Conversion Tracking Best Practices with Customer Events

Ask Me Anything Q&A Googleshoppingamarepo

Topic summary

The discussion centers on optimizing conversion tracking in Shopify using the new Customer Events feature to minimize data loss when integrated with Google Ads and Analytics.

Initial Question:
A user seeks best practices for accurate conversion tracking setup in Shopify, specifically asking how Customer Events can improve tracking effectiveness.

Key Recommendations:

  • Server-side tracking is emphasized as the most accurate solution, with Analyzify mentioned as one available app option
  • The new Customer Events (pixels) system functions similarly to the old Additional Scripts method but with more restrictions
  • For client-side tracking within Customer Events, enabling enhanced conversions in Google Ads is the primary optimization step (verifiable at ads.google.com/aw/conversions)

Technical Implementation:
Server-side tracking via Google Tag Manager (GTM) requires:

  1. Custom DataLayer setup in custom pixel for e-commerce events (view item, add to cart, checkout, purchase)
  2. DataLayer variable creation (items, currency, transaction ID, tax, shipping, value)
  3. Custom event triggers
  4. Event tags with conversion IDs and measurement IDs
  5. Server tag configuration with server URL and template

Status: The discussion remains open for follow-up questions.

Summarized with AI on October 31. AI used: claude-sonnet-4-5-20250929.
1

Hey Emmanuel, can you guide us about the best practices to set up conversion tracking in Shopify to ensure the most accurate data in Google Ads and Analytics & how to implement them on Shopify’s updated Customer Events feature for tracking conversions effectively? Thanks!

2

Hello Handet, thank you for your question in the FeedArmy AMA Event.

For accurate tracking you need to look at server side tracking, analyzify has this option available. https://apps.shopify.com/analyzify

3

What i needed to know actually was if and how new customer events section could support optimizing conversion tracking, how do you do that to minimize the data loss that we tend to see when integrated with the google sales channel. I would love to hear your experiences first, before buying an app:)

4

The new customer event (pixels) is pretty much the same as the old tracking setup within the additional scripts. While the coding is completely different, the method of tracking is the same, albeit more restrictive with the new system.

So if you want to maximize tracking within pixels, and using client side tracking, the only 1 think you can do, is ensure you setup enhanced conversions.

You can check if this is enabled in Google Ads here: https://ads.google.com/aw/conversions

Then hover of the active label in the status column. If that says enhanced conversions is active, then that is the maximum you can do within the current customer event pixel area.

For more accurate tracking, you can look at server side tracking.

5

HI Handnet,

Thanks for your query.

As Emmanuel mentioned, for the best tracking accuracy possible only with server side tracking which can be implemented through Google tag manager GTM.

Using customer event Datalayer and GTM consist of 5 major steps:

  1. Custom Datalayer setup in custom pixel, which pushes e-commerce events to GTM summary(view item, add to cart, checkout, add payment info and purchase)

  2. Datalayer Variables creation ( items array, currency, transaction ID, tax, shipping, value and so on)

  3. Trigger For all the events with custom trigger type

  4. Event tags like purchase, add to cart, checkout with conversion id conversion label and with measurement ID

  5. Server tag configuration with server URL and server tag template for server side tracking

Feel free to ask if you have any questions or assitance.

Kind Regards