Snowplow Ecommerce

This plugin is the recommended way to track ecommerce events on your store. Functions, usage and a complete setup journey is showcased on the E-commerce Web Accelerator.

Tracker Distribution	Included
`sp.js`	❌
`sp.lite.js`	❌

note

The plugin is available since version 3.8 of the tracker.

Download

Download from GitHub Releases (Recommended)	Github Releases (plugins.umd.zip)
Available on jsDelivr	jsDelivr (latest)
Available on unpkg	unpkg (latest)

Initialization

window.snowplow(
    'addPlugin',
    'https://cdn.jsdelivr.net/npm/@snowplow/browser-plugin-snowplow-ecommerce@latest/dist/index.umd.min.js',
    ['snowplowEcommerceAccelerator', 'SnowplowEcommercePlugin']
);

Functions

API	Used for:
`trackProductView`	Tracking a visit to a product page. Known also as product detail view.
`trackAddToCart`	Track an addition to cart.
`trackRemoveFromCart`	Track a removal from cart.
`trackProductListView`	Track an impression of a product list. The list could be a search results page, recommended products, upsells etc.
`trackProductListClick`	Track the click/selection of a product from a product list.
`trackPromotionView`	Track an impression for an internal promotion banner or slider or any other type of content that showcases internal products/categories.
`trackPromotionClick`	Track the click/selection of an internal promotion.
`trackCheckoutStep`	Track a checkout step completion in the checkout process together with common step attributes for user choices throughout the checkout funnel.
`trackTransaction`	Track a transaction/purchase completion.
`trackRefund`	Track a transaction partial or complete refund.
`trackTransactionError`	Track an error happening during a transaction process.
`setPageType`	Set a Page type context which would allow the analyst to discern between types of pages with ecommerce value. E.g. Category Page, Product Page, Cart Page, etc.
`setEcommerceUser`	Set a User type context with a few standard user attributes.

Usage

trackProductView

To track a product view you can use the trackProductView method with the following attributes:

window.snowplow("trackProductView:{trackerName}", {
    id: "12345",
    name: "Baseball T",
    brand: "Snowplow",
    category: "apparel",
    price: 200,
    currency: "USD",
});

trackAddToCart

To track a product/s addition to the cart you can use the trackAddToCart method with the following attributes:

window.snowplow("trackAddToCart:{trackerName}", {
  products: [
    {
      id: "P125",
      name: "Baseball T",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 200,
      currency: "USD",
    },
  ],
  total_value: 200,
  currency: "USD",
});

Where products is an array with the product/s added to cart.
Where total_value is the value of the cart after the addition.
Where currency is the currency of the cart.

trackRemoveFromCart

To track a product/s removal from the cart you can use the trackRemoveFromCart method with the following attributes:

window.snowplow("trackRemoveFromCart:{trackerName}", {
  products: [
    {
      id: "P125",
      name: "Baseball T",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 200,
      currency: "USD",
    },
  ],
  total_value: 0,
  currency: "USD",
});

Where products is an array with the product/s removed from the cart.
Where total_value is the value of the cart after the removal of the product/s.
Where currency is the currency of the cart.

trackProductListView

To track a product list view you can use the trackProductListView method with the following attributes:

window.snowplow("trackProductListView:{trackerName}", {
  products: [
    {
      id: "P123",
      name: "Fashion red",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 100,
      inventory_status: "in stock",
      currency: "USD",
      position: 1,
    },
    {
      id: "P124",
      name: "Fashion green",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 119,
      inventory_status: "in stock",
      currency: "USD",
      position: 2,
    },
    {
      id: "P125",
      name: "Baseball T",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 200,
      inventory_status: "in stock",
      currency: "USD",
      position: 3,
    },
  ],
  name: "Recommended Products",
});

Where products is an array of products being viewed from the list.
Where name is the name of the list being viewed. For the list names, you can use any kind of friendly name or a codified language to express the labeling of the list. E.g. 'Shoes - Men - Sneakers','Search results: "unisex shoes"', 'Product page upsells'

trackProductListClick

window.snowplow("trackProductListClick:{trackerName}", {
  product: {
    id: "P124",
    name: "Fashion green",
    brand: "Snowplow",
    category: "Mens/Apparel",
    price: 119,
    inventory_status: "in stock",
    currency: "USD",
    position: 2,
  },
  name: "Recommended Products",
});

