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Customer Events and Pixels

The Customer events page is where your store collects what shoppers do and sends it to your advertising and analytics services through pixels. This explains what customer events are, how the page uses pixels to collect them, and the two ways to add one, so your campaigns can measure real results.

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Customer events are the things shoppers do on your store, such as viewing a product or completing a purchase, and the Customer events page is where you set up how those actions are collected and shared with outside services. It does this through pixels: a pixel reports the events to an advertising or analytics platform so that platform can measure the sales your campaigns produce and build audiences from real behavior. Without a pixel collecting events, those services cannot see what happened after a click, so this page is the foundation for any advertising measurement.

Before you begin

Have these ready before you add a pixel from this page.

  1. Go to Settings > Customer events in the admin sidebar, where the Pixels section lives.
  2. Decide which platform to collect events for, since a pixel reports to one at a time.
  3. Have that platform's pixel app or tracking code ready.

How the page works

The Customer events page has a Pixels section that lists the pixels on your store and shows No pixels yet until you add one. A short note explains that you collect customer events using an app pixel or a custom pixel, and there are two controls to add one.

  • Explore pixel apps installs an app that connects a platform's pixel for you, which is the simpler route when an app exists.
  • Add custom pixel lets you add your own tracking code when there is no app, or when you want direct control. This option can require a higher plan.

The Pixels section on the Customer events page, showing a No pixels yet state with Explore pixel apps and Add custom pixel options. (opens full size)

What the events feed

Once a pixel is collecting events, the platform you connected can use them, and your store's own reporting benefits too.

  • Advertising platforms use the events to measure conversions and build audiences to advertise to.
  • Your attribution report uses activity to show which channels drive sessions and sales. See Attribution.

The specific events a pixel sends, and how it is configured, depend on the pixel app or the custom pixel you add, rather than being set on this page.

Set up a pixel

To start collecting events, add a pixel from this page. The full setup, including the difference between an app pixel and a custom pixel and how the plan affects the custom option, is covered in Set Up a Pixel. If your goal is measuring social advertising specifically, start from Install a Pixel for Customer Events.

Verify the result

  • A pixel appears in the Pixels section instead of the No pixels yet state.
  • The platform you connected shows events arriving from your store.
  • Key actions such as viewing a product and completing a purchase appear as events on that platform.

Best practices

  • Add a pixel for a platform before you run campaigns on it, so it can measure results from the first click.
  • Prefer a pixel app over custom code when one exists, since it connects the platform with less chance of a setup mistake.
  • Add custom pixel code only from a source you trust, because it runs on your storefront and can see customer activity.
  • Confirm a pixel is receiving events before you rely on its numbers to judge a campaign.

Next steps

Still stuck?

More in Advertising

  • The Attribution Model

    The attribution report decides which channel gets credit for a sale using an attribution model, which opens as Last non-direct click and can be switched to four others. This explains what each model means, how they divide credit across a customer's visits, and how the one you choose shapes the numbers you read.

  • Attribution in Detail

    Beyond sessions and sales, the attribution report carries deeper metrics like ROAS, CPA, CTR, and AOV, and tools to focus the view. This explains what those metrics mean and how to use filters and columns to read a channel's performance in detail.

  • Marketing App Activities

    The Marketing app activities section shows the marketing apps connected to your store and the work they have in progress, so you can see what each app is doing and when it was last active without opening every app in turn.

All 8 articles in Advertising

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