How it Works: Shopify source for Segment

Learn what you can track with our Shopify app for Segment. Adding Shopify to your Segment sources makes it easy to push your Shopify dataset to Segment.

Shopify to Twilio Segment

Littledata's Shopify to Segment connection uses a combination of client-side (browser) and server-side tracking to ensure 100% accurate data about your Shopify store in Segment. Littledata automatically integrates with Shopify and Shopify Plus sites to capture every customer touchpoint, including sales, marketing, customer and product performance data. You can send this data to a connected data warehouse like Snowflake; email and customer communications tools like Klaviyo, Iterable and Braze; analytics destinations such as Mixpanel and Kissmetrics; and many more destinations.

Client-side (device mode) tracking

During the installation process:

• A minified tracking script, loaded via Littledata's app embed in your Shopify theme

• Segment's analytics.js V2 library is loaded on all pages, except for the checkout

• Enables sending of device-mode ecommerce events to all Segment destinations

• Segment's anonymous ID and Google Analytics' client ID is passed to our servers to ensure consistent user journey tracking

Server-side (cloud mode) tracking

During the Segment connection setup, Littledata also adds a set of webhooks to your Shopify store. When a customer interacts with your store these changes are relayed server-side from Shopify to Littledata to Segment. The advantages to this approach are:

• 100% event capture for adds to cart, checkout steps, sales and refunds/returns

• Customer data (e.g. email) securely relayed server-side

• No extra scripts on the sensitive and secure checkout pages

• Accurate marketing attribution, even when customers use ad-blockers or cookie opt-outs

• Supports cloud-mode destinations such as Facebook Conversions API

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

What you can track

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

Looking for complete property and event details? Don't miss the complete tracking schema in Google Sheets. Note: this can be uploaded directly into Segment Protocols.

Device-mode events

Below is a table of events that Littledata sends to Segment through the analytics.js library. These events will show up as tables in your warehouse, and as regular events in your other device-mode Destination

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

*Session started is triggered when a first visit of a user occured on a browser session. The next time it will be sent for the same user will be only after he closes the current browser. Opening more tabs of your store will not trigger an extra session start for the same browser.

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

You can opt out of any events in the data pipeline settings.

The source also respects GDPR-compliant cookie consent via a cookie banner, or popular consent management platforms such as OneTrust.

Server-side events

Server-side events are tracked by Littledata servers from Shopify and passed onto any destination in cloud mode.

Event Name	Description
Product Added	User has added a product to the cart, and left it in the cart for more than 10 seconds
Product Removed	User has removed a product from the cart
Checkout Started	User has started checkout
Checkout Step Viewed	User has viewed a step in the checkout
Checkout Step Completed	User has completed a step in the checkout
Customer Created	Customer record was created on Shopify, normally after the first step of the checkout o
Payment Info Entered	User has entered payment information on step 3 of the Shopify checkout
Coupon Applied	User has applied a coupon. Sent with Checkout Step Completed or Order Completed
Order Completed	Customer has completed an order **
Post Purchase Upsell	Customer accepts the upsell. Will contain only the newly added products.
Order Cancelled	Admin has cancelled an order (including the cancel_reason)
POS Order Placed	User has placed an order via Shopify POS
Customer Enabled	User confirms their email address (whether single or double opt-in) and their Shopify customer account has verified_email set as true
Fulfillment Created	Order fulfillment is created (including status, tracking_numbers and tracking_urls where the shipping integration allows)
Fulfillment Updated	Order fulfillment status has changed (including status, tracking_numbers and tracking_urls where the shipping integration allows)

** Order Completed event may be delayed by up to 40 seconds to wait for tags applied after the order was created

User identity

In Littledata's app you can choose which of the following fields you want to send as the userId for known customers:

• Shopify customer ID (default) - Recommended if you have a simple Shopify setup with minimal integrations.

• Hashed email - The MD5 email hash is useful if you have other marketing platforms sending traffic where you know the email of the visitor (e.g. email marketing like Bronto or Marketo), but not their Shopify customer ID. We use an unsalted MD5 hash (createHash method) to match your other sources.

