E-commerce Tracking

track('Product Viewed', {
  product_id: 'prod_nike_air_max_90',
  sku: 'NIK-AM90-BLK-10',
  name: 'Nike Air Max 90 - Black',
  category: 'Footwear > Sneakers > Lifestyle',
  price: 129.99,
  currency: 'USD',
  brand: 'Nike',
  variant: 'Black / Size 10',
  image_url: 'https://cdn.acme.com/products/nike-am90-blk.jpg',
  inventory_status: 'in_stock',
  inventory_quantity: 47,
  url: '/products/nike-air-max-90-black'
});

track('Product List Viewed', {
  list_id: 'category_sneakers',
  category: 'Footwear > Sneakers',
  filters: {
    brand: ['Nike', 'Adidas'],
    price_range: '100-200',
    size: [10, 10.5, 11]
  },
  sort_by: 'price_low_to_high',
  products: [
    {
      product_id: 'prod_nike_air_max_90',
      position: 1,
      price: 129.99
    },
    {
      product_id: 'prod_adidas_ultraboost',
      position: 2,
      price: 149.99
    }
    // ... (include all products in viewport, max 50)
  ],
  total_products: 247  // Total matching products (pagination)
});

track('Product Searched', {
  query: 'black running shoes size 10',
  results_count: 34,
  filters_applied: {
    brand: ['Nike'],
    price_max: 150
  },
  sort_by: 'relevance',
  search_type: 'full_text',  // vs autocomplete, voice
  results: [
    { product_id: 'prod_123', position: 1 },
    { product_id: 'prod_456', position: 2 }
    // Top 10 results
  ]
});

track('Product Added', {
  cart_id: 'cart_abc-123',
  product_id: 'prod_nike_air_max_90',
  sku: 'NIK-AM90-BLK-10',
  name: 'Nike Air Max 90 - Black',
  price: 129.99,
  quantity: 1,
  category: 'Footwear > Sneakers',
  variant: 'Black / Size 10',
  position: 1,  // Position in product list where added from
  source: 'product_page'  // vs 'search_results', 'recommendations', 'quick_add'
});

Campaign: Cart Abandonment Sequence
Trigger: Product Added + NOT Purchased within 2 hours
Channel: Email + Push
Message: "You left {product_name} in your cart. Complete checkout now!"

track('Product Removed', {
  cart_id: 'cart_abc-123',
  product_id: 'prod_nike_air_max_90',
  name: 'Nike Air Max 90 - Black',
  price: 129.99,
  quantity: 1,
  reason: 'user_action'  // vs 'out_of_stock', 'price_change'
});

track('Cart Viewed', {
  cart_id: 'cart_abc-123',
  products: [
    { product_id: 'prod_123', name: 'Nike Air Max 90', price: 129.99, quantity: 1 },
    { product_id: 'prod_456', name: 'Adidas Ultraboost', price: 149.99, quantity: 2 }
  ],
  subtotal: 429.97,
  tax: 34.40,
  shipping: 0.00,
  discount: -50.00,  // Coupon applied
  total: 414.37,
  cart_age_minutes: 45,  // Time since first item added
  item_count: 3
});

track('Checkout Started', {
  checkout_id: 'chk_xyz-789',
  cart_id: 'cart_abc-123',
  products: [...],  // Same structure as Cart Viewed
  subtotal: 429.97,
  tax_estimated: 34.40,
  shipping_estimated: 0.00,
  total_estimated: 414.37,
  checkout_step: 1,  // Step in multi-step checkout
  checkout_url: '/checkout/shipping'
});

Checkout funnel:
1. Cart Viewed         (5,000 users)
2. Checkout Started    (2,500 users)  → 50% drop-off
3. Payment Info Added  (2,000 users)  → 20% drop-off
4. Order Completed     (1,800 users)  → 10% drop-off

