Thank you for your solution! Much appreciate it

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hi there! yes, around early February we seen 10/20 % increase in recovered form ad blockers. Now, by my side, no more issue with conversion value = 0

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