Where product is the product being clicked/selected from the list.
Where name is the name of the list the product is currently in. For the list names, you can use any kind of friendly name or a codified language to express the labeling of the list. E.g. 'Shoes - Men - Sneakers','Search results: "unisex shoes"', 'Product page upsells'

trackPromotionView

/* Carousel slide 1 viewed */
window.snowplow("trackPromotionView:{trackerName}", { 
    id: 'IP1234',
    name: 'promo_winter',
    type: 'carousel',
    position: 1,
    product_ids: ['P1234'],
});

/* On carousel slide 2 view */
window.snowplow("trackPromotionView:{trackerName}", { 
    id: 'IP1234',
    name: 'promo_winter',
    type: 'carousel',
    position: 2,
    product_ids: ['P1235'],
});

trackPromotionClick

window.snowplow("trackPromotionClick:{trackerName}", { 
    id: 'IP1234',
    name: 'promo_winter',
    type: 'carousel',
    position: 1,
    product_ids: ['P1234'],
});

trackCheckoutStep

To track a checkout step you can use the trackCheckoutStep method with the following attributes:

/* Step 1 - Account type selection */
window.snowplow("trackCheckoutStep:{trackerName}", {
  step: 1,
  account_type: "guest checkout",
});

/* Step 2 - Billing options selection */
window.snowplow("trackCheckoutStep:{trackerName}", {
  step: 2,
  payment_method: "credit card",
  proof_of_payment: "invoice",
});

trackTransaction

To track a completed transaction you can use the trackTransaction method with the following attributes:

window.snowplow("trackTransaction:{trackerName}", {
  transaction_id: "T12345",
  revenue: 230,
  currency: "USD",
  payment_method: "credit_card",
  total_quantity: 1,
  tax: 20,
  shipping: 10,
  products: [
    {
      id: "P125",
      name: "Baseball T",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 200,
      inventory_status: "in stock",
      currency: "USD",
    },
  ],
});

Where products is an array with the product/s taking part in the transaction.

trackRefund

note

Available from version 3.10.

To track a complete or partial refund you can use the trackRefund method with the following attributes:

window.snowplow("trackRefund:{trackerName}", {
  transaction_id: "T12345",
  currency: "USD",
  refund_amount: 200,
  refund_reason: "return",
  products: [
    {
      id: "P125",
      name: "Baseball T",
      brand: "Snowplow",
      category: "Mens/Apparel",
      price: 200,
      inventory_status: "in stock",
      currency: "USD",
    },
  ],
});

Where products is an array with the product/s taking part in the refund.

trackTransactionError

note

Available from version 3.13.

To track an error happening during a transaction process you can use the trackTransactionError method with the following attributes:

window.snowplow("trackTransactionError:{trackerName}", {
  resolution: "rejection",
  error_code: "E123",
  error_shortcode: "CARD_DECLINE",
  error_description: "Card has been declined by the issuing bank.",
  error_type: "hard",
  transaction: {
    revenue: 45,
    currency: "EUR",
    transaction_id: "T12345",
    payment_method: "card",
    total_quantity: 1
  }
});

Where transaction is the transaction entity being processed.

setPageType

To set a Page type context you can use the setPageType method with the following attributes:

window.snowplow("setPageType:{trackerName}", { type, language, locale });

After setting the Page context, it will be attached to every subsequent Snowplow event.

setEcommerceUser

To set an Ecommerce User context you can use the setEcommerceUser method with the following attributes:

window.snowplow("setEcommerceUser:{trackerName}", { id, is_guest, email });

After setting the Page context, it will be attached to every subsequent Snowplow event.

Entities

Below is the set of entities and attributes that can be used in the Snowplow Ecommerce implementation.

