Tracking in your Shoporama webshop

Tracking is about knowing what works. Which ads are driving sales? Which campaigns should you turn up and which should be turned off? Shoporama has a built-in tracking engine that makes it easy to gather data from all the major ad platforms without having to mess with Google Tag Manager or manual code in the theme.

This guide will show you how to enable tracking in Shoporama, what server-side tracking and Consent Mode are, and where to find API keys for Facebook, Google Ads, Microsoft Ads, GA4, Pinterest, Snapchat, TikTok and LinkedIn.

How to find the tracking page

The tracking module is located in the left sidebar in the admin. Follow this path:

1. Log in to Shoporama admin
2. In the left sidebar, click on Online Shop (the section with the gear icon)
3. Select Tracking in the submenu

You are now on the page where all tracking is managed in one place.

Activate Shoporama's tracking module

The first thing you do is check the Enable tracking box. This activates the entire tracking engine so Shoporama can start sending data to the ad platforms of your choice.

Activating the tracking module costs a monthly fee (the current price is shown on the tracking page). In return, you get access to server-side tracking, Consent Mode, and integration with all major ad platforms.

Server-side tracking

Once you've enabled tracking, you can check the Enable server-side tracking box. This is the main difference between classic pixel-based tracking and what Shoporama offers.

The difference is where the data is sent from:

• Classic tracking sends data from the customer's browser. Adblockers, browser restrictions and cookie blocking mean that a large portion of your conversions never make it through.
• Server-side tracking sends data directly from your online store server to the ad platform. It's more accurate, more secure and adblockers can't block it.

For server-side tracking to work, data must be sent via your own subdomain. This is typically something like a.dindomain.dk. Shoporama will automatically suggest a subdomain and give you the two DNS records (an A record and a CNAME record) you need to create with your domain provider.

1. Check the Enable server-side tracking checkbox
2. Click Suggest to get a subdomain
3. Save the page
4. Create the two displayed DNS records (A and CNAME) with your domain provider
5. Wait a few minutes and refresh the page. Status will change to Ready when DNS is in place

If the status doesn't change to Ready within 24 hours, there is typically something wrong with the DNS setup. Write to support@shoporama.dk and we'll help.

Consent Mode and GDPR

According to GDPR and the ePrivacy Directive, you are not allowed to track your visitors before they have given consent in your cookie banner. This applies to all ad platforms, not just Google.

Check the Use Consent Mode box. When active, Shoporama only sends data to the ad platforms after the customer has accepted cookies. If the customer declines, no personal data is sent.

Google can still model conversions using Consent Mode v2, so you get an estimate of the visits where consent was not given. That way you don't lose all insights, even if many people say no to cookies.

Choose your ad platforms

Under Platforms, check the platforms you use. For each platform you enable, a field will appear on the right side where you insert API keys. You can have as many platforms active at once as you want.

Facebook (Meta)

For Facebook and Instagram ads, you need two fields:

• Facebook Pixel ID can be found in the Facebook Events Manager. It is a 15-digit number.
• Facebook Access Token is used for the Conversions API (server-side). It is created in the Events Manager under the settings for your pixel.

Google Ads

For Google Ads, you can track multiple events:

• Conversion ID typically starts with AW- and can be found under Conversions in Google Ads.
• Conversion Label - Purchase is required if you want to measure sales and ROAS.
• Conversion Label - Add to Cart and Begin Checkout are optional but give you more insight into your conversion funnel.

You can also set up offline conversions where Shoporama sends purchase data directly to Google Ads via a CSV file. This requires you to invite ads@shoporama.dk as an administrator in your Google Ads account and create a conversion point of type "Import from clicks". The tracking page will display the exact URL of the CSV file along with your username and password.

Microsoft Ads (Bing)

Microsoft Ads uses the same principle with a CSV file for offline conversions. The URL, username and password are displayed on the tracking page. You can either upload the file manually in Microsoft Ads or set Microsoft to retrieve it automatically.

