Why is this happening, and why do I need to change anything?
Shopify is updating its platform. As part of these improvements, the way Google tags are implemented on Shopify stores is changing. Migrate your Google tags to the Google & YouTube app to avoid disruption to your conversion measurement and Google Ads campaigns. This app was built in partnership with Shopify to ensure that your tags continue to work correctly and deliver accurate data.
I use Google Tag Manager for all my measurement. Will it still work after the migration?
The new Shopify checkout experience introduces limitations to third-party tag management systems like Google Tag Manager. We strongly recommend migrating your Google measurement to the Google & YouTube app for the best results. This app is specifically designed to work seamlessly within the new Shopify environment, ensuring reliable data and access to advanced features.
Is there any action needed if I have implemented conversion measurement using the Google & YouTube app?
Google recommends using the ‘Google & YouTube app’ for setting up all Google measurement including Google Ads conversions and Google Analytics, which helps you gain insights into your online store's performance. No action is required if you have implemented conversion measurement using the app.
While confirming your conversion events settings, if you see a message that conversion actions have been detected in your Google Ads account, you can select Manage to map these conversion actions to your Shopify events.
If you’ve created new conversion actions while implementing conversion measurement using the Google & YouTube app, make sure you are bidding to the new conversion action. If the existing Shopify conversion action is already impacted and not measuring any conversions, we recommend setting the new Google & YouTube channel app conversion action as primary, otherwise, if you are upgrading to the Google & YouTube app and your conversion actions haven’t been impacted yet, you can let the new conversion action accumulate some data first before setting it to primary.
The Google & YouTube app doesn't support all the features I need. What should I do?
We understand that the Google & YouTube app may not support every code-based feature currently available to Google tags. Some features are unable to be supported due to constraints of Shopify’s sandbox systems. In many cases, you can configure comparable settings through the Google product accounts. Learn more about Impact of the Google & YouTube app to your previous tag settings
Note that running Google tags inside Shopify’s custom pixel feature is not a supported feature. Due to limitations of the Shopify platform, Google cannot guarantee the behavior of Google tags that are implemented using a custom pixel with your Shopify tagging. Although you may still see data flowing, a number of issues could result in data collection issues and prevent core features of Google products from working. Google support won’t be able to help you fix these issues. It is recommended to use the Google & YouTube app for your sitewide measurement. Learn more about the limitations of using custom pixels for conversion measurement on Shopify.
What happens if I don't migrate my tags by the deadline?
Failure to migrate your Google tags before the deadline will result in a loss of conversion data from your Shopify Thank You pages. This data is essential for optimizing your Google Ads campaigns and understanding your customers' behavior. Without accurate conversion data, your ad campaigns will likely experience performance issues, and you'll lose valuable insights. We strongly advise completing the migration as soon as possible.
Will there be any impact to my Google measurement by upgrading my Thank-you and Order status pages?
If you have your Google tags installed on your Shopify site via checkout.liquid or Order Confirmation “Additional Scripts”, and you fail to migrate your Google tag when you upgrade your Thank-you & Order status pages, your measurement will break. We recommend setting up Google tags with the Google & YouTube app before fully upgrading your pages so they can start to collect data. Once you upgrade, set the tag via the Google & YouTube app to ‘primary’.
Why am I seeing a discrepancy in my purchase values after I upgrade to the new Post-checkout pages?
On the legacy Thank-you page, the subtotalPrice reflects order-level discounts. On the upgraded Thank-you pages, order-level discounts are currently not being applied.
What this means: Once you upgrade your Thank-you page, your purchase conversion values for discounted items will be inflated as the discounted price is not being captured. This can impact ROAS and value based bidding for your campaigns. This is a known error and is being worked on by Shopify.
Why do I see a decrease in reported purchase values in Google tools (Google Ads, Google Analytics, Merchant Center) starting around April 24th, 2025, compared to before?
This decrease in reported purchase value is likely due to Shopify fixing a known error around April 22nd, 2025. This fix corrected how order-level discounts are reported on the new Thank-you page.
Here’s what changed:
- Before the fix: On the upgraded Thank-you page, the subtotalPrice did not subtract order-level discounts. This leads to inflated purchase values being reported to Google for orders where such discounts were applied.
- After the fix (Around April 24th, 2025 onwards): Shopify corrected this issue (see changelog: Merchant // Developer). The subtotalPrice now accurately accounts for order-level discounts, reflecting the true discounted subtotal.
This change primarily affects you if:
- You have upgraded to Shopify's newer Thank-you page.
- AND You offer order level discounts
- AND you use the subtotalPrice field for your conversion tracking value (either through custom pixel implementations or via apps like the Google & YouTube app, which also utilizes this field).
What this means: If you offer order-level discounts and meet the conditions above, you will likely see a decrease in the reported purchase values in Google tools (Google Ads, Google Analytics, Merchant Center) for these orders starting around April 22nd, 2025, compared to the period immediately prior. This is not an error, but rather a correction by the Shopify platform ensuring the reported value accurately reflects the actual amount paid after discounts. The extent of this decrease depends on the frequency and amount of your order-level discounts. Your reported conversion values should now be more accurate.
Bidding Recommendations: This change in reported conversion value may impact automated bidding strategies. We recommend you:
- Ensure budgets are set within acceptable levels from their perspective
- Adjust targets (such as Target ROAS) if need be to account for any changes in performance resulting from this reporting correction.