The Hidden Revenue Leak Inside a Working Checkout

A Ghana-based fashion e-commerce brand was running paid ads to a Shopify store but seeing weak checkout completion. Surface metrics looked normal, traffic was arriving, products were being viewed, but orders were not following. The store had no reliable attribution data to investigate further, making it difficult to identify where buyers were dropping off.

We conducted a full checkout flow diagnostic: end-to-end order simulation, payment gateway testing, mobile UX review, and pixel event audit. The investigation revealed three compounding blockers: (1) the Paystack payment integration had a configuration error that caused checkout failures for a subset of payment methods; (2) Mobile Money (MoMo), the dominant payment method in Ghana, was not appearing first in the payment options list, creating friction at the moment of purchase; (3) the Meta Pixel was firing incorrectly, corrupting purchase event data and making the ad account unable to optimise toward real buyers. All three issues were fixed and deployed on April 20, 2026.

First-week Shopify analytics (sourced directly from the store dashboard, not Meta Ads) showed improvement in checkout completion after the fixes shipped. Paystack errors were eliminated. MoMo was repositioned as the default payment method. Pixel purchase events were restored to clean, deduplicated firing, giving the ad account accurate conversion data for the first time. The diagnostic approach itself revealed that the store had been haemorrhaging conversions not from poor creative or weak targeting, but from a broken last mile that no amount of ad spend could overcome.