Data Model

The full reference of all Shopify events, properties and customer data that Vendo tracks.

Last reviewed September 15, 2026

This page is the canonical reference for the Shopify events, event properties and data structures that Vendo tracks.

Event Overview

Vendo tracks events in two ways: client-side (Web Pixel) and server-side (pipeline). This table shows where each event comes from.

Event Category	Client-Side	Server-Side
Page browsing (page/product/collection viewed)	Yes	—
Search	Yes	—
Cart actions (add/remove/view)	Yes	—
Checkout flow (contact/address/shipping/payment)	Yes	—
Checkout completed	Yes	Yes
Order fulfillment & delivery	—	Yes
Order refunds	—	Yes
Abandoned checkouts	—	Yes
Customer profile updates	Yes	Yes
Auto track events	Yes (theme)	—
Session recording & heatmaps	Yes (theme)	—
Push notification prompts	Yes (theme)	—

Client-Side Events

The Shopify event registry sets which client-side events are available. Standard events are enabled or disabled for each destination. When the custom events option is enabled, Vendo can forward custom events.

Mixpanel, Segment and Customer.io receive the event names in the Event column. Google Tag Manager receives the GA4 event names in the Google Tag Manager column. Google Tag Manager does not receive custom events.

OneSignal events from the storefront do not include properties whose names start with $.

Customer.io receives client-side events only through the Vendo ingest API. Page Viewed arrives as a track event, not as a page call. Customer.io receives the page and attribution values in the event properties and in the event context.

Browsing Events

Event	Google Tag Manager	Description	Key Properties
Page Viewed	`page_view`	Customer visits any page	`$current_url`, `page_title`, `path_name`, `$referrer`
Product Viewed	`view_item`	Customer views a product detail page	`products[]`, `$current_url`
Collection Viewed	`view_item_list`	Customer views a collection page	`collection_id`, `collection_title`, `products[]`
Search Submitted	`search`	Customer performs a search	`search_query`, `products[]`

Cart Events

Event	Google Tag Manager	Description	Key Properties
Product Added To Cart	`add_to_cart`	Customer adds item to cart	`products[]`, `quantity`, `amount`, `currency`
Product Removed From Cart	`remove_from_cart`	Customer removes item from cart	`products[]`, `quantity`, `amount`, `currency`
Cart Viewed	`view_cart`	Customer views the cart page	`products[]`, `quantity`, `amount`, `currency`

Checkout Events

Event	Google Tag Manager	Description	Key Properties
Checkout Started	`begin_checkout`	Customer initiates checkout	`checkout_token`, `order_id`, `cart_total_amount`, `products[]`
Checkout Contact Info Submitted	`add_contact_info`	Customer enters email/phone	`email`, `phone`, `checkout_token`
Checkout Address Info Submitted	`add_shipping_info`	Customer enters shipping address	`shipping_address`, `email`, `phone`
Checkout Shipping Info Submitted	`add_shipping_info`	Customer selects shipping method	`shipping_amount`, `cart_total_amount`
Payment Info Submitted	`add_payment_info`	Customer enters payment details	`checkout_token`, `cart_total_amount`
Checkout Completed	`purchase`	Customer completes purchase	`order_id`, `email`, `cart_total_amount`, `products[]`, `shipping_address`

Identification and Diagnostic Events

Event in the Vendo app	Name sent	Description
Customer Logged In	`Customer Logged In` (Google Tag Manager: `customer_logged_in`)	Customer successfully logs in. Disabled by default.
Newsletter Registered	`Newsletter Registered` (Google Tag Manager: `newsletter_registered`)	Visitor submits a supported newsletter signup. Disabled by default.
Checkout Alert Displayed	`alert_displayed`	A checkout validation or warning alert appears. Disabled by default.
UI Extension Errored	`ui_extension_errored`	A Vendo checkout UI extension fails to load or crashes. Disabled by default.
Custom Events	The name the custom event was published with	Events published through Shopify Customer Events when custom forwarding is enabled

To track more interactions, see Sending Custom Events.

Server-Side Events

Scheduled pipeline jobs make these events from Shopify’s backend data. To see how often the jobs run, check the connection status and job history.

The Event column in the tables below shows the name that Mixpanel receives. Key Properties shows the Mixpanel property names. Other destinations can use different names.

