The problem.
Bettina Cronquist runs BoxQuiz, and the Helsingør puzzle store Puslespilsbutikken too. She came to me in late January with one worry. Tracking is the small piece of code that tells Google or Meta when someone buys. She feared hers might be slowed down or cut off. She wanted to be sure Meta, Google and Google Analytics (GA4) were each getting every sale. She asked for a check and the fixes, not just a report.
What had been tried.
The shop already ran two AdNabu apps, "Nabu for Google Pixel" and "Retargeting for Google". They told Google about sales and showed ads to past visitors. But Shopify's own Google & YouTube channel already does that job. So the shop paid twice for the same work. Worse, two tools reporting the same sale can count it twice. That muddies the numbers.
The fix.
I checked the whole tracking setup first. The code was working and was not being slowed down. So the real work was elsewhere. I:
- Finished moving the shop onto Google's new tag, which cleared Google's red warning.
- Switched on Countries & languages sync in Merchant Center, Google's free product listing. Switched on Customer Match, which sends the shop's customer list to Google Ads every day.
- Checked GA4 from end to end: every event arriving, no gaps. Checked how well the Meta Pixel matches each sale to a real person.
- Turned the Judge.me review widgets back on, so shoppers could see reviews again.
Then I waited before removing the apps. I let the new setup run and watched the numbers hold steady. Only when two weeks of real data said "stable" did I remove the two apps. That call was backed by data, not by a guess.
Before → after.
- Google tag: flagged for a move, red warning → moved to the new tag, warning cleared.
- Tracking apps: two AdNabu apps doing what the Shopify Google channel already did → both removed once the data held steady.
- App spend: paying for tracking twice → $199 a year saved.
- Tag firing: some sales at risk of being reported twice → every Google tag fires exactly once.
- Merchant Center: Countries & languages sync off → on.
- Customer Match: not running → on, with the customer list sent to Google Ads every day.
- GA4: not checked → checked, every event arriving, no gaps.
- Meta Pixel: not checked → checked, match quality 8.9 out of 10.
- Judge.me reviews: widgets not showing → reviews live on the shop again.
What changed.
After two weeks of steady data, the picture was clean. I confirmed it at the live source on February 27, 2026:
- GA4: every event arriving from end to end, no gaps.
- Google Ads: purchases and add-to-carts counted cleanly, no missing sales.
- Meta Pixel: match quality 8.9 out of 10.
- Clean firing: every Google tag fires exactly once. No doubles.
- $199 a year saved by removing the two apps, once the Shopify channel was confirmed doing the job.
What it means for the shop.
For a small shop, apps that repeat a job are a quiet leak. Money goes out every month for work Shopify already does. And when two tools count the same sale, the numbers you decide with go wrong. Cleaning this up did two things at once. It cut a fixed cost. And it made the ad numbers something Bettina can trust. Now Google Ads, Meta and GA4 each hear about every sale once. Every kroner spent on ads is measured against a true picture, not one padded by double counts.
How I checked it.
I did not take "it looks fine" for an answer at any stage. I checked the tracking for real slowdowns before I touched anything. I confirmed GA4 was receiving every event. I scored how well the Meta Pixel matches sales. And I waited two weeks of live data before calling the apps safe to remove. Every result above was confirmed at the live source, not assumed from the build.
She got tracking she can trust, a lower app bill, and ad numbers that tell the truth. BoxQuiz sells puzzles and games to Danish shoppers. Its tracking is now clean, counts each sale once, and costs less to keep that way.
Published with Bettina's permission. The figures here were checked on February 27, 2026, and are not a live reading. Sales volumes are left out at the shop's request.
