Streamlined Conversion Tracking for Shopify 2026

Step-by-step checklist for Shopify conversion tracking using Customer Events for Google Ads and Microsoft Ads. Watch the video in the hero, then unlock the full written guide.

This method uses Shopify’s Google & YouTube Sales Channel and Microsoft Sales Channel apps rather than editing theme.liquid, so tracking survives theme updates.

Installation

Google & YouTube Sales Channel installed on Shopify
Connect sales channel to Google Ads (requires Google Ads admin access)
Google & YouTube conversions sent to Google Ads
“Google Shopping App Purchase” set to primary; rest set to secondary

Microsoft Ads

Microsoft Sales Channel installed on Shopify
Connect sales channel to Microsoft Ads

Last Steps

Set the new conversion to primary in Google Ads and “include in conversions” in Microsoft
Wait until the new and old conversion actions have recorded about the same number of conversions in the past 30 days before demoting the old action — Google needs data in the new action for smart bidding
Remove unused conversions in Google and Microsoft Ads
Remove unused conversion tracking code from Shopify

Placeholder to save old tracking code

// Paste deprecated tracking code here before removing from Shopify

Optional steps to add custom events

You probably don’t need this. Use Customer Events custom pixels if you want unique data layers for Google Tag Manager.

Google Ads optional steps

Add “GTM Enhanced Conversion Data” Customer Event to Shopify

Expand for GTM Customer Event code

Name the Customer Event “GTM Enhanced Conversion Data”. Set Data sale to Data collected does not qualify as data sale. Replace GTM-XXXXXXXX with your container ID.

window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}

(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer', 'GTM-XXXXXXXX');

gtag('consent', 'update', {
  'ad_storage': 'granted',
  'analytics_storage': 'granted',
  'ad_user_data': 'granted',
  'ad_personalization': 'granted',
});

analytics.subscribe("checkout_completed", (event) => {
  const email = event.data?.checkout?.email;
  const phone = event.data?.checkout?.phone;
  dataLayer.push({ event: 'purchase', email: email, phone: phone });
});

Microsoft Ads optional steps

Optional backup UET tag via Customer Events when the Microsoft Sales Channel is not sending conversion data successfully.

Expand for Microsoft UET Customer Event code

Name the Customer Event “MS Ads Conversion Tracking”. Add your UET tag ID at ti: "{xxxxxx}".