Event Names by Destination

Event in the Vendo app	Mixpanel	Segment	Customer.io	OneSignal
Orders Received	`Order Received`	`Order Completed`	`Order Received`	`order_received`
Orders Fulfilled	`Order Fulfilled`	`Order Fulfilled`	`Order Fulfilled`	`order_fulfilled`
Orders Delivered	`Order Delivered`	`Order Delivered`	`Order Delivered`	`order_delivered`
Orders Refunded	`Order Refunded`	`Order Refunded`	`Order Refunded`	`order_refunded`
Orders Partially Refunded	`Order Partially Refunded`	`Order Partially Refunded`	`Order Partially Refunded`	`order_partially_refunded`
Checkout Started (Server)	`Checkout Started (S)`	`Checkout Started`	`Checkout Started`	`checkout_started`
Abandoned Checkouts	`Cart Abandoned`	`Cart Abandoned`	`Cart Abandoned`	`cart_abandoned`
Product Purchased	`Products Purchased`	`Product Purchased`	Not sent	Not sent
User Profiles (Identify)	Profile update (not an event)	`identify` call	`identify` call	User tags

Test Orders

On Shopify development and partner test stores, Vendo also sends test orders as separate events:

When Orders Received is on, Mixpanel receives Order Received [Test] and OneSignal receives order_received_test.
When Product Purchased is on, Mixpanel receives Products Purchased [Test].

Segment and Customer.io do not receive test-order events.

Order Events

Event	Description	Key Properties
Order Received	New order created	`shopify_order_id`, `order_id`, `email`, `cart_total_amount`, `products[]`, `discount[]`, `utm_source/medium/campaign`
Order Fulfilled	Order marked as shipped	`fulfillment_id`, `tracking_number`, `fulfillment_speed`, `products[]`
Order Delivered	Order marked as delivered	`shopify_order_id`, `delivery_date`, `delivery_speed`
Order Refunded	Full refund issued	`shopify_order_id`, `refund_amount`, `cancel_reason`
Order Partially Refunded	Partial refund issued	`shopify_order_id`, `refund_amount`
Checkout Started (S)	First server-side checkout record for the session	`checkout_id`, `email`, `cart_total_amount`, `products[]`, `abandoned_checkout_url`
Products Purchased	Per line item (disabled by default)	`product_id`, `product_title`, `product_sku`, `product_price`, `product_quantity`

Abandonment Events

Event	Description	Key Properties
Cart Abandoned	Checkout not completed	`checkout_id`, `email`, `cart_total_amount`, `products[]`, `abandoned_checkout_url`

Property Names by Destination

Segment, Customer.io and OneSignal use different names for some server-side properties.

Mixpanel	Segment	Customer.io	OneSignal
`cart_total_amount` (orders and checkouts)	`total`	`total`	`cart_total_amount`
`cart_total_amount` (refunds)	`total`	`original_total`	`cart_total_amount`
`abandoned_checkout_url` (Cart Abandoned)	`checkout_url`	`checkout_url`	`checkout_url`
`abandoned_checkout_url` (Checkout Started (S))	Not sent	Not sent	Not sent
`discount[]` (discount codes)	Not sent (`discount` is the discount amount)	Not sent (`discount` is the discount amount)	Not sent (`total_discounts` is the discount amount)
`utm_source/medium/campaign`	Not sent	Not sent	Not sent
`fulfillment_speed`	`fulfillment_speed_days`	`fulfillment_speed_days`	`fulfillment_speed_days`
`delivery_speed`	`delivery_speed_days`	`delivery_speed_days`	`delivery_speed_days`
`product_title` (Products Purchased)	`name`	Not sent	Not sent
`product_sku` (Products Purchased)	`sku`	Not sent	Not sent
`product_price` (Products Purchased)	`price`	Not sent	Not sent
`product_quantity` (Products Purchased)	`quantity`	Not sent	Not sent

Profile Updates

Customer profile syncs are not events. They do not show in event reports.

Mixpanel: Vendo sends a $set profile update with the Customer Profile Properties. Vendo also sends $create_alias to link a known customer to an earlier ID.
Segment and Customer.io: Vendo sends an identify call with the customer traits.
OneSignal: Vendo sets user tags on the customer.

Common Properties

All client-side events include these properties automatically.

Identity

Property	Type	Description
`distinct_id`	String	User identifier (customer ID or device ID)
`$device_id`	String	Anonymous device identifier
`$user_id`	String	Shopify customer ID or email (when known). Only on Checkout Completed, Customer Logged In, Newsletter Registered and custom events that set it
`$insert_id`	String	Unique event ID for deduplication

Device & Browser

Property	Type	Description
`$browser`	String	Browser name
`$device`	String	Device from the user agent (for example, `iPhone`)
`$os`	String	Operating system
`$screen_height`	Number	Screen height in pixels
`$screen_width`	Number	Screen width in pixels
`language`	String	Browser language

Page Context

Property	Type	Description
`$current_url`	String	Full page URL
`page_title`	String	Page title
`path_name`	String	URL path
`$referrer`	String	Referring URL

Attribution

Vendo captures UTM parameters and click IDs from landing page URLs.

