Analytics & Conversion Tracking

Setting up analytics and conversion tracking in a headless Hydrogen store requires understanding that your site spans two separate environments — each with different tracking capabilities. This guide covers everything you need to know to get complete, accurate tracking across your entire customer journey.

Architecture: Two Environments

When you build with Hydrogen + Weaverse, your store runs on two separate systems:

	Hydrogen Storefront	Shopify Checkout + Thank You
URL	`yourstore.com`	`checkout.shopify.com` or custom checkout domain
What it serves	Home, products, collections, cart, blog	Checkout, order confirmation, order status
Your code runs?	✅ Yes — full control	❌ No — Shopify-hosted
GTM loaded?	✅ Yes (if you added it)	❌ No — GTM from Hydrogen does NOT carry over
Tracking method	Standard GTM/web pixels	Shopify Customer Events (Custom Pixels)

This is the most common source of missing tracking data. GTM or analytics scripts loaded in your Hydrogen code do not run on Shopify-hosted checkout and thank-you pages. They are completely separate environments.

Part 1: Tracking on the Hydrogen Storefront

Your Hydrogen storefront (home, products, collections, cart, etc.) is a standard web application — you can load any analytics script just like a regular website.

Option A: Google Tag Manager (Recommended)

GTM gives you a centralized tag management layer without modifying code for every new tracking pixel.

Setup

Add the GTM script to your root layout (app/root.tsx):

// app/root.tsx
export function Layout({ children }: { children: React.ReactNode }) {
  const nonce = useNonce();

  return (
    <html lang="en">
      <head>
        <meta charSet="utf-8" />
        <meta name="viewport" content="width=device-width,initial-scale=1" />
        {/* GTM - Add to <head> */}
        <script
          nonce={nonce}
          dangerouslySetInnerHTML={{
            __html: `(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
            new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
            j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
            'https://www.googletagmanager.com/gtm.js?id='+i+dl;var n=d.querySelectorAll('[nonce]');
            n.length&&j.setAttribute('nonce',n[0].nonce||'');f.parentNode.insertBefore(j,f);
            })(window,document,'script','dataLayer','GTM-XXXXXXX');`,
          }}
        />
      </head>
      <body>
        {/* GTM noscript fallback - Add right after <body> */}
        <noscript>
          <iframe
            src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"
            height="0"
            width="0"
            style={{ display: 'none', visibility: 'hidden' }}
          />
        </noscript>
        {children}
      </body>
    </html>
  );
}

Replace GTM-XXXXXXX with your actual GTM container ID.

If you have Content Security Policy enabled, add www.googletagmanager.com and www.google-analytics.com to your script-src directives.

Pushing Page Views and Events

GTM automatically tracks page views if you’ve configured a GA4 tag with the “All Pages” trigger. For custom events, push to the dataLayer from your components:

// Example: Product detail page view
useEffect(() => {
  window.dataLayer = window.dataLayer || [];
  window.dataLayer.push({
    event: 'view_item',
    ecommerce: {
      items: [{
        item_id: product.id,
        item_name: product.title,
        price: product.price,
        currency: product.currencyCode,
      }]
    }
  });
}, [product]);

Option B: Direct GA4 Script

If you don’t need GTM, you can load gtag.js directly:

// In <head>
<script
  async
  nonce={nonce}
  src={`https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX`}
/>
<script
  nonce={nonce}
  dangerouslySetInnerHTML={{
    __html: `
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());
      gtag('config', 'G-XXXXXXXXXX');
    `,
  }}
/>

Replace G-XXXXXXXXXX with your GA4 Measurement ID.

Part 2: Tracking on Checkout & Thank-You Page

This is where most headless stores have a gap. Since checkout and the thank-you page are hosted by Shopify, you cannot inject GTM or analytics scripts directly.

Shopify Custom Pixels

Shopify provides a Customer Events system (also called Custom Pixels) as the only supported way to track events on checkout and post-purchase pages.

Shopify deprecated Additional Scripts (the old checkout scripts field) in August 2025. Custom Pixels are now the only supported method. Do not try to inject scripts via checkout liquid — it will not work.

How Custom Pixels Work

Custom Pixels run in a sandboxed JavaScript environment inside Shopify’s checkout. They receive events from Shopify’s analytics bus and can forward them to external services.

