Add conversion tracking to your order status page

You can track when your customers visit your checkout and how often they make a purchase using conversion tracking. There are a few different platforms available that will allow you to access this data.

Google Analytics conversion tracking

We recommend using Google Analytics conversion tracking for your checkout. For information on how to implement this on your store, see Setting up Google Analytics goals and funnels.

Tracking pixels

You can add tracking pixels to your order status page using the Additional scripts box.

Tracking orders

Conversion tracking codes, such as a tracking pixel, can be added to your store to track customers purchasing from your store. Tracking codes typically are used on the order status page, which is the page that confirms that the customer has created an order.

Tracking scripts are provided by a third-party, and are used as a snippet of code in your Shopify admin.

To install a tracking code:

  1. After you have your tracking code, copy it to your clipboard with cmd + c on a Mac or ctrl + c on a PC.
  1. In the Order processing section, find the Additional scripts text box:

  2. Paste your tracking code from your clipboard with cmd + v on a Mac or ctrl + v on a PC.

    In that text box, you are able to use the shop Liquid object, the order Liquid object, and the OrderStatus JavaScript asset.

Conditional integration

Some providers ask you to show their tracking pixels only if the customer came with a certain reference parameter (usually ref, source, or r).

Shopify stores these values with the orders and makes them available using landing_site_ref.

For example, your affiliate provider wants you to include their pixel in the checkout, but only for customers that come through their referrals. The URL that you register with your tracking system would look like this:

The ?ref=tracking-site must be something unique.

It would be used it on the last page of the checkout to verify that a given order came by someone referred by your affiliate.

To set up conditional integration, go to your Checkout settings page and add the affiliate script:

{% if landing_site_ref == 'tracking-site' %}
<img src="{{ total_price | money_without_currency }}&amp;order-id={{ order_number }}&amp;currency={{ shop.currency }}" height="1" width="1" />
{% endif %}

Because of the if landing_site_ref == 'tracking-site' statement, the pixel will only be displayed to customers with the correct landing_site_ref.


Basic conversion tracking

Suppose a third party asks you to integrate a tracking pixel like this:

<img src="<AMOUNT>&amp;order-id=<ORDER_ID>&amp;currency=<CURRENCY>" height="1" width="20" />

Based on that code, you need the following Liquid tags:

  • The total price of the order: {{ total_price | money_without_currency }}

  • A unique order id. order_number will print out the name of the order such as #2322 without the hash character which will suit your purposes: {{ order_number }}

  • Your shop's currency. You can either hardcode this or use {{ shop.currency }}

Replace the placeholders in the tracking code with actual Liquid tags:


When customers reach the last page of the checkout, the code that will actually be delivered to the browser looks like this:

<img src=";order-id=4343&amp;currency=USD" height="1" width="1" />

Conversion tracking that describes the order

<img src=";TYPE=YOURTYPE&amp;METHOD=IMG&amp;CURRENCY={{ shop.currency }}&amp;OID={{ order_number }}{% for line_item in line_items %}&amp;ITEM{{ forloop.index }}={{ line_item.sku }}&amp;AMT{{ forloop.index }}={{ line_item.line_price | money_without_currency }}&amp;QTY{{ forloop.index }}={{ line_item.quantity }}{% endfor %}" height="1" width="20" />

Facebook Pixel

There are two different methods for adding Facebook Pixel tracking to your store. The two methods to add Facebook Pixel tracking do not work together. You need to choose one or the other:

Conversion tracking with order IDs

For best results, count conversions only when customers complete transactions with your store. If a customer revisits or reloads the conversion page, then their session might count as more than one conversion. You can use order ID conversion tags to minimize the counting of duplicate conversions. Order ID conversion tags track a customer's first visit to the conversion page only. Your customers' order IDs appear as {{ order_number }} in the Liquid tag.

For help adding order IDs to your conversion tags, visit Google support.

Ready to start selling with Shopify?

Try it free