What MerchLight does
MerchLight finds the problems that quietly cost your store sales, puts a number on them, and tells you which one to fix first.
Optimise your store as far as it can go, so your conversion rate climbs.
Every visitor you've paid for, through ads, Google or social, should land on a product they can buy, find what they need to decide, and get their order on time. Each MerchLight check removes one reason a shopper leaves without buying.
Problems it catches
| What MerchLight catches | Why it costs you conversions |
|---|---|
| Sold-out best-sellers | Shoppers arrive ready to buy, often from an ad, and can't. MerchLight shows the sales you were making on them. |
| Best-sellers with sizes or colours sold out | The product sells, but the shopper's size is gone. Most leave rather than pick another one. |
| Active products missing from your online store | The product is active but not published on your website, so ads, emails and links lead nowhere. |
| Sale prices that look like mistakes | A compare-at price of 0, or one below the price, can show a crossed-out $0 or a fake sale. Shoppers read it as an error. |
| Thin or empty product descriptions | Online, the description is often the only way to learn about a product. When size, material or what's included is missing, shoppers leave. |
| Supplier text left in descriptions | “Due to the light and screen difference…”, “100% brand new”, other languages: signs of a marketplace copy that cost trust. |
| Weak product photos | One photo, or a small one that blurs on zoom, leaves shoppers unsure about details, size and quality. |
| Live products nobody can buy | Product pages, links and ads that end on “Sold out”: a visit you paid for, with no way to convert. |
| Products without images | Shoppers rarely buy what they can't see, and Google may stop showing the product. |
| Merchant Center settings blocking products | One wrong setting can hide your whole catalogue from Google Shopping and free listings. |
| Disapproved or limited products on Google | Fewer high-intent shoppers ever reach your store, and the ones Google shows less often get fewer clicks. |
| Ads spending with no sales | Budget pays for clicks that don't convert, instead of campaigns that do. |
| Campaigns below break-even ROAS | Ads that bring sales but lose money after product costs. Your margin sets the line. |
| Campaigns switched on but not spending | Traffic you think is coming in, but isn't. |
| Late shipments and missing tracking | “Where is my order?” messages, refunds and bad reviews that put off the next buyer. |
| Missing SKUs | Stock and fulfilment mistakes that lead to overselling and cancelled orders. |
| A store that's slow on phones | Most shoppers browse on their phone. When the main content takes more than about 2.5 seconds, many leave before they see the product. |
| Apps and scripts slowing your store | Every app adds code shoppers' phones must download. A few heavy ones are often why a store feels slow. |
| Missing returns, shipping, privacy or contact pages | Shoppers check them before trusting a store they don't know, and Google can flag a store without them for “misrepresentation”. |
| No About us, FAQ or terms | Unanswered questions turn into abandoned visits and support messages. |
| Products that don't say their size | Shoppers can't touch the product. Without height, width or volume they can't tell if the lamp fits over the table, so they leave or buy and return it. |
| No size guide on clothing and shoes | Shoppers unsure of their size leave, or buy two sizes and send one back. |
| Missing conversion boosters | Reviews, one-tap checkout, recommended products, a sticky Add to cart and an email sign-up help shoppers decide and buy. MerchLight suggests the ones your store doesn't have yet. |
| Abandoned checkouts with no reminder | A shopper who reaches the checkout already chose the product. Without a reminder email a few hours later, that sale is simply lost. |
| Apps you may be paying for without using | An app switched off in your theme, or two apps doing the same job, usually means a monthly charge for nothing, and extra code that slows your pages. |
Tools that keep you converting
| What MerchLight gives you | How it helps your conversion rate |
|---|---|
| One health score out of 100 | Store, Google and ads in a single number, so you know at a glance whether your store is ready to sell. |
| Sales at risk, in money | See what each problem is worth, not just a list of warnings. |