Shopify Checkout/Thank-You Page
  │
  ├── Shopify Analytics Bus emits events:
  │   ├── checkout_started
  │   ├── checkout_completed  ← purchase event
  │   ├── payment_info_submitted
  │   └── ...
  │
  └── Custom Pixel receives events
      └── Forwards to GTM (via dataLayer) or directly to analytics

Setup: GTM via Custom Pixel

This approach loads GTM inside the Shopify Custom Pixel sandbox and pushes checkout events to the dataLayer — giving you a unified dataLayer across both Hydrogen and checkout.

Step 1: Create the Custom Pixel

Go to Shopify Admin → Settings → Customer Events
Click Add custom pixel
Name it (e.g., “GTM Checkout Tracking”)
Set permissions:
- access_consent — needed for cookie consent gating
Paste the code below and click Save

Step 2: Custom Pixel Code

// GTM Checkout Tracking - Shopify Custom Pixel
// Replace GTM-XXXXXXX with your actual GTM container ID

const GTM_ID = 'GTM-XXXXXXX';

// Load GTM in sandbox
const script = document.createElement('script');
script.src = `https://www.googletagmanager.com/gtm.js?id=${GTM_ID}`;
document.head.appendChild(script);

// Initialize dataLayer
window.dataLayer = window.dataLayer || [];

// Track checkout completed (purchase) events
analytics.subscribe('checkout_completed', (event) => {
  const checkout = event.data?.checkout;

  window.dataLayer.push({
    event: 'purchase',
    ecommerce: {
      transaction_id: checkout?.order?.id,
      value: checkout?.totalPrice?.amount,
      currency: checkout?.currencyCode,
      tax: checkout?.totalTax?.amount,
      shipping: checkout?.shippingLine?.price?.amount,
      items: checkout?.lineItems?.map((item) => ({
        item_id: item?.variant?.product?.id,
        item_name: item?.title,
        item_variant: item?.variant?.title,
        price: item?.variant?.price?.amount,
        quantity: item?.quantity,
      })),
    },
  });
});

// Optional: Track checkout started
analytics.subscribe('checkout_started', (event) => {
  const checkout = event.data?.checkout;

  window.dataLayer.push({
    event: 'begin_checkout',
    ecommerce: {
      value: checkout?.totalPrice?.amount,
      currency: checkout?.currencyCode,
      items: checkout?.lineItems?.map((item) => ({
        item_id: item?.variant?.product?.id,
        item_name: item?.title,
        price: item?.variant?.price?.amount,
        quantity: item?.quantity,
      })),
    },
  });
});

// Optional: Track payment info submitted
analytics.subscribe('payment_info_submitted', (event) => {
  window.dataLayer.push({
    event: 'add_payment_info',
  });
});

Step 3: Configure GTM Triggers

In your GTM container, create triggers for the dataLayer events:

Purchase trigger:
- Trigger type: Custom Event
- Event name: purchase
Begin Checkout trigger:
- Trigger type: Custom Event
- Event name: begin_checkout
GA4 Purchase tag:
- Tag type: GA4 Event
- Event name: purchase
- Event parameters: map from ecommerce dataLayer variables
- Trigger: the Purchase trigger above

Setup: Direct GA4 via Custom Pixel (No GTM)

If you prefer to send events directly to GA4 without GTM on checkout:

// Direct GA4 - Shopify Custom Pixel
// Replace G-XXXXXXXXXX with your GA4 Measurement ID

const MEASUREMENT_ID = 'G-XXXXXXXXXX';

// Load gtag.js
const script = document.createElement('script');
script.src = `https://www.googletagmanager.com/gtag/js?id=${MEASUREMENT_ID}`;
document.head.appendChild(script);

window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', MEASUREMENT_ID);

// Track purchase
analytics.subscribe('checkout_completed', (event) => {
  const checkout = event.data?.checkout;

  gtag('event', 'purchase', {
    transaction_id: checkout?.order?.id,
    value: checkout?.totalPrice?.amount,
    currency: checkout?.currencyCode,
    tax: checkout?.totalTax?.amount,
    shipping: checkout?.shippingLine?.price?.amount,
    items: checkout?.lineItems?.map((item) => ({
      item_id: item?.variant?.product?.id,
      item_name: item?.title,
      price: item?.variant?.price?.amount,
      quantity: item?.quantity,
    })),
  });
});

