E-Commerce Tracking

Track the full purchase funnel from product discovery to checkout. This guide walks through instrumentation, identity, and dashboard setup for an online store.

Tracking plan

Define your events before writing code:

All commerce events are well-known events with typed schemas.

SDK instrumentation

Product views

track('product_viewed', {
  product_id: 'sku-123',
  product_name: 'Running Shoes',
  price: 89.99,
  category: 'Footwear'
})

Cart events

function addToCart(product: Product) {
  track('add_to_cart', {
    product_id: product.id,
    quantity: 1,
    price: product.price
  })
}

Purchase — use immediate flush

async function onOrderConfirmed(order: Order) {
  identify(order.userId, { email: order.email })
 
  track('purchase', {
    revenue: order.total,
    currency: 'USD',
    order_id: order.id,
    item_count: order.items.length
  }, { immediate: true })
}

Identify at the right moment

Call identify() when you have a stable user ID — at account creation or checkout:

if (currentUser) {
  identify(currentUser.id, { email: currentUser.email, plan: currentUser.plan })
}

Dashboard setup

1. Events — confirm all commerce events appear with revenue as a number
2. Insights — build funnel: product_viewed → add_to_cart → checkout_started → purchase
3. Dashboards — pin revenue KPI and purchase funnel tiles

Revenue analysis

• Use Sum aggregation on revenue for total revenue
• Use Unique users on purchase for unique buyers
• Breakdown by $geo.country for regional revenue

Common mistakes

Further reading

• Well-known events
• Funnel analysis
• Tracking events