Shopify + Iterable Integration

The Shopify + Iterable integration lets you automate your multi-channel marketing strategy based on user actions in your Shopify e-commerce website. Connect Shopify to Iterable to boost retention and ROI with campaign strategies like cart abandonment and repeat purchase.

# In this article

# Overview

This guide walks through how to set up and use Iterable's Shopify app, expected event types and payloads, and best practices for connecting Shopify with your Iterable project.

Once the integration is set up, the app sends customer details, on-site actions (cart updates, purchases, product views), and product information to your Iterable project in real time.

# How it works

Iterable's Shopify app is a fully managed data integration. The integration uses a combination of Shopify's APIs and webhooks, and JavaScript (loaded on the pages of a shop's storefront) to send customer, event, and product data to Iterable.

• Front-end JavaScript is loaded through Shopify's Web Pixel system, which tracks site-side interactions and attribution data in purchase events.
• Shopify's webhooks notify Iterable about particular events in a shop. For example, when a customer's record is updated in Shopify, a webhook notifies Iterable and updates their user profile.
• Shopify's APIs enrich webhook payloads with supplemental product data and perform historical backfills of data during the installation of the app.

# Installation

To learn about the expected functionality of the Iterable Shopify app before placing it into production, install the app on a staging version of your store and connect it to an Iterable sandbox project.

The Shopify integration supports connecting to both of Iterable's data centers, however Iterable EDC-based projects require additional configuration to get started.

# Preparing projects in Iterable's European Data Center (EDC)

If you're using an EDC-based project, first notify your Customer Success Manager to set up your project for Shopify integration. Once your project is set up, you can install the Shopify app and connect it to your project.

# Installing the Iterable Shopify app

1. Download the Iterable app from the Shopify App Store.

2. Read and accept the required permissions.

3. Enter a server-side API key from the Iterable project you want to connect to Shopify, and an email address (only used once, to notify you of the backfill's completion).

   

4. (Optional) Perform a one-time historical backfill of customer and order data. To skip this step, leave the Customers and Orders options unchecked, and click Next.

5. The admin screen lets you control what events are sent to your Iterable project. For a detailed explanation of each option, see the Tracked Events section.

   

6. (Optional) Copy the snippet of Liquid code and add it to your store's theme. This snippet enables the integration to more accurately identify a user when tracking logins, logouts, and product views. For help editing your store's theme code, see Shopify's Editing theme code support guide.

Actions tracked within Shopify will now begin flowing to your Iterable project!

# Historical backfill

Perform an optional, one-time backfill of customer and order data.

• Select Customers to sync customer records — created after the specified date — from your Shopify store to your Iterable project. (This can also create or update users.)

• Select Orders to sync customer purchases — created after the specified date — from your Shopify store to your Iterable project. (This can also create or update users.) Additionally, if any purchases in your project share an order ID with any backfilled purchases from Shopify, they may be updated. NOTE: Only orders made within the last 60 days can be backfilled.

Select a date from which to start the backfill, or leave Customers and Orders unchecked to continue without backfilling.

After the historical backfill has finished, the email address you entered in the previous step will receive a count of all synced customers and historical orders.

# Verifying the installation

After installing the app, it's a good idea to check whether the Web Pixel is properly configured on your store. To verify the Web Pixel installation:

• Check Pixel Manager: In your Shopify admin, go to Settings > Customer events > All to see if the Iterable pixel is listed and has a "Connected" status.

• Privacy Settings: Ensure your store's privacy settings are configured according to your requirements. The pixel will only fire when appropriate consent is granted.

# Web pixels

Shopify’s web pixels introduces pixel-based tracking that replaces custom javascript-based tracking. This enhancement redefines how brands understand customer behavior—offering real-time, consent-based insights into every interaction, from product views to purchases. It’s precision marketing built for a privacy-first world.

To use web pixels, you must first install or re-install the Iterable Shopify app.

