Do Microsoft and Google apps auto-apply the tags?

Shopify Apps
1

Just started using shopify on January 1st. I set up the Google and Microsoft apps and connected to my ad accounts which I’ve used for ten years. I thought that they would take care of the tagging…but after a couple weeks, I looked and Microsoft was not recording any conversions, and Google was counting more conversions than I had sales. I did a support chat with a Microsoft ads person, and they helped me set up a UET tag, and they said I had two different tags working (but neither seemed to be converting). I have not looked into Google yet. I had hoped that installing the shopify apps would take care of the tags and conversion tracking…what are they doing if not that? I’d like someone to tell me, if I have to handle the tagging I can do that, but if the apps handle it, then I can work on what is going wrong with that. I don’t want to do the tagging myself if there is some kind of built in functionality that the apps do with tagging.

2

Hi @skuntz24

No, Microsoft and Google apps on Shopify do not fully handle tagging for you automatically. While they help integrate your Shopify store with ad platforms (Google Ads and Microsoft Ads), you may need to verify and tweak tagging settings to ensure proper conversion tracking. Here’s what’s going on and what you can do:

What the Apps Do:

1-Google App:

  • It connects your Shopify store to Google Ads and Google Merchant Center.
  • Automatically adds a global site tag (gtag.js) to your site, which tracks page views and can track conversions if set up correctly.
  • Links your products for easier syncing to Google Shopping.

2-Microsoft App:

  • Similar to the Google app, it adds a Universal Event Tracking (UET) tag to your Shopify store.
  • Helps sync products to Microsoft Shopping campaigns.

However, these apps do not automatically ensure that conversions are correctly tracked. They set up the basics, but you might still need to refine the tagging based on:

  • Your specific ad account setup.
  • Conversion actions you want to track (purchases, form submissions, etc.).

Why Your Tags May Not Be Working:

1-Microsoft Ads:

  • If you set up the UET tag manually or modified it after the Shopify app applied its tag, there could be conflicts (like duplicate tags).
  • Incorrectly defined conversion goals in your Microsoft Ads account could also result in no data being recorded.

2-Google Ads:

  • Shopify’s Google app doesn’t automatically track custom conversion actions. By default, it might over-count conversions if Google Analytics is also tracking similar events.
  • If you’re using both Shopify’s tagging and manual tagging (e.g., Google Tag Manager), there could be duplicate or conflicting tags.

What You Can Do:

1-Check for Duplicate Tags:

  • Use tools like the Tag Assistant (Google) or UET Tag Helper (Microsoft) to identify duplicate or conflicting tags.
  • Look at your Shopify store’s theme code to see if multiple instances of tracking scripts exist (Google’s global site tag or Microsoft UET tag).

2-Set Up Custom Conversion Tracking:

  • For Microsoft Ads, make sure the UET tag is firing correctly. Define specific conversion goals (like “Purchase” or “Add to Cart”) in your Microsoft Ads account.
  • For Google Ads, go into your Google Ads account and verify your conversion actions under Tools > Conversions. Ensure the setup aligns with your business goals.

3-Validate Shopify App Setup:

  • In the Google and Microsoft Shopify apps, double-check that you’ve completed all required steps, including linking your accounts and enabling conversion tracking.

4-Consider Using Google Tag Manager (GTM):

  • If you’re comfortable with tagging, GTM gives you more control and simplifies managing tags from multiple platforms in one place. You can integrate GTM into your Shopify theme and set up all tracking from there.

Should You Handle Tagging Yourself?

If you’re okay with troubleshooting and refining tags, handling it yourself gives you better control. However, if you prefer built-in solutions, focus on:

  • Fixing the existing app setup (remove duplicates, refine goals).
  • Contacting Shopify or app support for further help with tagging issues.

If you need any other assistance, feel free to reply and I will try my best to respond.
Best regards,
Daisy