You're wasting 30% of your budget on Meta Ads: Why your PrestaShop is "blind" (and how Shopify Plus recovers your data)

It's every Chief Marketing Officer's (CMO) nightmare since the iOS 14 update: ROAS has fallen and CPA has skyrocketed.

You invest €10,000 in Instagram Ads, but your Business Manager only reports €4,000 in sales. Where's the rest? It's lost somewhere in the limbo of rejected cookies.

If you use PrestaShop or Magento , your store is probably sending data to Facebook using the old method (browser pixel). That means you're operating "blindly" with 40% of your users.

Today I'll explain why brands on Shopify Plus have an "unfair advantage" in their paid campaigns, thanks to a data infrastructure that PrestaShop simply doesn't have.

The secret isn't creativity, it's the CAPI (Conversion API).

To become profitable again in 2025, you don't need better videos on TikTok. You need better data.

Meta's solution for blocking cookies is the CAPI (Conversions API) : sending purchase data directly from your server, not from the user's browser.

The vast difference between platforms:

• In PrestaShop/Magento: Setting up CAPI requires purchasing external modules (which cost money monthly), configuring a server-side Google Tag Manager (GTM) container, and praying it doesn't disconnect. It's expensive and fragile.
• In Shopify Plus: Integration with Meta, Google, and TikTok's CAPI is native and free . It's activated with one click. Shopify has a direct pipeline to advertising platforms that guarantees the highest quality event matching.

Result: Shopify "tells" Facebook who has actually bought, allowing the algorithm to optimize better and lower your cost per acquisition.

From "Generic Audiences" to Automatic RFM Segmentation

In Magento, generating a list of "Customers who have purchased more than twice in the last 6 months and spend more than €100" requires your Data team to cross-reference Excel spreadsheets or pay for an extremely expensive Klaviyo software.

Shopify Plus democratizes advanced segmentation:

• You can create dynamic segments based on real behavior (e.g., "VIPs at risk of leaving").
• These segments are automatically synced with your Meta/Google audiences.

Imagine a retargeting campaign that only targets users who visited the checkout yesterday but didn't buy, automatically excluding those who bought 5 minutes ago. That's budget efficiency.

The Ecosystem Advantage: Shopify Audiences

Although its rollout is gradual (starting in North America), Shopify Audiences technology represents the future of performance marketing. It uses the aggregated intelligence of millions of Shopify stores to identify high-intent shoppers.

By being in the Plus ecosystem, your store is ready to activate these predictive AI features as soon as they are released in your market, giving you an immediate competitive advantage over competitors on isolated legacy platforms.

The ROI of migrating: A mathematical case

Many customers tell us that Shopify Plus is "expensive" (€2,150/month). Let's look at the marketing numbers:

• Monthly investment in Ads: €30,000
• ROAS improvement due to better traceability (native CAPI): +15%
• Extra money recovered/generated: €4,500/month

Just by improving the efficiency of your advertising campaigns, the Shopify Plus license pays for itself twice over. And we haven't even mentioned the savings on servers.

Frequently Asked Questions about Marketing and Data in Shopify

Will I lose my historical Pixel data when I migrate?

The Meta Pixel is external to the platform, so its "learning" remains within your ad account. What we do during the migration is connect Shopify to that same Pixel so it starts receiving higher-quality (server-side) data from day one, improving historical performance.

Do I need a programmer to connect Google Analytics 4 (GA4)?

No. Shopify has the most robust GA4 integration on the market. It automatically measures complex events like "view_item_list", "add_to_cart", and "purchase" with all ecommerce parameters (value, taxes, coupons) without you having to touch a single line of code.

What about cookies and consent (GDPR) in Spain?

Shopify includes (through its Customer Privacy app or Cookiebot integrations) native consent management that respects Google Consent Mode v2. This is critical in 2025: if a user rejects cookies, Shopify sends anonymous "pings" so Google can model conversions without violating privacy.