Lantern's Advanced Analytics, designed to provide in-depth tracking and insights into how users interact with your quizzes.
Lantern’s Google Analytics integration and Advanced Analytics events respect your customers’ cookie consent through Shopify’s Customer Privacy API. A GA4 measurement ID (G-) loads only when the customer allows analytics cookies. If analytics cookies are declined, its events are not tracked, while core Lantern quiz analytics remain unaffected. A Google Tag Manager container ID (GTM-) or Google Ads tag (AW-) loads when the customer allows either analytics or marketing cookies.
Meta Pixel tracking depends on your customers’ marketing cookie consent, also through Shopify’s Customer Privacy API. If marketing cookies are declined, Lantern doesn’t load the pixel or send any events to Meta. Learn more in How Lantern Handles Cookie Consent.
Google Analytics Integration
You can connect Google Analytics to Lantern using your Google Tag ID. This allows quiz events to be sent to Google Analytics as they happen.
The Google tag field also accepts a Google Tag Manager container ID (GTM-) or a Google Ads tag (AW-). You can enter an ID for a single quiz under Settings in the quiz editor. You can also enter it once in the Store default field, which applies to every quiz that doesn't have its own ID.
You can track events including:
Welcome screen loads
Email submissions
Results displayed
Events include information such as the quiz ID, session ID, store ID and timestamp. You can use this data to better understand how customers interact with your quizzes and measure quiz activity alongside your other Google Analytics data.
For setup instructions, see our Google Analytics integration guide.
Your quiz runs in its own frame, so the tags installed on your theme don't see what happens inside it. You can still send quiz events to your own tools:
Google Tag Manager, and through it Google Ads conversions and GA4 events.
Your own JavaScript, and tools such as Microsoft Clarity, Northbeam, Hyros and Hotjar.
Custom pixels in your Shopify admin, using Shopify customer events.
Learn how in Track quiz events with your own tools: Tag Manager, Google Ads, Clarity, Northbeam and custom scripts.
Meta Pixel Integration
You can connect your Meta Pixel to Lantern using your Pixel ID, with no code to paste. Lantern sends your quiz activity to the pixel, so you can optimise Meta ads for quiz completions, build retargeting audiences from quiz takers and see your quiz funnel in Events Manager.
To set it up for all your quizzes at once, click Setup Meta Pixel in the Meta Pixel card. You can also add a Pixel ID to a single quiz from the Settings tab in the quiz editor.
Lantern sends these events to Meta:
PageView: the quiz loads.
LanternQuizStart: the shopper clicks Start.
Lead: the shopper enters their email or sees their results, depending on the setting you choose.
LanternQuizComplete: results are shown.
AddToCart: a product is added to the cart from the results.
ViewContent: a recommended product is clicked.
For setup instructions, see our Meta Pixel integration guide.
With the Conversions API, Lantern's server also sends quiz completions and leads to Meta. These still reach Meta when a browser blocks the pixel. Learn how in Meta Conversions API: send quiz events from Lantern's server.
Lantern Events Dashboard
The Lantern Events Dashboard gives you four ways to explore quiz activity:
Event Stats: See how often specific quiz events happen over time.
Session Timeline: Follow an individual customer's journey through a quiz from start to finish.
Answer Stats: See how customers respond to individual questions and identify common answers.
Drop Off Analytics: See where customers leave the quiz before completing it.
For more information, see our Lantern Events guide.