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MP Tracking Pixel Privacy Policy

Last updated: August 6, 2026

This Privacy Policy explains how Merchant Playbook ("Merchant Playbook", "we", "us", or "our") collects, uses, shares, and protects information when a Shopify merchant installs or uses MP Tracking Pixel (the "App"), or contacts us through our support website and related support channels.

MP Tracking Pixel helps Shopify merchants send selected storefront and checkout events to Google Analytics 4 using Shopify Web Pixels, a managed collector, and the GA4 Measurement Protocol.

1. Information we collect​

When you install, access, or use the App, we may collect or process the following information:

  • Shopify store information, such as shop name, myshopify domain, store domain, store ID, country, currency, locale, and plan information
  • Store owner information made available by Shopify, such as name, email address, phone number, and business address
  • Staff or contributor-related technical information made available through Shopify permissions, such as email address, IP address, browser, and operating system
  • GA4 Measurement ID, Measurement Protocol API secret, Tracking ID settings, and enabled event settings
  • Storefront app embed, tracking snippet, gtag.js, and theme setup status
  • Shopify customer event payloads needed to deliver configured analytics events
  • Event delivery status, usage counts, monthly event counts, and tracked purchase counts
  • Error, retry, queue, diagnostic, log, and performance information
  • App installation, authentication, session, usage, diagnostic, and security information
  • Support information you choose to send us, such as messages, screenshots, feature requests, and contact details

2. Information we do not intentionally collect​

The App is designed for analytics event delivery. It is not designed to collect payment card numbers, Shopify account passwords, or sensitive personal information.

We do not intentionally collect or store:

  • Payment card numbers or full payment credentials
  • Shopify account passwords or login credentials
  • Sensitive personal information unless you voluntarily include it in a support request
  • Analytics event information beyond what is needed to configure, deliver, monitor, troubleshoot, secure, and support selected tracking events

Because Shopify customer events, browser behavior, and GA4 configuration can include information broader than the App actively needs, some information may be technically available to the App or transmitted based on your settings. We limit our collection and use to what is reasonably necessary to provide, secure, support, and improve the App.

3. Analytics event information​

Depending on your settings and Shopify event data, analytics events may include technical, storefront, cart, checkout, order, product, collection, search, URL, timestamp, client identifier, and event metadata.

Analytics events may also include identifiers or metadata made available through Shopify Web Pixels, browser APIs, cookies, local storage, consent settings, or GA4 configuration.

MP Tracking Pixel is designed to send selected events to GA4 according to your Tracking ID settings. Google Analytics 4 processes the events according to your GA4 property settings and Google's own terms and policies.

4. How we collect information​

We collect information from:

  • Shopify, when you install, authenticate, configure, or use the App
  • Shopify Web Pixels, customer event payloads, storefront app embeds, and tracking snippet settings
  • Your use of the App dashboard, Tracking ID settings, GA4 credential configuration, event settings, usage reports, and testing tools
  • Your device or browser through logs, cookies, analytics, and similar technologies
  • Direct communications with you, including email and support requests
  • Service providers that help us operate, host, secure, analyze, queue, deliver, or support the App

5. How we use information​

We use this information to:

  • Provide, operate, maintain, and secure MP Tracking Pixel
  • Configure and sync Shopify Web Pixel settings
  • Send selected ecommerce events to GA4
  • Load storefront gtag.js when enabled
  • Support GA4 Realtime and DebugView testing
  • Track monthly usage and purchase counts
  • Retry purchase delivery when supported
  • Troubleshoot event delivery, credentials, app embed, tracking snippet, consent, and usage issues
  • Respond to support requests and feature requests
  • Monitor performance, diagnose errors, prevent misuse, and improve reliability
  • Communicate with you about the App, including service, support, product, and administrative messages
  • Comply with legal obligations and enforce our rights

6. Cookies, analytics, and logs​

We may use cookies, log files, analytics tools, and similar technologies on our website, support pages, App dashboard, storefront tracking snippet, and related services.

Depending on your settings, the App may load or help configure tracking technologies such as gtag.js, Shopify Web Pixels, GA4 identifiers, browser storage, or related analytics mechanisms.

These technologies may collect technical information such as IP address, device type, browser type, operating system, referring pages, URLs, timestamps, and interactions with the App, website, or storefront. We use this information to operate the service, deliver events, improve performance, understand usage, detect errors, and maintain security.

Where required by law, you are responsible for managing cookie or tracking preferences through your storefront, Shopify customer privacy settings, consent tools, browser settings, or other consent mechanisms.

