About the Mailchimp Site Tracking Pixel

With the Mailchimp Site Tracking Pixel connected to your store, your customers’ behavior on your site powers useful segmentation and marketing automation flows. Site tracking captures events like page views, product views, add-to-cart actions, and purchases. This data informs your marketing strategy so that you can send the right message at the right time.

In this article, you’ll learn about the Mailchimp Site Tracking Pixel.

Thing to know

Here are some things to know.

• This feature is currently available to accounts with a connected Shopify, Wix, and WooCommerce store.
• You are responsible for managing visitor consent via your platform's cookie banner or consent management system.

The Mailchimp Site Tracking Pixel

The Mailchimp Site Tracking pixel captures customer behavior on your website. After the Pixel is installed, it sends events to Mailchimp to inform your marketing. With your customers' behavioral data, you can build segments like "Viewed product but didn’t buy” or “Added to cart in the last 7 days”, and trigger automations like abandoned cart emails or post-purchase follow-ups.

The pixel works alongside your existing ecommerce integration such as Shopify, Wix, and WooCommerce to capture real-time behavioral data.

How visitor matching works

When a customer visits your site, the Pixel assigns them an anonymous visitor ID. This ID is stored in a first-party cookie on your domain. Before a customer is identified, we track their browsing behavior, such as page views, product views, and add-to-cart. These events are stored with the anonymous visitor ID.

After a visitor provides their email address, we identify all previous browsing activity linked to their Mailchimp contact. This means you can see what a customer did on your site before they identified themselves, which enables powerful segments like "Browsed 3+ products but never purchased." Future visits will be associated with their profile automatically.

How to use Site Tracking data

After the pixel is connected and starts to collect event data, use that behavioral data across Mailchimp to power personalized marketing.

Automation flows

Trigger marketing automation flows based on real-time site behavior. Use Mailchimp Site Tracking Pixel events to send timely, relevant messages when customers take specific actions on your site.

Available triggers:

• Views store pages - Trigger when a customer visits any page or specific pages on your site
• Views products - Trigger when a customer views any product, specific products, or a collection of products
• Performs search in store - Trigger when a customer searches for any term or specific search terms
• Adds products to cart - Trigger when a customer adds any product or specific products to their cart
• Performs checkout action - Trigger when a customer starts checkout or completes checkout

Example use cases:

• Send a welcome series when someone first visits your site
• Follow up when someone views a product but doesn't purchase
• Re-engage customers who search but don't find what they're looking for
• Recover abandoned carts with timely reminders
• Thank customers after purchase, and suggest related products

Segmentation

Create dynamic audience segments based on site behavior. For example, segment customers who viewed a product but didn't purchase, or identify high-intent shoppers who added multiple items to cart.

Available conditions include:

• Page views and browsing patterns
• Product views and category browsing
• Cart activity (add to cart, cart abandonment)
• Purchase behavior
• Search activity

Troubleshooting

How do I know if the Mailchimp Site Tracking Pixel is installed correctly?

To check if the Mailchimp Site Tracking Pixel is installed correctly, follow these steps.

1. In Mailchimp, click Integrations, then select Manage.
2. Select your connected store.
3. Click Settings.
4. In the Site tracking section, check that status is Active with a Last active timestamp.

If status shows Not Installed or Never Seen, verify your snippet placement.

Events aren't appearing in Mailchimp

How do I test my event tracking?

To test your event tracking, follow these steps.

1. Open your browser's DevTools.
2. Go to the Network tab.
3. Filter by “mailchimp” or “pixel”
4. Perform an action on your site such as view product or add to cart.
5. Look for network requests to the Site Tracking endpoint.

Caching plugins interfering with tracking

Some caching or optimization plugins such as Breeze, SG Optimizer, or Asset CleanUp may group or defer JavaScript in ways that break event tracking. As a solution, exclude the Site Tracking script from JavaScript optimization/grouping in your caching plug-in settings.

Custom code support

Our Mailchimp Support team isn't trained for in-depth Javascript nor PHP troubleshooting. If you need a developer to help you set up the Mailchimp Site Tracking Pixel, check out our great Experts Directory. This lists third-party Mailchimp experts who can be hired to help out.