Which Shopify events does Admaxxer track?

Admaxxer is a DTC analytics platform with built-in Meta + Google ad ops. If you sell on Shopify, the integration question is: which Shopify events does Admaxxer track? We subscribe to a small, deliberate set of order webhooks rather than hooking every event — just the ones that drive revenue, MER, LTV, and refund accuracy. ## The short answer Admaxxer subscribes to four Shopify webhooks: `orders/paid`, `orders/create`, `orders/updated`, and `orders/refunded`. These cover paid revenue, new order creation, edits, and refunds — everything needed for accurate revenue, cohort, and MER reporting. ## Full answer ### The four webhooks and what each does - **`orders/paid`** — fires when payment is captured. Primary source of truth for recognized revenue. This is what feeds blended MER, ROAS, and LTV cohorts. - **`orders/create`** — fires when an order is placed (not necessarily paid yet). Used to track top-of-funnel order count and bridge the gap for cash-on-delivery and manual-payment flows where `orders/paid` lags. - **`orders/updated`** — fires when an order is edited (discount adjusted, line item added/removed, address changed). Used to keep revenue numbers accurate when orders are modified after creation. - **`orders/refunded`** — fires when a refund is issued. Updates net revenue, MER, and LTV cohorts in real time so you are not optimizing creative off stale gross numbers. ### Why not more webhooks? We deliberately avoid subscribing to carts, checkout steps, customer-update events, and product-update events. Those generate enormous webhook volumes that rarely change the numbers you report on. The pixel on your storefront covers funnel behavior; the four order webhooks cover revenue. ### Idempotency and deduplication Shopify retries webhooks on failure, so every incoming event is deduped by `order_id` + `event_type` + `updated_at` before reaching the revenue pipe. A retried webhook never double-counts. ### What the data unlocks Once the webhooks are flowing: - **Blended MER** updates daily against real paid revenue. - **LTV cohorts** — 7/30/90 day LTV per first-order creative or campaign. - **Refund-adjusted ROAS** — so winning creatives are not overclaiming. - **CAPI purchase events** can be mirrored server-side from the same paid signal. ### Installing the connection Connecting Shopify is a single OAuth flow — you grant read access to orders and webhook registration, and Admaxxer installs the four subscriptions automatically. No custom app install is required in most regions. ## Related questions - [What is blended MER?](/faq/what-is-blended-mer) - [What is CAPI match rate?](/faq/what-is-capi-match-rate) - [How does Admaxxer store my credentials?](/faq/how-does-admaxxer-store-my-credentials)