Order proof: checking a conversion against the Shopify order
By the HonestTag team ยท Published October 13, 2026
On paid plans and the trial, HonestTag writes an order proof record for every Shopify order it classifies, from the day the plan starts. The record shows the order, the first recorded ad click, how the visit was matched, and the consent on record, plus what HonestTag sent and what each platform answered when the order was sent, and any refund after that. The screens on this page are demo data from HonestTag's seeded demo store. They show how the screens read. They are not a merchant result.
Install HonestTag free and run the Mirror plan beside your current tracking. It sends no purchases or conversions to your ad platforms, so it cannot double-count a sale or change your current setup, and it shows which platform claims hold up against the new customers in your real orders. Free at any store size.
About the screens on this page
Both screenshots were taken in HonestTag's own demo store. Order #1064 is an order in that store, not a merchant's order. The history behind The Gap screen is modeled data seeded into the demo store, so its numbers describe no real business.
The order proof card
Each section of the card answers one question about the order:
- What we concluded. How the order was counted and how the visit was matched. On #1064, the first recorded ad click was Meta, the customer had no prior orders, so the order counted as a first-click new customer. The visit was matched through the checkout token captured when checkout started.
- The order. The order number, when HonestTag recorded it, its value, the decision to send it or not, how it was classified, and the number of prior orders.
- How we matched it. The first ad click and its click id parameter (fbclid on #1064), when that click happened, the click age, the landing page, any tracking link, the join method, the visitor, and the session click count.
- Consent. The region, the consent state on record, whether an explicit grant is on record, the basis for it, and the Google Consent Mode state sent, which reads "not applicable" when none was sent.
- What we sent. Each platform the order went to, the account, the platform's answer, the event id, the count of events sent, and when.
- Refunds and adjustments. Added when a refund, cancel, or edit is recorded on the order.
The Consent block is HonestTag's consent evidence ledger: each record keeps the region, the consent state on record and whether an explicit grant is on record, next to the decision to send that order or not.
When the order is refunded
Order #1064 was fully refunded about a month after it was placed. The card added a line with the type of change, the amount, what remains, and what happened at each platform. #1064 went only to Meta, so there is one platform on the line: "Meta: refund recorded; HonestTag sends Meta no refund or retraction event."
What a refund does depends on the platform:
- Google Ads and Microsoft Advertising. Where the platform accepts an adjustment, HonestTag removes the conversion or lowers its value. Google accepts none on a wbraid click.
- Google Analytics 4 and Klaviyo. HonestTag sends Google Analytics 4 a refund event when its standard purchase switch is on, and sends Klaviyo one when the order carries a HonestTag visitor id.
- Meta, TikTok, Pinterest, Snapchat, Reddit and OpenAI Ads. HonestTag records the refund in order proof and sends no refund or retraction event.
The line also says, platform by platform, when there was nothing to retract because the platform never received the conversion, when that platform was not adjusted because it cannot take that adjustment, or when there was nothing to change because Google never attributed the purchase to an ad.
What a platform claimed, next to what the orders show
The card covers one order. The Gap covers a date range and puts each platform's own count beside counts built from the store's orders:
- Platform claims. The conversions the platform's own reporting shows, counted in that platform's own attribution window.
- We delivered. The purchases HonestTag sent to that platform.
- First-click NC. New customers whose first recorded ad click was that platform, counted from the store's own orders, with a click counted up to 365 days before the order.
The claims column is the platform's number, and it can include a fraction of an order when the platform splits credit. We delivered and First-click NC are counted from the store's orders, and each order HonestTag sent has a proof card you can open for 400 days from the order.
Where order proof is available
- Paid plans and the trial. Each record is kept for 400 days from the order.
- The free Mirror plan. It stores aggregates and does not write per-order proof records.
- Export. From the Orders tab you can download your attribution history in the documented export format. On paid plans and the trial it includes the per-order proof; on the free plan each order carries its recorded conversion values, with a note in place of the proof.
Frequently asked questions
Are the numbers on this page from a real merchant?
No. Both screens are demo data from HonestTag's seeded demo store. They show how the screens read, not a result any store should expect.
Does HonestTag tell Meta when an order is refunded?
No. For Meta, HonestTag records the refund in order proof and sends Meta no refund or retraction event. In Google Ads and Microsoft Advertising, HonestTag retracts the conversion or lowers its value where the platform accepts an adjustment, and Google accepts none on a wbraid click.
How long is order proof kept?
400 days from each order, on paid plans and the trial. The free Mirror plan stores aggregates and does not write per-order proof records.
On paid plans, one order, one record you can open.
Open the proof behind every order
On the Starter plan and up, HonestTag keeps one record per order with the first ad click, what it sent and what each platform answered, for 400 days.
- No risk to your setup. The Mirror plan sends no purchases or conversions to your ad platforms, so it cannot double-count a sale or change your current setup.
- Claims against real orders. It shows what Google Ads, Meta, Microsoft Advertising and TikTok claim beside the new customers whose first recorded ad click or ad-tagged link was that platform, counted from your own orders.
- Free at any store size. The Mirror plan stays free whatever your sales.