| Your next best move | The fix worth the most points for the least effort, so your time goes where it moves sales most. |
| Step-by-step fixes with direct links | Every problem says why it matters, how to solve it, and takes you straight to the right page in Shopify, Google or Meta. |
| Google Ads and Meta Ads next to your store | Spend, conversions and ROAS by campaign, measured against your break-even point. |
| Automatic scans, every day on Pro | Your store is checked while you work on everything else. |
| Email alerts | A new problem reaches your inbox before it costs days of sales. |
| Score history and trophies | A 7-day trend and levels to earn, so the store stays optimised, not just fixed once. |
| “I have stock” for dropshipping | Tell MerchLight once about supplier stock, and focus only on problems that are real. |
| Speed & Trust | Your phone speed score for the home page, a collection and a product page, what slows each one down (in plain words, with the fix), which trust pages are missing and how many conversion boosters you use. |
| Every check in one list | On the Issues page: what passed, what to fix, and why a check wasn't run on this scan. |
| In your language | English, Español, Português (Portugal), Português (Brasil), Français, Deutsch and Svenska. The app and its emails follow the language of your Shopify admin, or the one you choose in Connections. |
| Works on your phone | Check your score and fix what matters from anywhere. |
It checks
Your products, stock, images, SKUs and orders in Shopify, how fast your public store loads and its trust pages, plus Google Merchant Center, Google Ads and Meta Ads if you connect them.
It scores
Everything it finds becomes one health score out of 100, shown as a light bulb: the brighter, the healthier.
It guides
Each problem comes with the sales at stake, the items affected and clear steps to fix it, ranked by the most points for the least effort.
Read-only, always. MerchLight never changes your products, orders, settings, Merchant Center or ads. Every fix is a change you make yourself, with a direct link to the right place.
Getting started
Five minutes from install to your first score.
- Install MerchLightOpen it from Apps in your Shopify admin. Nothing is scanned until you ask.
- Press “Run scan”A quick scan of your first 100 products and 100 most recent orders appears in seconds. A full scan of every product and the last 60 days of orders then runs in the background, and the page updates by itself when it's done.
- Answer a few quick questionsThe lamp asks whether you sell in physical stores and how you fulfil orders (yourself or a dropshipping supplier). Once ads are connected, it also asks which period should count for your ads (7, 15 or 30 days) and your average margin. If shoppers leave checkouts and MerchLight can't tell who sends the reminder emails, it asks that too: Shopify, an email app like Omnisend or Klaviyo, or nobody yet. Your answers tailor the advice.
- Follow “Get set up”A checklist on the Overview: connect Google Merchant Center, Google Ads and Meta Ads (all optional), choose a plan, and resolve your first issue. Don't use one of those channels? Press “Not relevant” and the step disappears (“Show again” brings it back). The checklist disappears once the required steps are done.
- Fix your next best moveOpen the top priority, follow the steps and run another scan to confirm it's solved. One fix at a time, your store gets closer to fully optimised.
Automatic scans start after your first “Run scan”. Installing the app or starting a trial never triggers a scan on its own.
The health score
One number from 0 to 100. It's 100 minus the points still open in your priorities, so every fix moves it up.
How points are counted
- Weighted by priority. Every check has a maximum it can take from your score, set by how directly it costs you sales (see the table below).
- The first items count most. Within that maximum, the first affected items remove the most points and each extra one a little less. One sold-out best-seller weighs more than 50 variants without a SKU, and your score doesn't jump just because a full scan counted more products than a quick one.
- How the parts add up. First, ads take a share of the score: up to 20%, and only as much as your sales depend on them. No ad spend means no share at all. The rest of the score comes from your store and Google: 60% store and 40% Google with Merchant Center connected, or 100% store without it.