Google GA4

To track visits and e-commerce events in Google Analytics 4, you need to insert your Measurement ID. It starts with G- and can be found in GA4 under Data Streams. Shoporama automatically sends events like view_item, add_to_cart, begin_checkout and purchase.

Pinterest

Pinterest uses two fields:

• Tag ID found in Pinterest Ads Manager under Conversions.
• Access Token is used for the Pinterest Conversion API and is created in Pinterest Business Manager.

Snapchat

Snapchat uses:

• Pixel ID is found in Snapchat Ads Manager under events.
• API Token is used for the Snapchat Conversions API and is created in Snapchat Ads Manager.

TikTok

TikTok user:

• Pixel ID is found in TikTok Ads Manager under events.
• Access Token is used for TikTok Events API and is created in TikTok Ads Manager.

LinkedIn

LinkedIn is the simplest to set up. You only need to insert your Insight Tag ID, which is a number you find in LinkedIn Campaign Manager.

E-commerce events are sent automatically

You don't have to worry about sending events yourself. Once you've chosen a platform and entered your keys, Shoporama will automatically send the relevant e-commerce events:

When should I use Google Tag Manager?

You don't need Google Tag Manager to get professional tracking in Shoporama. The built-in tracking engine covers most needs and is faster to set up.

GTM can be relevant if you:

• Have special, non-standardized tags you want to manage yourself
• Need to integrate with a platform Shoporama doesn't support
• Already have a complete GTM setup that you want to keep

If so, you can insert your GTM container via the Webshop' HTML fields in the admin. Remember to enable Consent Mode in GTM so that your tags comply with GDPR.

How to test if the tracking works

• Facebook: Use Meta Pixel Helper, a browser extension that shows which events are fired.
• Google Ads and GA4: Use Google Tag Assistant to see active tags.
• Real-time reports: Also test in the respective ad managers to see if your own test visits show up as real-time data.
• Server-side: Remember that server-side events are not always visible in pixel helpers as they do not go through the browser. Check the Events Manager directly to verify.

Frequently asked questions

Do I need to be technical to use the tracking module?

No, you don't. You need to be able to copy and paste API keys from your ad accounts. If you want to use server-side tracking, you need to create two DNS records with your domain provider and there is a short guide for this. If in doubt, write to support@shoporama.dk.

How much does it cost?

The tracking module costs a fixed monthly fee. The current price is shown on the tracking page before you activate the module. The price is the same regardless of how many platforms you connect.

Do I need Google Tag Manager?

No, you don't. Shoporama's built-in tracking covers the most commonly used ad platforms without GTM. GTM is only relevant if you have very specific requirements or already have an existing setup you want to keep.

Why are there missing conversions in Facebook or Google Ads?

Missing conversions are most often caused by adblockers, browser restrictions (e.g. Safari's ITP) or lack of cookie consent. Server-side tracking solves the first two problems because data is sent directly from the server. Consent Mode v2 allows Google to model the missing conversions.

Do I need to use a cookie banner with the tracking?

Yes, you do. GDPR requires you to obtain consent before sending personal data to ad platforms. Shoporama has a built-in cookie banner that you can enable, or you can use a third-party solution like Cookiebot or Cookie Information.

How long does it take to see data?

Once tracking is enabled and DNS is in place, data starts flowing immediately. In most platforms, there is a delay of a few hours before conversions are displayed correctly. However, Google Ads offline conversions take approximately 6 hours from the time the conversion point is created.

Can I track multiple accounts for the same platform?

The tracking page is built for one set of keys per platform. If you need to track multiple Facebook pixels or multiple Google Ads accounts simultaneously, you can supplement with GTM via HTML fields. Write to support@shoporama.dk if you are unsure how to combine things.

What happens if I turn tracking off again?

You can uncheck Enable tracking and save at any time. Shoporama will stop sending data to the platforms from that moment on. Your keys will be preserved, so you can turn it back on later without re-entering them.

Need help?

Write to support@shoporama.dk if you encounter any problems with the setup. We're happy to help with DNS records, API keys and troubleshooting missing conversions.