You are responsible for your store's privacy policy, cookie notices, consent banner, and compliance with analytics, tracking, and data protection requirements.

You should ensure that MP Tracking Pixel is configured consistently with your legal obligations and shopper consent choices. This includes determining which events to send, whether to enable gtag.js, how to configure GA4, and whether consent is required before collecting or sending analytics events.

We do not sell shopper personal information. Analytics events sent to GA4 are sent according to your Tracking ID settings and are processed by Google according to your GA4 configuration and Google's own terms and policies.

8. Shopify, Google, and third-party services​

MP Tracking Pixel operates inside the Shopify ecosystem and may rely on Shopify Web Pixels, Shopify APIs, theme app embeds, Google Analytics 4, hosting providers, analytics, queues, email, and support tools.

Your use of Shopify, Google Analytics, and third-party services is subject to their own privacy policies and terms.

9. How we share information​

We do not sell personal information.

We may share information only with:

  • Shopify, as required for the App to operate within the Shopify platform
  • Google Analytics 4, when analytics events are sent according to your Tracking ID settings
  • Hosting, infrastructure, database, queue, analytics, error monitoring, email, and support providers that help us operate and support the App
  • Professional advisers, authorities, or other parties when required by law, legal process, security needs, or to protect rights
  • Another entity in connection with a merger, acquisition, financing, reorganization, or sale of business assets, subject to appropriate protections

Service providers are authorized to use information only as needed to provide services to us or as otherwise permitted by law.

10. Data retention and deletion​

We retain App settings, GA4 configuration, usage, diagnostic, and event delivery information for as long as needed to provide the App, support merchants, maintain security, resolve disputes, comply with legal obligations, and keep legitimate business records.

Event payloads and delivery logs may be retained for limited periods to support delivery, retries, diagnostics, abuse prevention, and security. Aggregated usage counts and business records may be retained longer where permitted by law.

If you deactivate or delete a Tracking ID, disable events, or uninstall the App, we will delete or anonymize store-specific App data within a reasonable period, unless we are required or permitted to retain certain information for legal, security, accounting, dispute-resolution, or compliance purposes.

We also respond to Shopify's mandatory privacy compliance webhooks, including:

  • customers/data_request
  • customers/redact
  • shop/redact

For customer-level requests, we will search for and delete, anonymize, or return relevant event-related information where required by Shopify and applicable law. For shop-level deletion requests, we delete or anonymize store data as required by Shopify and applicable law.

11. International transfers​

Merchant Playbook is based in Vietnam, and our service providers may process information in Vietnam, the United States, Canada, the European Economic Area, or other countries. These countries may have data protection laws different from those in your jurisdiction.

Where required, we use appropriate safeguards for international transfers of personal information.

12. Your choices and rights​

You can change Tracking ID settings, disable events, deactivate a Tracking ID, disable storefront app embeds, or uninstall the App from your Shopify admin.

Depending on your location, you may have rights to request access, correction, deletion, portability, restriction, objection, or withdrawal of consent regarding your personal information.

To exercise privacy rights, contact us using the details below. We may need to verify your identity and your authority to act on behalf of the relevant Shopify store before fulfilling a request.

If you are a shopper of a Shopify merchant using the App, please submit privacy requests directly to that merchant. We process customer event information on behalf of the merchant and in accordance with Shopify's privacy request process.

Where GDPR, UK GDPR, or similar laws apply, we process personal information based on one or more legal bases, including:

  • Performance of a contract, to provide and support the App
  • Legitimate interests, such as security, troubleshooting, event delivery, service improvement, and business operations
  • Compliance with legal obligations
  • Consent, where required for certain communications, cookies, analytics, tracking, or optional features

14. California privacy notice​

We do not sell personal information and do not share personal information for cross-context behavioral advertising.

California residents may have rights to know, access, correct, delete, and limit certain uses of personal information, and the right not to be discriminated against for exercising privacy rights. To submit a request, contact us using the details below.

15. Children​

The App is intended for Shopify merchants and business users. It is not directed to children, and we do not knowingly collect personal information from children.

16. Security​

We use reasonable technical and organizational measures designed to protect information from unauthorized access, loss, misuse, alteration, or disclosure.

No method of transmission or storage is completely secure, so we cannot guarantee absolute security.

17. Changes to this policy​

We may update this Privacy Policy from time to time to reflect changes to our practices, technologies, legal requirements, or business operations. The updated version will be posted on this page with a revised "Last updated" date.

18. Contact​

For questions, requests, or complaints about this Privacy Policy or our privacy practices, contact:

support@merchantplaybook.com