Shopify was retiring its old checkout scripts just as Fulton needed X to see its purchases.

A GA audit, then purchases for X

In March 2023, Fulton saw data discrepancies between Google Analytics and its Shopify store. Libie hired Shahzada, now Crisper's founder, to audit and clean up the setup.

In July 2024, a team Fulton worked with needed X (Twitter) ads to see the store's purchases. The tag manager held only X's base tag, and GA4 ran in the browser alone.

Shopify was replacing its old checkout scripts with a new system, Customer Events, at the same time. He built X and GA4 ecommerce tracking on Customer Events, tested it on a development store, and by 24 July both were recording.

A rebuild when the store's apps couldn't move

Other apps on the store still needed the old thank-you and order-status pages. So Fulton kept the new system for the checkout page and asked for tracking on the two pages after it.

On 1 August 2024 he moved the events to the order-status and post-purchase scripts, and purchases recorded in X Ads Manager and GA4. He checked X conversion tracking again on 25 August.

In October he warned that those scripts would be retired in August 2025 and would need moving to Customer Events.

Finding where paid revenue went

In November 2024, Fulton's team saw revenue move between their landing-page tool and Facebook from month to month, and GA4 disagreed with Shopify.

He traced it with a test link. Buttons on the landing pages carried a fixed UTM tag that overwrote the paid campaign's own tags. He proposed removing the default tags, or passing a separate parameter that would not overwrite them.