Tracking key user interactions helps e-commerce sites optimize conversion funnels and personalize customer experiences.

Essential e-commerce events to track:

• Product engagement: views, clicks, add-to-cart, and purchases.
• Navigation behavior: category filters, search queries, and browse patterns.
• Checkout process: steps completed, form drop-offs, payment selections.
• User activity: logins, sign-ups, wishlists, and return visits.
  
  
• Transactional data: order value, SKU details, discounts used.
  
  

Using Snowplow, you can create a customized, high-fidelity view of the customer journey and power real-time analytics and personalization.