Example: ads share 10%. The other 90% is split 60/40, so the score is 54% store, 36% Google and 10% ads. - Ignored problems don't count. You decide what's relevant.
| Priority | Checks | Most it can take |
|---|---|---|
| 1 · Losing sales now | Sold-out best-sellers, paid orders waiting to ship, best-sellers with sizes sold out, a store that's slow on phones, missing returns, shipping, privacy or contact pages, abandoned checkouts with no reminder email (up to 12) | 15–22 points each |
| 2 · Conversion and trust | Products missing from your online store or without images, thin descriptions, weak photos, supplier text, products that don't say their size, no size guide, missing tracking, wrong sale prices, live products nobody can buy, conversion boosters, abandoned checkout emails that bring few shoppers back (up to 5) | 5–10 points each |
| 3 · Housekeeping | Variants without a SKU, apps slowing the store, no About us, FAQ or terms | 3–4 points each |
Google Merchant Center keeps its own rule: each problem type removes points by impact, with a cap.
Conversion boosters count by booster, up to 8.5 points in total: product reviews 3, express checkout 2, recommended products 1.5, sticky Add to cart 1, email sign-up 1. A free shipping message is optional (not every store offers free shipping) and takes no points. “What's slowing your pages down” explains your speed score and takes no points of its own.
Apps count very little: an app switched off in your theme and two apps doing the same job take at most 1 point each. Code left behind by removed apps takes none, because its effect on speed already counts in your speed score.
While a scan runs
The quick scan only sees your first 100 products, so its score isn't final. While the full scan runs, the lamp blinks and the score shows “Counting your score…”; the number appears when the full scan ends.
Points gained and lost
“Since your last scan”, “Since your last visit” and the “+N points” celebration only count what changed in your store. A new check added by MerchLight, Google when it couldn't be read on both scans, and daily changes in your ads' ROAS don't move these numbers.
Sub-scores
Below the main score, four tiles show Store, Google Merchant, Google Ads and Meta Ads on their own. Tap any tile to jump to its details. A channel with no ad spend shows Lights off and doesn't count. Early ad scores show “Early read” and firm up as spend and sales data grow.
The Overview page
Your home screen: how the store is doing today and the one thing to do next.
Since your last visit
How many times MerchLight checked while you were away, new issues, resolved issues and score change, counting only what changed in your store.
Store health
The lamp, your score, its change since the last scan, a 7-day trend line and your light level. While a scan runs, the lamp blinks until the final score is ready.
Your next best move
The problem worth the most points for the least effort. Press “Show me how”, or “Suggest another” for a different one.
Your top priorities
Every open problem as a bulb on a garland, with its points, impact and time to fix. Mark one “I'm on it” to track it in progress.
Sales at risk
Past sales of products that are now out of stock, plus paid orders waiting to ship. If nothing is at risk, it shows your best-seller instead.
Your level
Trophies earned by keeping your score up, day after day. See below.
Speed & Trust
Your phone speed score for the home page, a collection and a product page, with what slows each slower page down, which trust pages your store has (and a size guide, for clothing and shoes), and how many conversion boosters you use.
Ads
ROAS, spend and conversions for Google Ads and Meta Ads, for the period you chose: 7, 15 or 30 days. Switch it any time on the card; your ads score follows the same period.
Abandoned checkouts
How many shoppers left at the checkout in the last 30 days, the value they left behind, how many came back and paid, who sends the reminder emails, and the products abandoned most. Only numbers: never who the shoppers are.
Trophies
A day counts when that day's last scan meets the score. Once earned, a trophy is never taken away. On the Overview, hover a trophy to preview it and see what's left to earn it.
The Issues page
Every problem MerchLight found, with the full list of affected items.
- Summary. Open issues, high-impact issues, checks passed and issues resolved since the last scan.
- Search by product, order or SKU, and filter by type (Google Merchant, Stock, Product pages, Speed, Trust pages, Conversion boosters, Abandoned checkouts, Apps, Images, SKU, Orders, Google Ads, Meta Ads) and by impact. Each filter shows how many issues it holds. Links from the Overview open the right filter with the issue already open; “See all issues” opens them all.
