Shoporama Tracking Engine: Server-side tracking for all major platforms

Shoporama's tracking engine is developed in collaboration with the agency 1260 A/S and gathers all your e-commerce tracking in one module. You activate it in one place and purchase data, page views and cart actions are automatically sent to your chosen advertising platforms.

The module is built to solve the problems that have arisen as browsers, ad blockers and iOS tighten the screw on third-party cookies: the Facebook pixel loses conversions, Google Ads doesn't see all sales, and GA4 only shows a portion of traffic. With server-side tracking, Consent Mode and Conversion APIs, you get accurate data back without having to maintain scripts, pixels and container setup yourself.

How to find the tracking module

The settings for the tracking engine are located in the admin menu on the left side:

1. Log in to Shoporama admin
2. Click on Webshop in the left sidebar (the menu item with the gear icon)
3. Select Tracking in the submenu

It's the same page whether you want to activate the module for the first time or adjust existing setup.

Activate tracking

The activation itself is one click:

1. Check the Enable tracking box.
2. Click Save

Server-side tracking

Server-side tracking means that data is sent from Shoporama's servers directly to Facebook, Google, etc. instead of from the browser. This has three major benefits:

• Ad-blockers won't block it because requests come from your own subdomain
• More accurate data because you don't lose events when the browser clears cookies or blocks scripts
• Better privacy compliance because you have control over what data is passed on

How to enable server-side tracking

1. Check the Enable server-side tracking box
2. Enter a tracking subdomain (click Suggest to use the a.dindomain.dk recommendation)
3. Click Save
4. Create the two DNS records shown on the page with your DNS provider
5. Wait for the status to change to Ready (usually a few minutes, but it can take up to 24 hours)

DNS records you need to create

Once you've saved the subdomain, the admin will show the exact values you need to enter with your DNS provider. The structure looks like this:

The A record points your subdomain to Shoporama's tracking server. The CNAME record handles load balancing. If the status doesn't change to Clear after a few hours, write to support@shoporama.dk and we'll help troubleshoot the DNS setup.

Consent Mode (consent to tracking)

By default, Shoporama sends tracking data to the enabled platforms as soon as a customer hits your online store. This is not compliant with the GDPR and ePrivacy Directive if you are subject to EU cookie consent rules.

With Consent Mode enabled, the tracking engine waits for the customer to give consent via your cookie banner before sending data to third parties. We use Google Consent Mode v2, which is also supported by Facebook, Microsoft Ads and other major platforms.

1. Check the Use Consent Mode checkbox
2. Make sure your theme uses a cookie solution that supports Consent Mode (e.g. Cookiebot, Cookie Information or Openli)
3. Click Save

Read more about setting up consent in the article Cookie consent and GDPR.

Supported platforms

You activate each platform individually and enter the necessary keys. The fields only appear when the platform is enabled.

Facebook (Meta)

Used for: Facebook and Instagram ads, retargeting, lookalike segments.

• Facebook Pixel ID - a set of numbers of about 15 digits found in Facebook Events Manager
• Facebook Access Token - activates the Conversion API (server-side events directly to Meta), created in the Events Manager under your pixel settings

Google Ads

Used for: Search Ads, Performance Max, Shopping campaigns and remarketing.

• Conversion ID - typically starts with AW-
• Conversion Label - Purchase - required, tracks completed purchases and is used to measure ROAS
• Conversion Label - Add to Cart and Begin Checkout - optional extra labels for cart and checkout actions

Microsoft Ads (Bing)

Used for: Bing Search Ads and Microsoft Audience Network. The module only uses offline conversions (CSV) for Microsoft Ads, so there are no pixel fields to fill in here. See the section on offline conversions below.

Google Analytics 4 (GA4)

Used for: Web analytics, e-commerce reports, audiences and funnels.

• Measurement ID - starts with G- and can be found in your GA4 data stream

Pinterest

Used for: Pinterest ads, recipe and product pins, retargeting.

• Tag ID - found in Pinterest Ads Manager under conversions
• Access Token - activates the Pinterest Conversion API, created in Pinterest Business Manager

Snapchat

Used for: Snap ads targeting younger audiences.

• Pixel ID - found in Snapchat Ads Manager under events
• API Token - activates the Snapchat Conversion API, created in Snapchat Ads Manager

TikTok

Used for: TikTok ads, Spark Ads and Shop integrations.

• Pixel ID - found in TikTok Ads Manager under events
• Access Token - activates the TikTok Events API, created in TikTok Ads Manager

LinkedIn

Used for: B2B ads, targeting job titles, industries and companies.

