Single Shopify store that serves multiple markets

Ask & Offer
1

Hi everyone,

I run a single Shopify store that serves multiple markets:

  • Czech Republic (main)

  • Slovakia

  • Bulgaria

The stores are identical, the only difference is the alias domains for each country (same products, same structure).

For CZ and SK, we use one Google Ads account managed by one agency.
For Bulgaria, we work with a different agency, so we created a separate Google Ads account.

The issue is that the Shopify Google & YouTube app only allows connecting one Google Ads account, so conversions are currently sent only to the CZ/SK account.

My main question is about the standard setup for international Shopify stores:

Is it more common to run:

  • 1 Shopify store + 1 Google Ads account for all countries, or

  • 1 Shopify store + multiple Google Ads accounts (one per country)?

Curious how other merchants handle this, especially when different agencies manage different markets.

Thanks!

2

In my experience, most merchants prefer 1 Shopify store with 1 Google Ads account if the products and structure are identical. It simplifies tracking and conversion reporting, especially when using Google’s international targeting and multi-currency features. Multiple accounts usually make sense only if different teams or agencies handle completely separate markets, but then you need to manage conversion tracking carefully to avoid data gaps.

3

Do not setup multiple Google Ads accounts for the purpose of targeting multiple countries. You will most likely get suspended.

You can achieve everything in 1 account. Google Ads will automatically convert all data to the currency that is assigned in Google Ads.

1 Like
5

The main issue concerns tracking and measurement setup across multiple countries (Czech Republic and Bulgaria) using Shopify and Google Ads.

Currently, tracking is handled via the Shopify Google & YouTube app, which only supports a single Google Ads account. As a result, Bulgarian Google Ads campaigns are not being tracked. However, Bulgaria is a completely different market, so it is necessary to have a separate Google Ads account and reporting for it.

A potential solution is to replace the Shopify app with Google Tag Manager (GTM) and manage tracking there. This would allow using separate Google Ads accounts for the Czech Republic and Bulgaria while still tracking everything properly. The question is whether this GTM-based approach would be a better and more scalable solution.