- Open any issue to see why it matters, how to resolve it, and each affected item with a direct button: “Restock in Shopify”, “Open order”, “Open in Google Ads” and so on.
- Export CSV Pro on every issue: download its list of affected products or orders as a spreadsheet for Excel or Google Sheets, with a link to each one in your Shopify admin. Use it to work through a long list or to send it to someone who helps you. It's a working list: it doesn't import back into Shopify. No customer data is included.
- Step by step. Every issue says where to click. Stock issues walk you through the Inventory box and the Draft status in Shopify; Google Merchant Center problems have their own guide per problem type; speed shows the exact image or app to blame.
- What MerchLight checks lists every check by area: passed, to fix (tap it to open the issue), or not checked on this scan with the reason, for example “Only for stores that sell clothing or shoe sizes”.
When a problem isn't a problem for you
Already resolved, waiting to update
You fixed it, but the platform hasn't caught up yet (common with Google). It stops counting for 7 days, then comes back only if it's still there.
Not relevant for my store
Stops counting until you restore it. Ignored issues sit in their own list with a “Restore” button.
Every check, explained
What MerchLight looks for, how serious it is and roughly how long the fix takes.
| Check | Impact | What triggers it | Typical fix |
|---|---|---|---|
| Out-of-stock products that were selling | High | A product sold in the last 30 days, is active, tracks stock, is at zero and can't be bought. | Restock or ask your supplier |
| Best-sellers with sizes or variants sold out | High | A product that sold in the last 30 days is still for sale, but some variants (a size, a colour) are at zero and can't be bought. | Restock or ask your supplier |
| Paid orders waiting to be fulfilled | High | An order was paid more than 48 hours ago and isn't (fully) shipped. | About 10 min |
| Merchant Center settings blocking products | High | An account setting in Google stops products from showing. | Quick win · ~2 min |
| Products disapproved on Google | High | Google rejected products for Shopping ads or free listings. | About 15 min |
| Ad campaigns spending with no sales | High | A campaign spent 30 or more in your currency in 7 days with no conversions or purchases. | Review the campaign |
| Abandoned checkouts get no reminder email | High | At least 5 abandoned checkouts in the last 30 days, Shopify isn't sending its reminder email, and no email app (Omnisend, Klaviyo…) was found or you told MerchLight nobody sends them. If an email app sends them, MerchLight won't flag it. | Marketing → Automations · ~2 min |
| Your store is slow on phones | High / Medium | Google PageSpeed Insights, on a mobile connection, rates the home page, a collection or a product page (your best-seller, or another product if there are no recent sales) as slow (under 50) or could be faster (50–69). Real-shopper data from Google takes priority when your store has enough visits. Tested every 3 days. Inside the issue: the main element of the page (the exact image, with a thumbnail) and where its seconds go (Shopify's response, starting to load late, download, drawing on screen), why, and what to change; the images heavier than they need to be, each with its file name, weight and what you'd save; and the apps that block the page. “See it yourself on Google” opens Google's own test, which runs again, so its numbers can vary a little. | Follow the main image first · about 15 min |
| Trust pages missing from your store | High | No refund/returns, shipping or privacy policy, or no contact details, found in your policy pages or in your menu and footer links. | Settings → Policies · about 15 min |
| Active products customers can't buy | Medium | Active, at zero stock, “Continue selling when out of stock” off, and no recent sales. | About 10 min |
| Active products missing from your online store | Medium | An active product isn't published to the Online Store sales channel. Common after importing from dropshipping apps. | Quick win · ~2 min |
| Supplier text left in product descriptions | Medium | A description still has typical supplier text: measurement notes, “100% brand new and high quality”, screen-colour disclaimers or another language. | About 10 min |