# Web pixel installation

Web pixels are only installed for stores that added the Iterable Shopify app on or after July 7, 2025.

Stores that installed the app prior to this date will continue using the legacy ScriptTag implementation.

If you installed the Iterable Shopify app before July 7, 2025 and want to use web pixels, reinstall the app to receive the updated version.

# Web pixel privacy

The version of web pixel that's included with the Iterable Shopify app integrates with Shopify's Customer Privacy settings, which govern how and when pixels are allowed to run based on visitor consent. Web pixel app extensions are compatible with the Customer Privacy API in that they honor the consent signals chosen by the customer.

# Web pixel permissions

Shopify's Pixel Manager only loads and runs Iterable's version of web pixel if a visitor has granted permission for all of the privacy categories that Iterable marked as required in the app's configuration. When users are asked for consent, they'll see a cookie banner like this:

When consent is granted and the pixel is allowed to run, it subscribes to a standard set of Shopify Web Pixel events, including page_viewed, product_viewed, product_added_to_cart, and product_removed_from_cart.

# Cookie Banner: Consent Scenarios

Web pixels perform as described in one of these four scenarios, based on the merchant's cookie banner configuration and visitor consent.

# Tracked Events

Iterable's Shopify app can create and update user profiles, track user actions such as product views, cart updates and purchases, and sync your store's product inventory with Iterable's Catalog.

The app's admin screen lets you choose which events you want to send to Iterable. This section provides an explanation of the types of events the app tracks and information about event payloads, user profile field mappings, and expected behavior of events.

This integration tracks three types of events:

• Behavioral events
• Commerce events
• Product events

# Behavioral events

Behavioral events are tracked site-side through the Iterable web pixel instance that's loaded on your storefront. Iterable's Shopify app can send the following behavioral events to Iterable:

# Commerce events

There are three types of commerce events:

• Order events
• Shipping events
• Customer events

# Order events

Order events are tracked during the checkout, order, draft order, and refund processes. The Order checkbox is responsible for the following events:

# Shipping events

After an order has been placed, details about order fulfillment can be sent to Iterable. For example, the following events can be used to message customers about their purchase being fulfilled, shipped, and delivered.

The Shipping checkbox is responsible for the following events:

• When a fulfillment is created on an order in your Shopify Store, Iterable's Shopify app will send a createFulfillment event to Iterable.

• When fulfillments are updated, the fulfillment data in an order is also updated. Iterable's Shopify app will update the associated purchase event with a fulfillment_status. Possible values for this field include:

  • pending: The fulfillment is pending.
  • open: The fulfillment has been acknowledged by the service and is being processed.
  • success: The fulfillment was successful.
  • cancelled: The fulfillment was cancelled.
  • error: There was an error with the fulfillment request.
  • failure: The fulfillment request failed.

  Specific fulfillment events are also relayed to Iterable. The name of the event is dependent on the status field included in the fulfillment event payload from Shopify. Depending on the status, here are the resulting events:

  Fulfillment status	Iterable event
  confirmed	orderShippingConfirmed
  in_transit	orderInTransit
  out_for_delivery	orderOutForDelivery
  delivered	orderDelivered
  failure	orderDeliveryFailure
  attempted_delivery	orderAttemptedDelivery
  label_printed	orderLabelPrinted
  label_purchased	orderLabelPurchased
  ready_for_pickup	orderReadyForPickup

# Customer events

A customer profile is created when a customer interacts with your business. For example, a profile is created when a customer:

• Signs up for your mailing list or a customer account.
• Places an order.
• Starts an order, but abandons their checkout.
• Is added to your customer list manually.

Whenever a customer is created, updated, or enabled/disabled in Shopify, their user profile is updated in Iterable. These are the fields that can be synced from a Shopify customer record to Iterable:

For more information about user fields, see Shopify's Customer Object support guide.

