Major Ecommerce Events to Track in Google Analytics

Major ecommerce events are:

1. Add-to-Cart Events

• Tracking what products are added tothe shopping cart provides the ability toanalyze not only how many timesproducts are added but also why someof the products have higher conversion-to-purchase rates than the others

2. Add-to-Cart Errors

• If there are options that users preselectbefore adding products to cart (like size,color, or quantity), then use eventtracking to capture how often visitorstry to add a product to their cart beforeselecting a required option.

Major Ecommerce Events to Track in Google Analytics

3. View Product

• This type of event is similar toAdd to Cart and gives insightinto what products are mostviewed.

4. Proceed to Checkout

• It is useful to collectcheckout traffic data, as itwill help with the analysisof the percentage of usersthat transitioned fromcheckout to purchase.

Major Ecommerce Events to Track in Google Analytics

5. Continue Shopping• It measures and helps provide

insights into the percentage ofusers that continue shoppingversus single item purchaseversus actual conversions.

6. Checkout Error

• The Checkout Error event issimilar to “Add to Cart” Errorevent but with a key difference oftracking errors encountered byshoppers throughout thecheckout process.

Major Ecommerce Events to Track in Google Analytics

7. Home Page Promotions:Click-throughs to Product Pages

• Home pages tend to have at leastone feature area, and many haveboth primary and secondarypromotional areas that promoteindividual products and specialoffers or campaigns.

8. Site Search Results• Tracking site search results as

events not only provides deepinsights into specific productspeople are looking for in your storebut could also be used foroptimizing contextual marketingcampaigns.

Major Ecommerce Events to Track in Google Analytics

9. Site Searches without Results

• This is very similar to event 8,above, but differs in that ittracks zero result searchqueries in your store.

• Analyzing queries from thisevent could provide insightsinto specific products that arenot sold in your store but areworth considering sourcingdue to demand.

Major Ecommerce Events to Track in Google Analytics

10. Social Media Shares• Track whenever shoppers

share a product, promotion, orcontent (such as a video orimage ) on social networks asan event.

• Use this data to analyzeproducts, promotions, orpieces of content that aremost popular on social media.