Ecommerce page entity

An ecommerce page entity can have the following attributes:

attribute	type	description	required
type	`string`	The type of the page that was visited E.g. homepage, product page, checkout page.	✅
language	`string`	The language that the web page is based in.	✘
locale	`string`	The locale version of the site that is running.	✘

Relevant Iglu schema

Ecommerce user entity

An ecommerce user entity can have the following attributes:

attribute	type	description	required
id	`string`	The user ID.	✅
is_guest	`boolean`	Whether or not the user is a guest.	✘
email	`string`	The user's email address.	✘

Relevant Iglu schema

Product entity

Whenever there is a product entity involved in the ecommerce interaction event, the product or array of products can have the following attributes:

attribute	type	description	required
id	`string`	SKU or product ID.	✅
currency	`string`	Currency in which the product is being priced (ISO 4217).	✅
price	`number`	Price of the product at the current time.	✅
name	`string`	Name or title of the product.	✘
category	`string`	Category the product belongs to. Use a consistent separator to express multiple levels. E.g. Woman/Shoes/Sneakers. The number of levels is defined by the user.	✘
list_price	`number`	Recommended or list price of a product.	✘
quantity	`number`	Quantity of the product taking part in the action. Used for Cart events.	✘
size	`string`	Size of the product. E.g. XL, XS, M.	✘
variant	`string`	Variant of the product. E.g. Red, Heavy, Leather.	✘
brand	`string`	Brand of the product.	✘
inventory_status	`string`	Inventory status of the product. E.g. in stock, out of stock, preorder, backorder.	✘
position	`number`	Position the product was presented in a list of products. Used in Product List events.	✘
creative_id	`string`	Identifier/Name/Url for the creative presented on a list or product view.	✘

Relevant Iglu schema

Internal promotion entity

On internal promotion events, an internal promotion can have the following attributes:

attribute	type	description	required
id	`string`	The unique ID representing this promotion element.	✅
name	`string`	The friendly name for this promotion element.	✘
product_ids	`string[]`	An array of SKUs or product IDs showcased in this promotion element.	✘
position	`integer`	The position this promotion element was presented in a list of promotions E.g. banner, slider.	✘
creative_id	`string`	Identifier/Name/Url for the creative presented on this promotion element.	✘
type	`string`	The type of the promotion delivery mechanism. E.g. popup, banner, intra-content.	✘
slot	`string`	The website slot in which the promotional content was added to. E.g. Identifier for slot sidebar-1, intra-content-2.	✘

Relevant Iglu schema

Cart entity

On cart interaction ecommerce events, a cart can have the following attributes:

attribute	type	description	required
total_value	`number`	The total value of the cart after this interaction.	✅
currency	`string`	The currency used for this cart (ISO 4217).	✅
cart_id	`string`	The unique ID representing this cart.	✘

Relevant Iglu schema

Checkout step entity

Whenever there is a checkout entity involved in the ecommerce interaction event, it can have the following attributes:

attribute	type	description	required
step	`number`	Checkout step index.	✅
shipping_postcode	`string`	Shipping address postcode.	✘
billing_postcode	`string`	Billing address postcode.	✘
shipping_full_address	`string`	Full shipping address.	✘
billing_full_address	`string`	Full billing address.	✘
delivery_provider	`string`	Can be used to discern delivery providers DHL, PostNL etc.	✘
delivery_method	`string`	Can be used to discern delivery methods selected E.g. store pickup, standard delivery, express delivery, international.	✘
coupon_code	`string`	Coupon applied at checkout.	✘
account_type	`string`	Type of account used on checkout. E.g. existing user, guest.	✘
payment_method	`string`	Any kind of payment method the user selected to proceed E.g. card, PayPal, Alipay etc.	✘
proof_of_payment	`string`	Invoice or receipt.	✘
marketing_opt_in	`boolean`	If opted in to marketing campaigns.	✘

Relevant Iglu schema

Transaction entity

Whenever there is a transaction entity involved in the ecommerce interaction event, it can have the following attributes:

attribute	type	description	required
transaction_id	`string`	The ID of the transaction	✅
currency	`string`	The currency used for the transaction (ISO 4217).	✅
revenue	`number`	The revenue of the transaction.	✅
payment_method	`string`	The payment method used for the transaction.	✅
total_quantity	`number`	Total quantity of items in the transaction.	✅
tax	`number`	Total amount of tax on the transaction.	✘
shipping	`number`	Total cost of shipping on the transaction.	✘
discount_code	`string`	Discount code used.	✘
discount_amount	`number`	Discount amount taken off.	✘
credit_order	`boolean`	Whether the transaction is a credit order or not.	✘

