Brevo PushOwl tracks your visitors' behavior on your Shopify store, enabling you to understand customer intent and send targeted, timely messages.
What is Onsite Tracking?
Onsite tracking captures how visitors interact with your store:
What pages they visit
Which products they view
When they add items to cart
When they start checkout but don't complete
This behavioral data powers abandoned cart emails, browse abandonment campaigns, and personalized product recommendations.
Events Tracked
Checkout Events (Shopify Web Pixel)
These events are captured via Shopify's web pixel extension:
Event | Description | Use Case |
checkout_started | Customer begins checkout | Abandoned checkout recovery |
checkout_completed | Customer completes their order | Order confirmation |
checkout_address_info_submitted | Address info submitted during checkout | Track checkout progress |
checkout_contact_info_submitted | Contact info submitted during checkout | Identify customer early |
checkout_shipping_info_submitted | Shipping info submitted during checkout | Track checkout progress |
Brevo Event logs showing tracked checkout events from a Shopify store, including checkout_started through checkout_completed.
Cart Events
Event | Description | Use Case |
cart_updated | Cart has items (item added or quantity changed) | Track cart activity |
cart_deleted | Cart is empty (all items removed) | Understand abandonment reasons |
Brevo Event logs showing cart_updated and product_viewed events tracked from your store.
Browsing Events
Event | Description | Use Case |
product_viewed | Customer views a product page | Browse abandonment campaigns |
page | Generic page view | Track site navigation |
Each event includes market context (locale, currency, country, URL) and contact info (email/SMS when available).
Checkout Event Data
When a checkout starts, Brevo PushOwl captures detailed information:
Customer Information:
Email address
Phone number
Email marketing consent status
SMS marketing consent status
Cart Contents:
Product titles
Variant details (size, color, etc.)
Product images
Quantities
Line item prices
Order Totals:
Subtotal price
Total discounts applied
Total price
Currency code
Addresses:
Billing address (when provided)
Shipping address (when provided)
Recovery Link:
Abandoned checkout URL (direct link back to cart)
How Tracking Works
Identified Visitors
When a visitor is identified (has provided email), their behavior is linked to their profile:
Visitor enters email at checkout
Brevo PushOwl associates browsing/cart data with that email
Future visits from the same browser are recognized
Behavior history builds over time
Anonymous Visitors
Unidentified visitors' behavior is tracked but cannot be used for email/SMS until they provide contact information.
Abandoned Checkout Recovery
What Triggers an Abandoned Checkout?
A checkout is considered "abandoned" when:
Customer enters their email during checkout
Customer doesn't complete the purchase
A configurable time period passes (typically 1-24 hours)
What Data is Available?
For abandoned checkout emails, you can include:
Data Point | Description |
Products | Exact items left in cart |
Images | Product/variant images |
Prices | Individual and total prices |
Discounts | Any discounts that were applied |
Checkout URL | Direct link to resume purchase |
Best Practices
Send timely reminders: First email within 1-4 hours
Include product images: Visual reminders are effective
Add incentives: Discount codes can boost recovery
Keep it simple: Clear call-to-action to complete purchase
Browse Abandonment
Track when customers view products but don't add to cart:
Use Cases
Recently Viewed: Remind customers about products they browsed
Price Drop Alerts: Notify when viewed products go on sale
Back in Stock: Alert when out-of-stock items become available
Cart Behavior Analysis
Understanding how customers interact with their cart:
Add to Cart
Tracked data includes:
Which product was added
Which variant (size, color)
Quantity added
Cart total after addition
Cart Updates
When customers modify their cart:
Quantity changes
Variant swaps
Additional items added
Cart Removals
When items are removed:
Which product was removed
Remaining cart contents
New cart total
Privacy & Consent
Data Collection
Brevo PushOwl only tracks behavioral data when:
Visitors have provided consent (where required by law)
Tracking is enabled on your store
Visitors haven't opted out
Marketing Consent
Checkout data includes consent status:
buyer_accepts_email_marketing: Email consentbuyer_accepts_sms_marketing: SMS consent
Only send marketing to customers who have consented. For more on how consent is tracked, see Customer Data Reference and Double Opt-In (DOI).
Setting Up Onsite Tracking
Enabling Onsite Tracking
To enable onsite tracking, you need to activate the PushOwl theme app extension from your Shopify admin:
Go to your Shopify admin → Online Store → Themes
Click Customize on your active theme
Enable the PushOwl app embed
Save your theme
Enabling the PushOwl App Embed in your Shopify theme editor under App embeds.
Once the theme app extension is enabled, PushOwl begins tracking cart and checkout events via webhook subscriptions.
Verifying Tracking
To confirm tracking is working:
Add a product to cart on your store
Begin checkout and enter your email
Abandon the checkout (don't complete)
Check your PushOwl account for the abandoned checkout
Sync Timing
Event | Sync Speed |
Checkout events | Near real-time |
Cart events | Near real-time |
Browsing events | Near real-time |
Integration with Campaigns
Automation Triggers
Use onsite events to trigger automations:
Trigger | Example Automation |
checkout_started | Abandoned cart email series |
cart_updated | Cart reminder notification |
product_viewed | Browse abandonment follow-up |
Segmentation
Build segments based on behavior:
"Abandoned cart in last 7 days"
"Viewed product X but didn't purchase"
"Added to cart but didn't checkout"
Common Questions
Why isn't my abandoned checkout showing up?
Common reasons:
Customer didn't enter their email
Tracking isn't properly enabled
Customer has tracking blocked
Can I track specific pages or actions?
The standard integration tracks checkout, cart, and browsing events listed above. For custom event tracking, see Custom Events via Shopify Flow.
How long is behavioral data retained?
Checkout and cart data is associated with customer profiles and retained as part of their history.
Related Articles
Sync Your Shopify Data with Brevo PushOwl: Overview of all data sync capabilities
Customer Data Reference: Customer fields and consent attributes
Order & Event Tracking: Order-level events from purchase to delivery
Double Opt-In (DOI): Email subscription confirmation workflow
Custom Events via Shopify Flow: Send custom events beyond standard tracking