ShopOps weekly

Hello there,

A practical week. Three updates worth knowing and one quick fix that EU merchants especially should not skip.

• Google Analytics server-to-server integration coming to Shopify in July – automatic, but worth understanding

• EU order cancellation rules are live – takes 2 minutes to set up and may be required for your market

• Pinterest just made it significantly easier to find new customers from Shopify

• App Highlight – get authentic video reviews on demand without chasing creators

• A mattress brand that had to build trust before a single customer could try the product

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Shopify Updates You Can't Miss

1. Google Analytics just got a server-to-server connection to Shopify – arriving in July

Starting in July 2026, Google Analytics will automatically receive purchase events directly from Shopify's servers for any store using the Google & YouTube app. No additional setup required – it will just start working.

This is a meaningful improvement. The current client-side setup loses conversion signals when browsers block scripts, users clear cookies, or Apple's ITP kicks in. A server-to-server connection bypasses all of that and recovers data that was previously invisible in your reports.

Why it matters: If your GA4 purchase numbers have always felt lower than your actual Shopify orders, this is a large part of why. The gap between what GA4 shows and what actually happened in your store should get meaningfully smaller after July.

What to do: If you use the Google & YouTube Shopify app, nothing is required – the integration enables automatically. If you'd prefer to opt out, you can disable it within the app settings before July. If you run a standalone server-side tracking setup through a tool like Addingwell or similar, this native integration won't replace those capabilities – the two serve different needs and there's room for both.

2. EU merchants: Shopify now lets customers cancel orders before they ship

Shopify has added native order cancellation rules. When enabled, customers can cancel items directly from their order status page within a window you set – 15 minutes, 1 hour, 24 hours, or until fulfilment. You see the request and choose to accept, deny, or mark it resolved.

This aligns with the EU withdrawal law that came into effect June 19. If you sell to EU customers and haven't set this up yet, it's worth doing immediately.

What to do: Two settings to enable: → Settings → Customer accounts → Self-serve returns and cancellations → Enable both → Settings → Policies → Return and cancellation rules → Enable cancellation rules and set your window

*See the Quick Fix section below for how to make this even more accessible for your customers.

3. Pinterest now lets you launch a Shopify shopping campaign in one click

Pinterest's Performance+ suite has two new updates for Shopify merchants.

First: a customer acquisition tool that lets you feed in your existing customer list so Pinterest's AI can find similar high-intent shoppers and weight new buyers more heavily. Early testing showed a 64% average lift in new-customer conversions.

Second: eligible merchants can now launch a Performance+ shopping campaign directly from the Pinterest Shopify integration with best practices enabled by default.

Why it matters: Pinterest has been building toward being a proper commerce platform for a while. The one-click campaign setup removes most of the friction that kept smaller merchants off the platform. If you sell visually driven products – home, fashion, beauty, food – this is worth a test with a small budget.

What to do: Check if the one-click campaign option is available in your Pinterest integration within the Shopify admin. If you haven't connected Pinterest yet, it's worth revisiting given the new customer acquisition targeting.

Quick Fix: Make EU Order Cancellations Actually Easy to Find

The native Shopify cancellation flow works – but customers have to find the order status page themselves, which isn't always obvious. Here's how to make it properly accessible in under 30 minutes:

Step 1: Enable the settings (if you haven't already) → Settings → Customer accounts → Self-serve returns and cancellations → turn on both toggles → Settings → Policies → Return and cancellation rules → enable cancellation rules → set your window

Step 2: Add a direct link in your footer Create a new page in your store – something like /pages/cancel-order – and write a short explanation of how cancellations work and link to the customer account login. Then add that link to your footer navigation under "Orders" or "Customer Service."

Step 3: Consider adding it to your order confirmation email Add a line like "Need to cancel? You have [X hours] to cancel from your order status page" with a direct link. This is when the option is most relevant to the customer anyway.

The legal requirement is that cancellation should be easy to access – a footer link and email mention covers that intent without requiring a custom app build..

Video Reviews You Can Actually Use – Reviewers.com

Most stores have a review problem that nobody talks about: the reviews exist, but they're all text. Text reviews convert. Video reviews convert better – and they can run as ads.

The challenge has always been getting them consistently. Reaching out to customers, following up, getting usable footage – it takes time most merchants don't have.

Reviewers.com makes it easy to get authentic video reviews on demand. Gift your products to a community of vetted reviewers who try your products and share honest, high-quality video reviews in return, with full rights to use them across your ads, store, and social.

• Vetted reviewers who know how to film stunning, honest video reviews

• Ready-to-publish videos screened for lighting, audio, and camera presence

• Yours to use anywhere – Meta ads, TikTok, social, any reviews app

• Built for Shopify – auto-syncs with your product catalog so you can launch a campaign for any product in minutes

Start a 30-day trial to run your first campaign free, and lock in 25% off your subscription.

👉 Claim your free campaign

Reviewers.com partner program is now open – apply to become a partner.

Some Projects on App Store Research Closed This Week

New ones are live right now.

Short calls – 30 to 45 minutes. Apps you'll see launch later and remember you heard about first.

App store research has paid out over $1 million to merchants who showed up early.

Under a minute to sign up. You pick the projects. You pick the time.

👉 See what's open

Top Expert Listings

❋ Matias Lopez – Front-End Developer · ⭐ 5.0 (142 reviews)

→ Custom Shopify theme development using Liquid, React, Vue, and Node.js
→ App integrations, API connections, and complex front-end functionality
→ Performance optimization and cross-device responsive builds
→ 5+ years of Shopify experience across stores at every stage of growth

A strong fit if you need a developer with a track record that speaks for itself – 142 five-star reviews is not common in this directory, and it shows in how he works.

❋ Digismoothie – Shopify Agency · ⭐ 5.0

→ UX-led design and high-converting theme development
→ CRO work that looks for improvements proactively – not just when you ask
→ Custom app builds and third-party integrations
→ They run their own ecommerce stores, so they approach your project as merchants, not just developers

A strong fit if you want an agency that builds for business outcomes rather than just shipping code – and one that understands conversion from the inside out.

Know someone who belongs in the directory? Send them our way.

❤️ Quick Pulse Check

How confident are you in your current Shopify analytics setup?

A) Confident – I trust what I'm seeing

B) Somewhat – I know there are gaps I haven't fixed

C) Not really – I'm not sure what's accurate

Reply with A, B, or C. (We read every response)

Last week we asked:
"Which Spring '26 Editions update are you most excited to try?"

Campaign Autopilot leading is no surprise – marketing is the thing most merchants wish they could hand off. The AI channels number is interesting too: 38% is high for something most stores haven't touched yet, which suggests awareness is there even if the setup isn't. Expect that to flip once the Agentic admin section becomes more visible.

See you next Friday,

– Jon & the shopexperts team