Property	Type	Description
`utm_source`	String	Traffic source
`utm_medium`	String	Marketing medium
`utm_campaign`	String	Campaign name
`utm_content`	String	Ad content identifier
`utm_term`	String	Paid search keyword
`gclid`	String	Google Ads click ID
`fbclid`	String	Meta/Facebook click ID
`msclkid`	String	Microsoft Ads click ID
`ttclid`	String	TikTok click ID
`fbc`	String	Meta click ID from the `_fbc` cookie

For the complete list of supported parameters, see Supported UTM Properties.

Checkout Completed includes profile_attribution_snapshot. The profile update that Vendo sends at checkout includes it too. The object has the first-touch and last-touch UTM values, click IDs and referrer domain that the browser stored. It also has the Meta browser IDs fbc and fbp. Vendo adds it only when the browser stored one of these values.

Metadata

Property	Type	Description
`$source`	String	`Vendo - Shopify App`. A custom event can set its own value. Mixpanel shows `Vendo - Server` for events from the Vendo ingest API
`vendo_tracking_version`	String	Pixel version
`event_type`	String	`standard` or `custom`
`shopify_event_id`	String	Shopify event ID that Vendo routes the event by (for example, `product_viewed`, or `all_custom_events` for a custom event)
`shopify_routing_contract_version`	Number	Version of the Vendo routing contract (`1`)
`vendo_runtime_instance_id`	String	ID of the pixel runtime that sent the event

Product Object

Client-side product events include a products array with this structure:

Property	Type	Description
`id`	String	Shopify product ID (GID format)
`title`	String	Product title
`type`	String	Product type
`vendor`	String	Product vendor
`variant_id`	String	Variant ID
`variant_title`	String	Variant name (for example, `Black / Medium`)
`untranslated_title`	String	Product title before translation
`variant_untranslated_title`	String	Variant name before translation
`variant_image`	String	Variant image URL
`variant_price`	String	Variant price
`variant_currency_code`	String	Currency code
`variant_sku`	String	SKU
`quantity`	Number	Quantity (Cart Viewed and checkout events)
`result_rank`	Number	Position in search/collection results

Customer Profile Properties

Vendo syncs customer profiles to destinations that support user properties (Mixpanel, Segment, Customer.io and OneSignal). Each destination uses its own property names.

Mixpanel	Segment	Customer.io	OneSignal	Description
`$email`	`email`	`email`	`email`	Customer email
`$first_name`	`firstName`	`first_name`	`first_name`	First name
`$last_name`	`lastName`	`last_name`	`last_name`	Last name
`$phone`	`phone`	Not sent	Not sent	Phone number
`$created`	`createdAt`	Not sent	`customer_created_at`	Account creation date
`shopify_customer_id`	`shopifyCustomerId`	Not sent	Not sent	Shopify customer ID
`total_spent`	`totalSpent`	`total_spent`	`total_spent`	Lifetime spend
`order_count`	`orderCount`	`order_count`	`order_count`	Total orders
`verified_email`	`verifiedEmail`	`verified_email`	`verified_email`	Email verified
`customer_tags`	`customerTags`	`customer_tags`	`customer_tags`	Shopify customer tags
`first_order_date`	`firstOrderDate`	`first_order_date`	`first_order_date`	First purchase date
`last_order_date`	`lastOrderDate`	`last_order_date`	`last_order_date`	Most recent purchase
`email_marketing_consent_state`	`emailMarketingConsent`	Not sent	`email_marketing_consent`	Marketing consent status
`marketing_state`	`marketingState`	`marketing_state`	`marketing_state`	Marketing state
`tax_exempt`	`taxExempt`	Not sent	`tax_exempt`	Tax exemption status

Address Object

Client-side checkout events include shipping_address. Vendo sends Shopify’s checkout shipping address object without changes. It has these fields:

Property	Type	Description
`firstName`	String	First name
`lastName`	String	Last name
`address1`	String	Street address
`city`	String	City
`province`	String	State/province name
`provinceCode`	String	State/province code
`country`	String	Country name
`countryCode`	String	Country code (ISO)
`zip`	String	Postal/ZIP code

Example Payloads

For the BigQuery schema of client-side Shopify events, see BigQuery Client-Side Events. The page for each destination gives any additional field mapping.