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UK State of Tracking 2026

98% of UK ecommerce brands are optimising their ad spend on broken data

Based on audits of 500 top UK Shopify sites, this report measures conversion tracking accuracy & completeness across the core ecommerce funnel - and what that means for paid media performance and profitability.

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Tracking is the performance killer hiding in plain sight.

We looked at the extent of broken tracking by issue, by vertical, and by platform.

Almost every site audited had at least one primary conversion tracking issue on either Meta, Google Ads or GA4.

Most had more - and every one of them is paying for it with weaker performance, unreliable insights and wasted ad spend.

98%

of the top UK Shopify brands have at least one critical tracking issue on Meta, Google Ads or GA4

76%

of the brands audited have at least 3 critical tracking issues simultaneously

52%

of the brands audited fail to track core events on their site - limiting ad campaign optimisation & bidding

The cost of broken conversion tracking

Conversion tracking is the foundation that Meta and Google use to optimise your ad campaigns.

When the data feeding those platforms is wrong or incomplete, every decision built on it is compromised.

This report traces the true cost of broken tracking, and shows what a gold-standard tracking setup actually looks like, so you have a clear benchmark to build towards.

“Conversion tracking is the first and most important part of the performance marketing chain - but it's also the most neglected. This report shows exactly how broken it is across UK ecommerce, and what it's actually costing brands in CAC, ROAS and paid media profitability.”

Wesley Hartley, Chief Commercial Officer at Leaf Signal

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Thanks to our report partners

Download the 2026 report

See the state of conversion tracking across the UK's top 500 Shopify brands, and learn what that actually means for marketing performance.

Download the 2026 report

See the state of conversion tracking across the UK's top 500 Shopify brands, and learn what that actually means for marketing performance.

Download the 2026 report

See the state of conversion tracking across the UK's top 500 Shopify brands, and learn what that actually means for marketing performance.

2026 Leaf.fm Ltd. 14 Blandford Square, Newcastle Upon Tyne, NE1 4HZ

Registered In England, Company Number: 9137221. VAT: GB 220 2365 59

2026 Leaf.fm Ltd. 14 Blandford Square,

Newcastle Upon Tyne, NE1 4HZ.

Registered In England, Company Number: 9137221.

VAT: GB 220 2365 59

2026 Leaf.fm Ltd. 14 Blandford Square, Newcastle Upon Tyne, NE1 4HZ

Registered In England, Company Number: 9137221. VAT: GB 220 2365 59