• Email - The email identifier is recommended when other platforms use the email and can’t hash it, and you are comfortable with the privacy implications.

• None (no identifier) - Choose “none” if user identity is already handled by your Segment implementation and you only need the extra events powered by Littledata's Shopify source.

• Shopify Customer metafield - If you have your own customer identifier, and can add it to the Shopify customer record as a metafield, you can send this to Segment.

For Segment Unify we also send shopify_customer_id as an externalID for advanced matching.

Identify calls

For every event where there is an identifiable Shopify customer (from both the client and the server) we also send an Identify call to build a customer profile in Unify and trigger updates in CRM systems connected to Segment. This identification happens when the customer logs into the storefront, on the last step of the checkout, with the order, and also after purchase with any customer update in Shopify admin.

This is especially helpful for identity resolution in common destinations such as Klaviyo and Braze.

Littledata includes the following traits with an Identify call:

Property Name	Description	Property Type
userId	The chosen user identifier. This defaults to the Shopify Customer ID.	Double
createdAt	Date customer record was created.	Date
customerLifetimeValue	Total spend of customer on the Shopify store.	Double
default_address.street	The customer's default street address.	String
default.address.postalCode	The customer's ZIP / post code.	String
default_address.state	The customer's state address.	String
default_address.country	The customer's country.	String
description	Customer notes.	String
email	Customer's email address.	String
email_consent_state	If the user has consented to email marketing (mapping to EmailMarketingState).	String, Null
email_opt_in_level	Level of user's opt in email marketing (mapping 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	If the user has consented to SMS marketing (mapping to SmsMarketingState).	String, Null
sms_opt_in_level	Level of user's opt in to SMS marketing (mapping to MarketingOptInLevel).	String, Null
state	Shopify customer state - enabled, disabled, invited to create an account or customer declined.	String
tags	Custom tags applied to the customer,	String
verified_email	Whether the customer has verified their email.	Boolean

Support for email marketing destinations

Email marketing platforms such as Klaviyo, Iterable and Hubspot require an email property with any server-side event in order to associate then with a customer (they cannot use an anonymous ID). Littledata's adds that email property whenever an email address is set in the user traits() object (in device-mode) or from the Shopify customer record (in cloud-mode).

Littledata also supports a direct integration for Klaviyo with enhanced identity resolution for abandonment retargeting.

Alias calls

To support seamless customer tracking in analytics destinations such as Mixpanel, Vero and Kissmetrics, Littledata ensures the pre-checkout anonymousId is added as an alias of the userId (used from checkout step 2 onwards).

Event properties

These are the properties which may be included in the events listed above. See the Track (eCommerce) tab of the event schema for exactly which properties are sent with which events.

Property	Description	Property Type
affiliation	Comma-separated list of order tags. Untagged orders have the value Shopify	String
cart_id	ID of the Shopify cart	String
checkout_id	ID of the checkout session	String
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 Facebok Pixel ID	String
integrations.Facebook Pixel.fbc	The user's Facebok click ID	String
integrations.Braze.braze_id	The user's Braze client 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	String
coupon	Comma-separated string of discount coupons used, if applicable	String
currency	The currency of the order	String
discount	Value of the discount applied	Float
email	Shopify default email address, or email submitted on a storefront form	String
lifetime_revenue_littledata	Lifetime revenue of the customer in Shopify	String
location_id	Location ID of the Point of Sale	Integer
order_id	The ID of the order, defaulting to the Shopify order name	String
payment_method	The payment method chosen for checkout	String
presentment_currency	The user's local currency	String
presentment_total	The order total in local currency	String
products	A list of all the product at that step of the funnel	Array
purchase_count_littledata	Total purchase count for the customer	Integer
revenue	Product revenue (excluding discounts, shipping and tax) *	Float
sent_from	Unique property to identify events sent by Littledata	String
shipping	Shipping cost	Float
shipping_method	Shipping method chosen for checkout	String
shopify_customer_id_littledata	Shopify’s identifier for the customer	Integer
source_name	The source of the order (e.g. web, android, pos)	String
step	Checkout step	Integer
subscription_revenue	The revenue associated with a Subscription Event	Float
subtotal	Total after discounts but before taxes and shipping	Float
tax	The amount of tax on the order	Float
total	Total value of the order	Float
userId	Chosen user identifier, defaulting to Shopify Customer ID	String
consent.categoryPreferences	Consent state of the user	Object
categoryPreferences.Analytics	User accepted or not analytics tracking	Boolean
categoryPreferences.Advertising	User accepted or not marketing tracking	Boolean
categoryPreferences.Functional	User has preferences for tracking	Boolean
categoryPreferences.DataSharing	User accepted or not sale of data	Boolean

