E-Commerce Event Tracking

Track product views, cart actions, purchases, and refunds with the JustAnalytics e-commerce API.

Overview#

JustAnalytics provides a dedicated e-commerce tracking API that captures the full shopping journey -- from product impressions to purchase completion and refunds. This data powers revenue dashboards, product performance reports, funnel analysis, and attribution modeling.

E-commerce tracking uses the client-side JA.trackEcommerce() method, which sends structured events to the JustAnalytics ingestion API. No additional script is required beyond the standard tracker.

Prerequisites#

Ensure the tracking script is installed on your site:

<script
  defer
  src="https://justanalytics.app/tracker.js"
  data-site-id="YOUR_SITE_ID"
></script>

The JA global object is available after the script loads. For safety, wrap calls in a check:

if (typeof JA !== 'undefined') {
  JA.trackEcommerce('view_item', { /* ... */ });
}

E-Commerce Event Types#

`view_item` -- Product Viewed#

Fire when a user views a product detail page:

JA.trackEcommerce('view_item', {
  currency: 'USD',
  value: 49.99,
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      item_category: 'Electronics',
      item_category2: 'Audio',
      item_brand: 'SoundMax',
      price: 49.99,
      quantity: 1,
    },
  ],
});

`view_item_list` -- Product List Viewed#

Fire when a user views a category page, search results, or product carousel:

JA.trackEcommerce('view_item_list', {
  item_list_id: 'category_electronics',
  item_list_name: 'Electronics',
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      item_category: 'Electronics',
      item_brand: 'SoundMax',
      price: 49.99,
      index: 1,
    },
    {
      item_id: 'SKU-67890',
      item_name: 'USB-C Charging Cable',
      item_category: 'Electronics',
      item_brand: 'ChargePro',
      price: 12.99,
      index: 2,
    },
    {
      item_id: 'SKU-11111',
      item_name: 'Laptop Stand',
      item_category: 'Electronics',
      item_brand: 'DeskRise',
      price: 34.99,
      index: 3,
    },
  ],
});

`select_item` -- Product Clicked from List#

Fire when a user clicks a product from a list (category page, search results, carousel):

JA.trackEcommerce('select_item', {
  item_list_id: 'search_results',
  item_list_name: 'Search Results',
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      item_category: 'Electronics',
      price: 49.99,
      index: 3, // Position in the list
    },
  ],
});

`add_to_cart` -- Item Added to Cart#

Fire when a user adds an item to their shopping cart:

JA.trackEcommerce('add_to_cart', {
  currency: 'USD',
  value: 49.99,
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      item_category: 'Electronics',
      item_brand: 'SoundMax',
      item_variant: 'Black',
      price: 49.99,
      quantity: 1,
    },
  ],
});

`remove_from_cart` -- Item Removed from Cart#

Fire when a user removes an item from their cart:

JA.trackEcommerce('remove_from_cart', {
  currency: 'USD',
  value: 49.99,
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      price: 49.99,
      quantity: 1,
    },
  ],
});

`view_cart` -- Cart Viewed#

Fire when a user opens their shopping cart page:

JA.trackEcommerce('view_cart', {
  currency: 'USD',
  value: 112.97,
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      price: 49.99,
      quantity: 1,
    },
    {
      item_id: 'SKU-67890',
      item_name: 'USB-C Charging Cable',
      price: 12.99,
      quantity: 2,
    },
    {
      item_id: 'SKU-11111',
      item_name: 'Laptop Stand',
      price: 34.99,
      quantity: 1,
    },
  ],
});

`begin_checkout` -- Checkout Started#

Fire when a user begins the checkout process:

JA.trackEcommerce('begin_checkout', {
  currency: 'USD',
  value: 112.97,
  coupon: 'SUMMER20',
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      price: 49.99,
      quantity: 1,
    },
    {
      item_id: 'SKU-67890',
      item_name: 'USB-C Charging Cable',
      price: 12.99,
      quantity: 2,
    },
    {
      item_id: 'SKU-11111',
      item_name: 'Laptop Stand',
      price: 34.99,
      quantity: 1,
    },
  ],
});

