Web pixels are JavaScript snippets that collect behavioral data, known as customer events. These powerful tools enable e-commerce businesses to gain insights into customer interactions, which can be leveraged for effective marketing strategies.

Estimated 7 min read

On this page

• Introduction

• Benefits of using pixels

• App or custom pixels

• Differences between app pixels and custom pixels

• App pixels

• Custom pixels

• Pixels sandboxes

• Wrap-up

• Now it’s your turn!

Introduction

Web pixels are JavaScript snippets that collect behavioral data, known as customer events. Pixels can be configured to capture real-time customer interactions like clicks, pageviews, or conversions, providing invaluable insights into customer behavior. This data can then be passed to marketing and analytics applications to build targeted audiences for marketing campaigns, such as retargeting ads. In Shopify, pixels are centrally managed in the Customer Events section of the admin panel.

Benefits of Using Pixels

Implementing web pixels offers numerous benefits, including:

App or Custom Pixels

There are two main types of pixels that can be used on a Shopify store: app pixels and custom pixels.

App Pixels (Recommended)

App pixels are added through the app store and appear in the Customer Events section of the admin. They are the preferred choice for most merchants because:

• No coding is required for setup; just a few clicks to install.

• They are automatically upgraded and maintained by app partners.

• There is a wide selection available in the Shopify App Store.

Custom Pixels

If you require specific functionality that app pixels do not provide, a developer can create custom pixels. However, this approach is recommended only when necessary due to the complexity involved in manual coding.

Differences Between App Pixels and Custom Pixels

Pixels Sandboxes

Both app pixels and custom pixels operate within a secure sandbox environment, ensuring that scripts run without affecting the overall store performance. This isolated space allows for:

• Security: Pixels are prevented from accessing or modifying data outside their designated scope.

• Performance: The sandbox environment protects the store from potential negative impacts caused by third-party code.

• Data Control: Only data access explicitly granted by the store owner is shared through the pixel.

• Upgrade Safety: Platform updates take the pixel sandbox into account, ensuring continued functionality.

Wrap-up

To summarize:

• Web pixels enable effective tracking of user behavior, improving ad targeting and capturing customer events throughout their journey.

• Pixels can be added and managed in Settings > Customer Events.

• App pixels offer easier integration and maintenance, while custom pixels allow for tailored tracking.

• Web pixels prioritize data privacy and compliance, optimizing performance and minimizing conflicts.

Now It’s Your Turn!

Are you ready to gain deeper insights into customer behavior across your store and checkout? Browse the Shopify App Store for app pixels that fit your needs and enhance your data capture capabilities.

Go further

Setting up Role-Based Access Controls in the Shopify Admin