Relevant Iglu schema

Refund entity

Whenever there is a refund entity involved in the ecommerce interaction event, it can have the following attributes:

attribute	type	description	required
transaction_id	`string`	The ID of the transaction	✅
currency	`string`	The currency used for the transaction (ISO 4217).	✅
refund_amount	`number`	The amount refunded from the transaction.	✅
refund_reason	`string`	The reason that resulted in a refund.	✘

Relevant Iglu schema

Transaction Error entity

Whenever there is a transaction error entity involved in the ecommerce interaction event, it can have the following attributes:

attribute	type	description	required
error_code	`string`	Error-identifying code for the transaction issue. E.g. E522	✘
error_shortcode	`string`	Shortcode for the error occurred in the transaction. E.g. declined_by_stock_api, declined_by_payment_method, card_declined, pm_card_radarBlock	✘
error_description	`number`	Longer description for the error occurred in the transaction.	✘
error_type	`Enum string`	Either `'hard'` or `'soft'`. Hard error types mean the customer must provide another form of payment e.g. an expired card. Soft errors can be the result of temporary issues where retrying might be successful e.g. processor declined the transaction.	✘
resolution	`string`	The resolution selected for the error scenario. E.g. retry_allowed, user_blacklisted, block_gateway, contact_user, default	✘

Relevant Iglu schema

GA4/UA Ecommerce transitional API

note

Available from version 3.10.

If you already use Google Analytics 4 ecommerce or Universal Analytics Enhanced Ecommerce to collect information about the shopping behavior of your users, we have prepared a way to quickly implement Snowplow Ecommerce without making many changes on your current setup.

The transitional API that we provide, depends on the standardized dataLayer structure for both Google Analytics ecommerce implementations. This would make it easier for the transition to happen either through Google Tag Manager, which has more control over the dataLayer, or custom code that uses the standard ecommerce structures.

info

To learn more about how to use this transitional API, you should go ahead and visit our Ecommerce Web Accelerator dedicated page which describes the usage of these methods and more.

Universal Analytics Enhanced Ecommerce

The standard Universal Analytics Enhanced Ecommerce implementation is based on the official guide reference.

Important: The dataLayer.currencyCode attribute must be available for all product interactions. Otherwise, almost all methods accept an Options object which can include the currency code as follows:

method( {{dataLayer.ecommerce reference}} , { currency: "currency code" });

trackEnhancedEcommerceProductListView

To track an Enhanced Ecommerce product list view, you can use the trackEnhancedEcommerceProductListView method with the following attributes:

window.snowplow("trackEnhancedEcommerceProductListView:{trackerName}", {{dataLayer.ecommerce reference}});

trackEnhancedEcommerceProductListClick

To track an Enhanced Ecommerce product list click, you can use the trackEnhancedEcommerceProductListClick method with the following attributes:

window.snowplow("trackEnhancedEcommerceProductListClick:{trackerName}", {{dataLayer.ecommerce reference}});

trackEnhancedEcommerceProductDetail

To track an Enhanced Ecommerce product detail view, you can use the trackEnhancedEcommerceProductDetail method with the following attributes:

window.snowplow("trackEnhancedEcommerceProductDetail:{trackerName}", {{dataLayer.ecommerce reference}});

trackEnhancedEcommercePromoView

To track an Enhanced Ecommerce internal promotion view, you can use the trackEnhancedEcommercePromoView method with the following attributes:

window.snowplow("trackEnhancedEcommercePromoView:{trackerName}", {{dataLayer.ecommerce reference}});

trackEnhancedEcommercePromoClick

To track an Enhanced Ecommerce internal promotion click, you can use the trackEnhancedEcommercePromoClick method with the following attributes:

window.snowplow("trackEnhancedEcommercePromoClick:{trackerName}", {{dataLayer.ecommerce reference}});

trackEnhancedEcommerceAddToCart

To track an Enhanced Ecommerce add to cart event, you can use the trackEnhancedEcommerceAddToCart method with the following attributes:

window.snowplow("trackEnhancedEcommerceAddToCart:{trackerName}", {{dataLayer.ecommerce reference}}, {
    finalCartValue: 20,
});

Where finalCartValue is the value of the cart after the addition.

trackEnhancedEcommerceRemoveFromCart

To track an Enhanced Ecommerce remove from cart event, you can use the trackEnhancedEcommerceRemoveFromCart method with the following attributes:

window.snowplow("trackEnhancedEcommerceRemoveFromCart:{trackerName}", {{dataLayer.ecommerce reference}}, {
    finalCartValue: 20,
});

