Pixel Variables
Passing variables from your site's data layer to Rockerbox via the Rockerbox pixels is critical for creating a robust user level dataset for ecommerce insights and marketing attribution.
Below are common event variables that you may be suggested or required to pass on your Rockerbox pixel. For full detail on the required variables to be passed on each pixel, please consult with your implementation team.
Pixel Variable Name | Description | Shopify Event Variables | Google Analytics Ecommerce Event Variables |
*order_id | The unique transaction key for conversion events likePurchases or signups | Shopify.checkout.order_id | ecommerce.purchase.actionField.id |
*external_id | A hashed user-specific identifier typically made available when a user is in a logged-in state | ||
Email address of the user | Shopify.checkout.email | Can be hashed or unhashed email | |
*revenue | Revenue for the event–check to ensure that “subtotal” is the value you consider for your revenue. Some users prefer to use post-tax or post-shipping values instead. | Shopify.checkout.subtotal_price | ecommerce.purchase.actionField.revenue |
*coupon | Coupon or discount code associated with the event | Shopify.checkout.discount.code | ecommerce.purchase.actionField.coupon |
*phone_number | A 10 digital string with no special characters used for identity resolution. | ||
products | JSON object of purchased products. Remember to convert to a string if using this variable in a pixel. Typically this includes properties like: - product_name - product_id - product_sku - product_price - product_quantity | Shopify.checkout.line_items | ecommerce.purchase.products |
Address Variables
Address info must be passed to Rockerbox on conversion pixels where available for the purposes of Direct Mail matchbacks or any geo-level analysis performed against Rockerbox data.
Typically this is a customer's Billing or Shipping address.
For further instructions on the format Address information must be provided in, please see here.
Pixel Variable Name | Description | Shopify Event Variables | Google Analytics Ecommerce Event Variables |
billing_address | JSON object containing the user’s billing address. Remember to convert to a string if using this variable in a pixel. | Shopify.checkout.billing_address | N/A |
rb_address_1 | Customer street address 1 | N/A - included in billing_address | |
rb_address_2 | Customer street address 2, including apartment number or PO box information | N/A - included in billing_address | |
rb_city | N/A - included in billing_address | ||
rb_state | N/A - included in billing_address | ||
rb_zip_code | N/A - included in billing_address | ||
rb_country | N/A - included in billing_address |