Commerce

Shopify integration for digital marketing agencies

Shopify is the most common e-commerce platform digital marketing agencies' clients run on, and Shopify's tracking surface is a moving target — the pixel infrastructure changed three times in two years (Online Store 2.0, Customer Events API, Shopify Plus checkout). Tracking which Shopify version a client is on, which checkout extension they use, and which apps are installed is essential for setting up Meta CAPI, TikTok Events API, and Google Ads conversions correctly.

How Phloz models Shopify

What Phloz records about Shopify on each client's tracking map, and what it doesn't. Only GA4, Google Tag Manager and Google Ads connect to Phloz (read-only, through a connected Google account); everything else is recorded by your team. Health states are set by the person who checks, the structural audit re-runs weekly, and graph relationships show what each node connects to — so a node marked broken or overdue for verification shows up in the cross-client tracking-health view.

  • Shopify store as an e-commerce platform node with store name, store URL, and notes (plan tier, checkout type, and myshopify domain go in the notes)
  • Edges to the pixels, GA4 property, and conversion actions that depend on the store's purchase events
  • The Klaviyo, Meta, TikTok, and Google nodes an installed app feeds, linked to the store — anything without a node type, like Pinterest, as a custom node
  • Health status and last-verified date on each node, set by your team — re-verify after a theme update

Common Shopify configuration gotchas

The configuration mistakes agencies most often make with Shopify, surfaced here as a checklist agencies can run at every client onboarding. Honest, useful, not gated behind a sales pitch — these are real and you should audit for them regardless of whether you use Phloz.

  • Checkout tracking moved to Customer Events: Shopify retired checkout.liquid and the Additional scripts box on the Thank you and Order status pages (August 28, 2025), and script tags on those pages go for non-Plus stores on August 26, 2026. A purchase pixel still pasted there stops firing — move it to an app or custom pixel in Settings → Customer events and verify a test order.
  • Customer Events API timing: events fire client-side AFTER navigation completes, but server-side AFTER the order webhook. Agencies treat these as the same event and double-count conversions.
  • App-installed pixels: the Klaviyo Shopify app installs its own pixel that conflicts with manually-installed Klaviyo tags. Pick one source of truth per platform.

At launch (V1)

A Shopify store is an e-commerce platform node (vendor: Shopify) with its name, store URL, and notes, linked to the pixels, GA4 property, and conversion actions that depend on it. There is no Shopify connection — Phloz reads nothing from the store.

Not built yet

Shopify Admin API sync: active apps, storefront pixel status, customer-event firing.

Why we built the integration this way

Most agency CRMs treat third-party tools as text fields: "GA4 Property ID" goes in a custom column on the client record. That works at one or two clients and breaks at five. With Shopify recorded on each client's tracking map — as its own typed node where Phloz has one, as fields and notes where it doesn't — the agency can answer "is this client's Shopify setup documented, and when was it last verified?" per client, and see every client ranked by tracking health.

Most of it is entered by hand at onboarding: only GA4 properties, GTM containers and Google Ads accounts can be imported from a connected Google account, and nothing syncs afterwards. The manual pass forces explicit verification at the exact moment the agency takes over the client's tracking — the cheapest moment to catch the gotchas listed above, before they become production issues.

When to use this in your client onboarding flow

The pattern we recommend: at every new client onboarding (see the client onboarding audit use case), spend 30 minutes documenting the client's Shopify configuration on the tracking map — IDs, tracking-code installations, conversion setup, the relationships to other systems. Verify each one fires by triggering a test event, then mark the node verified so the date is recorded. Add a recurring task (monthly, say) for the re-check, assigned to whoever owns tracking — the audit flags anything unverified for 30+ days either way.

Thirty minutes at onboarding costs far less than finding the same tracking issues during the first month of campaign optimisation — when finding them would mean a refund conversation. See the broader tracking infrastructure map use case for the agency-wide pattern.

Frequently asked questions

The three questions agencies ask most often about Phloz's Shopify integration. Honest answers — same data we'd give a friend evaluating the integration.

How does Phloz handle Shopify Plus stores differently from Basic?
The same way. There is one e-commerce platform node for any Shopify store, with no Plus-specific fields — record the plan and checkout setup in the node's notes, and model the checkout's pixels and conversion paths as their own nodes and edges.
Does Phloz manage Shopify themes or storefronts?
No — Phloz documents the storefront's tracking setup (the store node plus the pixels and containers that depend on it) but doesn't manage theme code. For agencies running web-design + tracking together, the map records what's installed; the actual code lives in Shopify's theme editor.
What about Shopify Markets / multi-currency tracking?
There is no Shopify Markets node. Record each Market's currency and pixel setup in the store node's notes, or add a separate pixel node where a Market runs its own pixel, so each one can be verified.

Other integrations

Other commerce and adjacent tools, and how Phloz handles each.

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