Why don't agent orders show in Google Analytics?

Because GA4 runs in a browser, and an order placed inside an AI platform's own checkout never loads your storefront in one: Shopify says Google Analytics and custom pixels don't fire in Meta's direct checkout. And when an agent browser checks out on your storefront, GA4 does record it, but as a person.

The two cases

Agent checkouts. Meta and Microsoft Copilot run their own checkout for Shopify stores, and it's on by default for eligible stores. Shopify's help pages say Google Analytics and custom pixels won't fire there; only server-to-server events do. On WooCommerce, Stripe's agentic checkout creates the order on the server. Either way, the order reaches your store and GA4 never hears of it.

Agent browsers on your storefront. An agent that browses and checks out in a real browser loads your pages, so GA4 fires, and has no way to tell it wasn't a person.

Where the orders do show

• Shopify admin: orders from AI channels are attributed to the channel, and the Agentic report shows sales per AI channel.
• Your order data: every order is in your store. What's missing is the label.

Tactical adds the label: it reads each order from the order webhook, marks agent-checkout orders as agent orders, matches storefront orders to agent sessions, and keeps orders from people an AI assistant referred as a separate number. Order data covers WooCommerce today. How attribution works.