Two problems, one buyer
Shopify brands in 2026 face two technical problems that land on the same desk:
- Checkout is being rebuilt underneath you. Shopify is retiring Scripts and checkout.liquid in favour of Shopify Functions and Checkout Extensibility. Custom discounts, tiered pricing, shipping rules, payment method rules and checkout tweaks built the old way have to be rebuilt, or they simply stop working.
- Your ad platforms are flying half-blind. Between browser privacy features, ad blockers, iOS changes and consent banners, a large share of purchases never reach Meta or Google through the browser pixel. Their algorithms optimise on the conversions they see. Missing or duplicated purchase events directly inflate your cost per acquisition.
Both need someone who understands Shopify’s platform, tag management and how ad platforms consume conversion data. That’s why I offer them as one service.
What a proper tracking setup looks like
- One source of truth. Purchase events carry the Shopify order ID, value, currency and items, so every platform can be checked against real orders.
- Browser and server events, deduplicated. The browser pixel and the server-side event share an event ID, so Meta and Google count each purchase once while recovering the ones the browser missed.
- Server-side GTM. A server container, for example hosted on Stape, sends clean conversion data to Meta CAPI, Google Ads enhanced conversions and GA4 from a first-party endpoint.
- Consent that actually works. Consent mode v2 is wired to your banner, and tags respect what the visitor chose. That’s checked with real test sessions, not assumed.
- Documentation. Every tag, trigger and event is listed, so the next marketer or agency doesn’t have to reverse-engineer the setup.
Scripts to Functions: the migration
For checkout customisations, the work usually looks like this:
- Inventory every Script, checkout.liquid edit and checkout-related app.
- Map each one to its modern equivalent: a discount, delivery or payment customisation Function, a Checkout UI Extension, or an existing app that now covers it.
- Build and test it on a development store with real cart scenarios.
- Switch over with a rollback plan, then compare discount and checkout behaviour to the old setup.
Start with an audit
Most brands don’t need to rebuild everything. The fixed-price Tracking Audit + Fix shows you exactly how far each platform’s numbers drift from your real orders, fixes the browser-side problems straight away, and tells you whether server-side tracking is worth it at your spend. If your store also needs accessibility work, see Accessibility Audit & Remediation.