Additional Scripts Legacy Shopify feature for adding tracking code to the checkout confirmation page. Being deprecated in favor of Web Pixels.
CAPI (Conversions API) Server-side tracking that sends events directly from your server to ad platforms, bypassing browser restrictions.
Checkout Extensibility Shopify’s modern framework for customizing checkout, replacing checkout.liquid and Additional Scripts.
Consent Mode Google’s framework for adjusting tag behavior based on user consent status. v2 is required for EU advertising.
Customer Events Shopify’s standardized events (like product_viewed, checkout_completed) available to Web Pixels.
Deduplication Process of ensuring the same conversion isn’t counted twice when using both browser and server-side tracking.
EMQ (Event Match Quality) Meta’s score (1-10) measuring how well events can be matched to Facebook users.
Enhanced Conversions Google Ads feature that uses hashed customer data to improve conversion measurement.
GDPR General Data Protection Regulation – EU privacy law requiring consent before tracking.
Measurement Protocol GA4’s server-side API for sending events directly to Google Analytics.
PII (Personally Identifiable Information) Data that can identify an individual, like email or phone number.
Presentment Currency The currency shown to customers at checkout (may differ from store’s base currency).
SHA256 Cryptographic hash function used to encrypt customer data before sending to ad platforms.
UTM Parameters URL parameters (utm_source, utm_medium, etc.) used to track marketing campaign performance.
Web Pixels Shopify’s modern tracking system running in a secure sandbox with access to customer events.
Webhook HTTP callback that sends data from Shopify to TrackShift when events occur (like orders).
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