Updated On-Site Events and Conversions Tracking

Overview

AfterShip Tracking has updated the on-site tracking for your Shopify store, allowing you to measure customer engagement and conversions more accurately. By tracking how customers interact with your tracking pages or notifications, you can gain valuable insights into the effectiveness of your post-purchase experience and optimize for better results.

What is on-site tracking?

On-site tracking monitors visitor behavior when customers interact with your tracking pages or click through your notifications to visit your Shopify store. AfterShip identifies these visitors and recognizes them during future visits, allowing you to understand the customer journey from tracking to purchase.

This tracking capability bridges the gap between your post-purchase communications and actual sales, giving you a complete picture of how your tracking experience influences customer behavior.

Setting up on-site tracking

The setup process is automatic when you connect your Shopify store to AfterShip:

1. Connect your store: **Link your Shopify store through AfterShip **or install the AfterShip Tracking App from the Shopify App Store.
2. Automatic script installation: AfterShip automatically adds the tracking script to your store.
3. Data collection begins: The script starts collecting data when customers interact with your tracking pages and visit your store.

Additional considerations

• Ensure your Shopify store is properly connected to enable this feature.
• Script-based tracking is expected to be replaced by the Shopify pixel in the coming days.

How on-site tracking works

AfterShip tracks customer activity in the following ways:

1. Visitor identification

AfterShip identifies visitors in the following ways.

• When visitors click on your tracking pages.
• The AfterShip tracking scripts automatically capture their actions on your site.
• These actions are linked back to the original tracking page or notification.
• All captured data is available in your AfterShip analytics dashboard.

2. Conversion attribution

A conversion is recorded when:

1. Click-through occurs: Visitors click from your tracking page or notification to your Shopify store.
2. Parameter tracking: The URL receives a parameter starting with _sc_p for identification purposes.
3. Purchase attribution: When a visitor completes an order within 72 hours of clicking the link, the purchase is attributed to your tracking page or notification.
4. Backup identification: If the URL parameter is lost during cross-domain tracking, visitors can still be identified through their cookie ID.

Viewing your data

Access your on-site tracking data through two main dashboards:

• Notification analytics dashboard: View performance metrics for your notification campaigns. . Learn more >

• Tracking page analytics dashboard: Analyze engagement and conversion data for your tracking pages. Learn more >

Both dashboards provide comprehensive insights into customer behavior and revenue attribution.

Available metrics and benefits

On-site tracking provides valuable analytics to help you understand customer behavior and optimize your business:

Key metrics you can track

• Engagement patterns: Monitor page views, unique visitors, session duration, etc.
• Attribution revenue and orders: Track revenue and orders from customers who clicked through tracking pages or notifications.

Customer segmentation opportunities

Use engagement data to segment customers for targeted campaigns in both notification flows and tracking page experiences:

• High-engagement customers: Target frequent trackers with personalized notifications.
• Segment-specific tracking pages: Customize tracking page content based on customer behavior and purchase history.

Business benefits

• Revenue optimization: Identify which touchpoints generate the most sales and focus your efforts accordingly.
• Improved customer experience: Use behavior data to personalize tracking communications and reduce support inquiries.
• Strategic insights: Make data-driven decisions about tracking page design and notification timing.

By leveraging on-site tracking data, you can transform basic shipment monitoring into a powerful tool for driving customer engagement, increasing conversions, and growing revenue.

Past changes and impact

As of November 26, 2024, we've updated our on-site tracking method to measure events and conversions more accurately. Here's what you need to know:

• Future data only: Changes only affect data collected starting November 26, 2024.
• Historical data preserved: All data collected before this date remains unchanged to maintain consistency in your reporting.
• Temporary variations: During the transition period, you may notice some variations in attributed orders and revenue statistics due to our improved tracking method.

Need Help?

If you observe any notable changes in your metrics that require attention, or if you would like to update your historical data to align with our new tracking method, please contact our Support team for assistance.

Updated on: 22/07/2025