• LinkedIn Insight Tag ID - a number such as 1234567, found in LinkedIn Campaign Manager

Conversion APIs - why they are important

For Facebook, Pinterest, Snapchat and TikTok, you can enter an access token in addition to the pixel ID. This activates the platform's Conversion API, where events are sent server-to-server.

What this means in practice:

• You don't lose conversions to iOS restrictions, ad-blockers or browser tracking protection
• Algorithms get more data so your campaigns optimize better on ROAS
• Match quality increases because server-side events can include more customer information (with consent)

We always recommend creating and entering an access token if the platform offers it.

Offline conversions for Google Ads and Microsoft Ads

The tracking engine automatically generates a CSV file of your purchases for Google Ads and Microsoft Ads to download. This ensures that the platform gets all sales, even when something went wrong with pixel tracking.

Google Ads offline conversions

1. Invite ads@shoporama.dk as an administrator with the highest privilege level to your Google Ads account
2. Create a conversion point of type Import from clicks in Google Ads
3. Find the Conversion Action ID in the URL (the parameter is called ctId) and enter it in Shoporama under Conversion Action
4. Enter the Customer ID (find yours in Google's guide)
5. If you manage the account via a Manager Account (MCC), also enter the Operating Customer ID
6. Configure Google Ads to retrieve the CSV file from the link shown in admin (username ads and the password shown on the page)

The conversion point will only start receiving data approximately 6 hours after creation and only after we have accepted the invitation to the account.

Microsoft Ads offline conversions

Microsoft Ads uses the same principle: a CSV file with your purchases, which Microsoft either downloads automatically or you upload manually. On the Shop → Tracking page, you'll find the link to the CSV file and the password you need to use in Microsoft Ads.

Synchronization and status

The tracking engine synchronizes your settings and DNS status to Shoporama's tracking infrastructure once an hour if there are any changes. On the Online store → Tracking page, you can see the time of the last synchronization.

If you've changed a pixel key or DNS record and data doesn't seem to be coming through, it's always a good idea to check when the last sync took place.

Frequently asked questions

Do I need to remove my existing tracking when I activate the module?

Yes, you do. If you already have Facebook pixels, Google tags or GA4 manually inserted in Theme or Google Tag Manager, you should remove them when you activate the Shoporama module. Otherwise, you risk double-tracking, where each purchase is recorded twice and your ROAS looks artificially high.

How much does it actually cost?

The current monthly price is shown in the admin on Online Shop → Tracking, right when you open the page. It's a flat monthly price regardless of how many platforms you send data to or how many orders you have.

My DNS status is "Not created" even though I have created records - now what?

DNS changes can take up to 24 hours to propagate. First, check that the A record and CNAME record match the values in admin exactly (without extra periods or spaces). If the status still does not change to Clear after 24 hours, write to support@shoporama.dk and we will check DNS from our side.

How much data ends up at 1260 A/S?

The tracking engine is developed together with 1260 A/S, but data about your customers and purchases is sent directly from Shoporama's servers to the advertising platforms you have chosen. The agency does not handle your conversion data. 1260 A/S has helped build the engine itself so that it follows best practice for modern e-commerce tracking.

Can I send data to my own Google Tag Manager?

Yes, you can. The tracking engine exposes a standard data layer (Google Analytics 4 syntax) that you can use with your own GTM container in parallel with the module. This allows you to add tags for smaller platforms that are not directly integrated, for example. See the broader article Tracking in Shoporama for guidance on GTM setup.

My theme uses AJAX for cart and search - does the module still send the right events?

For page views, category views, product views, checkout launches and purchases, everything is sent automatically. However, if your theme adds items to the cart or searches without reloading the page, your developer will need to send add_to_cart and search events manually via dataLayer. This is a small coding task and your developer can refer to the article Implement tracking in a Shoporama theme.

What happens to tracking if the customer rejects cookies?

If you have Consent Mode enabled and your cookie banner is set up correctly, the module will not send marketing events to Facebook, Google, etc. when the customer has declined consent. Google receives an aggregated "consent denied" signal, which they use to model missing conversions. This is the legal way to handle it under GDPR.

Can I turn off the tracking engine again?

Yes, you can. Uncheck Enable tracking and click Save. This will stop billing from the next month-end and no more data will be sent to the connected platforms. Remember to re-insert your own tracking if you don't want to be unmetered.

Which platform should I start with if I'm new?

Always enable Google GA4 as it is your analytics platform. Then add the advertising platforms you actually run campaigns on. If you use Facebook and Instagram ads, Facebook is the next step. If you use Google Search Ads or Performance Max, you should add Google Ads. You can always add more platforms later at no extra cost.

Do you need help?

Write to support@shoporama.dk and we'll help you with the setup. For a broader introduction to the tracking options in Shoporama, start with Tracking in Shoporama. For deeper guides to the individual platforms, see the related articles below.