Quick answer: Custom pixels are controlled by Customer events, pixel connection status, customer privacy permissions, and the pixel sandbox. If a pixel is configured to require consent, it will not run in applicable regions until the visitor grants the required permissions.
The real symptom
- Pixel code is saved and connected but no browser events appear.
- Purchase events are missing after checkout.
- The pixel fires in one region or browser but not another.
- Meta, GA4, or GTM reports only server-side events.
Likely causes
- The pixel is disconnected or saved as a draft.
- Customer privacy settings require consent that was not granted.
- The cookie banner is missing or does not update Shopify consent.
- The pixel subscribes to the wrong event name.
- The browser or ad blocker blocks the request.
- Duplicate theme/app pixels cause confusion in test tools.
Exact admin path
- Go to Settings → Customer events.
- Open the custom pixel and confirm it is connected.
- Review the pixel’s permission settings.
- Confirm a cookie banner or consent mechanism is active if permission is required.
- Use a private window, accept consent, and test again.
- Check the browser console and network requests.
Simple checks
- Subscribe temporarily to
all_standard_eventsto confirm whether any event is received. - Compare checkout, cart, and product-page events separately.
- Remove duplicate theme-script pixels before retesting.
Useful code or DevTools check
analytics.subscribe("all_standard_events", (event) => {
console.log("pixel event", event.name, event);
});Do not do this
Do not paste pixel code into both theme files and Customer events while testing. You will not know which integration is actually firing.