Configuring Privacy Settings for the RX Pixel – RetentionX

Included in: Core & Growth

When setting up RetentionX tracking in Shopify, you’ll be asked to configure the Customer Privacy Settings before saving the custom pixel.

These settings determine under which consent conditions the RetentionX pixel is allowed to run. RetentionX respects your store’s existing consent and privacy configuration and does not override the choices collected from your shoppers. Instead, Shopify controls whether the pixel can run based on the permissions you select in the Customer Privacy Settings.

This article explains how Shopify’s Customer Privacy Settings affect the technical behavior of the RetentionX pixel. It is not intended as legal advice. Please consult your legal team or privacy advisor to determine the right consent configuration for your business.

How Customer Privacy Settings Affect the RetentionX Pixel

The RetentionX pixel is designed to respect your store’s existing consent and privacy configuration. Depending on how these settings are configured, the pixel may behave differently.

Shopify’s Customer Privacy Settings include two areas that are relevant for the RetentionX pixel: Permission Settings and Data Sale.

Shopify_Customer Privacy Settings.png

Permission Settings

Shopify allows you to define whether specific permissions are required before the pixel can run. The relevant permission categories may include Marketing, Analytics, and Preferences.

The right setup depends on how tracking data is used within your overall privacy setup and how your consent banner is configured. Let’s go through the implications of each permission step by step.

RetentionX does not enforce a specific permission configuration. You can require permissions for marketing, analytics, or preferences based on how tracking data is used within your overall setup and how your consent banner is configured.

When permissions are set to Required

When permissions are set to Required, the RetentionX pixel will only fire once a visitor:

sees your consent banner, and
accepts all required consent categories.

If a visitor rejects the consent banner or does not interact with it, the pixel remains inactive and no tracking events are collected for that user.

This setup may reduce the number of events RetentionX can collect, especially if many visitors do not accept the required consent categories. As a result, reporting, identity resolution, conversion tracking, audience creation, or site merchandising signals may be based on a smaller data set.

The following permissions may be relevant depending on how tracking data is used in your setup:

Marketing

Marketing permission is relevant when tracking data is used for advertising or remarketing purposes. This includes scenarios where events are used to build audiences, measure ad conversions, optimize campaigns, or are shared with marketing platforms such as ad networks or email providers for promotional use.

If customer behavior data influences outbound marketing activities, requiring marketing permission ensures that events are only collected after a visitor has explicitly agreed to marketing-related tracking.

Marketing Permissions.png

Analytics

Analytics permission applies when tracking data is used to understand how visitors interact with your store. This includes analyzing browsing behavior, measuring product and collection performance, understanding funnel progression, and generating insights to improve merchandising or overall store performance.

If analytics permission is required, RetentionX can only collect these events once the visitor has accepted analytics-related tracking.

Analytics Permissions.png

Preferences

Preferences permission is usually relevant when tracking data is used to personalize the onsite experience for individual visitors, such as remembering user settings or adapting content based on past behavior.

RetentionX does not use tracking data to personalize the onsite experience on a per-user basis. For this reason, preferences permission is generally not required for RetentionX tracking.

Preferences Permissions.png

When permissions are set to Not required

When permissions are set to Not required, Shopify does not require explicit consent for that permission before allowing the RetentionX pixel to run.

RetentionX still respects consent on a per-user level. If Shopify allows the pixel to run but no consent is granted, RetentionX can collect events in an anonymized form, without user-identifiable data.

Permission_Not Required.png

This anonymized data allows RetentionX to measure onsite behavior, understand collection performance, and power Site Merchandising insights.

If a visitor later completes a purchase, RetentionX may be able to resolve their identity at that point and associate previous anonymized events with the customer profile, where permitted by your consent and privacy setup.

Data Sale

Shopify will also ask you to define whether the data collected through the custom pixel qualifies as a data sale. For the RetentionX pixel, select: Data collected does not qualify as a data sale.

This setting clarifies how collected data is handled, particularly under privacy regulations such as the CCPA and CPRA. By selecting this option, you indicate that data collected through the RetentionX pixel is not sold or shared for commercial gain. Instead, the data is used to provide RetentionX services, including analytics, site merchandising, identity resolution, and conversion tracking.

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