Client Guidance

Genco Shopify Migration
Meta Ads Safe Cutover Plan

Simple launch guidance for moving to a new Shopify store without hurting Meta Ads delivery, tracking accuracy, or conversion continuity.

Current Store https://gencostores.com/
Main Goal Zero paid-traffic disruption
Approach URL continuity + tracking continuity

Do This First

  • Keep the same live domain on launch day (`gencostores.com`).
  • Keep high-spend landing paths unchanged where possible (`/products/...`, `/collections/...`, `/pages/...`).
  • For any changed path, publish a 301 redirect before launch and test with `utm_` and `fbclid` parameters.
  • Use the same Meta Pixel ID and enable Shopify Conversions API in the new store setup.

Why This Works

  • Stable URLs avoid ad-side disruption and minimize urgent campaign edits.
  • Redirect mapping protects traffic from old links and saved ads.
  • Pixel + CAPI continuity keeps attribution comparable before and after cutover.
  • Clean launch sequencing reduces performance volatility in the first days.
Client Dev Team

Main Technical Ownership

  • Domain connection and TLS health in Shopify.
  • URL mapping and 301 redirect import.
  • Theme QA for mobile UX and checkout flow.
  • Event firing checks on all critical templates.
Admireworks

Ads and Measurement Ownership

  • Identify top ad landing pages to preserve first.
  • Validate Pixel and CAPI event quality post-cutover.
  • Monitor CPA, CVR, and event-match quality after launch.
  • Guide campaign-level risk controls during transition.
Shared

Joint Decision Points

  • Final go/no-go check before DNS switch.
  • Launch window selection (lower traffic hours).
  • Rollback trigger thresholds and response owner.
  • Daily checkpoint in first 72 hours.
1

Pre-Launch (7-10 days before)

Prepare all technical and tracking dependencies first
  • Export current sitemap and list top paid landing URLs.
  • Create old-to-new URL mapping sheet and mark redirect owner.
  • Set Meta integration in Shopify with maximum data sharing and verify events in test mode.
  • Test full funnel from ad click to purchase with query parameters preserved.
2

Launch Window (Cutover day)

Switch safely while paid traffic is still active
  • Switch primary domain to new store and confirm canonical domain behavior.
  • Publish redirects and run spot checks on highest-spend ad URLs.
  • Confirm `ViewContent`, `AddToCart`, `InitiateCheckout`, and `Purchase` in Meta Events Manager.
  • Keep budget stable; avoid major campaign edits in the same hour unless critical.
3

First 72 Hours

Monitor, fix quickly, and stabilize results
  • Track CPC, CTR, CVR, CPA, and purchase event volume vs previous baseline.
  • Fix any redirect misses immediately; prioritize high-spend URLs first.
  • Review event quality (deduplication, match quality, currency/value accuracy).
  • If severe drop appears, pause only affected ads and use rollback plan for impacted routes.

Go / Hold Checks

Go

Critical events fire correctly, top landing URLs resolve correctly, checkout works on mobile, and no major attribution anomalies in the first live checks.

No-Go / Hold

Missing purchase events, redirect failures on paid URLs, checkout blockers, or major mismatch between ad clicks and on-site sessions.

Prepared by Admireworks for Genco development and marketing coordination. Last updated: February 17, 2026.