# Product tracking with catalogs

Selecting Catalog (under Product Tracking) on the admin screen prompts Iterable’s Shopify app to sync data to two catalogs:

• A variant-based catalog, named shopifyCatalog
• A product-based catalog, named using the format {store domain}-shopifyProductCatalog

Initially, a date picker will appear. All products created after the date you provide will be synced.

# Shopify variant catalog

When enabled, a catalog named shopifyCatalog is created and kept up to date with the latest product variant information from Shopify.

Variant catalogs tend to be best suited for precise, inventory-aware campaigns, and personalized messaging based on SKU-level data. For example, you might use them for:

• Back-in-stock or low-inventory alerts
• Abandoned cart or browse recovery messaging (with a reference the exact variant browsed)
• Price drop notifications
• Flash sales or SKU-sensitive campaigns

The variant catalog contains the following fields:

# Shopify product catalog

A product catalog named {store domain}-shopifyProductCatalog, provides product-level data focused on the overall product rather than individual variants, and stays up-to-date with your Shopify store.

Product catalogs are best suited for broader, category-based merchandising, when optional variant details aren’t critical to the experience. For example, you might use them for:

• Targeted marketing campaigns, like for new arrivals or best sellers
• Category or collections-based messaging
• Option-based groupings (like size or color)

The product catalog contains the following fields:

# Purchase attribution

Iterable's Shopify integration can attribute purchases back to Iterable campaigns and templates through our Web Pixel. The pixel tracks attribution data and includes it in purchase events through two methods:

• Iterable cookies: Iterable's iterableEmailCampaignId and iterableTemplateId cookies are included in purchase events to enable campaign and template attribution. For more information read Tracking Conversions, Purchases, and Revenue

• URL parameters: When iterable_campaign or iterable_template (case insensitive) are present in the URL bar when a user visits your store, the integration will include those values as the campaignId and templateId in purchases events.

# Event payload examples

Here are some examples of what an event in Iterable might look like when sent from the app.

# Cart update

{
  "email":"user@example.com",
  "eventName": "updateCart",
  "eventType": "customEvent",
  "shoppingCartItems":[
    {
      "id":"18998762807461",
      "price":9,
      "quantity":1,
      "key":"18998762807461:87f0fe531569cd439f2f63cc68213948",
      "sku":"ite1",
      "url":"https://example.myshopify.com/products/margherita-pizza",
      "name":"Margherita Pizza",
      "imageUrl":"https://cdn.shopify.com/s/files/1/0574/7366/3153/products/Pizza_Margherita.jpg?v=1622678940",
      "grams":0,
      "taxable":false,
      "gift_card":false,
      "vendor":"example",
      "product_id":"2796811046353",
      "variant_id":"18998762807461",
      "shopify_store_domain":"example.myshopify.com",
      "original_price":9,
      "line_price":9,
      "total_discount":0,
      "discounted_price":9,
      "original_line_price":9,
      "description":"Pizza Margherita (more commonly known in English as Margherita pizza) is a typical Neapolitan pizza, made with San Marzano tomatoes, mozzarella cheese, fresh basil, salt and extra-virgin olive oil."
    }
  ]
}

# Purchase

{
  "id":"4492994576561",
  "shoppingCartItems":[
      {
        "id":"11536696770737",
        "price":9,
        "quantity":1,
        "sku":"ite1",
        "url":"https://example.myshopify.com/products/margherita-pizza",
        "name":"Margherita Pizza",
        "imageUrl":"https://cdn.shopify.com/s/files/1/0574/7366/3153/products/Pizza_Margherita.jpg?v=1622678940",
        "variant_title":"",
        "vendor":"example",
        "fulfillment_service":"manual",
        "variant_inventory_management":"shopify",
        "product_id":"2796811046353",
        "requires_shipping":false,
        "taxable":false,
        "gift_card":false,
        "variant_id":"18998762807461",
        "properties":[

