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What are live redirects?

Live redirects send visitors from one active page on your store to another URL. Unlike 301 redirects, which only work on broken pages that return a 404 error, live redirects work on pages that are still live and accessible.
Live redirects do not provide SEO benefits. They use JavaScript running in the visitor’s browser to perform the redirect, which search engines cannot follow. If you need to preserve SEO rankings, use a 301 redirect instead.

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When to use live redirects

Use live redirects when you want to send visitors away from a page that must remain active on your store. For example:
  • Search results to collections: Redirect a search query page (e.g., /search?q=adidas) to a relevant collection page (e.g., /collections/adidas)
Don’t use live redirects for broken or removed pages. If the page returns a 404 error, use a 301 redirect instead to get SEO benefits.

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Supported page types

Live redirects work on the following active page types:
  • Products
  • Collections
  • Pages
  • Blogs
  • Articles
  • List collections
  • Search

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How live redirects work

Live redirects use JavaScript that runs in the visitor’s browser when they visit a matching page. Here’s what happens:
  1. A visitor navigates to an active page on your store
  2. The page loads in their browser
  3. Redirect Pro’s JavaScript detects the URL matches a live redirect
  4. The visitor is automatically sent to the destination URL
Because the page loads before the redirect happens, visitors may see a brief flash of the original page before being redirected. This is normal behavior for JavaScript-based redirects.

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Live redirects vs. 301 redirects

Live redirects and 301 redirects serve different purposes and work in fundamentally different ways. Choosing the right type depends on whether the page you want to redirect from is active or broken. 301 redirects are server-side, permanent redirects that only work on broken pages (404 errors). When a visitor or search engine requests a broken URL, the server responds with a 301 status code before any page loads. This tells search engines to transfer ranking signals to the new URL, making 301 redirects the best choice for SEO. They redirect instantly with no visible delay, and visits don’t count toward your usage quota. Live redirects are JavaScript-based redirects that only work on active pages. They run in the visitor’s browser after the page has loaded, which means search engines cannot follow them. Live redirects have no SEO benefits and may show a brief flash of the original page before redirecting. Each unique visit to a page with a live redirect counts toward your monthly usage quota.
Feature301 RedirectsLive Redirects
Works onBroken pages (404 errors)Active pages
SEO benefitsYes (transfers ranking signals)No
How it worksServer-side (before page loads)JavaScript in browser (after page loads)
SpeedInstantBrief delay (page loads first)
Quota usageUnlimited (doesn’t count)Counts toward monthly tracked visits
App embed requiredNoYes
Rule of thumb: If the page is broken (404), use a 301 redirect. If the page is active and must stay active, use a live redirect.

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Requirements

App embed must be active: Live redirects require the Redirect Pro app embed to be enabled in your Shopify theme. This is the same app embed used for broken link tracking and redirect rules. To check if the app embed is active:
  1. Shopify admin → Online Store → Themes
  2. Click Edit theme on your live theme
  3. Click the App embeds icon in the left sidebar menu
  4. Find Redirect Pro and ensure the toggle is ON
  5. Click Save

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Quota usage

Each unique visit to a page redirected by a live redirect counts toward your monthly tracked visits quota. This is similar to how redirect rule activations count toward your quota. Learn more about usage quotas
If you’re approaching your quota limit frequently, consider whether any of your live redirects could be replaced with 301 redirects. If the page no longer needs to stay active, delete or unpublish it and create a 301 redirect instead for unlimited visits and SEO benefits.

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Best practices

Live redirects should only be used when the page must remain active. If you can remove or unpublish the page, use a 301 redirect instead for better SEO and no quota usage.
Visit the page in an incognito browser window to verify the redirect works correctly and sends visitors to the right destination.
Each unique live redirect visit counts toward your monthly quota. Check your usage regularly on the Settings page if you have high-traffic live redirects.
Make sure the “Redirect to” URL is correct and the destination page exists. Redirecting visitors to a broken page creates a poor experience.

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Next steps

Create a live redirect

Set up your first live redirect

Edit or delete live redirects

Manage existing live redirects

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Need help?

If your live redirect isn’t working as expected, see our troubleshooting guide: