What events should e-commerce sites track to improve customer analytics?

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.

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