| Products that don't say their size | Medium | A physical product with no measurements in its title, description or variant names (cm, inches, “30 × 40”, ml, kg, “Dimensions:”, or named sizes like Queen or King). Clothing and shoes with sizes, one-size items and products that don't ship are skipped. Sizes written only inside a photo don't count: Google, store search and shoppers on a slow connection can't read them, so write them in the text too, or add a size guide pop-up. | About 15 min |
| No size guide on your product pages | Medium | Only for clothing and shoe stores: no size guide found on a product page with sizes (text in 9 languages or a size chart app) or in your menu. | About 15 min |
| Products with little or no description | Medium | An active product's description is empty or under 30 words. | About 15 min |
| Variants without a SKU | Medium | A variant of an active product has no SKU. | About 15 min |
| Shipped orders without tracking | Medium | An order was marked fulfilled without a tracking number. | Quick win · ~2 min |
| Products with limited visibility on Google | Medium | Missing details make Google show products less often. | About 15 min |
| Sale prices that look like mistakes | Low | A variant's compare-at price is 0, or not higher than its selling price. | About 10 min |
| Product photos that hold back sales | Low | A product has only one photo, or its main photo is under 800 px on its longest side. | About 15 min |
| Products without an image | Low | An active product has no image. | About 10 min |
| Apps and scripts slowing down your store | Low | An app or script blocks the page for 150 ms or more, or weighs 300 KB or more. Shopify's own code is never listed. | Review your apps · about 10 min |
| Conversion boosters your store could add | Low | Read from your home page and a product page: product reviews, express checkout buttons, recommended products, a sticky Add to cart on phones, an email sign-up, plus a free shipping message as an optional suggestion. Each missing one counts by its weight (up to 8.5 points in total); the free shipping message never counts. | About 15 min each |
| Apps switched off in your theme | Medium | An app's block is switched off in your published theme (App embeds or a page template) and MerchLight didn't see the app anywhere on your store. Shoppers don't see it, but its charge usually runs until you uninstall it. Shopify doesn't show other apps' bills to MerchLight, so you decide which ones you pay for. | Settings → Apps · ~2 min |
| Apps doing the same job | Medium | Two or more apps working on your store for the same thing: product reviews, email marketing, pop-ups, upsells, live chat, currency, translation, wishlist, loyalty, search, size charts, cookie banners or page building. Found from your public pages and your theme. | Keep one, uninstall the other · about 10 min |
| Code left behind by apps you may have removed | Medium / Low | Files from known apps still in your theme while the app isn't working on your store. Medium when the code is loaded on every page (it slows the store), low when it's only left in the theme. | Duplicate the theme, then remove the code · about 15 min |
| What's slowing your pages down | Info | From the PageSpeed report of your slower pages: big images, a late main image, blocking code, too much JavaScript, fonts, a slow first response, a heavy page, layout jumps or too many elements, with the time and weight you could save. Explains your speed score; takes no points. | See it yourself on Google |
| Pages that answer shoppers' questions | Low | No About us page, FAQ or terms of service found. | Create the page · about 15 min |
| Abandoned checkout emails bring few shoppers back | Medium | Reminders are going out, but fewer than 3% of at least 10 abandoned checkouts in the last 30 days came back and paid. | Improve the email · about 15 min |
| Active ad campaigns that aren't spending | Low | A campaign is switched on but spent nothing in 7 days. | Check budget or approval |
Every check has “Not relevant for my store”: if you keep something as it is on purpose (for example a supplier description you're happy with), it stops counting in your score. Money figures describe past sales and current order values, not a guaranteed loss. Ad figures are as reported by Google and Meta.
“I have stock”
Built for dropshipping. Your supplier has stock, but Shopify shows zero.
Inside the stock issues (sold-out products and best-sellers with sold-out sizes), tell MerchLight once and those products stop counting as out of stock for 30 days. Nothing changes in your store.
- One product: the “I have stock” button on its row.
- A whole supplier or product type: group by Supplier or Product type and press “I have stock for all”. A supplier rule also covers products you add later.
- Everything: “I have stock for all” at the top.
