TL;DR: Five EdgeTag updates. Onboarding is now a single guided flow. Meta Offline Events lets in-store and CRM sales feed into Meta reporting. Alert emails now explain why events dropped and how to fix them. Google Ads now captures view-through and cross-device conversions by default. Shopify checkout tracking uses session logic instead of time-based logic to prevent false duplicates.

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New onboarding experience

‍Plan selection, billing, Shopify installation, DNS setup, and channel configuration now flow as a single guided journey. We've refined it based on early feedback to reduce friction and clarify each step.

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Meta Offline Events support

‍EdgeTag now sends Offline Events directly to Meta. Conversions that happen outside your website — in-store purchases, phone orders, CRM-driven sales — can feed into Meta's reporting alongside your online data. Useful for brands with significant offline revenue or running local awareness campaigns.

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Actionable alert emails

‍Event drop notifications now include context about what caused the issue — missing tokens, authentication problems, or setup gaps. Each email includes error summaries, direct links to the relevant EdgeTag pages, and documentation for common fixes.

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Google Ads captures more conversions

‍"Allow Conversions without Click ID" is now enabled by default. This means view-through conversions and certain cross-device journeys that were previously dropped now flow to Google Ads.

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Smarter Shopify checkout tracking

‍InitiateCheckout validation now uses cart cookies and session IDs instead of time-based logic. This prevents false duplicates on slow networks and ensures accurate checkout counts.

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Other improvements

‍Klaviyo lead events now fire only when valid user data is present. Meta receives currency codes in the correct uppercase format. StackAdapt integration uses improved event naming. Pixel Access Token setup guidance has been clarified in the dashboard.

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What Next?

‍New stores can use the updated onboarding flow. For Meta Offline Events, contact your Blotout rep to configure. Everything else is live automatically.
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Source: Change logs

‍February 10 →
‍February 17 →
‍February 25 →

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  • Products affected: EdgeTag
  • ‍Platforms impacted: Meta (including Offline Events), Google Ads, Klaviyo, StackAdapt, Shopify
  • ‍Customer action required: NO. All improvements are live. Meta Offline Events requires configuration to enable.