Part 3: Third-Party Conversion Pixels

For third-party ad platforms (Meta Pixel, Traffic Junky, TikTok Pixel, etc.) that need conversion data from the thank-you page, use the same Custom Pixel approach:

// Example: Traffic Junky conversion pixel via Shopify Custom Pixel

analytics.subscribe('checkout_completed', (event) => {
  const checkout = event.data?.checkout;

  // Fire the conversion pixel
  const img = document.createElement('img');
  img.src = `https://ads.trafficjunky.net/conv?id=YOUR_PIXEL_ID&value=${checkout?.totalPrice?.amount}&currency=${checkout?.currencyCode}&orderId=${checkout?.order?.id}`;
  img.width = 1;
  img.height = 1;
  document.body.appendChild(img);
});

You can create multiple Custom Pixels — one for GTM, one for Meta, one for Traffic Junky, etc. Each runs independently in its own sandbox.

Analytics tracking on both environments is gated by cookie consent. If a visitor hasn’t accepted cookies, tracking will be suppressed.

Hydrogen storefront: Your GTM/gtag scripts respect the Cookie Consent Banner state
Shopify checkout: Custom Pixels have access to consent.analyticsAllowed — you can check this before firing events

To make your Custom Pixel consent-aware:

analytics.subscribe('checkout_completed', (event) => {
  const consent = event.data?.checkout?.consent;

  // Only fire if analytics consent was granted
  if (!consent?.analyticsAllowed) {
    console.log('Analytics consent not granted — skipping tracking');
    return;
  }

  // ... fire your tracking pixel
});

Shopify offers a separate “Show cookie banner in checkout” option (Settings → Checkout → Customer consent). Our recommendation:

Don’t enable it unless you’re legally required to (GDPR/EU, UK PECR, etc.)
The storefront consent banner already captures the visitor’s cookie preference, and Shopify’s Customer Privacy API propagates that signal to checkout automatically
Enabling the checkout banner adds friction and reduces conversion rate — Shopify themselves warn about this
For stores targeting non-EU markets (US, APAC, etc.), the storefront banner alone is sufficient

If your visitors accept cookies on the storefront, checkout pixels will fire normally — no second consent prompt needed.

For full cookie consent setup, see the Cookie Consent Banner guide.

Avoiding Duplicate Events

If you have the Google & YouTube Shopify channel installed, it already fires GA4 events via its own Web Pixel. Adding a Custom Pixel that also sends GA4 purchase events will cause duplicate transactions in your GA4 reports.

How to Check

Go to Shopify Admin → Settings → Customer Events
Look for pixels named like “Google Analytics” or created by the Google & YouTube channel
If a Google pixel exists, you have two options:

Option A: Disable the Google Channel Pixel (Recommended)

Keep your GTM Custom Pixel as the single source of truth:

In Customer Events, find the pixel created by the Google & YouTube channel
Click the ⋯ menu → Disconnect (this stops the channel’s pixel but keeps the app installed)

Option B: Use Only the Google Channel Pixel

If you don’t need GTM on checkout, let the Google & YouTube channel handle GA4 on checkout and thank-you pages. No Custom Pixel needed — just make sure your GA4 property is connected in the channel settings.

Option A is recommended for most merchants — having one unified tracking setup (GTM everywhere) is easier to debug and maintain.

Debugging

GA4 DebugView (Recommended)

GA4 DebugView shows events in real-time, which is essential for verifying checkout tracking:

Install the GA Debugger Chrome extension
Enable the extension
Open GA4 → Configure → DebugView
Place a test order — you should see purchase events appear in real-time

GTM Preview Mode

GTM’s Tag Assistant / Preview mode works on your Hydrogen storefront but has limitations:

✅ Works on: home, products, collections, cart
❌ Does not work on: checkout, thank-you page (sandboxed environment)
❌ Does not work on: Shopify’s Custom Pixel sandbox

For checkout events, use GA4 DebugView instead.

Common Issues

”No purchase events in GA4”

Check cookie consent — if the visitor didn’t accept cookies, events are suppressed
Check for ad blockers — they block GA4/GTM requests
Verify the Custom Pixel is connected (not just saved) in Customer Events
Use GA4 DebugView to see if events are being sent but not processed

”Duplicate purchase events”

See Avoiding Duplicate Events above.

