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Shopify's preference section update: How does it impact your tracking?
In February 2025, Shopify announced a platform update that impacts stores that use native integration tracking options instead of a server-side setup with a tool like Google Tag Manager. Native tracking integrations are no longer in the users’ Preferences section, which could impact your business’ ad tracking, causing data to break, duplicate, or completely disappear.
The problem, broken down
Many have long criticised Shopify's native tracking features for their lack of granularity, and this change only further inspires businesses to move to a tag-manager type service. For the most accurate conversion tracking, it’s best to partner with a specialized team that can stay on top of tracking, SEO, and content services.
If you think you’ve been using Shopify native integration tracking, here’s what you need to know about this update:
Confirm what you use for conversion tracking with your marketing team.
Check your preferences section and confirm whether or not your conversion tracking is still available. Shopify is removing this functionality for everyone and is shifting conversion tracking to dedicated apps, but the rollout might be slow.
If you haven’t updated your conversion tracking setup, you might lose tracking for Meta, GA4, and Google ads.
Besides conversion tracking, retargeting and analytics might be inaccurate for your business or may be gone entirely.
If impacted, this could cost your business not only money but also valuable insights.
Get reliable tracking moving forward
If your business has been using the old Preferences section for Google Ads, Facebook Pixel, or GA4 tracking, you must change your setup ASAP to avoid losing your data. Luckily, full-service content and SEO agencies handle tracking, content, digital marketing strategy, and more. Some even have expertise in Shopify specifically. For the best value for your budget, look for an agency that can provide:
Tracking analytics, including conversion and retargeting
SEO strategy
Content services
Outbound marketing services
If Shopify’s latest change impacts your business, now might be the best time to supercharge your overall marketing strategy. The upgrade today could mean boosted revenue tomorrow.
To get started with an audit or quote at Placeholder, the full-service agency for modern e-commerce companies, book a call today.