How to collect first-party data using Shopify Forms and Metaobjects

Why first-party data matters

First-party data is information you collect directly from your customers through interactions on your website. Unlike third-party data, it’s more reliable because it comes straight from your customer base. With this data, you can segment customers, create targeted marketing campaigns, and personalise their shopping experience.

Now, Shopify offers a native way to do this without relying on external apps or email submissions.

Step-by-step setup guide

Step 1: Setting up Shopify Forms

Shopify’s Forms app lets you create custom forms where you can ask customers for their input. It’s easy to build, whether you want a pop-up form or an inline form on your site.

For example, let’s say you want to get feedback or product ideas from your customers. You can create a form where they upload files (like images of products they want to see) and provide their email addresses. This is a great way to engage your audience and gather useful data directly from them.

Step 2: How forms work with Metaobjects

What happens after a customer submits a form? Normally, you’d get an email notification with the form details, and you’d have to sift through those emails to find the information you need. But now, Shopify stores that data directly in the platform through something called Meta Objects.

Here’s how it works:

• • Every form submission creates a Meta Object, which is basically a structured entry in Shopify’s database.

• • The form data (like uploaded files or email addresses) is saved directly in Shopify and automatically linked to the customer profile.

• • This means you can track all submissions, view customer input, and use it for future marketing efforts, all without digging through your inbox.

Step 3: Linking form submissions to customer profiles

One of the coolest features is that Shopify automatically links form data to customer profiles based on their email addresses. If a customer is already in your database, their form submission will be added to their profile. If not, Shopify creates a new profile for them.

This opens up opportunities for personalised marketing and automation. You can see every interaction a customer has had with your forms, and use that data to tailor their experience. For example, you could send a targeted email campaign to customers who have submitted product ideas.

Step 4: Personalising customer experiences

With this first-party data at your fingertips, you can create personalised experiences for your customers. The information collected from forms can be used to improve product recommendations, customise email marketing, or even adjust the content a customer sees when they visit your site. It’s all about making their experience more relevant and engaging.

Why this matters for your business

Collecting first-party data within Shopify helps you build a direct relationship with your customers. Everything is managed in one place, and the data is immediately available for segmentation, marketing, and personalisation.

Instead of juggling emails and external tools, you can now easily collect, manage, and use data right inside Shopify. This streamlined process not only saves time but also helps you create more effective, data-driven marketing strategies.

Final thoughts

Shopify’s Forms app and Meta Objects offer a simple, native solution for collecting first-party data. Whether you want to gather product ideas, feedback, or other customer inputs, Shopify has made it easy to create forms, link submissions to profiles, and put that data to use.

If you haven’t already started using these features, now’s the time to give it a go and see how they can help you build stronger connections with your customers.

Have questions or want to learn more? Feel free to reach out, and we can help you set everything up!