Add tracking and pixels
Connect Google Tag Manager and the Meta Pixel so you can measure your marketing and improve your ads.
If you're spending anything on marketing, you need to know what it brings back. Tracking add-ons connect your store to the tools that measure that — without you touching any code.
Google Tag Manager
Google Tag Manager is a container for your tracking tags. Connect it once and you can add and change tags — Google Analytics, conversion tracking, remarketing — from GTM's own interface, with no changes to your store.
- Open Add-ons and find Google Tag Manager.
- Connect it and enter your GTM container ID.
- Manage your tags from GTM as usual.
Tip: GTM is the one to set up first even if you don't need it today. Everything else you might add later can live inside it, which saves reconnecting things one at a time.
Meta Pixel
The Meta Pixel records what visitors do on your store so Facebook and Instagram can attribute sales to your ads and find more people like your buyers.
- Open Add-ons and find Meta Pixel.
- Connect it and enter your Pixel ID from Meta Events Manager.
Pair it with the Meta product feed if you want to run catalog ads — the pixel tells Meta what happened, the feed tells it what you sell.
Consent comes first
Tracking scripts and cookies are regulated in many places, the EU especially. If you're selling there, turn on the cookie consent banner so visitors can choose — see Legal & compliance. Mention your tracking in your privacy policy too.
What to measure
Numbers that actually change decisions:
- Where visitors come from — which channels are worth more of your time
- What they do on the way to buying — where people drop off
- Which campaigns produce orders, not just clicks
Your own Analytics page covers revenue, orders, and traffic without any of this setup. Pixels and tags are for connecting that behaviour back to specific ad campaigns.
FAQ
Do I need both GTM and the Meta Pixel?
Only if you advertise on Meta. GTM alone is enough for general analytics; add the pixel when you start running Facebook or Instagram ads.
Will tracking slow my store down?
Tags load alongside your store rather than blocking it, but every extra tag has some cost. Add what you'll actually use and clear out the rest.
Do I have to ask for consent?
In the EU and several other regions, yes — and you should assume it applies unless you're sure it doesn't. Enable the cookie consent banner and cover tracking in your privacy policy.
Can I use another analytics tool?
Anything you can deploy through Google Tag Manager can run on your store.
What's next
- Read your own numbers in Understand your analytics.
- Get consent right in Legal & compliance.
- Feed your catalog to ad platforms with Product feeds.