EdgeTag shipped several updates focused on integration reliability and platform compatibility. Here's what's new for performance marketers.
Meta Authentication: Simplified Migration to Permanent Access Tokens
EdgeTag has streamlined the transition from Meta OAuth to permanent access tokens with updated guidance, clearer authentication emails, and a dedicated migration interface.
Why this matters:
The previous OAuth system required token renewal every 90 days, creating potential tracking gaps. Permanent Pixel Access Tokens eliminate this friction. The new migration flow makes it straightforward for existing customers to add and manage their tokens in one place—ensuring continuous Meta Conversions API connectivity without manual intervention.
What to do: If you're still using OAuth, check your email for migration instructions or visit the new migration page in your EdgeTag dashboard.
Shopify Express Checkout: Improved InitiateCheckout Tracking
EdgeTag now captures InitiateCheckout events more reliably for Shopify Express Checkout flows, including Shop.app redirects.
Why this matters:
Express checkout buttons redirect customers offsite before traditional browser pixels can fire. The updated system detects checkout actions directly and triggers the event using cached cart data—capturing intent even when users leave your site. This eliminates missed conversion signals and prevents duplicate event firing.
This is especially valuable for Shopify merchants using Shop Pay, Apple Pay, or Google Pay, where checkout happens outside the standard cart flow.
StackAdapt Pixel: Browser-Side Support Added
EdgeTag now supports browser-side StackAdapt Pixel tracking using a fetch-based implementation, complementing the existing server-side integration.
Why this matters:
Browser-side tracking enables view-through conversion attribution based on IP, aligning with StackAdapt's Pixel API behavior. This gives you more complete visibility into how programmatic display and native ads contribute to conversions—even when users don't click directly.
The dual-mode support (browser + server) ensures robust tracking across different campaign objectives, from direct response to awareness.
What to do: StackAdapt Pixel events now fire automatically from both client and server. No configuration changes required.
Additional Improvements
- EdgeTag's init response now includes visitor IP address, supporting integrations like StackAdapt Pixel that rely on IP-based attribution.
- Authentication error emails are now also routed to internal monitoring channels for faster resolution.
Want more details? Visit the EdgeTag changelog or contact our team for implementation support.
