How to identify users on Shopify

What this enables: When a visitor becomes a customer (logs in, purchases, or subscribes), Lytical will link their anonymous browsing history to their real identity. You'll see their name and email in the Identified Users report, and can track them across multiple devices and sessions.

Why this is recommended: Catches returning customers automatically on every page load. Works even if they didn't purchase in this session.

{% if customer %}
<script>
  if (typeof lyt !== 'undefined') {
    lyt.identify('{{ customer.email | escape }}', {
      email: '{{ customer.email | escape }}',
      name: '{{ customer.name | escape }}',
      phone: '{{ customer.phone | escape }}',
      shopify_customer_id: '{{ customer.id }}',
      orders_count: {{ customer.orders_count | default: 0 }},
      total_spent: '{{ customer.total_spent | money_without_currency }}',
      source: 'shopify_account'
    });
  }
</script>
{% endif %}

Where to add this code

1. Go to Online Store → Themes → Edit code
2. Open Layout → theme.liquid
3. Find the closing </body> tag
4. Paste the code just before it
5. Click Save

<script>
  if (typeof lyt !== 'undefined') {
    lyt.identify('{{ order.email | escape }}', {
      email: '{{ order.email | escape }}',
      name: '{{ order.billing_address.first_name | escape }} {{ order.billing_address.last_name | escape }}',
      phone: '{{ order.billing_address.phone | escape }}',
      city: '{{ order.billing_address.city | escape }}',
      country: '{{ order.billing_address.country | escape }}',
      shopify_order_id: '{{ order.id }}',
      order_number: '{{ order.order_number }}',
      order_total: '{{ order.total_price | money_without_currency }}',
      source: 'shopify_purchase'
    });
  }
</script>

Where to add this code

1. Go to Settings → Checkout
2. Scroll down to Order status page → Additional scripts
3. Paste the code in the text area
4. Click Save

Tip: This script runs on the "Thank you" page after checkout. It captures guest checkouts too — customers don't need an account to be identified.

Why Order Confirmation and not Add to Cart or Checkout Started?

Add to Cart: We don't have the customer's email yet — they're still anonymous.

Checkout Started: Shopify checkout is hosted on checkout.shopify.com (a different domain). Shopify does not allow custom JavaScript anywhere in the checkout flow — the Order Status page is the only exception.

Accelerated Checkouts: Shop Pay, PayPal, Apple Pay, Google Pay, and Amazon Pay are even more restrictive — customers complete payment on third-party domains like shop.app where we have zero access.

The Order Confirmation page is the only guaranteed touchpoint where the customer is back on your domain, the purchase is complete, we have their email, and we can run scripts.

Good news: If the customer is logged in, Method 1 identifies them on every page — including when they add to cart. Only guest checkouts wait until order confirmation.

<script>
document.addEventListener('submit', function(e) {
  var form = e.target;

  // Check if it's a Shopify newsletter form
  if (form.action && form.action.includes('/contact#contact_form') &&
      form.querySelector('input[name="contact[tags]"][value*="newsletter"]')) {

    var email = form.querySelector('input[type="email"]');
    if (email && email.value && typeof lyt !== 'undefined') {
      lyt.identify(email.value, {
        email: email.value,
        source: 'shopify_newsletter'
      });
    }
  }

  // Alternative: Check for common newsletter form classes
  if (form.classList.contains('newsletter-form') ||
      form.classList.contains('klaviyo-form') ||
      form.id === 'newsletter-form') {

    var emailInput = form.querySelector('input[type="email"]');
    if (emailInput && emailInput.value && typeof lyt !== 'undefined') {
      lyt.identify(emailInput.value, {
        email: emailInput.value,
        source: 'shopify_newsletter'
      });
    }
  }
});
</script>

Note: Newsletter form markup varies by theme. You may need to adjust the selectors (.newsletter-form, etc.) to match your theme's form classes. Inspect your newsletter form in browser DevTools to find the correct selector.

