The 3.28 release is all about giving ecommerce teams more control, smarter insights, and easier personalization. Comeback Score helps you identify which first-time buyers are most likely to return, so you can prioritize retention and reduce wasted ad spend. Custom Events (now in Early Access) puts you in control of the events that matter, no dev work or third-party hacks required. And with our new Braze integration in Private Beta, you can stream enriched event data directly into Braze to power more personalized, real-time messaging across channels.

Sources

Shopify Markets:

Expanded Market Group Support: The default market group limit is now 10, and the platform now supports up to 100 total combined destinations. Reach out to support if additional destinations or market groups are needed.

Destinations

New Beta Releases:

Braze: Braze is now available as a private beta! If you're intrested in testing, sign up here! This feature is available with Elevar’s fully managed server-only setup.

Facebook:

POS Orders: Point-of-sale orders are now automatically assigned an action_source of physical_store, aligning tracking with Meta best practices and enabling omni-channel advertising.
SMS Event Visibility: The SMS event is now visible in-app and available for server-side configuration, making it easier to monitor and customize.
New View Item List Event: Added support for sending View Item List events server-side to provide richer signals for campaign optimization. Follow this guide to learn how to enable the View Item List in the Facebook destination.

Google Ads:

Conversion Action Bug Fix: Resolved an issue that prevented conversion actions from being created in Google Ads when additional events were added. All new events now trigger the correct setup automatically, ensuring accurate attribution and tracking.

Platform

Custom Events (Early Access):

A flexible new way to define and send custom tracking events server-side. You can now build out events like form submissions, quiz completions, loyalty actions, and more, then filter, enrich, and route them to key destinations like GA4, Meta, Klaviyo, and Snapchat. This helps you track unique behaviors that drive revenue, trigger better personalization, and improve ad performance, all while reducing your reliance on code or GTM updates.
- Follow this guide to learn more about what custom events are, how to define and request them with Elevar, and real world examples from other brands to inspire you.

Comeback Score (Early Access):

A predictive model that identifies which first-time buyers are most likely to return. When paired with the Personas product and Buxton destination, Comeback Score is passed via a custom event to help you prioritize high-value post-purchase outreach. This reduces wasted ad spend on one-and-done shoppers and helps you boost retention and LTV by focusing efforts where they’re most likely to pay off.

Onboarding:

Flow Enhancements: The onboarding experience has been streamlined with a new sign-up flow that includes email verification and directs users straight into "My Tracking" to begin setup, skipping the previous "Get Started" page. Updates include targeted navigation, contextual in-app adjustments, and embedded social proof to guide setup and reinforce product value.