How To Implement Impact Radius with Shopify via GTM & Server-Side API

Elevar powers your data layer and server-side tracking needed to connect Impact and Shopify.

beginner Implementation Difficulty

Integration Specs

  • Channel Accuracy Monitoring
  • Requires Elevar Data Layer
  • GTM server-side client customizable
  • Chrome Extension

  • Elevar Server-Side
  • GTM Server-Side
  • GTM Web Container

What's Included


What customer events are tracked in this integration

  • Purchase
  • Base Tag

Customer Parameters

What customer parameters are tracked in this integration

  • e-mail
  • customer status
  • click id
  • promo code
  • order id
  • discount amount
  • line items

Step 1: Navigate to the Impact Server-Side Install Wizard in Elevar

In your Elevar App, navigate to Server-Side > Select Add Destination > Find and select Impact Radius.

Impact Radius Server-Side

You’ll then see an overview step and video to get started.

Step 2: Select Your Transaction Identifier

In most cases, Impact wants to receive the Order Number with your conversion API integration. You’ll likely keep the default selection; however, you have the option to change this if needed.

transaction id

Step 3: Select Your Product Identifier

Again, Product SKU is almost always the primary product ID in Impact Radius integrations, so you likely won’t need change anything here.

However, you do have the option to change this from SKU to product ID or variant ID.


Step 4: Block Transactions

This step allows you to control exactly what purchase events are sent to Impact’s API. You can block orders based on Source Channel Names, Order Tags or Order Gateways.

block transactions

Two common scenarios where you may want to block orders are: recurring orders & offline orders. Learn how to block these orders in this guide.

Not sure if you need to block orders? Look at what Sales Channels you have in Shopify!

Step 5: Add in Your Impact ID's & Tokens

Step 6: Go Live

Select Go Live on the Overview Page to launch your new Impact Radius tracking.

go live with impact radius tracking

Once you do go live then your Impact team will have you place a test order => send them details on the order => they will validate the order was successfully received.

Once they approve the integration then you’ll need to remove your pre-existing Impact client-side tracking. These could be in your GTM web container, your Shopify theme, or in the Admin settings.

Step 7: Monitor Accuracy in Real Time

Once you are live then you can view transactions in real-time including all attribution data for the order:


And you can also view your conversion accuracy over time:


Step 1: Install Data Layer to Your Store

In order to deploy Impact Radius tracking via Google Tag Manager tags, you need to have a data layer implemented on your Shopify store that pushes customer and order data that Impact’s tags require.

If you don’t have a data layer for your Shopify store yet, then you can utilize Elevar’s data layer for Shopify. It’s a 1-click installation into your theme.

Step 2: Download Container for GTM

Inside of your Elevar account, go to Pre Built Tags > Impact Radius.

Update your Base Tag ID and Conversion Tag ID in the tag settings shown below. These IDs are included in your Impact Tech Plan provided by your Impact customer success manager.


Download the container and save to your computer.

Step 3: Import Container to GTM

Next up, go to your Google Tag Manager container > Admin > Import.


Be sure to select Merge container, not overwrite.

Once you’ve imported, verify your Base and Conversion Tag ID variables are accurate.

Step 4: QA & Publish

Once you’re ready to go live then put GTM into preview mode.

You can navigate the site and place an order to verify your Impact tags trigger as expected.

Remember that the data layer from step 1 needs to be live on your store in order for the variables – like revenue and order id – to populate.

Compatible Data Sources

Data Layer

Complete data layer for Google Tag Manager including all native events and variables for Shopify.
Learn More

Shopify Webhooks

Used for our server-side integrations for 100% purchase capture rate.
Learn More


View common integration questions

  • No. If you implement server-side tracking with Impact Radius you do not need to deploy tracking in GTM.