How does Multifeeds custom pixel works and how does it comply with different laws regarding customer privacy?
Multifeeds pixel is implemented using a Shopify's custom pixel, which is the recommended way provided by Shopify for tracking purposes.
As it is based on custom pixel, a standard solution provided by Shopify, it inherits some benefits
Compatibility and future proof. It works accurately with almost every themes out of the box.
It runs in a separated sandbox, which means prevention of code running non-performing Javascript, or interfering with your online store and checkout.
At the same time, as Multifeeds pixel code installs an in-house Google Tag Manager container in Shopify Custom pixel, there are a few pitfalls that should be aware of.
Ownership of the Google Tag Manager container
The ownership of the container falls under Multifeeds. This is to hide the complexity of the tagging from end user, and to protect our know-hows of the tags in the container. If for some reasons the the container's ownership is mandatory, please explore alternative solutions. Services like Elevar or the Easy Tag team offer that level of access and customization (normally at a much higher cost).
The Google & YouTube app, which is free, could also be used for tracking, although with lower level of customization.
GTM debugging does not work with Shopify custom pixel
Although Shopify has provided custom pixel as a standard way to implement tracking, and provided tutorials to use it with GTM, GTM preview & debugging does not work with custom pixel. Read more of various discussion in Shopify Community
You can still troubleshoot tagging implemented with custom pixel using other tools including network calls, Data layer checker plus, etc.
Users are instructed to select the following settings when creating a new custom pixel for Multifeeds
In Customer privacy section, under Permission, select Not required
Under Data sale, select Data collected does not qualify as data sale
This ensure that the pixel is run in all cases, regardless of the customer's consent. Therefore it is total valid question of whether the pixel complies with more strict laws about customer privacy, including Europe's GDPR.
The answer: it depends on the targeting marketing platform.
Although the pixel is set to run in all cases allow by a Shopify custom pixel, under the hood, the Multifeeds pixel code takes into account the consent selected by the end user in tracking implementation. For Google ecosystems, Multifeeds pixel conform to Google Consent mode v2.
To be specific, the following code map the consent choices of end users to Google consent mode v2 parameters
var consent = {
'ad_storage': customerPrivacy.marketingAllowed?'granted':'denied',
'analytics_storage': customerPrivacy.analyticsProcessingAllowed?'granted':'denied',
'ad_user_data': customerPrivacy.marketingAllowed?'granted':'denied',
'ad_personalization': customerPrivacy.marketingAllowed?'granted':'denied',
}
This means if the store is using a Shopify Customer privacy API compatible cookie banner, end user consent will be sent to Google for tracking behavior adjustment.
A standard cookie banner is provided in Shopify Customer privacy setting.
Multifeeds pixel relay consent data to targeting marketing platform, so it is as privacy conformant as the marketing platform (e.g. Google consent mode v2)
For now only Google Ads tag are supported, but the same approach is taken for other marketing platforms in the future.
Since the custom pixel is created in user's land (outside of the app), nothing stops an user to select different settings for the custom pixel. The pixel will then not run in different scenarios and it should be expected to record less events in the targeting marketing platform.
Restricting the custom pixel leads to less accurate tracking, and might not make it more conformant to Customer privacy laws.