Overview

Drive profitable growth in your marketing channels by passing your profit for server-side purchase events as your conversion value or custom dimension. This will enable your destinations to optimize their platform for profit on your ad spend. Profit Optimization is available for destinations as outlined below.

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Profit optimization is available for Shopify stores with an Elevar Growth plan or above.

Server-side Destination Compatibility:

Google Analytics 4 Options:

For your GA4 destination you have multiple options on how to pass your profit data into GA4.

When choosing to enable profit as a conversion value, your entire GA4 property will reflect profit including individual products for item level reporting. You may choose to make this change to your existing GA4 destination or add a second GA4 destination connected to another property.

When choosing to enable profit as a custom dimension, your GA4 transaction and item values will reflect the product list price and conversion value you have selected in app, which most commonly is revenue. The total profit value of the transaction will passed as an additional custom dimension on the purchase event.

Review Product Cost in Shopify

We'll sync with your product cost data entered in Shopify for your products. It important this data is accurate for best performance. When cost data is missing we'll fallback to a profit margin you'll supply later. Update the cost on your product following these Shopify guides.

• Shopify Guide: Adding Cost per Item to Your Products
• Shopify Guide: Importing Products

Allow Product Catalog Sync for Profit Optimization

Enable Product Catalog Sync in Shopify Source Settings:

• Navigate to your Shopify Source and access your "Advanced Options" settings. Then, enable the "Allow Product Catalogue Sync for Profit Optimization" option.

Enter Your Profit Margin Fallback:

• Navigate to the "Profit Margin Fallback %" text box and enter your average profit margin.

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Learn More: How to Calculate Profit Margin for Optimization

Read this guide to learn more about the Profit Margin Fallback and how to use Product Catalogue Sync for Profit Optimization.

Enable Profit as a Conversion Value

Access Destination:

• Begin on your Elevar homepage and use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and click on the desired destination card.
  • (See Figure 1)

_Figure 1_

Access Advanced Settings:

• Once in the desired destination, use the "Setup Steps" box to locate and click on the "Settings" tab.
• Locate and click on the "Advanced Options" drop-down button.
  • (See Figure 2)

_Figure 2_

Select Conversion Value:

• Navigate to the section of the page titled "Conversion Value" and use the drop-down menu to click on the "Profit/Net Revenue" option.
• Once you have entered the required information for selecting the conversion value, be sure to save your changes by clicking on the "Save" button located at the bottom of the page.
  • (See Figure 3)

_Figure 3_

Update Events for Facebook/Meta Destination:

• If you are configuring profit optimization in the Facebook/Meta destination, you must also update the events to only send purchase server-side for best results.
  • Use the "Setup Steps" box to locate and click on the "Events" tab. Navigate to the section of the page titled "Select what events you want to send to Facebook." and click on the "Customize Settings" option.
  • Uncheck the "Web" checkbox for the Purchase event and save your changes.
  • Why? This needed because Meta merges web and server events. Only the server-side event will be updated to reflect the profit as the value on the purchase event, this could lead to blended data where some deduplicated events receive the revenue for the value and some receive profit. Profit is only made available server-side to ensure your data is not accessible by others.
    • (See Figure 4)

_Figure 4_

Enable Profit as a GA4 Custom Dimension

Access Destination:

• Begin on your Elevar homepage and use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and click on the desired destination card.
  • (See Figure 5)

_Figure 5_

Access Advanced Settings:

• Once in the desired destination, use the "Setup Steps" box to locate and click on the "Settings" tab.
• Locate and click on the "Advanced Options" drop-down button.
  • Navigate to the section of the page titled "Specify Custom Dimensions" and choose the data you want to send, enter the exact event parameter created in GA4, select the matching scope.
  • Once you have entered the required information, be sure to save your changed by clicking on the "Save" button located at the bottom of the section.
    • (See Figure 6)

_Figure 6_

Register your Custom Dimension in GA4:

• Begin on your GA4 homepage and open the Admin settings. Then, navigate to "Data display", and select "Custom Definitions".
  • Create a new custom dimension by entering a clear name, selecting the correct scope (Event or User), and defining the event parameter (lowercase with underscores).
  • Save the custom dimension in GA4. It may take 24–48 hours before data appears in reports.

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Learn More: How to Send Custom Dimensions via Google Analytics 4 Server-Side

Read this guide to learn more about sending custom data, like Payment Method or Billing Location, to GA4 via your Server-Side integration!