When the end customer starts and progresses through the checkout on your ecommerce site, Littledata sends Checkout Step event actions to your tracking destination.

  1. Contact Information
  2. Shipping Information
  3. Payment Method

Tip: This article outlines how we send checkout step events. For more information on checkout tracking, see how to configure your checkout funnel in Google Analytics.

When Littledata sends checkout steps

Both of Littledata’s Shopify connections (Shopify to Google Analytics and Shopify to Segment) support sending checkout steps. Let’s take a closer look at the structure of these events — what we call them, when they’re triggered, and how they work.

Shopify checkout steps for Google Analytics

For Google Analytics destination, the checkout journey starts when a user clicks the checkout button.

Then we send the following checkout step events.

User Journey –>
Step 1
Step 2
Step 3
Step 4
Complete
Contact info page viewed
Shipping info page viewed
Payment page viewed
Bank / payment verification
Transaction Completed
Actual Trigger
Checkout object created in Shopify’s database for that cart
Customer property (PII) added to the checkout object
Shipping lines property is added to the checkout object
Payment method property is added to the checkout object
Order is created and marked as PAID in Shopify
GA Event Label
Contact Information
Shipping Information
Payment Method
NA
Session with Transaction

With the Google Analytics connection, all checkout step events are sent upon landing on the respective step.

Tip: Check out a detailed list of all events supported in Littledata’s GTM and Google Analytics data layer.

Shopify checkout steps for Segment

For the Segment destination, the checkout journey starts when a user clicks the checkout button.

Then we send the following checkout step events.

User Journey –>
Step 1
Step 2
Step 3
Step 4
Complete
Contact info page viewed
Shipping info page viewed
Payment page viewed
Bank / payment verification
Transaction Completed
Actual Trigger
Checkout object created in Shopify’s database for that cart
Customer property (PII) added to the checkout object
Shipping lines property is added to the checkout object
Payment method property is added to the checkout object
Order is created and marked as PAID in Shopify
Segment – Event name 1
Checkout step 1 viewed
Checkout step 2 viewed
Checkout step 3 viewed
NA
Order completed
Segment – Event name 2
Checkout started
Checkout step 1 completed
Checkout step 2 completed
Payment info entered
NA

With the Segment destination, Checkout Step Viewed is sent upon landing on the respective step and Checkout Step Completed is sent after the user has jumped onto the next step of the funnel.

Tip: Check out a detailed list of all events tracked by our Segment connection, and raw data examples.

Checkout Steps FAQ

What are the limitations of using checkout webhooks to inform the user journey?

Due to security reasons, third-party apps such as Littledata don’t have direct access to the checkout pages on Shopify. We have to depend on Shopify’s webhooks to infer the checkout pages viewed by a particular user.

Oftentimes when a user zips through the checkout pages in quick succession (specifically under 10 seconds), Shopify only informs us of the last page viewed by the user. This leads to misleading spikes in some of the steps and makes the funnel nonsensical. See the example below:

How does Littledata retroactively add steps to the checkout funnel?

For every checkout step, Littledata checks back if it has sent events for all previous steps for the same user ID and checkout ID in the last 3 days.

In cases where previous step events were NOT sent in the last 3 days, Littledata retroactively adds checkout steps to make sure the user’s journey looks complete in the checkout funnel.

For example, let’s say a user is already logs in and gets through to the payment page within 10 seconds. For this user, even if Shopify only communicated the final end-state (i.e. payment page), Littledata will assume that they went through all steps of the funnel as expected and send 3 separate step hits to GA:

  1. Contact Information (retroactively added)
  2. Shipping Information (retroactively added)
  3. Payment Method (webhook end-state)

 

Trade-offs

Although retroactively adding steps makes the funnel a lot more meaningful, there are a couple of trade-offs that should be kept in mind while analyzing the data:

  1. This method could misrepresent the cases where the users actually started the session in the middle of the funnel by retroactively sending step hits to GA.
  2. Events on the same user checkout beyond the 3-days cut-off will be resent, which could lead to duplicate events sent to GA. However, we believe a 3-days will cover the vast majority of cases for most e-commerce stores.

How did the checkout funnel events work before October 2019

As of October 25th, 2019,  we have moved away from a 4-step checkout funnel:

  1. Contact Information
  2. Shipping Information
  3. Payment Method
  4. Payment Processing (deprecated)

To a 3-step checkout funnel:

  1. Contact Information
  2. Shipping Information
  3. Payment Method

Payment Processing is the step when the user is redirected to the concerned payment authorities for verification and charge approval. Sometimes, this leads to an unnecessary spike in events at this step making the funnel look nonsensical. To simplify interpretation, we have decided to remove this step altogether.