Doesn't Shopify's Google & YouTube app already send conversions?

It sends online purchases, and you should use it. It doesn't know about phone or wholesale orders in other systems, it sends revenue rather than margin, and it doesn't feed Google your repeat-customer and lifetime-value data.

Can Google Ads bid on profit instead of revenue?

Yes, if you send it profit. We calculate margin per order from product cost and send that as the conversion value, so Google stops chasing low-margin orders that look big.

What about orders placed over the phone?

That's the most common gap. If phone or wholesale orders live in another order system, we match them back to the original ad click or to hashed customer contact info and upload them as offline conversions.

Will this double count with the Shopify apps?

Not if it's set up right. Browser and server copies of the same event share an event ID, and offline orders go to a separate conversion action from the online purchase.

Integrations · Ecommerce

Shopify to Google Ads and Meta, with the orders Shopify never sees.

Shopify's built-in apps send online purchases. Your ads also need the phone orders, the refunds, the margin, and which customers come back.

What we pull from Shopify

● Orders with line items, discounts, and shipping
● Refunds, cancellations, and returns
● Product cost for margin-based values
● Customer order count and lifetime value
● New vs. returning customer flag
● Click IDs and UTMs captured at checkout
● Discount and influencer codes

Where it goes

Google Ads Offline conversions with revenue, enhanced conversions, Customer Match lists
Meta (Facebook + Instagram) Conversions API events with revenue, custom audiences, lookalike seeds
Microsoft Ads Offline conversions keyed on msclkid or hashed email and phone
Google Analytics 4 Server-side events and revenue through the Measurement Protocol
Email + SMS Segments built from purchase, job, and lifetime-value history

What Shopify’s apps do well, and what they miss

Shopify’s Google & YouTube app and its Meta app are worth installing. They send online purchases from the browser and the server, and they sync your product catalog.

What they don’t send:

Orders outside Shopify. Phone orders, wholesale, trade accounts, anything keyed into another system.
Margin. A $300 order at 15% margin and a $150 order at 60% margin look backwards to Google if you only send revenue.
Refunds and cancellations. The platform keeps counting sales that came back.
Who’s new and who’s loyal. Google and Meta should know when an order came from a first-time buyer versus your fifth-time customer. You probably want to pay more for the first one.
Lifetime value. Which campaigns brought in customers who kept buying.

We run this on our own brand first

Southland Organics, one of our brands, sells on Shopify and takes larger orders by phone in a separate order system. When Google only saw Shopify, it optimized for small online orders. Now phone orders and Shopify purchases feed Google as separate conversion actions from our data warehouse, and customer segments sync to Google as Customer Match audiences.

What we build

Checkout capture. Click IDs and UTMs saved to the order through Shopify’s customer events, so every order carries its ad source.
Order bridge. A webhook or scheduled sync reads orders, refunds, and customer history and computes value (revenue or margin).
Offline orders. Orders from your other systems matched to the ad click or to hashed email and phone, uploaded daily.
Platform sends. Google’s Data Manager API, Meta’s Conversions API, Microsoft offline conversions, and GA4.
Audiences. Customers, top spenders, lapsed buyers, and recent purchasers, synced daily. See Customer Match and custom audiences.

Beyond ads

The same order data can feed your email and SMS platform (segments by what people bought and when) or another system entirely. For the CPRC ENOUGH! campaign, we pipe every Shopify order into their donor CRM with influencer attribution in real time.

Proof, not a promise

CPRC ENOUGH! Campaign · Nonprofit

Influencer-attributed donor pipeline for a national nonprofit.

CPRC pays creators on real ROI, not vanity clicks. Every donor traces back to the social post that drove them — so influencer spend optimizes itself.

Astro Cloudflare Workers Shopify NeonCRM Supabase

Read the case study →

Questions we get

Doesn't Shopify's Google & YouTube app already send conversions?: It sends online purchases, and you should use it. It doesn't know about phone or wholesale orders in other systems, it sends revenue rather than margin, and it doesn't feed Google your repeat-customer and lifetime-value data.
Can Google Ads bid on profit instead of revenue?: Yes, if you send it profit. We calculate margin per order from product cost and send that as the conversion value, so Google stops chasing low-margin orders that look big.
What about orders placed over the phone?: That's the most common gap. If phone or wholesale orders live in another order system, we match them back to the original ad click or to hashed customer contact info and upload them as offline conversions.
Will this double count with the Shopify apps?: Not if it's set up right. Browser and server copies of the same event share an event ID, and offline orders go to a separate conversion action from the online purchase.

How the pieces work

Guide

Running ads off Shopify data?

Tell us what you use and where you advertise. We'll tell you what's possible and what it takes.

Talk to us