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Troubleshooting

Common issues and fixes

The most common problems — data not syncing, reconnect-required banners, currency mismatches, missing COGS — and exactly how to fix each.

5 min read

Most issues fall into a handful of categories. Start here before emailing support.

Tip

The fastest help desk is Ford. Ask him “why don't my numbers match Shopify?” or “how do I set COGS?” and he'll point you to the exact screen — and answering how-to questions is always free. See Talking to Ford.

My numbers don't match Shopify

Ecom Forward's standard is same label, same number as Shopify — so small gaps are almost always one of these, not a bug:

  1. Which Shopify view. We exclude voided and cancelled orders, so compare against Shopify's Net sales, not Total sales (which counts cancellations gross).
  2. The date window. Our “Last 7 days” means 7 complete days ending yesterday, the same as Shopify Analytics. For an exact tie-out, pick identical custom dates on both.
  3. Sync recency. If yesterday hasn't fully synced, click Sync yesterday on Daily Profit.
  4. Store timezone. If a store's timezone isn't set, days can shift by a few hours. Click Sync now on the store to refresh it.

Note

Google Analytics will read lower than Shopify on purpose. GA4 can't see visitors who decline tracking, so its revenue and orders run 10-40% below Shopify. That's GA4's measurement ceiling, not an error — Shopify stays your source of truth for revenue. Use GA4 for the relative picture (channel mix, funnel, landing pages).

My Shopify data isn't syncing

  1. Check the Shopify sync pill on the Performance page. If it's amber or red, the last sync failed.
  2. Open the store detail page on Stores. Look for a red “Reconnect required” badge.
  3. Click Reconnect and walk through Shopify OAuth again.
  4. If the connection is fine, click Sync now on the Performance page to force an update.
  5. If that fails too, check the Recent Activity feed on the Dashboard for the error message. Email info@ecomforward.io with the message if unclear.

My ad spend isn't syncing

  1. Check the platform's sub-tab under Marketing — if it shows a Reconnect required banner, the token has expired.
  2. Click the banner CTA and re-authenticate.
  3. If the platform is connected but the sync hasn't run, click Refresh on the sub-tab.
  4. Nightly sync runs at 1:30 AM UTC. If you connected after the cron ran, wait until tomorrow or force a refresh.

My COGS is blank or wrong

  1. Go to Products → Catalog. Filter to Needs COGS.
  2. For every product without COGS, click the tier-1 cell and enter unit cost.
  3. Back on Performance, click ⟳ Recompute COGS in the header to rebuild historical rows.
  4. If COGS is wrong (you typed the wrong number), fix it in Catalog and re-run Recompute COGS.

Note

Rows where COGS was manually edited on Performance stay preserved. Recompute COGS only touches auto-derived rows.

My currency numbers look off

  1. Check your reporting currency in Settings.
  2. Check your store currency on the Stores page (should match Shopify's settlement currency).
  3. Check per-field currencies on the store (COGS, ad spend, transaction fees) — if they're wrong, values you entered were converted using the wrong source currency.
  4. If you see warnings in Recent Activity about “Shopify currency mismatch,” your store currency setting is out of date.

My ROAS looks way off

  1. Platform ROAS (on the platform's sub-tab) uses attributed revenue from that platform's pixel. Expected to be optimistic.
  2. Blended ROAS / MER (on the Marketing Overview or P&L) divides total Shopify revenue by total ad spend. Always the lower, more honest number.
  3. If a campaign is brand-new and hasn't spent enough to get reliable ROAS, the signal engine suppresses alerts until minimum spend threshold is hit.

I'm not seeing an alert I expected

  1. Open Settings → Ford's alerts and check that topic isn't set to Off, and that its sensitivity isn't too tight.
  2. Make sure the underlying data exists (a ROAS alert needs ad spend connected; a stock alert needs inventory).
  3. Ford only fires on fully-settled data and won't repeat the same alert — so a very recent or already-flagged issue may not re-alert. See Ford's alerts.

A team member can't see a tab

  1. Check their role on the Team page.
  2. If they have a custom role, review the per-tab access.
  3. Custom role changes take effect on next sign-in — ask them to sign out and back in.

Still stuck?

Email info@ecomforward.io. Include:

  • Your account email.
  • The tab / URL where you're seeing the issue.
  • A screenshot if relevant.
  • Any error message from Recent Activity.

We respond within 24 hours on every plan. Fleet customers get priority same-day + direct founder access.

Still need help?

Send us a note at info@ecomforward.ioand we'll get back within 24 hours.

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