Ad and analytics pixels

Send wishlist adds to Google Analytics 4, Meta, TikTok or Google Tag Manager, so you can build retargeting audiences and measure saves next to your other events.

Nothing needs to be turned on in the app. When a shopper saves a product, the app embed publishes two events:

The app doesn't call Meta, Google or TikTok itself, so events sent by Shopify's own channel apps are never counted twice. The events fire for every add, including adds made with the JavaScript API. They don't fire in the theme editor. Prices aren't included.

Add a custom pixel

1. In Shopify admin, open Settings → Customer events.
2. Click Add custom pixel, name it (for example, Wishlist) and click Add pixel.
3. Paste one of the snippets below and replace the ID with yours.
4. Click Save, then Connect.

Under Customer privacy, choose the permission that matches the platform (usually Marketing for ads and Analytics for GA4). Shopify only runs the pixel for visitors who allowed it.

Google Analytics 4

const MEASUREMENT_ID = "G-XXXXXXXXXX";

const script = document.createElement("script");
script.src = `https://www.googletagmanager.com/gtag/js?id=${MEASUREMENT_ID}`;
script.async = true;
document.head.appendChild(script);
window.dataLayer = window.dataLayer || [];
function gtag() {
  dataLayer.push(arguments);
}
gtag("js", new Date());
// Page views already come from the Google & YouTube app.
gtag("config", MEASUREMENT_ID, { send_page_view: false });

analytics.subscribe("wishlist_item_added", (event) => {
  const { productId, variantId, currency } = event.customData;
  gtag("event", "add_to_wishlist", {
    currency,
    items: [{ item_id: productId, item_variant: variantId ?? undefined }],
  });
});

Meta (Facebook and Instagram)

Paste the Meta Pixel base code from Events Manager first, without the <script> tags. Keep fbq("init", "…") and remove fbq("track", "PageView") if the Facebook & Instagram app already sends page views. Then add:

analytics.subscribe("wishlist_item_added", (event) => {
  const { productId, currency } = event.customData;
  fbq("track", "AddToWishlist", {
    content_ids: [productId],
    content_type: "product_group",
    currency,
  });
});

product_group matches catalogs that group variants under the product ID. If your catalog items are variants, send [variantId] with content_type: "product" instead.

TikTok

Paste the TikTok Pixel base code from TikTok Events Manager first, without the <script> tags. Then add:

analytics.subscribe("wishlist_item_added", (event) => {
  const { productId, currency } = event.customData;
  ttq.track("AddToWishlist", {
    contents: [{ content_id: productId, content_type: "product" }],
    currency,
  });
});

Google Tag Manager

If Google Tag Manager is installed in your theme, the add_to_wishlist event is pushed to its dataLayer. The app doesn't add Tag Manager itself; without it, only the custom pixel event is published.

1. In Tag Manager, create a Custom Event trigger with the event name add_to_wishlist.
2. Create a Google Analytics: GA4 Event tag with the event name add_to_wishlist, turn on Send Ecommerce data and use the trigger.
3. Use the same trigger for other platforms' tags.

Tag Manager in a custom pixel runs in Shopify's sandbox and can't see the theme's dataLayer. To use it there, subscribe to wishlist_item_added and push the event yourself.

Check that it works

Open your store, save a product, then:

• Custom pixels: in Settings → Customer events, open the pixel's ⋯ menu and choose Test, or use your platform's test tool (GA4 DebugView, Meta Pixel Helper, TikTok Pixel Helper).
• Tag Manager: use Preview and look for add_to_wishlist in the event list.

For anything else, listen to the wishlist:add DOM event in your own script.