Resources
Shopify attribution & tracking resources
Guides on Shopify attribution, server-side tracking, Meta CAPI and Google Ads conversion tracking — written for people who run the ads, not generic explainers.
Start here
These five guides cover the core of how attribution and tracking actually work for Shopify stores running Meta and Google Ads.
Shopify Attribution Software
How to connect Meta and Google Ads clicks to real Shopify orders — first-click, last-click and multi-touch models explained.
Read the guide →Server-Side TrackingShopify Server-Side Tracking
Why browser tracking misses a growing share of orders, how server-side tracking works, and what it still can't solve.
Read the guide →Meta Ads TrackingMeta CAPI for Shopify
How the Conversions API works alongside the Pixel — event matching, deduplication, and Event Match Quality.
Read the guide →Google Ads TrackingGoogle Ads Conversion Tracking for Shopify
Why Google Ads and Shopify rarely agree on revenue, and how enhanced conversions and Consent Mode fit in.
Read the guide →MeasurementShopify ROAS Tracking
Why adding Meta ROAS to Google ROAS overstates performance, and how blended ROAS and MER differ.
Read the guide →Guides
Deeper, more specific guides on individual tracking and measurement problems.
Shopify Server-Side Tracking: Complete Guide
The cornerstone guide — event architecture, deduplication, consent, testing and the mistakes that undo it.
Read the guide →AttributionWhy Shopify and Meta Ads Show Different Sales Numbers
Attribution windows, view-through credit and consent limits explain most of the gap.
Read the guide →AttributionShopify Attribution Models Explained
First-click, last-click, linear, position-based and data-driven — what each one rewards and hides.
Read the guide →Meta Ads TrackingMeta Pixel vs Conversions API for Shopify
What the Pixel sees, what CAPI recovers, and how to run both without double-counting.
Read the guide →Meta Ads TrackingMeta Event Match Quality for Shopify Explained
What EMQ measures, what moves it, and why a higher score isn't the same as better attribution.
Read the guide →Meta Ads TrackingHow to Fix Duplicate Purchases in Meta Ads for Shopify
The usual causes, and a step-by-step way to diagnose which one you have.
Read the guide →Google Ads TrackingWhy Google Ads and Shopify Revenue Don't Match
Conversion date vs. order date, duplicate conversion actions, refunds, and cross-channel overlap.
Read the guide →Google Ads TrackingEnhanced Conversions for Shopify Explained
What Enhanced Conversions recover, what they don't fix, and how they relate to server-side tracking.
Read the guide →MeasurementHow to Calculate True ROAS on Shopify
Platform ROAS vs. blended ROAS vs. true ROAS, and what actually separates them.
Read the guide →MeasurementMER vs ROAS for Shopify
ROAS depends on attribution; MER doesn't. When each one is the right tool.
Read the guide →