*revenue is available only with the Order Completed event, and only if the store opts in via the Littledata application. Revenue is a reserved property in many Segment destinations. Opting in overrides the total property sent to Google Analytics.

Product properties

Each product in the products array, or Product Viewed and Product Added events, will have the following properties:

Property	Description	Property Type
brand	The brand of the product (Shopify vendor)	String
category	The category of the product (defaults to all)	String
compare_at_price	The product price before any discount	String
coupon	Coupon code associated with the product	String
image_url	The URL of the first product image	String
list_id	The ID of the product collection (for List Views and Clicks)	String
list_position	The product position in the collection (for List Views and Clicks)	Integer
name	Product name	String
price	The product price	Float
product_id	Shopify product ID	String
quantity	The quantity of this product	Integer
product_properties	Custom properties of purchased products	Array
shopify_product_id	Also Shopify product ID	String
shopify_variant_id	The Shopify variant ID	String
sku	The product SKU	String
url	The URL of the product page	String
variant	The product variant name	String

Subscription Events

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

Additional subscription lifecycle events via Littledata's Recharge connection are available in cloud mode destinations.

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 event properties in addition to the standard event properties. See the Track (custom) tab of the event schema.

Event property	Property Type	With event
subscriptionId	string	All
items	array	All
status	string	All
order_interval_frequency	number	All
order_interval_unit	string	All
value	number	All
cancel_reason	string	Subscription Cancelled
cancel_comment	string	Subscription Cancelled
error_type	string	Subscription Charge Failed

Using Analytics.js + Littledata

If you need to track device-mode events which are not covered above you can access the analytics object from within the browser, and use Segment's analytics.track method. Try using the Segment Inspector Chrome extension to check these are tracking.

You should not need to call analytics.identify or analytics.alias - this is already handled by Littledata.

To access third-party libraries loaded by Segment on the page, you should use an analytics.ready() callback. Littledata may wait for page load and cookie consent before loading Analytics.js, so those libraries may not be loaded by the time your additional script runs.

Segment Consent Management

Littledata's integration is compatible with Segment Consent Management.

Read more about this in our dedicated help article.

Advanced settings

You can customize Littledata's Shopify source from the data pipeline settings in the Littledata admin. The general settings affect how we handle details such as orders, products and pageviews. The following settings can be changed within the Segment connection, in the tracking customization tab:

cookiesToTrack

Any cookie set on a landing page (e.g. a session identifier or marketing campaign name) can be sent on to Segment with an identify call.

CDNForAnalyticsJS

If you have a proxy CDN setup to load Segment's AnalyticsJS library from your own domain you can specify it here. Regional Endpoints This settings allows you to change whether processed events are sent to Segment's European (Dublin) or North American ingestion endpoints. This enables your data to be split between the two servers, so it can be stored and processed by Segment more efficient. This setting affects both server-side and client-side tracking, therefore all your tracked events will be delivered to the selected endpoint. The setting allows you to select between US (North America) and EU (Europe), and all your data will be sent there. For more information about how regional endpoints work for Segment, please reffer to this article.\

View all available data pipeline settings >>>