∞ Google Ads Tracking & GTM vs Retention Xfor Shopify (2026)
∞ Google Ads Tracking & GTM specializes in comprehensive Google Ads and GA4 tracking, aiming to provide accurate and complete data through server-side tracking and Google Tag Manager (GTM) integration. Its strength lies in simplifying the setup of complex tracking configurations for Google's advertising ecosystem, automating GTM implementation and enhancing data layer accuracy. This app is well-suited for merchants who heavily rely on Google Ads and require deep insights into their campaigns. Retention X, on the other hand, positions itself as a broader E-Commerce Growth OS, encompassing customer intelligence, conversion tracking, attribution, and marketing automation. Retention X offers a wider range of functionalities beyond just ad tracking, including customer LTV, cohort analysis, RFM segmentation, and automated audience creation for various ad platforms like Klaviyo, Meta, Google, and TikTok. Its server-side tracking focuses on identity resolution and cross-device tracking to provide a unified customer view. Retention X targets merchants seeking a holistic solution for customer analytics and marketing automation, aiming to simplify their tech stack with its integrated platform. The primary differentiator is that ∞ Google Ads Tracking & GTM provides specialization within the Google Ads and GA4 area, while Retention X provides a wider spectrum of marketing automation, beyond just ads. Both apps offer conversion tracking capabilities, but their approaches differ significantly. ∞ Google Ads Tracking & GTM emphasizes accurate Google Ads and GA4 specific tracking, while Retention X focuses on a broader view of conversion attribution and uses that to inform customer intelligence. The choice between the two depends on a merchant's specific needs and priorities. If a merchant's top priority is optimizing Google Ads and GA4 performance, ∞ Google Ads Tracking & GTM is more appropriate. If the merchant is looking to optimize customer experience and automate merchandising, Retention X is the better fit.
At a Glance
∞ Google Ads Tracking & GTM
198 reviews
Retention X
118 reviews
Detailed Overview
∞ Google Ads Tracking & GTM
Add multiple Google Ads conversions & GA4.Unlimited server-side event tracking by using Tag Manager
Key Features
- Powerful Tracking Tag Manager Data Layer Automation For Faster Load & Accuracy.
- Infinite Google Ads Conversion Tracking (+Enhanced) & Dynamic Re-marketing
- Accurate & Complete GA4, Bing UET Conversion Tracking E-commerces Integration
- Set up Server-Side Google Conversion Tag Manager(GTM) container in a few clicks.
- Automated Google Tag Manager Setup for Accurate Google Ads Conversion Tracking.
Retention X
E-Commerce Growth OS: Customer Analytics, Tracking, Attribution & Marketing Automation.
Key Features
- Customer Intelligence: LTV, cohorts, RFM, attribution & product analytics
- Identity & Tracking: Server-side, cross-device. Resolve anonymous sessions
- Automated Audiences: Create & sync segments to Klaviyo, Meta, Google and TikTok
- Auto Merchandising: Automate product sorting based on real conversion data
- Conversion APIs: Push enriched events to ad platforms for to optimize spend
Feature Comparison
| Rating | 4.8/5 | 5/5 |
Rating ∞ Google Ads Tracking & GTM4.8/5 Retention X5/5 | ||
| Reviews | 198 | 118 |
Reviews ∞ Google Ads Tracking & GTM198 Retention X118 | ||
| Core Focus | Google Ads & GA4 Tracking | Customer Intelligence & Marketing Automation |
Core Focus ∞ Google Ads Tracking & GTMGoogle Ads & GA4 Tracking Retention XCustomer Intelligence & Marketing Automation | ||
| Key Feature: Server-Side Tracking | Infinite Tracking for all pixels | Identity Resolution & Cross-Device Tracking |
Key Feature: Server-Side Tracking ∞ Google Ads Tracking & GTMInfinite Tracking for all pixels Retention XIdentity Resolution & Cross-Device Tracking | ||
| Target Merchant | Google Ads Heavy Users | Customer-Obsessed Teams Seeking Growth |
Target Merchant ∞ Google Ads Tracking & GTMGoogle Ads Heavy Users Retention XCustomer-Obsessed Teams Seeking Growth | ||
| Automation | Automated GTM Setup | Automated Audiences & Auto Merchandising |
Automation ∞ Google Ads Tracking & GTMAutomated GTM Setup Retention XAutomated Audiences & Auto Merchandising | ||
| Value Proposition | Simplified, Accurate Google Ads Tracking | Unified Customer View & Growth Optimization |
Value Proposition ∞ Google Ads Tracking & GTMSimplified, Accurate Google Ads Tracking Retention XUnified Customer View & Growth Optimization | ||
| Main Marketing Platform | Google Ads | Multi Platform (Klaviyo, Meta, Google, TikTok) |
Main Marketing Platform ∞ Google Ads Tracking & GTMGoogle Ads Retention XMulti Platform (Klaviyo, Meta, Google, TikTok) | ||
Our Verdict
For merchants heavily invested in Google Ads and requiring granular control over their tracking setup, ∞ Google Ads Tracking & GTM offers a powerful and focused solution. Its automated GTM setup and server-side tracking capabilities can significantly improve the accuracy and completeness of their data. This makes it ideal for businesses that prioritize precise Google Ads optimization.
Retention X is better suited for merchants seeking a comprehensive growth platform that encompasses customer intelligence, conversion tracking, attribution, and marketing automation. Its broad feature set, including LTV analysis, automated audiences, and auto merchandising, caters to customer-obsessed teams looking to maximize retention and AOV. The integrated approach allows for a unified view of the customer journey, simplifying tech stacks and empowering data-driven marketing decisions. Essentially, if you are a smaller business with a smaller marketing budget and Google Ads is your main focus, then go with ∞ Google Ads Tracking & GTM. If you have a larger budget and wish to target different platforms, then choose Retention X.
Common Questions
Which app is easier to set up?
Both apps emphasize ease of setup. ∞ Google Ads Tracking & GTM highlights its one-click installation and automated GTM setup, suggesting a simpler process for Google Ads-focused tracking. Retention X's ease of setup may depend on the extent to which the user is willing to integrate with various platform.
Which app offers better customer support?
The data doesn't explicitly mention customer support for ∞ Google Ads Tracking & GTM. However, Retention X highlights hands-on support. Therefore, it can be assumed that Retention X offers more assistance than ∞ Google Ads Tracking & GTM, though that is just an assumption.
Which app is more cost-effective?
Pricing information is not provided for either app. Cost-effectiveness would depend on the specific pricing plans and the features used by the merchant. Merchants should compare the pricing models and feature sets to determine which app offers the best value for their needs.
Can both apps be used together?
Potentially, but it may lead to data redundancy and conflicts. If a merchant needs both granular Google Ads tracking and broader customer intelligence, it might be more efficient to evaluate whether Retention X can adequately cover Google Ads tracking needs, or if ∞ Google Ads Tracking & GTM can integrate with a separate customer intelligence tool. It depends on how different metrics are being tracked.
Which app is better for a beginner?
∞ Google Ads Tracking & GTM might be better for beginners specifically interested in Google Ads tracking, as its focused approach and automated setup simplify the process. Retention X, with its broader range of features, may be overwhelming for beginners unfamiliar with customer intelligence and marketing automation concepts.
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