<script>
document.addEventListener('submit', function(e) {
  var form = e.target;

  // Check if it's a Shopify registration form
  if (form.action && form.action.includes('/account')) {
    var email = form.querySelector('input[type="email"], input[name="customer[email]"]');
    var firstName = form.querySelector('input[name="customer[first_name]"]');
    var lastName = form.querySelector('input[name="customer[last_name]"]');

    if (email && email.value && typeof lyt !== 'undefined') {
      var name = '';
      if (firstName && firstName.value) name += firstName.value;
      if (lastName && lastName.value) name += ' ' + lastName.value;

      lyt.identify(email.value, {
        email: email.value,
        name: name.trim(),
        source: 'shopify_registration'
      });
    }
  }
});
</script>

{% comment %} Lytical: Identify logged-in customers {% endcomment %}
{% if customer %}
<script>
  if (typeof lyt !== 'undefined') {
    lyt.identify('{{ customer.email | escape }}', {
      email: '{{ customer.email | escape }}',
      name: '{{ customer.name | escape }}',
      phone: '{{ customer.phone | escape }}',
      shopify_customer_id: '{{ customer.id }}',
      orders_count: {{ customer.orders_count | default: 0 }},
      total_spent: '{{ customer.total_spent | money_without_currency }}',
      source: 'shopify_account'
    });
  }
</script>
{% endif %}

{% comment %} Lytical: Identify newsletter signups and registrations {% endcomment %}
<script>
document.addEventListener('submit', function(e) {
  var form = e.target;
  if (!form.action) return;

  var email, name, source;

  // Newsletter forms
  if (form.action.includes('/contact') ||
      form.classList.contains('newsletter-form') ||
      form.classList.contains('klaviyo-form')) {
    var emailInput = form.querySelector('input[type="email"]');
    if (emailInput && emailInput.value) {
      email = emailInput.value;
      source = 'shopify_newsletter';
    }
  }

  // Registration forms
  if (form.action.includes('/account')) {
    var emailInput = form.querySelector('input[type="email"], input[name="customer[email]"]');
    var firstName = form.querySelector('input[name="customer[first_name]"]');
    var lastName = form.querySelector('input[name="customer[last_name]"]');

    if (emailInput && emailInput.value) {
      email = emailInput.value;
      source = 'shopify_registration';
      if (firstName || lastName) {
        name = [(firstName && firstName.value) || '', (lastName && lastName.value) || '']
               .filter(Boolean).join(' ');
      }
    }
  }

  // Send identify call
  if (email && typeof lyt !== 'undefined') {
    var traits = { email: email, source: source };
    if (name) traits.name = name;
    lyt.identify(email, traits);
  }
});
</script>

<script>
// Listen for Klaviyo form submissions
window.addEventListener('klaviyoForms', function(e) {
  if (e.detail.type === 'submit') {
    var email = e.detail.metaData.$email;
    if (email && typeof lyt !== 'undefined') {
      lyt.identify(email, {
        email: email,
        name: e.detail.metaData.$first_name || '',
        source: 'klaviyo_form'
      });
    }
  }
});
</script>

Customers aren't appearing in Identified Users

• Verify the Lytical tracking code loads before the identify script
• Check browser DevTools → Console for JavaScript errors
• Make sure the Liquid variables are outputting data (check page source)
• For order confirmation, verify the script is in Settings → Checkout → Additional scripts

Testing the integration

1. Log in to a test customer account on your store
2. Browse a few pages
3. Wait 1-2 minutes, then check the Identified Users page in Lytical
4. You should see your test customer with their browsing history attached

Newsletter form not detected

Newsletter forms vary widely between themes. Inspect your form element in browser DevTools to find its class name or ID, then update the selectors in the script. Look for form.classList.contains('your-class') or form.id === 'your-id'.

Need help? If you're having trouble with the integration, reach out to our support team and we'll help you get it set up.