This week, Shopify introduced its new Marketing Events API at its Unite developer conference. The API allows developers who build marketing apps for Shopify stores to track activity directly within Shopfiy. The end game for the release is to track enough activity to eventually suggest best practices for marketing activity for Shopify merchants.
"Marketing apps have always been the biggest category in [Shopify's] App Store, in terms of installs, developer interest and that kind of thing," Shopify product manager, Daniel Patricio, commented. "But only very recently, we started thinking about how we can take advantage of all the apps on our platform to help them and to help our merchants, long term."
The marketing apps that Patricio refers to have been clearly utilized by merchants to run campaigns, drive traffic, and other marketing activities. However, tracking the success of such activities has been difficult to do within the Shopify ecosystem. The Marketing Events API looks to remedy the difficulty traditionally associated with tracking the success of marketing activity.
Developers use the marketing_event endpoint to create a marketing event to be tracked by the API. After receipt, a unique id is created which will allow an app or developer to read, update and delete marketing events. Developers and merchants can engage with marketing events in a number of ways once a unique id is created. For a complete list of marketing events properties, check out the API Reference.
Shopify created the API with the assistance of some of its largest app partners. By digging into the actual practices and tools of such partners, Shopify was able to create an API that tracks specifically to apps being used by Shopify users today. It's difficult to suggest best practices if results of practices are untracked. Shopify's latest API should allow developers to specifically identify marketing techniques that work, and those that don't.