How it works: Shopify source for Segment

The events, properties and identity calls Littledata sends from Shopify to Segment, and the settings that control them.

This page lists what Littledata tracks when you use Shopify as a Segment source. Use it as a reference for the events, properties and identity calls you will see in Segment and in your connected destinations.

Littledata combines browser (client-side) and server-side tracking to capture what happens in your Shopify store: sales, marketing, customer and product data. Segment then passes that data on to your other tools. For example, a data warehouse like Snowflake, email tools like Klaviyo, Iterable and Braze, or analytics tools like Mixpanel.

Client-side (device mode) tracking

When you install the Segment connection, Littledata:

• Adds a small tracking script through the Littledata app embed in your Shopify theme.

• Loads Segment's analytics.js library on your storefront pages (not in the Shopify checkout).

• Sends device-mode ecommerce events to your Segment destinations.

• Passes the Segment anonymous ID and the Google Analytics client ID to Littledata's servers, so the user journey stays connected.

Server-side (cloud mode) tracking

Littledata also adds webhooks to your Shopify store. When a customer interacts with your store, Shopify sends the change to Littledata, and Littledata sends it on to Segment. This means:

• Carts, checkout steps, orders and refunds are captured even when the browser script is blocked.

• Customer data (such as email) is sent securely from the server.

• No extra scripts run on the checkout pages.

• Marketing attribution still works when customers use ad blockers.

• You can use cloud-mode destinations, such as the Meta Conversions API.

Using a headless Shopify setup? Follow the steps for headless Shopify tracking.

What you can track

These are the events Littledata sends from Shopify to Segment. They show up as tables in your warehouse and as regular events in your other Segment destinations.

You can turn off any of these events in the Event Editor tab of the Segment destination settings. See data pipeline settings.

For a more detailed schema, contact [e-mail].

Device-mode events

Littledata sends these events through Segment's analytics.js library in the browser.

Event name	Description
Cart Viewed	User viewed the /cart page
Session Started*	User started a session
Page (page call)	User viewed a page
Product List Viewed	User viewed products as they scrolled down a collection page
Product Clicked	User clicked a product in a product list
Product Viewed	User viewed a product page
Product Image Clicked	User clicked a product image
Product Shared	User shared a product with social links
Products Searched	User searched for products (with the search query)
Registration Viewed	User viewed the /account/register page
Thankyou Page Viewed**	User viewed the thank you page, if available

*Session Started fires on the first visit in a browser session. It fires again for the same user only after they close the browser. Opening more tabs of your store does not send another Session Started.

**This is less reliable than the de-duplicated Order Completed event sent from Littledata's servers. You can still use it to trigger a conversion in device-mode destinations. The payment_method and shipping_method properties are not sent with this event.

The source also respects cookie consent from Shopify's cookie banner or from consent apps such as OneTrust.

Server-side events

Littledata's servers track these events from Shopify and send them to Segment in cloud mode.

Event name	Description
Product Added	User added a product to the cart
Product Removed	User removed a product from the cart
Checkout Started	User started checkout
Checkout Step Viewed	User viewed a step in the checkout
Checkout Step Completed	User completed a step in the checkout
Payment Info Entered	User entered payment information in the checkout
Customer Created	Customer record was created in Shopify, usually after the first step of the checkout
Customer Enabled	User confirmed their email address (single or double opt-in) and their Shopify customer has verified_email set to true
Customer Updated	Customer record was updated in Shopify. This is sent as an Identify call, not a Track event
Order Completed	Customer completed an order
Coupon Applied	Order used a discount code. Sent with Order Completed or Post purchase upsell
Post purchase upsell	Customer accepted a post-purchase upsell. Contains only the newly added products
POS Order Placed	Customer placed an order through Shopify POS
Order Cancelled	Admin cancelled an order (including the cancel_reason)
Order Refunded	A refund was created for an order
Fulfillment Created	Order fulfillment was created (including status, tracking_numbers and tracking_urls when the shipping integration provides them)
Fulfillment Updated	Order fulfillment status changed (including status, tracking_numbers and tracking_urls when the shipping integration provides them)

User identity

In the Littledata app, you can choose which field to send as the userId for known customers. The User ID setting is in the Tracking customisation tab of the Segment destination settings.

• Shopify Customer ID (default): best for a simple Shopify setup with few integrations.

• Email: use this when other platforms use the plain email and can't hash it, and you are comfortable with the privacy trade-off.

• MD5 Hashed Email: useful when other marketing tools send traffic where you know the visitor's email but not their Shopify customer ID. Littledata lowercases the email and uses an unsalted MD5 hash, so it matches hashes from your other sources.

