You can map Shopify metafields to your Marketing custom data fields, ensuring all your data is synchronised to your Marketing account. Shopify’s customer metafields allow you to gather more detailed information from your customers in addition to default fields such as name or address. Region, gender, age, and even the customer’s favourite colour, can all be collected and mapped to your custom data fields in Marketing.
Before you start
You must create metafields in your Shopify account.
Learn how in the Shopify article Metafields.Corresponding custom data fields with the correct type must be created in your Marketing account. It's important for your custom data fields in Marketing to have the correct data type, if the data type is incorrect, the sync fails.
Learn how in Create, delete, and edit Custom data fields.Metafields for orders are also synced to your Marketing account’s insight data automatically.
Learn how in Understand the sync process from Shopify to Marketing.
For a metafield to appear in your Marketing custom data fields, at least one contact must have that metafield populated, and that contact must be imported into your Marketing account.
For the custom metafield to appear under the Custom fields portion, you must select One value. List of values isn't a supported type.
New mappings
Mapping new custom data fields causes a full historical resync of all existing mapped customers. This process can take several hours depending on how many customers you have.
How customer metafield keys are matched
Shopify customer metafields use a namespace.key structure, but the Marketing Shopify connector matches customer metafields by key only. This means:
If you have multiple customer metafields with the same key, for example,
custom.birthdayandprofile.birthday, Marketing displays the key once in the field‑mapping list.During sync, Marketing imports only one value for that key.
If more than one metafield contains a value, the connector syncs the value that was created first in Shopify.
If only one of the metafields with that key has a value, Marketing syncs that value.
You cannot map metafields with duplicate keys separately in Marketing.
To avoid conflicts or unexpected behaviour, create unique keys for customer metafields.
Map customer metafields to Marketing
Go to Connect.
Under Installed integrations and extensions, select the Shopify tile, then select the Field mapping tab.
Under the heading Custom fields, expand the drop-down menu for each Shopify metafield and choose the corresponding Marketing custom data field.
Once you've mapped all the metafields you need, select SAVE.
Your customer metafields are added to your Marketing custom fields during the next sync with Shopify.
Learn more in Understand the sync process from Shopify to Marketing.