Overall conversion: 36% (1,800 / 5,000)

track('Checkout Step Viewed', {
  checkout_id: 'chk_xyz-789',
  step: 1,
  step_name: 'shipping_info'
});

// After entering address
track('Checkout Step Completed', {
  checkout_id: 'chk_xyz-789',
  step: 1,
  step_name: 'shipping_info',
  shipping_method: 'standard',
  shipping_price: 0.00,
  estimated_delivery_date: '2026-05-10'
});

track('Checkout Step Viewed', {
  checkout_id: 'chk_xyz-789',
  step: 2,
  step_name: 'payment_info'
});

track('Checkout Step Completed', {
  checkout_id: 'chk_xyz-789',
  step: 2,
  step_name: 'payment_info',
  payment_method: 'credit_card',  // vs 'paypal', 'apple_pay', 'affirm'
  card_type: 'visa'  // Don't store card numbers!
});

track('Order Completed', {
  order_id: 'ord_1234567890',
  checkout_id: 'chk_xyz-789',
  cart_id: 'cart_abc-123',
  revenue: 414.37,  // Total paid (after discounts, including tax/shipping)
  subtotal: 429.97,
  tax: 34.40,
  shipping: 0.00,
  discount: -50.00,
  coupon: 'SPRING2026',
  currency: 'USD',
  products: [
    {
      product_id: 'prod_nike_air_max_90',
      sku: 'NIK-AM90-BLK-10',
      name: 'Nike Air Max 90 - Black',
      price: 129.99,
      quantity: 1,
      category: 'Footwear > Sneakers',
      brand: 'Nike'
    },
    {
      product_id: 'prod_adidas_ultraboost',
      sku: 'ADI-UB-WHT-10',
      name: 'Adidas Ultraboost - White',
      price: 149.99,
      quantity: 2,
      category: 'Footwear > Running',
      brand: 'Adidas'
    }
  ],
  payment_method: 'credit_card',
  shipping_method: 'standard',
  is_first_purchase: true,  // Important for LTV analysis
  attribution: {
    source: 'google',
    medium: 'cpc',
    campaign: 'spring_sale_2026',
    referring_domain: 'google.com'
  }
});

setProfileAttributes({
  lifetime_orders: 1,
  lifetime_revenue: 414.37,
  first_purchase_date: '2026-05-04T10:30:00Z',
  last_purchase_date: '2026-05-04T10:30:00Z',
  average_order_value: 414.37,
  preferred_payment_method: 'credit_card',
  favorite_category: 'Footwear > Sneakers'
});

track('Order Fulfilled', {
  order_id: 'ord_1234567890',
  shipped_at: '2026-05-05T14:00:00Z',
  tracking_number: 'USPS-1Z999AA10123456784',
  carrier: 'USPS',
  estimated_delivery: '2026-05-10',
  products: [...]  // Same as Order Completed
});

track('Order Delivered', {
  order_id: 'ord_1234567890',
  delivered_at: '2026-05-09T16:45:00Z',
  delivery_time_days: 5,
  on_time: true  // vs late delivery
});

track('Product Reviewed', {
  order_id: 'ord_1234567890',
  product_id: 'prod_nike_air_max_90',
  rating: 5,
  review_text: 'Best sneakers I've ever owned!',
  recommend: true,
  verified_purchase: true
});

track('Order Refunded', {
  order_id: 'ord_1234567890',
  refund_amount: 129.99,
  refund_reason: 'wrong_size',  // vs 'defective', 'not_as_described', 'changed_mind'
  products_returned: [
    {
      product_id: 'prod_nike_air_max_90',
      quantity: 1,
      reason: 'wrong_size'
    }
  ],
  refund_method: 'original_payment',  // vs 'store_credit'
  refunded_at: '2026-05-15T10:00:00Z'
});

setProfileAttributes({
  lifetime_orders: 1,  // No change
  lifetime_revenue: 284.38,  // Subtract refund
  total_refunds: 1,
  last_refund_date: '2026-05-15T10:00:00Z'
});