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The Ultimate Guide to Improve Event Tracking for Shopify

By Shalini Vijayakumar

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On March 26, 2025

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In this blog

In this growing digital world, understanding how your customers interact with your store is far more valuable than keeping an eye on your competitors’ strategies. Every click, scroll, and purchase of your users holds valuable insights that can shape your marketing strategy, boost conversions, and maximize your return on ad spend (ROAS)

Frequently Asked Questions (FAQs)

To add custom events in Shopify, you can use Google Tag Manager (GTM), Shopify Scripts, or custom JavaScript within your theme’s liquid files. You’ll need to define the event, capture relevant customer interactions (e.g., button clicks, form submissions), and send the data to analytics platforms like Google Analytics, Meta Pixel, or other tracking tools.
Creating an event in Shopify involves defining user actions that you want to track, such as purchases, add-to-cart clicks, or form submissions. You can set up these events using Shopify's built-in event tracking, add custom scripts to the theme.liquid file, or configure them through Google Tag Manager for more advanced tracking.
Events on Shopify can be created using Shopify's native event tracking system, third-party analytics tools, or custom JavaScript. You can track key interactions like page views, checkout steps, and product clicks by embedding tracking codes in the Shopify theme or using event listeners in GTM.
Event tracking in Shopify allows you to monitor customer interactions and improve marketing performance. You can use Shopify’s built-in analytics, set up custom events with GTM, or integrate platforms like Google Analytics and Meta Pixel. These events help track conversions, optimize ads, and improve customer engagement.
To implement a tracking code in Shopify, go to Online Store > Themes > Edit Code, then insert the tracking script into the theme.liquid file before the closing tag. Alternatively, you can add scripts in Settings > Checkout > Additional Scripts or use GTM for easier event management without modifying Shopify’s code directly.
Custom events on Shopify are user-defined actions that track specific customer interactions beyond standard events like purchases or page views. These can include video views, coupon redemptions, or product wishlist additions. Custom events are implemented using JavaScript, GTM, or third-party integrations to collect valuable data for marketing and analytics.
avatar image Shalini Vijayakumar

Seasoned content marketer, creating impactful content in a wide range of topics relating to Digital marketing, SEO, Food and Cosmetics industry and lately into SaaS technology. Optimizing brands amplify their online presence through strategic storytelling and technical precision. Additionally, has interest into drawing and occasionally poses as a motivational speaker.

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