Implementing Browser and Server Side Tracking on Shopify Using GTM and Meta CAPI

A few months back, a friend of mine who runs multiple online stores called me after a long time. After the usual chit-chat, I asked about how his online sites were doing. He told me that he had recently started a new site; his first time on Shopify and running Ad campaigns did not yield any results. Previously, he had used OpenCart and WooCommerce for other sites. Around February/March, I had completed a course on implementing website tracking, with a particular focus on server-side tracking using Google Analytics 4 (GA4), Google Tag Manager (GTM), and Stape. Since I was looking for an opportunity to apply what I had learned in a real-world project, I offered to review his setup and see if I could identify any issues. He agreed and gave me access to the store. The store was set up by a mutual friend who was running a digital agency and was in the performance marketing space. In fact, right after completing the course, I had made a call to the same friend(the performance marketing…