Fixing it in Shopify, step by step: press the yellow button to open the product; in the Inventory box type the quantity you have and save; if your supplier ships it, tick “Continue selling when out of stock”; if it won't come back, change Status to Draft (top right). For a sold-out size or colour, open that variant in the Variants list. On your next scan the product leaves the list.
Your rules appear in their own list with their end date and a “Remove” button. If you answered “A dropshipping supplier” to the lamp's question, sold-out products with no recent sales also count as Low impact.
Permanent fix: in Shopify, turn on “Continue selling when out of stock” for products your supplier ships. They'll never show as out of stock again.
Google Merchant Center
See why products don't show on Google, and the one change that fixes them.
Connect from Connections, sign in with Google (it always asks which account, so pick the one that has Merchant Center) and choose your Merchant Center account. Three short tips under the button help the sign-in go smoothly. MerchLight then reads product statuses and groups problems into three checks: settings blocking products, disapproved products and limited visibility. Each one has Google's reason, the countries affected and how to fix it.
A guide for each problem. The most common problems (shipping currency, missing shipping, misrepresentation, product page unavailable, text on the main image, image quality, barcode/GTIN, price or stock mismatch, business registration number, local listings and policy blocks) get a plain name and numbered steps that say exactly where to click, in Merchant Center or in Shopify, with a button to open the right page. Google's own wording stays underneath.
- Checked every 6 hours. Google can take from a few hours to 3 days to review a fix, so MerchLight asks Google at most every 6 hours. Scans in between reuse the last answer, and the Overview tells you when Google was last checked.
- Full product list on Basic and Pro: every affected product, not just a summary.
- Export to CSV on Pro.
Google Ads & Meta Ads
Your campaigns next to your store, measured against what you actually earn.
Connect Google Ads with your Google account, or Meta Ads with Facebook, and choose the ad account. Google always asks which account to use, so pick the one that has your ads. If you come back without connecting, Connections shows the steps and a “Try again” button. The Ads page shows each platform in its own tab:
- Totals for today, 7, 15 or 30 days, or your own dates: active campaigns, spend, conversions or purchases, cost per conversion and ROAS.
- Your ads period. Choose 7, 15 or 30 days (the lamp asks once ads are connected, and you can switch on the Ads card). Your ads score, the Google Ads and Meta Ads tiles and the Ads card all use it. 7 days reacts fast to changes; 30 days is steadier. Ad alerts always look at the last 7 days.
- Every campaign with its status, budget, spend and ROAS, filterable by Active, Paused and Removed, with a link straight to Google Ads or Ads Manager.
- Break-even ROAS. Tell MerchLight your average margin (“Change margin”) and it shows the ROAS where ads start making money. Campaigns below it lose money after product costs.
Ad alerts (spending with no sales, switched on but not spending) appear in Issues and lower that channel's ad score.
Email alerts Pro
MerchLight checks every day and emails you only when something new starts costing you sales.
| Alert | When it's sent |
|---|---|
| Your store's light dims | Right away, when the score drops 5+ points or falls a level |
| New high-impact problems | Right away |
| New medium-impact problems | In a daily summary |
| New low-impact problems | In the weekly summary |
| Weekly summary | Every Monday: your score, what you fixed and what's left |
- Never more than 2 emails a day. Problems you ignore or mark “I'm on it” never send alerts.
- Manage everything in Connections → Email alerts: change the address, choose alert types, send a test email, snooze for 7 days or turn alerts off.
- Every email has an unsubscribe link that turns alerts off in one click.
Scans & plans
Billed by Shopify on your Shopify invoice. Change or cancel any time from the Plans page.
Free
- 1 full store scan
- Every problem found, with sales at risk
- Google Merchant Center summary
Basic
- 1 automatic scan + 2 manual scans a week
- Every problem, with the full product list
- Google Merchant Center, Google Ads and Meta Ads
- Compare with your last scan
Pro
- Automatic scan every day + unlimited manual scans
- Email alerts
- Export product lists to CSV
- Full scan history
- Everything in Basic
- Free trial: 7 days on paid plans. It ends automatically on the date shown.
