Analytics & Attribution
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Common Questions
What is TikTok's Events API (their version of a Conversions API), and does a mid-market Shopify brand running TikTok ads actually need it?
TikTok's Events API is a server-to-server interface that sends website conversion events straight to TikTok, and a mid-market Shopify advertiser gets it without building anything. The TikTok channel app carries Pixel plus Events API as a browser and server-side connection (per TikTok for Business, September 2026). TikTok reports 19% more events captured for advertisers running both.
Does the legacy-script removal deadline affect stores that never installed custom checkout pixels in the first place?
Stores that never wrote a custom checkout pixel are still affected, because apps installed the scripts. Shopify blocked new app script tags on Thank you and Order status pages from 1 February 2025 and sunset existing ones 28 August 2025 for Plus and 26 August 2026 for non-Plus (Shopify, September 2026). Check the app list, not the code.
Does a Shopify store need Meta's Conversions API even if it isn't running Meta ads directly, just for better attribution modeling?
No Shopify store needs Meta's Conversions API for attribution modeling while it is not buying Meta ads, because there is no Meta spend to attribute. CAPI does earn its setup for one non-advertising reason: Meta states that conversion events shared through the Conversions API can build a Website Custom Audience you can use for ads later (per Meta, September 2026).