Newcastle-based performance intelligence company Leaf Signal has published UK State of Tracking 2026, an audit of conversion tracking accuracy across 500 of the UK’s leading Shopify websites. 

The audit checked whether those sites send Meta, Google Ads and GA4 the data they need to optimise and report accurately. Where they didn’t, they diagnosed why, using automated diagnostics and AI monitoring alongside manual verification of every result. 

The headline finding was that 98% of brands audited had at least one crucial tracking issue – meaning a significant portion of the UK’s fastest-growing eCommerce brands are making ad targeting, bidding and budget decisions on inaccurate signal data.