Shopify Admin / Naming & UI change

The "Marketing tab"
is reborn as the "Growth tab"

The Marketing tab in the admin is being renamed and revamped as Growth. Alongside Campaigns and Attribution, everything related to growing your business—including the new Autopilot experience—is consolidated here. Anything you've already set up keeps working as-is.

On this page
  1. Understand it in 30 seconds: what changed
  2. Where did the features go? A migration map
  3. Key elements brought together in the Growth tab
  4. Old Marketing vs. new Growth: a mapping table
  5. 5 points developers should know
  6. 3 use cases you can apply to your work
  7. A one-line summary for your pitch

1Understand it in 30 seconds: what changed

The admin's Marketing tab has been Growth tab renamed, and given a fresh look too.
Features for growing your business are consolidated here, bringing together Campaigns, Attribution, and the new Autopilot experience.

The name changed

Marketing → Growth. Its positioning has broadened from "customer acquisition" to "business growth overall."

It got a fresh look

A "new look" has been applied to the tab. The article doesn't include specific UI details.

Existing settings are safe

Everything you've configured so far remains accessible as-is. No need to redo anything.

2Where did the features go? A migration map

Old Marketing tab Campaigns Attribution Automations New Growth tab Campaigns (unchanged) Attribution (unchanged) Campaign Autopilot (early access) Shopify Messaging app Automations moved here App Store Discover additional marketing apps (linked from Growth)
Note that the destinations are split up.Campaigns / Attribution stay in their usual spot under the Growth tab. Meanwhile, Automations has moved to the Shopify Messaging app, so when you're looking for automation settings, open that app instead of Growth.

3Key things you'll find in the Growth tab

Campaigns
Same place as before
Attribution
Same place as before
Campaign Autopilot
Early access (sign-up required)
Marketing apps
A path to discover apps from the App Store
Campaign Autopilot is "early access". It's not available for all stores right away — you join by signing up from the Growth tab. This article doesn't cover the feature's detailed specs or eligibility requirements.

4Mapping between the old Marketing and the new Growth

ElementBefore (Marketing)After (Growth)
Tab name Marketing Growth Renamed, with a new look
Campaigns Inside the Marketing tab Inside the Growth tab Right where you'd expect
Attribution Inside the Marketing tab Inside the Growth tab Right where you'd expect
Automations Inside the Marketing tab Moved To the Shopify Messaging app
Campaign Autopilot — (none) New Offered via early access
Existing settings — Preserved All still accessible as-is

55 points engineers should keep in mind

1. This is first and foremost a "naming and UI change"

At its core, this is a Marketing → Growth rebrand plus a visual refresh. It's a Changed-category Admin update, and the article mentions no data migration or breaking changes. Anything you've already configured is preserved.

2. Automations changes location

Automations now live not in Growth but in the Shopify Messaging app. You'll need to update the navigation paths in your runbooks, internal docs, and onboarding materials.

EA

3. Autopilot is early access

Campaign Autopilot is at the stage where interested users sign up to use it. Until its scope and behavior are settled, it's safest to treat it as experimental before building it into production operations.

API ?

4. No mention of impact on API / Admin structure

The article only explains the admin navigation changes. It says nothing about whether the Admin API, deep links, or URL paths change. Check separately for broken links in bookmarks or automation scripts.

5. Data and settings are non-destructive; when in doubt, go to the official docs

It explicitly states that "everything you've already set up remains accessible." The thing most likely to cause confusion is remembering where things are(especially Automations), so internally it helps to share a single-page summary of "what moved where." See the official growth / marketing help docs for details.

6Three use cases you can apply to your work

USE CASE 1

Distribute a "relocation map" to ops teams to get ahead of support questions

Challenge
Staff and clients get confused that "the usual Marketing tab is gone" or "I can't find Automations," driving up support inquiries.
Solution
Compile this article's relocation map (Campaigns/Attribution = Growth, Automations = Messaging app) onto a single page, update your ops manuals and FAQs to the new names, and share them in advance.
Impact
Reduces inquiries and operational mistakes right after the rename. Also resolves the obsolescence of onboarding materials at the same time.
Technical notes
Since existing settings are non-destructive, the work centers on "rewriting navigation paths." Mechanically swap screenshots and unify terminology (Marketing → Growth).
EA
USE CASE 2

Get a head start evaluating Campaign Autopilot early access in a "testing slot"

Challenge
You want to cut down on campaign management effort, but it's unclear how far the new Autopilot feature can be used, making production rollout scary.
Solution
Sign up from the Growth tab and trial early access on a low-impact store or product. Record behavior and results to decide whether to adopt it for real.
Impact
Lets you gauge fit for your own operations before general availability, shortening the lead time for proposals and adoption decisions.
Technical notes
Early access = specs not finalized. Prepare a rollback procedure to manual operation, and verify the supported scope and conditions on real hardware (not detailed in the article).
Automation Msg Update the runbook
USE CASE 3

A "workflow inventory" prompted by the Automations migration

Challenge
Automations, which you used to handle inside the Marketing tab, has moved to the Shopify Messaging app, leaving your ops flows, permissions, and training content out of sync with reality.
Solution
Inventory the people, procedures, and checklists that touch automation, and rebuild your workflows and permission settings on the assumption of the Messaging app.
Impact
Prevents "automation stopped / can't be found" incidents right after the migration and maintains operational quality.
Technical notes
The feature itself is expected to remain, but since its location changes, the key points are updating access permissions and internal link collections. Avoid mixing old and new names.

7A one-line summary you can use in proposals

"Shopify's Marketing tab is now the Growth tab renamed and revamped to.
Campaigns and Attribution stay as they are, Automations moves to the Messaging app, and the new Campaign Autopilot arrives in early access.
Existing settings are unaffected. All you need to do is update your internal guidance on where things have moved."