`add_shipping_info` -- Shipping Info Added#

Fire when a user submits their shipping information:

JA.trackEcommerce('add_shipping_info', {
  currency: 'USD',
  value: 112.97,
  shipping_tier: 'express',
  items: [/* same items array */],
});

`add_payment_info` -- Payment Info Added#

Fire when a user submits their payment method:

JA.trackEcommerce('add_payment_info', {
  currency: 'USD',
  value: 112.97,
  payment_type: 'credit_card',
  items: [/* same items array */],
});

`purchase` -- Purchase Completed#

Fire when a transaction is completed successfully. This is the most important e-commerce event:

JA.trackEcommerce('purchase', {
  transaction_id: 'TXN-20260315-001',
  currency: 'USD',
  value: 122.96,
  tax: 9.99,
  shipping: 5.99,
  coupon: 'SUMMER20',
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      item_category: 'Electronics',
      item_category2: 'Audio',
      item_brand: 'SoundMax',
      item_variant: 'Black',
      price: 49.99,
      quantity: 1,
      coupon: 'SUMMER20',
      discount: 10.00,
    },
    {
      item_id: 'SKU-67890',
      item_name: 'USB-C Charging Cable',
      item_category: 'Electronics',
      item_brand: 'ChargePro',
      price: 12.99,
      quantity: 2,
    },
    {
      item_id: 'SKU-11111',
      item_name: 'Laptop Stand',
      item_category: 'Electronics',
      item_brand: 'DeskRise',
      price: 34.99,
      quantity: 1,
    },
  ],
});

Important: Always fire the purchase event on the order confirmation page, not the checkout page. Ensure transaction_id is unique per order to prevent duplicate tracking.

`refund` -- Refund Processed#

Fire when an order is fully or partially refunded:

// Full refund
JA.trackEcommerce('refund', {
  transaction_id: 'TXN-20260315-001',
  currency: 'USD',
  value: 122.96,
});

// Partial refund (specific items)
JA.trackEcommerce('refund', {
  transaction_id: 'TXN-20260315-001',
  currency: 'USD',
  value: 49.99,
  items: [
    {
      item_id: 'SKU-12345',
      item_name: 'Wireless Bluetooth Headphones',
      price: 49.99,
      quantity: 1,
    },
  ],
});

Item Schema Reference#

Each item in the items array supports the following fields:

| Field | Type | Required | Description | |-------|------|----------|-------------| | item_id | string | Yes | Unique product identifier (SKU) | | item_name | string | Yes | Product name | | item_category | string | No | Primary category | | item_category2 | string | No | Secondary category | | item_category3 | string | No | Tertiary category | | item_brand | string | No | Brand name | | item_variant | string | No | Variant (color, size, etc.) | | price | number | Yes | Unit price | | quantity | number | Yes | Quantity (default: 1) | | coupon | string | No | Item-level coupon code | | discount | number | No | Discount amount per item | | index | number | No | Position in a list | | currency | string | No | ISO 4217 currency code (inherits from event) |

Revenue Tracking#

Revenue is calculated from purchase events. The value field on each purchase event represents the total order value including tax and shipping. Refund events subtract from total revenue.

Revenue Formula#

Net Revenue = Sum(purchase.value) - Sum(refund.value)
Product Revenue = Sum(item.price * item.quantity) across purchases - refunds
Average Order Value = Net Revenue / Number of Purchases

Multi-Currency Support#

If your store supports multiple currencies, always include the currency field:

// EUR transaction
JA.trackEcommerce('purchase', {
  transaction_id: 'TXN-EU-001',
  currency: 'EUR',
  value: 89.99,
  items: [/* ... */],
});

// GBP transaction
JA.trackEcommerce('purchase', {
  transaction_id: 'TXN-UK-001',
  currency: 'GBP',
  value: 74.99,
  items: [/* ... */],
});

Revenue reports in the dashboard show a currency selector. You can view revenue in the original currency or convert to a base currency using daily exchange rates.

