*note: some of these links are my affiliate links. That means that it's a win-win for the both of us: you get great deals and I earn a small commission (at no cost to you!)
Especially useful if you have a physical location, this is going to be helpful for you in getting Google Reviews and getting a boost in search.
Visit the Business Manager section of your Facebook account to create a pixel, then make sure you have it set up on your Shopify page so that you are collecting valuable customer data.
Google Analytics is the gold standard of data collection. Setting up analytics to track data for customer behavior on your website will provide you with valuable insight about where and how your visitors are shopping.