How do I connect a store that is not on Shopify or WooCommerce?

Follow the steps in the Custom Store window to set your currency and time zone, add the tracking script and send your orders to your webhook link.

How a custom store connects

TrueROAS has ready-made connections for Shopify and WooCommerce. A store on any other platform, such as Magento or BigCommerce, connects in two parts that you or your developer set up:

• A tracking script on every page of your website, so TrueROAS sees each visit and where it came from.
• A webhook link that your store sends every order to, so TrueROAS knows about each sale.

The steps below work on the store you have open. Add the store first, as described in How do I add a store to TrueROAS?. If TrueROAS asks which platform your store is on, pick Other Platform. If you have several stores, check that the right one is picked in the store list at the top of the left menu. See How do I switch between my stores?.

Open the Custom Store window

1. Click General Settings at the bottom of the left menu and open the Store Settings tab.
2. Under Store Platforms, click Install on the Custom Store card.
3. The window Connect Custom Store opens, with Finish the steps to connect your custom store under its title.

The same steps also open as a page titled Connect Custom Store from the Setup TrueROAS panel. Click Continue Setup on the setup card at the top of the Dashboard, then click Continue Setup under your store's name in the panel. Once your store is reporting, click Show details first. The setup card itself is explained in What does the setup card at the top of the Dashboard mean?.

The top of the window

• Store Installer, with Connect your custom store to TrueROAS in 4 simple steps and how far you are, for example 2/4 steps completed, next to a green bar. The four steps it counts are steps 1 to 4 below.
• Need guidance? with a Book Call button, which opens a page in a new tab where you book a free onboarding call.
• Custom Integration Service, where the TrueROAS team offers to do the technical setup for you for a one-time fee. Pay Integration Fee opens the payment page in a new tab.
• Active Store, with the name of the store you have open, and its address next to it when the two differ.
• Email these instructions to your developer, a card that sends everything below to the person who edits your website. See Send the setup to your developer.

Under these are five steps. Click a step to open it. Each step shows how hard it is and how long it takes, and gets a green tick when TrueROAS sees that it is done:

TrueROAS looks for visits and orders when the window opens. Close the window and open it again to check again.

Send the setup to your developer

If someone else edits your website, you do not have to copy steps 3 and 4 by hand. The card Email these instructions to your developer, under Active Store, sends one email with everything they need, made for the store you have open.

1. In Developer email addresses, type an address and press Enter, or add a comma after it. Each address becomes a small label in the field. You can also paste a list of addresses. The field takes up to 10 addresses, as the line Up to 10 addresses. Press Enter or add a comma after each one. under it says.
2. An address that is not valid turns red and the line under the field reads Check these addresses: followed by the address. Remove it with the cross on its label, or correct it, before you can send.
3. Click Send instructions. The button reads Sending... until the email is out, then Instructions sent to your developer. appears at the bottom of the screen.
4. The card then shows Sent to, the addresses and the date, for example Sent to dev@agency.com on 22 Oct 2026, and keeps those addresses in the field so you can send again later.

The email comes from TrueROAS with the subject Connect, your store name, to TrueROAS. It contains:

• The tracking script from step 3, ready to paste.
• Your webhook link from step 4, the sample order and the list of fields with their types.
• A prompt your developer can paste into an AI code editor such as Cursor or Claude Code, which repeats the script, the link and the sample so the editor can do the work.
• A Read the setup guide button that opens this article.

Replies to the email go to the TrueROAS team, who answer your developer's questions. You do not get a copy of the email; the card shows who received it and when.

Step 1. Add Store

This step shows which store you are setting up. It reads Store successfully added: followed by the address of the store you have open. There is nothing to fill in, so go on to step 2.

Step 2. Set Currency and Timezone

Under Select your business timezone and the currency you want to see in your reports., pick your time zone in Select Timezone and your currency in Choose your currency. These are the same store settings you find under Reporting Settings later. What they change in your numbers is explained in Which currency and time zone do my numbers use?.

Step 3. Website Tracking Code

The Technical Step note at the top warns that this step adds JavaScript code to your website. If you do not edit your website's code yourself, give these steps to your developer or book a call.

1. Under Add this script to trigger on all pages of your website. You can also add it via Google Tag Manager., click the button that creates your TrueROAS script. The note under the button says that the same script is used for every store type.
2. The script appears. Click Copy to clipboard.
3. Paste the script into the <head> section of every page of your website, or add it in Google Tag Manager as a tag that fires on all pages.
4. Open your website in a browser so a first visit comes in.

Step 4. Connect Order Flow

Your store has to send every order to TrueROAS, both when the order is created and when it is updated.

1. Click Generate Webhook URL. Your personal link appears in the Integration webhook url box.
2. Click Copy to clipboard. What's next? appears under the box, as a reminder to set up your store to send its orders to this link.
3. Set up the sending in one of the ways listed under Implementation Options:, shown in the table below.
4. Place a test order, then open the window again to see whether the step has its tick.

Sample Payload shows an example order with the fields to send, and its Copy button copies it. Show types lists each field with its type, for example text or number. Send each order as JSON.

Three fields help TrueROAS match an order to the visits that came before it:

• customerTrueroasId, the visitor ID that the TrueROAS script keeps in the shopper's browser. The sample shows how to read it on your website with window.getTrueroasCid().
• customer_ip_address, the shopper's IP address.
• user_agent, the shopper's browser details.

When at least two of the last 10 orders that reached TrueROAS were sent without one of these fields, Issues detected: appears in the step and lists which field is missing and in how many orders. If an order came in during the last 48 hours, the step then shows a warning sign instead of the green tick.

The step also has a Get Integration Guidance button, which opens the page to book an onboarding call, and a View instructional video button.

Step 5. Confirm Setup with TrueROAS

Once the other steps are done, the TrueROAS team can check with you that visits and orders come in correctly:

• Plan Your Integration opens the page to book a call.
• Chat for Quick Help opens the support chat.
• You can also email hello@trueroas.com.

Other ways to reach us are listed in How do I get help or contact TrueROAS support?.

Good to know

• The script and the webhook link are made for the store you have open. Each store has its own, so copy them again for every store you connect.
• The developer email cannot be edited before it is sent, and it can be sent at most 5 times per store in one hour. Anyone with access to the store can send it. Each send remembers its addresses, so everyone on the store sees the same Sent to line.
• What you set in these steps applies to the whole store, so everyone on the store sees the same orders and settings.
• The Custom Store card is on the Store Settings tab of every store. Only use it for a store that is not on Shopify or WooCommerce. For those, see How do I connect my Shopify store to TrueROAS? and How do I connect my WooCommerce store and add its API keys?.
• TrueROAS cannot fetch orders from your platform by itself. Only the orders your store sends to the webhook link reach TrueROAS.
• Stores on other platforms cannot import orders from before TrueROAS was installed. See How do I bring in orders from before I installed TrueROAS?.
• The window ends with Frequently Asked Questions and a walkthrough video, Watch our integration walkthrough.