- Yearly billing gives you two months free.
- Basic: the 2 manual scans reset every Monday (UTC). Manual scans never delay the weekly automatic one.
- Pro: manual scans have a 5-minute pause between them. The “Run scan” button turns back on by itself.
- Partner code: have a code from a MerchLight partner? Enter it on the Plans page for a lasting discount. Already on Basic or Pro? Enter the code and press “Apply code” on your current plan: Shopify asks you to approve the new, lower price and replaces your subscription.
Connections & privacy
What MerchLight reads, and what it never touches.
Read-only
MerchLight never edits your store, products, Merchant Center or ad accounts.
No customer details
We don't read your customers' names, emails, phone numbers or addresses. Abandoned checkouts are read only as counts, values and products.
You stay in control
Disconnect any channel from Connections at any time. Sign-in tokens are stored encrypted.
Your language
MerchLight follows your Shopify admin language. To choose another one, go to Connections → Language and pick it from the list. Email alerts use the same language.
Speed & Trust
Reads only your public store pages, like a shopper would. The page addresses are sent to Google PageSpeed Insights to measure speed.
Your theme
MerchLight reads your published theme to see which apps are switched on or off and what code they left behind. It never changes your theme and never uninstalls apps.
Deleted when you leave
Uninstall MerchLight and your store's data is deleted, as described in our privacy policy.
Privacy policy: merchlight.com/privacy · Terms: merchlight.com/terms
Questions & fixes
I fixed a Google problem, but it's still showing
Google can take from a few hours to 3 days to review a fix, and MerchLight checks Google every 6 hours. Mark the issue “Already resolved, waiting to update” so it stops counting while Google catches up. It comes back after 7 days only if it's still there.
An unshipped order isn't listed
Orders count as late once they've been paid for more than 48 hours. Orders from today will appear if they're still unshipped after that.
A product at zero stock isn't flagged as out of stock
MerchLight only flags products customers can't buy. If the product doesn't track quantity, has “Continue selling when out of stock” turned on, or one variant still has stock, shoppers can still order it.
“Run scan” is greyed out
You've reached your plan's manual scans: the free scan on Free, 2 a week on Basic, or the short 5-minute pause on Pro. The message above the button says when you can scan again.
Ad figures don't match my store's sales
Spend, conversions and ROAS are reported by Google and Meta with their own attribution rules, so they can differ from the orders your store records.
My score changed after the October 2026 update, but I didn't change anything
The score now weighs most what costs you sales (like sold-out best-sellers), and less what's housekeeping (like SKUs). We also added the Speed & Trust checks. Your Overview says so on the first scan after the update, and these changes never trigger alert emails on their own.
Speed shows “Testing your speed…”
A speed test takes up to a minute per page, so it runs in the background after a scan and appears on the next one. It's repeated every 3 days. Stores with a password or that are closed can't be tested.
A trust page is flagged, but my store has it
MerchLight looks at Shopify's policy pages and at the links in your menu and footer. If your page has an unusual name or lives somewhere else, mark the issue “Not relevant for my store”, or add the link to your footer so shoppers find it too.
Google stopped on a “passkeys” page and I never got back to MerchLight
Google sometimes asks you to confirm it's you before giving access to Merchant Center or Google Ads, and company (Google Workspace) accounts often don't accept passkeys, fingerprint or Windows Hello for that. Go back to Connections and press “Try again”, choose the account that has Merchant Center or Google Ads, and when Google asks you to confirm, choose “Try another way” → password. Still stuck with a company account? Add a personal Gmail as a user in Google Ads (Admin → Access and security) or Merchant Center (Settings → People and access) and connect with that one.
Meta Ads says “Reconnect”
Facebook sign-ins expire from time to time. Go to Connections and press Reconnect Meta Ads. Your settings are kept.
Need a hand?
Email support@merchlight.com, and include your store's .myshopify.com address so we can help faster.