Purpose #
This article explains how Shopstars configures and manages custom event tracking beyond standard e-commerce events. It covers what qualifies as a custom event, how events are implemented, how data is verified, and how custom reports are built. Clients should use this as the reference for understanding how Shopstars tracks non-standard interactions such as form submissions, video views, or scroll depth.
Why Custom Events Matter #
Standard Shopify-to-GA4 and pixel integrations capture core e-commerce events such as product views, add-to-carts, checkouts, and purchases. However, not all client objectives are limited to direct sales. Some campaigns are designed to generate leads, measure engagement, or track micro-conversions that indicate customer intent. Custom events expand tracking beyond purchases and provide a richer view of customer behavior.
Types of Custom Events #
Lead Generation Events
- Newsletter signup form submissions
- Contact form completions
- Demo or consultation booking requests
Engagement Events
- Scroll depth tracking (e.g., users reaching 50% or 75% of the page)
- Video views and completion rates
- Button clicks on key CTAs
Custom Conversions
- Using a coupon or promo code
- Downloading a file (e.g., PDF guide)
- Adding a product to a wishlist
Implementation Methods #
Google Tag Manager (GTM)
Shopstars primarily uses GTM to implement custom events. GTM listens for triggers such as form submissions, button clicks, or scroll thresholds and then pushes event data into GA4, Meta Pixel, or other platforms. GTM is flexible and avoids hardcoding scripts directly into Shopify themes.
Inline Event Tracking
For certain apps or checkout customizations, events may be embedded directly into Liquid templates or injected via app embed blocks. This method is used when GTM cannot access specific dynamic elements.
Platform-Specific Integrations
Some advertising platforms allow event configuration natively. For example, Meta custom conversions can be defined inside Ads Manager by mapping existing events with specific URL rules.
Data Passed with Events #
Each custom event is configured with parameters that provide context. For example:
- Form Submission Event: event_name = “lead_submit,” form_id, page_url
- Video View Event: event_name = “video_complete,” video_id, duration
- Coupon Usage Event: event_name = “coupon_applied,” coupon_code, discount_value
Passing parameters ensures that reports are meaningful rather than just counting raw events.
Verification #
Before going live, custom events are verified through multiple steps:
- Trigger the action in a staging or live environment (e.g., submit a form).
- Confirm the event appears in GTM Preview Mode.
- Validate event data in GA4 DebugView.
- Confirm that events are firing correctly in advertising platforms (Meta, Google Ads).
- Cross-check reports after 24–48 hours to ensure events are recorded consistently.
Reporting #
Custom events are incorporated into weekly and monthly reports. Shopstars creates dedicated GA4 reports or Explorations to show trends. For example:
- Newsletter signups by traffic source
- Percentage of users reaching 75% scroll depth on a landing page
- Coupon usage correlated with conversions
In advertising platforms, custom events may also be defined as conversion goals. This allows campaigns to optimize not only for purchases but also for lead generation or engagement milestones.
Maintenance #
Custom events require periodic maintenance. Shopify theme updates, app changes, or new site features can affect triggers. Shopstars audits custom events during quarterly reviews to confirm they are still firing correctly. If a client introduces a new form, feature, or CTA, Shopstars updates tracking accordingly.
Client Responsibilities #
Clients should clearly define which actions they want tracked beyond purchases. Requests should be documented in Basecamp, specifying what the action is, where it occurs, and what business value it represents. Providing this clarity ensures events are implemented with the correct parameters and reporting context.
Summary #
Custom event tracking at Shopstars expands analytics beyond standard e-commerce events. Using GTM, inline tracking, and platform integrations, Shopstars configures and verifies events for lead generation, engagement, and custom conversions. Events are validated before launch, reported regularly, and maintained over time to ensure reliability. This structured approach ensures clients have visibility into all meaningful customer interactions, not just sales.
