Brevo PushOwl can sync custom Shopify metafields to your marketing platform, enabling advanced personalization and segmentation based on your unique customer data. This complements the standard customer fields covered in Customer Data Reference.

Attribute Mapping allows you to sync custom customer data from Shopify metafields to your contact attributes. This enables you to:

The Attribute Mapping interface shows two types of attributes, which you can filter using the Attribute Type dropdown:

These are built-in Shopify customer fields that sync one-way from Shopify to Brevo PushOwl. Changes made in Brevo PushOwl to these attributes will be overwritten on the next sync from Shopify.

Custom Shopify metafields sync both ways between Shopify and Brevo PushOwl. Changes made on either platform will be reflected on the other.

A custom metafield you create in Shopify appears in the Attribute Mapping list once you've assigned it to at least one customer (see Setting Up Attribute Mapping below). From there, you map it to a Brevo PushOwl contact attribute.

Custom attributes that originate in Brevo PushOwl (for example, attributes you add in Brevo for segmentation, opt-in form fields, or scores) are no longer created as Shopify metafields automatically. Instead, they appear in the Attribute Mapping list as unmapped attributes, ready for you to map. No Shopify metafield is created and no value is synced until you map the attribute. Once you map it, Brevo PushOwl creates the matching Shopify metafield and syncing begins see Mapping Custom Attributes from Brevo below.

Custom metafields can be mapped to the following attribute types:

The Attribute Mapping interface in Brevo PushOwl showing custom metafield mappings with their Shopify field names and corresponding Brevo attribute types.

When you create a custom attribute in Brevo PushOwl for example, an attribute for segmentation, a field collected by an opt-in form, or a custom score it appears in the Attribute Mapping list as an unmapped attribute.

An unmapped attribute is not synced, and no Shopify metafield is created for it, until you map it. To start syncing it:

When you save the mapping, Brevo PushOwl creates the corresponding Shopify metafield and customer values start syncing. Attributes you never map are simply not synced.

There are two ways an attribute becomes available to map: you create a custom metafield in Shopify (Step 1 below), or you create a custom attribute in Brevo PushOwl, which then appears in the Attribute Mapping list ready to map (see Mapping Custom Attributes from Brevo above no Shopify metafield is needed up front).

First, create your custom metafields in Shopify:

The Attribute Mapping settings page where you can map Shopify metafields to Brevo PushOwl contact attributes.

To ensure all customer data is updated with the new mapping:

The Resync Attributes button and Last synced timestamp confirming when attribute data was last synchronized.

Brevo PushOwl supports mapping these Shopify metafield types:

The Attribute Mapping interface shows:

To stop syncing an attribute:

Note: Removing a mapping doesn't delete existing data in Brevo PushOwl, it just stops future syncs.

Use mapped attributes to personalize your messages:

Create segments using custom attributes:

Trigger automations based on attribute values:

When you first map an attribute:

The Resync Attributes button:

Custom attributes from Brevo are no longer synced automatically — they must be mapped first. If a Brevo attribute isn't showing up on your Shopify customers:

Check:

Solutions:

If you select an incompatible attribute type when mapping, Brevo PushOwl will show an "Attribute type mismatch" warning. For example, mapping a Shopify number_decimal type to a Brevo text type could lead to data sync issues.

The Attribute type mismatch warning that appears when a Shopify metafield type is incompatible with the selected Brevo PushOwl attribute type.

When you see this warning:

Brevo PushOwl no longer auto-creates a Shopify metafield for every custom attribute that arrives from Brevo. New Brevo attributes now appear in the Attribute Mapping list so you can choose which ones to sync. Map the attribute under Settings > Attribute Mapping and Brevo PushOwl will create the Shopify metafield and begin syncing. This keeps your Shopify store from filling up with metafields you don't need.

Yes. Attributes collected through opt-in forms appear in the Attribute Mapping list like other custom Brevo attributes. Map them to start syncing.

Currently, attribute mapping is available for customer metafields. Order metafields are included in order sync but aren't separately mappable.

There's no hard limit, but for performance:

The Brevo PushOwl attribute name is based on the Shopify metafield name. To change it, you'd need to create a new metafield in Shopify with the desired name.

No - if a customer doesn't have a value for a metafield, that attribute simply won't be set on their contact record. Your segments and personalizations should handle cases where attributes might be empty.