Mailchimp Site Tracking Pixel Integration Guidance

The Mailchimp Site Tracking Pixel SDK is currently in beta. API methods and event schemas are stable but may evolve based on customer feedback.

This guide provides reference material for the Mailchimp Site Tracking Pixel client-side JavaScript API. Use these methods to track user behavior and identify visitors on your website.

About this resource

This content applies to Wix and WooCommerce Mailchimp integrations.

This advanced guidance is recommended for users familiar with custom coding. Contact your developer, or hire a Mailchimp Expert for assistance.

For more information on the set up process for each integration, check out these resources.

Set Up the Mailchimp Site Tracking Pixel for Wix

Set Up the Mailchimp Site Tracking Pixel for WooCommerce

Accessing the API

After the Pixel SDK is loaded on your page, access it via:

window.$mcSite.pixel.api

The API Provides two main methods:

track() Method

Sends a behavioral event to Mailchimp for analytics and marketing automation.

Syntax

window.$mcSite.pixel.api.track(eventType, eventData);

Parameters

identify() Method

Associates a known user identity (email, phone, etc.) with the current anonymous visitor. This enables Mailchimp to connect behavioral data with your audience contacts.

Syntax

window.$mcSite.pixel.api.identify({
  type: 'IDENTIFIER_TYPE',
  value: 'identifier_value'
});

Parameters

Returns

Promise<void> - Resolves when the identity association is queued.

Identifier Types

Event types

The SDK supports the following event types. Each event has specific payload requirements.

PAGE_VIEWED

Tracks when a user views a page. This event is automatically sent when autoTrack is enabled.

window.$mcSite.pixel.api.track('PAGE_VIEWED', {});

No additional data required—browser context is captured automatically.

PRODUCT_VIEWED

Tracks when a user views a product detail page.

window.$mcSite.pixel.api.track('PRODUCT_VIEWED', {
  product: {
    id: 'productVariantId-123',
    productId: 'productId-123',
    title: 'Classic Cotton T-Shirt',
    price: 29.99,
    currency: 'USD',
    sku: 'TSHIRT-BLU-M',
    imageUrl: 'https://example.com/images/tshirt-blue.jpg',
    productUrl: 'https://example.com/products/classic-tshirt',
    vendor: 'Example Brand',
    categories: ['Apparel', 'T-Shirts', 'Men']
  }
});

Product Object

PRODUCT_ADDED_TO_CART

Tracks when a user adds an item to their shopping cart.

window.$mcSite.pixel.api.track('PRODUCT_ADDED_TO_CART', {
  cartId: 'cart_abc123',
  product: {
    item: {
      id: 'productVariantId-123',
      productId: 'productId-123',

      title: 'Classic Cotton T-Shirt',
      price: 29.99,
      currency: 'USD',
      sku: 'TSHIRT-BLU-M'
    },
    quantity: 2,
    price: 59.98,
    currency: 'USD'
  }
});

Cart Line Item Object:

PRODUCT_ADDED_TO_WISHLIST

Tracks when a user adds a product to their wishlist.

window.$mcSite.pixel.api.track('PRODUCT_ADDED_TO_WISHLIST', {
  wishlistId: 'wishlist_xyz789',
  product: {
    id: 'productVariantId-123',
    productId: 'productId-123',

    title: 'Classic Cotton T-Shirt',
    price: 29.99,
    currency: 'USD'
  }
});

CART_VIEWED

Tracks when a user views their shopping cart.

window.$mcSite.pixel.api.track('CART_VIEWED', {
  cart: {
    id: 'cart_abc123',
    lineItems: [
      {
        item: {
          id: 'productVariantId-123SKU-12345',
          productId: 'productId-123',
          title: 'Classic Cotton T-Shirt',
          price: 29.99
        },
        quantity: 2
      },
      {
        item: {
          id: 'productVariantId-456',
          productId: 'productId-456',
          title: 'Slim Fit Jeans',
          price: 79.99
        },
        quantity: 1
      }
    ],
    totalPrice: 139.97,
    currency: 'USD'
  }
});

Cart Object:

CHECKOUT_STARTED

Tracks when a user begins the checkout process.

window.$mcSite.pixel.api.track('CHECKOUT_STARTED', {
  checkout: {
    id: 'checkout_def456',
    cartId: 'cart_abc123',
    lineItems: [
      {
        item: {
          id: 'productVariantId-123',
          productId: 'productId-123',
          title: 'Classic Cotton T-Shirt',
          price: 29.99
        },
        quantity: 2
      }
    ],
    subtotalPrice: 59.98,
    totalTax: 4.80,
    totalShipping: 5.99,
    totalPrice: 70.77,
    currency: 'USD',
    customerId: 'cust_789',
    discounts: [
      {
        code: 'SAVE10',
        amount: 5.99,
        type: 'percentage'
      }
    ]
  }
});

Checkout Object:

PURCHASED

Tracks a completed purchase/order.

window.$mcSite.pixel.api.track('PURCHASED', {
  order: {
    id: 'order_ghi789',
    lineItems: [
      {
        item: {
          id: 'productVariantId-12345',
          productId: 'productId-12345',
          title: 'Classic Cotton T-Shirt',
          price: 29.99,
          sku: 'TSHIRT-BLU-M',
          vendor: 'Example Brand'
        },
        quantity: 2,
        price: 59.98
      }
    ],
    subtotalPrice: 59.98,
    totalTax: 4.80,
    totalShipping: 5.99,
    totalPrice: 70.77,
    currency: 'USD',
    customerId: 'cust_789'
  }
});

SEARCH_SUBMITTED

Tracks when a user performs a search.

window.$mcSite.pixel.api.track('SEARCH_SUBMITTED', {
  query: 'blue cotton shirt',
  resultsCount: 42
});

PRODUCT_CATEGORY_VIEWED

Tracks when a user views a product category or collection page.

window.$mcSite.pixel.api.track('PRODUCT_CATEGORY_VIEWED', {
  categoryId: 'cat_123',
  categoryName: 'Men\'s T-Shirts'
});

Disabling auto-track

By default, the SDK automatically tracks PAGE_VIEWED events. To disable this:

// Set BEFORE the MC.js script loads
window.disable_mailchimp_pixel_autotrack = true;

Custom code support

Our Mailchimp Support team isn't trained for in-depth Javascript nor PHP troubleshooting. If you need a developer to help you set up the Mailchimp Site Tracking Pixel, check out our great Experts Directory. This lists third-party Mailchimp experts who can be hired to help out.