• None: choose this if your own Segment setup already handles user identity and you only need the extra events from Littledata.

• Customer metafield: if you store your own customer identifier in a Shopify customer metafield, Littledata can send it as the userId.

For Segment Unify, Littledata also sends shopify_customer_id as an external ID for better matching.

Identify calls

When an event belongs to a known Shopify customer, Littledata also sends an Identify call. This builds the customer profile in Unify and updates CRM tools connected to Segment.

Identify calls are sent when the customer logs in to the storefront, with orders, when a customer is created, and when the customer record is updated in Shopify admin. This helps identity resolution in destinations such as Klaviyo and Braze.

Server-side Identify calls include these traits:

Trait	Description	Type
id	Shopify customer ID. The userId of the call follows your User ID setting	Integer
createdAt	Date the customer record was created	Date
customerLifetimeValue	Total spend of the customer in your Shopify store	Float
default_address.street	Customer's default street address	String
default_address.city	Customer's city	String
default_address.postalCode	Customer's ZIP or post code	String
default_address.state	Customer's state or province	String
default_address.country	Customer's country	String
description	Customer notes	String
email	Customer's email address	String
email_consent_state	Whether the customer agreed to email marketing (maps to EmailMarketingState)	String, Null
email_opt_in_level	How the customer opted in to email marketing (maps to MarketingOptInLevel)	String, Null
firstName	Customer's first name	String
lastName	Customer's last name	String
phone	Customer's phone number	String
purchaseCount	Number of orders by this customer	Integer
sms_consent_state	Whether the customer agreed to SMS marketing (maps to SmsMarketingState)	String, Null
sms_opt_in_level	How the customer opted in to SMS marketing (maps to MarketingOptInLevel)	String, Null
state	Shopify customer state: enabled, disabled, invited or declined	String
tags	Custom tags on the customer	String
verified_email	Whether the customer verified their email	Boolean

Email marketing destinations

Email tools such as Klaviyo, Iterable and HubSpot need an email property on server-side events to match them to a customer. They can't use an anonymous ID.

Littledata adds the email property whenever it knows the email: from the user's traits in the browser (device mode), or from the Shopify customer record (cloud mode).

Littledata also has a direct Klaviyo integration with better identity resolution for abandonment flows.

Alias calls

Analytics tools such as Mixpanel, Vero and Kissmetrics need an alias to join anonymous and known activity. When a server-side Identify call has both an anonymousId and a userId, Littledata also sends an Alias call that links them.

Event properties

These properties may be included in the events listed above.

Property	Description	Type
affiliation	Order tags or sales channel of the order	String
cart_id	ID of the Shopify cart	String
checkout_id	ID of the checkout	Integer
integrations.Google Analytics.clientId	The user's Google Analytics client ID	String
integrations.Google Analytics.sessionId	The user's Google Analytics session ID	String
integrations.Actions Amplitude.session_id	The user's Amplitude session ID	Number
integrations.Facebook Pixel.fbp	The user's Meta browser ID	String
integrations.Facebook Pixel.fbc	The user's Meta click ID	String
integrations.Braze.braze_id	The user's Braze ID	String
integrations.TikTok Pixel.ttp	The user's TikTok Pixel ID	String
integrations.TikTok Pixel.ttclid	The user's TikTok click ID	String
context.ip	The user's IP address (last part masked if Anonymize IP is on)	String
context.market.id	The Shopify Market ID for this event	Number
context.market.handle	The Shopify Market handle for this event	String
context.consent.categoryPreferences	The user's consent choices: Analytics, Advertising, Functional and DataSharing (true or false)	Object
coupon	Comma-separated list of discount codes used, if any	String
currency	The store currency of the order	String
discount	Value of the discount applied	Float
email	Customer email from Shopify, or an email submitted in a storefront form	String
lifetime_revenue_littledata	Lifetime revenue of the customer in Shopify	String
location_id	Location ID of the point of sale	String
order_id	ID of the order. Defaults to the Shopify order name (set with Order identifier)	String
payment_method	Payment method chosen in checkout	String
presentment_currency	The customer's local currency	String
presentment_amount	Order total in the customer's local currency (server-side order events)	String
presentment_total	Order total in the customer's local currency (Thankyou Page Viewed)	String
products	List of the products at that step of the funnel	Array
profit_value	Estimated profit of the order, sent when Profit Signal is on	Float
profit_margin_applied	Average profit margin applied across the order items, sent when Profit Signal is on	Float
purchase_count_littledata	Total number of purchases by the customer	Integer
revenue	Product revenue (excluding discounts, shipping and tax)*	Float
sent_from	Identifies events sent by Littledata	String
shipping	Shipping cost	Float
shipping_method	Shipping method chosen in checkout	String
shopify_customer_id_littledata	Shopify's ID for the customer	Integer
source_name	Source of the order (for example web, android, pos)	String
step	Checkout step	Integer
subtotal	Total after discounts, before taxes and shipping	Float
tax	Tax on the order	Float
total	Total value of the order	Float

*revenue is only sent with Order Completed, and only if you turn on Include revenue on purchase events in the Tracking customisation tab. Many Segment destinations treat revenue as a reserved property.

