If you’re an ecommerce business running on Shopify, you may have received an email from Google telling you to upgrade your Google conversion tracking. It warns: “Act now: Prevent loss of campaign measurement.”

If you already have the app installed, you may see a similar warning message in the Google & YouTube app interface in Shopify:

These messages can look alarming, but in many cases it’s not something you need to worry about.

Here’s what’s really going on – and how to decide whether you should make the switch.

1. Why you’re seeing the “migrate” message

Google released the Google & YouTube app for Shopify as the official integration.
Shopify now favors this app because it’s:

• Automatically updated and supported by both Shopify and Google
• The easiest way to ensure your tracking stays compliant (GA4 + Google Ads + YouTube conversions)
• Built into Shopify’s new Customer Events framework

If you’re running a custom pixel or GTM setup, Shopify sometimes flags it with a “migrate” warning — essentially nudging you toward the official app.

2. Do you need to switch?

Not necessarily. If your current setup is working — you see conversions flowing into Google Ads and GA4, and enhanced conversions are configured if needed — there’s no urgent reason to change.

That said, if you want easier maintenance and a more “set it and forget it” approach, the Google & YouTube app is the safer long-term option because it:

• Automatically handles enhanced conversions
• Reduces the risk of tracking breaking after Shopify updates
• Removes the need to manually maintain GTM or inline pixel code

3. When migration is worth it

Switching to the app makes sense if:

• You’re setting up tracking from scratch
• You don’t want to manually manage GTM/inline pixels
• You’re running YouTube Ads and want quick, plug-and-play conversion tracking

4. When you shouldn’t switch over

If you already have a tested, accurate custom pixel setup that delivers the exact data you need, you may be better off staying put.

That’s because the Google & YouTube app:

• Offers less flexibility for advanced tracking (custom event parameters, cross-platform logic, GTM integrations)
• Could actually limit capabilities you rely on today

Bottom line

Shopify’s “migrate” banner doesn’t always mean you need to act. If your current setup works and delivers the right data, you’re fine to keep it.