Shopify Markets vs multiple stores: how to choose
Decide whether to localise one store with Shopify Markets or run independent stores for different operations.
Read articlePrestaShop and Shopify: review Meta Pixel and Conversions API
What to check in events and consent so measurement errors are not confused with commercial performance.
A difference between store sales and Meta-attributed sales does not prove that money was lost. To compare PrestaShop and Shopify measurement, review event collection, consent and each report's attribution rules.
Meta Pixel and Conversions API can complement each other. Server-side sending neither removes privacy obligations nor guarantees better campaigns. It is not exclusive to Shopify Plus.
What each tool does
| Component | Role | What to review |
|---|---|---|
| Meta Pixel | Collect configured browser events | Loading, consent, events and parameters |
| Conversions API | Transmit events through server integration | Sent data, matching and deduplication |
| Attribution reports | Assign sale credit to an interaction | Window, model and differences from other systems |
Shopify describes sharing levels in Facebook and Instagram by Meta documentation. Review current configuration and shared information before changing it.
The costly mistake: measuring one purchase twice
Before adding an app or container, inventory every integration: official channel, theme code, custom pixels, tag manager and marketing apps. Several may send the same event.
In a test purchase, check event origin, identifier, currency and value. If browser and server describe the same purchase, deduplication must work. More events after installation do not prove improved sales.
Consent and server-side sending
Server sending is not a route around user choices. Define applicable purposes, data and permissions and test before acceptance, after rejection and after acceptance.
Shopify privacy settings form part of the work. A published policy or visible banner alone does not prove every app behaves correctly.
What to preserve during migration
- Authorised accounts, pixels and measurement destinations.
- Configuration reference and event definitions.
- Product parameters and catalogue matching.
- Windows and models used for comparisons.
- Tests before and after switching platforms.
Keeping the same pixel and ad accounts may be reasonable, but do not promise their “learning” improves results after changing the website. Catalogue, audience, campaigns and journeys also matter.
Compare PrestaShop and Shopify thoughtfully
Both platforms can use Meta integrations. Compare component maintenance, covered events, costs and error diagnosis. Do not attribute every installation problem to its source platform.
If PrestaShop already measures correctly, content or checkout improvement may be the task. A broken integration can be corrected without a full migration always being the first answer.
ROAS does not measure the whole business
Define whether reports include taxes, refunds, shipping and discounts. Compare attributed sales with actual orders and margin. Do not add Meta, Google and email-attributed revenue as independent sets.
Where volume allows, use incrementality tests. Better event matching can aid interpretation but does not prove every attributed sale is additional.
A prioritised review
- First, missing or duplicate purchases.
- Then, currency, values and catalogue identifiers.
- Next, consent and each integration's behaviour.
- Finally, campaign analysis with comparable periods and criteria.
The Shopify marketing data guide expands on access and privacy limits. For Google, review Merchant Center and measurement. We can verify journeys and prioritise corrections in a Shopify audit.
Editorial review: the Migraciones.io team · 30 October 2026. Features, plans and availability are checked against the linked sources.