        ],
        "product_exists":true,
        "fulfillable_quantity":10,
        "grams":0,
        "total_discount":0,
        "fulfillment_status":"fulfilled",
        "admin_graphql_api_id":"gid://shopify/LineItem/11536696770737",
        "description":"Pizza Margherita (more commonly known in English as Margherita pizza) is a typical Neapolitan pizza, made with San Marzano tomatoes, mozzarella cheese, fresh basil, salt and extra-virgin olive oil."
      }
  ],
  "createdAt":"2022-05-20T22:07:52.000Z",
  "email":"user@example.com",
  "taxes_included":false,
  "currency":"USD",
  "buyer_accepts_marketing":false,
  "name":"#1121",
  "customer_locale":"en-US",
  "app_id":"580111",
  "order_number":"1121",
  "payment_gateway_names":[
      "shopify_payments"
  ],
  "note_attributes": {
    "authenticPizza": true
  },
  "fulfillment_status":"fulfilled",
  "contact_email":"user@example.com",
  "order_status_url":"https://example.myshopify.com/34322680223/orders/d43c4d4c44c54cedb56adb0d343b6212/authenticate?key=a0ac882c10a94dce86e1f07262addea3",
  "billing_address":{
      "first_name":"foo",
      "last_name":"bar",
      "address1":"123 Main Street",
      "address2":"",
      "city":"San Francisco",
      "province":"California",
      "country":"United States",
      "zip":"94105",
      "name":"foo bar",
      "province_code":"CA",
      "country_code":"US",
      "latitude":37.7749,
      "longitude":-122.4194
  },
  "fulfillments":[
      {
        "id":"9322221615472",
        "order_id":"6771501407078",
        "status":"success",
        "created_at":"2022-05-20 16:07:54 -06:00",
        "updated_at":"2022-05-20 16:07:54 -06:00",
        "service":"manual",
        "location_id":"22305121296",
        "receipt":{

        },
        "name":"#1121.1"
      }
  ],
  "payment_details":{
      "credit_card_bin":"424242",
      "avs_result_code":"Y",
      "cvv_result_code":"M",
      "credit_card_number":"•••• •••• •••• 4242",
      "credit_card_company":"Visa"
  },
  "total":9,
  "totals":{
      "total_price_usd":9,
      "total_discounts":0,
      "total_line_items_price":9,
      "total_price":9,
      "total_tax":0,
      "total_weight":0,
      "subtotal_price":9
  },
  "misc":{
      "number":"121",
      "test":true,
      "admin_graphql_api_id":"gid://shopify/Order/4492994576561",
      "confirmed":true,
      "financial_status":"paid",
      "processing_method":"direct",
      "checkout_id":"29789212489387",
      "browser_ip":"127.0.0.1",
      "source_name":"web"
  },
  "update":false
}

# Frequently asked questions

# Can extra data be added to purchase events?

Yes. Custom attributes included in Shopify's cart are mapped to the note_attributes field in purchase events. For more information on how to use this field, see Shopify's cart.attributes support guide.

# Can I change the API key the app is using to connect to Iterable?

Yes. To do this, go to the app's admin screen, and paste a new API key in the Iterable API Key section. Click Update.

# I use Iterable journeys to send users an order confirmation message after they make a purchase. How can I prevent users from receiving multiple order confirmation messages after purchase event updates?

In your journey's Start tile, set the entry rules to only allow purchases where update equals false. (When a purchase is updated, update becomes true.) This entry rule will ensure the journey only allows a user to enter if this is their initial purchase.

# Does this integration populate the userId user profile field?

Yes, Shopify's customer id field maps to Iterable's userId field. Existing Iterable userId values will be overwritten by incoming Shopify id values.

# Can I use this integration if I have a "headless" or custom Shopify store?

The Iterable + Shopify integration uses Shopify's Web Pixel system, which requires the standard Shopify storefront to function properly. If your store uses Shopify's Storefront API or a custom cart implementation, the Web Pixel may not function correctly and purchase events will not include attribution to Iterable campaigns.