Purchase Funnel Analysis#

JustAnalytics automatically builds a purchase funnel from your e-commerce events:

view_item_list → select_item → view_item → add_to_cart → begin_checkout → purchase

The funnel report shows:

| Step | Sessions | Drop-off | |------|----------|----------| | View Item List | 10,000 | - | | Select Item | 6,200 | 38% | | View Item | 5,800 | 6.5% | | Add to Cart | 2,100 | 63.8% | | Begin Checkout | 890 | 57.6% | | Purchase | 420 | 52.8% |

Identifying Drop-off Points#

When you see high drop-off between steps:

Click the drop-off percentage in the funnel report
View session replays of users who dropped off at that step
Look for frustration signals (rage clicks, errors, long pauses)
Compare device types -- mobile often has higher checkout abandonment

// components/ProductCard.tsx
export function ProductCard({ product }) {
  const handleClick = () => {
    JA.trackEcommerce('select_item', {
      items: [{
        item_id: product.sku,
        item_name: product.name,
        item_category: product.category,
        price: product.price,
      }],
    });
  };

  return (
    <div onClick={handleClick}>
      <img src={product.image} alt={product.name} />
      <h3>{product.name}</h3>
      <p>${product.price}</p>
    </div>
  );
}

// components/AddToCartButton.tsx
export function AddToCartButton({ product, quantity }) {
  const handleAddToCart = () => {
    addItemToCart(product, quantity);
    JA.trackEcommerce('add_to_cart', {
      currency: 'USD',
      value: product.price * quantity,
      items: [{
        item_id: product.sku,
        item_name: product.name,
        item_category: product.category,
        price: product.price,
        quantity,
      }],
    });
  };

  return <button onClick={handleAddToCart}>Add to Cart</button>;
}

Shopify (Liquid)#

<!-- In theme.liquid or a snippet -->
<script>
  document.addEventListener('DOMContentLoaded', function() {
    {% if template == 'product' %}
    JA.trackEcommerce('view_item', {
      currency: '{{ shop.currency }}',
      value: {{ product.price | money_without_currency }},
      items: [{
        item_id: '{{ product.variants.first.sku }}',
        item_name: '{{ product.title | escape }}',
        item_category: '{{ product.type | escape }}',
        item_brand: '{{ product.vendor | escape }}',
        price: {{ product.price | money_without_currency }},
        quantity: 1,
      }],
    });
    {% endif %}
  });
</script>

WooCommerce#

<!-- In your theme's functions.php or a custom plugin -->
<script>
  document.addEventListener('DOMContentLoaded', function() {
    <?php if (is_product()) : ?>
    <?php global $product; ?>
    JA.trackEcommerce('view_item', {
      currency: '<?php echo get_woocommerce_currency(); ?>',
      value: <?php echo $product->get_price(); ?>,
      items: [{
        item_id: '<?php echo $product->get_sku(); ?>',
        item_name: '<?php echo esc_js($product->get_name()); ?>',
        item_category: '<?php echo esc_js(
          wp_get_post_terms($product->get_id(), 'product_cat')[0]->name ?? ''
        ); ?>',
        price: <?php echo $product->get_price(); ?>,
        quantity: 1,
      }],
    });
    <?php endif; ?>
  });
</script>

Validating Your Setup#

Real-Time Event Stream#

Navigate to Dashboard > Live Stream
Trigger e-commerce events on your site
Verify each event appears with the correct type and data

Browser DevTools#

Open the Network tab and filter for requests to /api/track. Each e-commerce event should appear as a POST request with the event payload:

{
  "type": "ecommerce",
  "action": "purchase",
  "data": {
    "transaction_id": "TXN-001",
    "currency": "USD",
    "value": 122.96,
    "items": [...]
  }
}

Common Mistakes#

Missing transaction_id on purchase -- causes duplicate tracking on page refresh
Firing purchase on checkout page -- should fire on confirmation/thank-you page
Wrong value calculation -- value should be the total including tax and shipping
Missing currency -- defaults to USD if not specified
Duplicate events -- ensure events fire once per action, not on every render

Next Steps#

E-Commerce Reports -- revenue dashboards and product performance
Conversions -- set up revenue-based goals
Attribution Modeling -- understand which channels drive revenue
Session Replay -- watch shoppers navigate your store