Supported checkouts

Littledata supports checkout funnel event tracking for the following checkout flows:

• Shopify checkout (automatic setup) *
• ReCharge checkout (automatic setup)
• CartHook checkout (manual setup)

* If you have a headless Shopify site (a headless ecommerce site with a Shopify checkout), follow the headless setup guide.

Default checkout steps

When the end customer starts and progresses through the checkout on your ecommerce site, Littledata sends Checkout Step event action to your tracking destination for the following three checkout steps. These steps cover the default configuration for most popular checkout flows such as Shopify checkout and ReCharge checkout.

Step 1: Contact information

Step 2: Shipping information

Step 3: Payment method

Transaction (Order complete)

Event triggers and labels

For Shopify checkout and ReCharge checkout, you can receive the events in Google Analytics or Segment or both. For CartHook checkout, you can manually configure event tracking for Google Analytics destination by following our advanced tracking guide.

Let’s take a closer look at the structure of these events, what we call them when they’re triggered, and how they work.

Google Analytics destination

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

Then we send the following checkout step events.

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

Segment destination

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

Then we send the following checkout step events.

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.

How it works behind the scene

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.

Edge cases

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:

Littledata’s solution

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 logged 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.

Checkout Steps FAQ