Storefront events overview
Storefront events are everything a shopper does on your site, from browsing a product to completing checkout. Máximo captures them and forwards them to your connected destinations (Google Ads, GA4, Meta, TikTok, Pinterest) so those platforms can measure and optimize toward the conversions that actually happened on your store.
How Máximo captures them
Section titled “How Máximo captures them”Two pieces work together on your storefront:
- The conversion pixel: a single Shopify web pixel (registered under Customer Events) that subscribes to Shopify’s standard storefront and checkout events. It builds one event per shopper action and sends it on.
- The Máximo Pixels theme app embed: a block you add once in your theme. It loads the vendor tracking SDKs (Google, Meta, TikTok, Pinterest), fires the page-view-level events those SDKs can see directly, and keeps first-party cookies and click IDs available to the pixel during checkout.
Both need to be in place for events to reach Máximo and your destinations. See Enable tracking for the setup steps.
What gets captured
Section titled “What gets captured”Máximo tracks the full funnel, from the first page view through checkout completion:
| Event | What it captures |
|---|---|
| Page viewed | Any storefront page load |
| Product viewed | A product page view |
| Collection viewed | A collection page view |
| Cart viewed | The cart page or drawer |
| Products searched | A storefront search |
| Product removed | A line item removed from cart |
| Product added | An add-to-cart |
| Checkout started | Checkout begins |
| Contact info submitted | Checkout contact step |
| Address info submitted | Checkout shipping address step |
| Shipping info submitted | Checkout shipping method step |
| Payment info entered | Checkout payment step |
| Checkout completed | The order is placed |
Each event carries the product and cart details needed to build a conversion (value, currency, line items) using the same product IDs your feeds use, so a conversion always matches back to the right catalog item.
How events reach your destinations
Section titled “How events reach your destinations”Each event travels two paths at once.
To your destinations. The pixel fires the browser beacon for each platform you’ve enabled (Meta, TikTok, Pinterest, Google Ads, and GA4) according to your per-event settings on each destination’s Events tab.
To Máximo. The pixel also forwards every event once to Máximo’s own ingest. This server-side record is what powers identity stitching, product performance, and shop attribution, so even where a platform’s own reporting is thin, Máximo still has the underlying activity.
Every event carries a shared event ID across both paths, which is what lets platforms recognize two reports of the same action as one.
Conversions that happen away from a tracked storefront session (point of sale, phone orders, subscription renewals) are sent to destinations server-side instead. See Offline events.
Consent gates every beacon
Section titled “Consent gates every beacon”Nothing fires without the shopper’s consent, read automatically from Shopify’s Customer Privacy API. Máximo’s own event capture requires analytics consent, and every ad platform, Google Ads and GA4 included, requires marketing consent.
See Consent for the full per-destination classification and how Shopify signals map into Google Consent Mode.