Accurate conversion tracking is the foundation of profitable media buying. While Shopify Analytics can capture some attribution through UTMs, it has technical gaps that often cause underreporting. That’s why we recommend implementing the Shopify Customer Events Pixel instead of Shopify Voluum App.
Key Advantages:- Direct Conversion Tracking
- The pixel fires on the exact customer action (page view, add-to-cart, purchase).
- Events are tied to the real time they happen, not just cookies or URL parameters.
- Reduced Data Loss
- UTMs can break due to ad blockers, cross-device behavior, or cookie restrictions.
- The pixel sends events server-side and client-side, making tracking more reliable.
- Better Attribution Accuracy
- Instead of relying on session cookies that may expire or be blocked, the pixel records conversions with higher match rates.
- This means more of your sales are properly attributed to the campaigns that generated them.
- Alignment With Ad Platforms
- Pixel events can be passed to ad networks (Google, Meta, Taboola, Newsbreak, etc.).
- This powers algorithmic optimization (e.g., Facebook’s “Optimize for Conversions”) and reduces wasted spend.
- Compliance-Friendly
- Shopify’s Customer Events framework is built with GDPR/CCPA compliance in mind.
- Consent preferences are respected while still maximizing the amount of measurable data.
Shopify Events Tracking Pixel Code
This code will send a add_to_cart, begin_checkout and purchase events to your Voluum tracker. Make sure your Voluum events have appropriate names.
Replace
your-voluum.domainto your real Voluum domain.
Download code from Github Gist
We're using
utm_medium=xoto tag our traffic andutm_term={clickid}for the user clickID, so in your Voluum offer you need to add this parameters and your offer link will look likehttps://store.url/product?utm_medium=xo&utm_term={clickid}
✅ In short: UTMs are useful, but incomplete. The Shopify Customer Events Pixel ensures that your conversions are tracked, attributed and optimized properly, giving you a competitive advantage in media buying.
Why Some Orders Don’t Show Our UTM Tags in Your Shopify Analytics
Customer Journey Across Devices or Sessions. A user clicks our ad on their phone, but later completes the purchase on their laptop or another browser. Shopify can’t connect the UTM data across devices or sessions, so the order looks like “direct” traffic.
Cookie and Tracking Restrictions. If the shopper uses private browsing, clears cookies, or has tracking-blocking extensions, Shopify loses the UTM information. Safari and Firefox use Intelligent Tracking Prevention (ITP), which shortens or deletes cookies automatically.
Delayed Purchases. Shopify attributes UTMs to the active session. If someone clicks the ad but returns days later (without the UTM in the URL), the order is not tied to our campaign.
Checkout and Payment Redirections. Some payment gateways (PayPal, Klarna, etc.) overwrite the referral data when the shopper leaves Shopify checkout and returns. This can remove the original UTM.
Customer Privacy Laws (GDPR / CCPA). In the EU, if a shopper declines cookies, Shopify is not allowed to store UTM data. In California, customers can opt out of tracking, which can also prevent attribution.
Ad Blockers and Privacy Tools. Some extensions strip UTM parameters from the URL before the page even loads.
Technical Limitations. Incorrectly typed UTM parameters (for example utm_sorce instead of utm_source) will not be captured. Orders created manually by staff or through draft checkouts never carry UTMs.
Read More about Shopify: analytics discrepancies, GDPR, GDPR and Google analytics, marketing reports.
Why It Matters for Media Buyers
- Without the pixel, you only see partial ROI, because some conversions don’t get credited.
- With the pixel, your reporting aligns much closer to reality, giving you the confidence to scale campaigns.
- More accurate data → smarter bidding → lower CPA and higher ROAS.