If your Shopify store uses a checkout-replacement app like Shopflo or GoKwik, there is a fair chance Google Ads is counting each purchase twice. The bidding algorithm then optimises towards a number that is double the truth, and your reported ROAS looks better than your bank balance.
How it happens
Most Indian D2C stores end up with two purchase sources feeding Google Ads:
- The checkout app’s own native Google Ads integration, switched on from its dashboard with one toggle.
- A Shopify custom pixel or Tag Manager setup, added by whoever set up tracking.
Each one fires a purchase conversion. Google sees two conversions with different transaction IDs, or none at all, and counts both. We found exactly this on a plant nursery’s account this month: the checkout app’s built-in integration was firing alongside the pixel we had installed.
The five-minute check
- Open Google Ads, go to Goals, then Conversions. If you see two purchase actions both recording conversions, you have the problem.
- Place a test order. Wait a few hours. If the conversion count moves by two, you have the problem.
- Compare last month’s Google Ads conversions with Shopify orders attributed to Google. A ratio near 2:1 is the giveaway.
The fix
Keep one source. We prefer the custom pixel, because it lets us send the order value in the right currency, pass a transaction ID for deduplication, and add enhanced conversions with hashed customer data. Then switch the checkout app’s native integration off. Not paused, off. Then mark the duplicate conversion action as secondary so historical data stays but no longer feeds bidding.
One purchase, one conversion, one number everyone can trust.