For events that are not linked to a Shopify Market, the browser tracker sends market ID 0 and handle unassigned_market.

Product properties

Each product in the products array, and the Product Viewed, Product Clicked and Product Added events, can have these properties:

Property	Description	Type
brand	Brand of the product (Shopify vendor)	String
category	Product type in Shopify	String
compare_at_price	Product price before any discount	String
image_url	URL of the product image	String
list_id	Name of the product list (Product List Viewed and Product Clicked)	String
position	Position of the product in the list (Product List Viewed and Product Clicked)	Integer
name	Product name	String
price	Product price	Float
product_id	Product ID, set with the Product identifier setting	String
quantity	Quantity of this product	Integer
product_properties	Custom line item properties of purchased products	Object
profit	Estimated profit for this product, sent when Profit Signal is on	Float
shopify_product_id	Shopify product ID	String
shopify_variant_id	Shopify variant ID	String
sku	Product SKU	String
url	URL of the product page	String
variant	Product variant name	String

Subscription events

All recurring orders in the Shopify checkout, from any subscription app, are tracked as Order Completed events.

If you use Littledata's Recharge connection, these subscription lifecycle events are also sent in cloud mode:

Event name	Description
Subscription Created	Customer created a subscription
Subscription Updated	Customer updated a subscription
Subscription Cancelled	Customer cancelled a subscription
Subscription Skipped	Customer skipped an order
Subscription Charge Failed	A recurring charge failed

These events include the following properties, on top of the standard event properties.

Event property	Type	Sent with
subscriptionId	number	All
products	array	All
status	string	All except Subscription Charge Failed
order_interval_frequency	number	All except Subscription Charge Failed
order_interval_unit	string	All except Subscription Charge Failed
subscription_revenue	number	All except Subscription Charge Failed
cancellation_reason	string	Subscription Cancelled
cancellation_reason_comments	string	Subscription Cancelled
error_type	string	Subscription Charge Failed

Using analytics.js with Littledata

To track other device-mode events, use the analytics object in the browser and call Segment's analytics.track method. The Segment Inspector Chrome extension helps you check that they are tracking.

You don't need to call analytics.identify or analytics.alias. Littledata already handles them.

To use third-party libraries that Segment loads on the page, use an analytics.ready() callback. Littledata may wait for the page to load and for cookie consent before it loads analytics.js, so those libraries may not be ready when your script runs.

Segment Consent Management

Littledata works with Segment Consent Management. Read more in Using Segment Consent Management with Shopify.

Market parameters

Events sent to Segment include the Shopify Market ID and handle in context.market. Because Segment feeds your other tools, the market flows through to every connected destination, whether that's a warehouse, an email platform like Klaviyo or Braze, or an analytics tool like Mixpanel. You can segment audiences, filter reports and trigger market-specific flows without extra data enrichment.

This needs Shopify Markets to be active in your store. You don't need any per-market settings in Littledata.

Advanced settings

You can customize the Shopify source in the Segment destination settings. See all data pipeline settings.

1

Open the Segment settings

In the Littledata app, open Settings for your Segment destination.

2

Open Tracking customisation

Open the Tracking customisation tab and change the settings you need (see below).

3

Save

Click Save to apply your changes.

The Tracking customisation tab includes:

• Cookies to track: cookies set on a landing page (for example a session ID or campaign name) are sent to Segment as traits in Identify calls.

• CDN for analytics.js: if you use a proxy CDN to load Segment's library from your own domain, enter the full CDN URL here.

• Regional endpoint: choose whether events go to Segment's US (North America) or EU (Europe) ingestion endpoint. This applies to both browser and server-side events. Learn more in Segment's regional guide.

• User ID: the customer identifier sent as userId (see User identity).

• Include revenue on purchase events: adds the revenue property to Order Completed.

• Anonymize IP: masks the last part of the customer's IP address.

Related articles

• Shopify to Segment installation guide

• Changing the data pipeline settings

• Using Segment Consent Management with Shopify

• Customer metafields as userId for Segment