”Custom Pixel shows ‘Disconnected’”

Go to Customer Events → [your pixel] → ⋯ → Connect. Pixels must be explicitly connected after creation. This is expected behavior. Shopify’s analytics bus respects consent settings. See Cookie Consent & Analytics for handling this in your pixel code.

Summary

Tracking Need	Where	Method
Page views, product views, cart activity	Hydrogen storefront	GTM or gtag.js in `root.tsx`
Checkout events, purchase conversion	Shopify checkout/thank-you	Shopify Custom Pixel
Third-party conversion pixels	Shopify thank-you page	Shopify Custom Pixel
Cookie consent management	Both environments	Cookie Consent Banner

Why Weaverse

APIs

Content Management

Internationalization

Security & Privacy

Custom Pages & Routing

Analytics & Conversion Tracking

Analytics & Conversion Tracking

Architecture: Two Environments

Part 1: Tracking on the Hydrogen Storefront

Option A: Google Tag Manager (Recommended)

Setup

Pushing Page Views and Events

Option B: Direct GA4 Script

Part 2: Tracking on Checkout & Thank-You Page

Shopify Custom Pixels

How Custom Pixels Work

Setup: GTM via Custom Pixel

Step 1: Create the Custom Pixel

Step 2: Custom Pixel Code

Step 3: Configure GTM Triggers

Setup: Direct GA4 via Custom Pixel (No GTM)

Part 3: Third-Party Conversion Pixels

Avoiding Duplicate Events

How to Check

Option A: Disable the Google Channel Pixel (Recommended)

Option B: Use Only the Google Channel Pixel

Debugging

GA4 DebugView (Recommended)

GTM Preview Mode

Common Issues

”No purchase events in GA4”

”Duplicate purchase events”

”Custom Pixel shows ‘Disconnected’”

Summary

Further Reading

Why Weaverse

APIs

Content Management

Internationalization

Security & Privacy

Custom Pages & Routing

​Analytics & Conversion Tracking

​Architecture: Two Environments

​Part 1: Tracking on the Hydrogen Storefront

​Option A: Google Tag Manager (Recommended)

​Setup

​Pushing Page Views and Events

​Option B: Direct GA4 Script

​Part 2: Tracking on Checkout & Thank-You Page

​Shopify Custom Pixels

​How Custom Pixels Work

​Setup: GTM via Custom Pixel

Step 1: Create the Custom Pixel

Step 2: Custom Pixel Code

Step 3: Configure GTM Triggers

​Setup: Direct GA4 via Custom Pixel (No GTM)

​Part 3: Third-Party Conversion Pixels

​Cookie Consent & Analytics

​Checkout Cookie Banner

​Avoiding Duplicate Events

​How to Check

​Option A: Disable the Google Channel Pixel (Recommended)

​Option B: Use Only the Google Channel Pixel

​Debugging

​GA4 DebugView (Recommended)

​GTM Preview Mode

​Common Issues

​”No purchase events in GA4”

​”Duplicate purchase events”

​”Custom Pixel shows ‘Disconnected’”

​”Events work with cookie consent but not without”

​Summary

​Further Reading

Analytics & Conversion Tracking

Architecture: Two Environments

Part 1: Tracking on the Hydrogen Storefront

Option A: Google Tag Manager (Recommended)

Setup

Pushing Page Views and Events

Option B: Direct GA4 Script

Part 2: Tracking on Checkout & Thank-You Page

Shopify Custom Pixels

How Custom Pixels Work

Setup: GTM via Custom Pixel

Setup: Direct GA4 via Custom Pixel (No GTM)

Part 3: Third-Party Conversion Pixels

Cookie Consent & Analytics

Checkout Cookie Banner

Avoiding Duplicate Events

How to Check

Option A: Disable the Google Channel Pixel (Recommended)

Option B: Use Only the Google Channel Pixel

Debugging

GA4 DebugView (Recommended)

GTM Preview Mode

Common Issues

”No purchase events in GA4”

”Duplicate purchase events”

”Custom Pixel shows ‘Disconnected’”

”Events work with cookie consent but not without”

Summary

Further Reading