Where finalCartValue is the value of the cart after the removal.

trackEnhancedEcommerceCheckoutStep

To track an Enhanced Ecommerce remove from cart event, you can use the trackEnhancedEcommerceCheckoutStep method with the following attributes:

window.snowplow("trackEnhancedEcommerceCheckoutStep:{trackerName}", {{dataLayer.ecommerce reference}}, {
    checkoutOption: { delivery_method: "express_delivery" },
});

Where checkoutOption is a key value pair object of available Snowplow checkout options, except step which is retrieved from the dataLayer directly.

trackEnhancedEcommercePurchase

To track an Enhanced Ecommerce remove from cart event, you can use the trackEnhancedEcommercePurchase method with the following attributes:

window.snowplow("trackEnhancedEcommercePurchase:{trackerName}", {{dataLayer.ecommerce reference}}, {
    paymentMethod: "bank_transfer",
});

Where paymentMethod is the payment method selected in this transaction. This attributes corresponds to the payment_method of the transaction schema. Defaults to unknown.

Google Analytics 4 Ecommerce

The Google Analytics 4 ecommerce implementation is based on the official guide reference.

Important: The dataLayer.ecommerce.currency attribute must be available for all product interactions. Otherwise, almost all methods accept an Options object which can include the currency code as follows:

method( {{dataLayer.ecommerce reference}} , { currency: "currency code" });

trackGA4ViewItemList

To track an GA4 Ecommerce item list view, you can use the trackGA4ViewItemList method with the following attributes:

window.snowplow("trackGA4ViewItemList:{trackerName}", {{dataLayer.ecommerce reference}});

trackGA4SelectItem

To track an GA4 Ecommerce item selection from a list, you can use the trackGA4SelectItem method with the following attributes:

window.snowplow("trackGA4SelectItem:{trackerName}", {{dataLayer.ecommerce reference}});

trackGA4ViewItem

To track an GA4 Ecommerce item view, you can use the trackGA4ViewItem method with the following attributes:

window.snowplow("trackGA4ViewItem:{trackerName}", {{dataLayer.ecommerce reference}});

trackGA4ViewPromotion

To track an GA4 Ecommerce internal promotion view, you can use the trackGA4ViewPromotion method with the following attributes:

window.snowplow("trackGA4ViewPromotion:{trackerName}", {{dataLayer.ecommerce reference}});

trackGA4SelectPromotion

To track an GA4 Ecommerce internal promotion selection, you can use the trackGA4SelectPromotion method with the following attributes:

window.snowplow("trackGA4SelectPromotion:{trackerName}", {{dataLayer.ecommerce reference}});

trackGA4AddToCart

To track an GA4 Ecommerce add to cart event, you can use the trackGA4AddToCart method with the following attributes:

window.snowplow("trackGA4AddToCart:{trackerName}", {{dataLayer.ecommerce reference}}, {
    finalCartValue: 20,
});

Where finalCartValue is the value of the cart after the addition.

trackGA4RemoveFromCart

To track an GA4 Ecommerce remove from cart event, you can use the trackGA4RemoveFromCart method with the following attributes:

window.snowplow("trackGA4RemoveFromCart:{trackerName}", {{dataLayer.ecommerce reference}}, {
    finalCartValue: 20,
});

Where finalCartValue is the value of the cart after the removal.

trackGA4BeginCheckout

To track an GA4 Ecommerce checkout beginning, you can use the trackGA4BeginCheckout method with the following attributes:

window.snowplow("trackGA4BeginCheckout:{trackerName}", {
    step: 1,
});

Where step is a number representing the step of the checkout funnel. Defaults to 1, mimicking the begin_checkout GA4 event.

trackGA4AddShippingInfo

To track an GA4 Ecommerce checkout shipping info step completion, you can use the trackGA4AddShippingInfo method with the following attributes:

window.snowplow("trackGA4AddShippingInfo:{trackerName}", {
    step: 1,
});

Where step is a number representing the step of the checkout funnel.

trackGA4AddPaymentOptions

To track an GA4 Ecommerce checkout payment option step completion, you can use the trackGA4AddPaymentOptions method with the following attributes:

window.snowplow("trackGA4AddPaymentOptions:{trackerName}", {
    step: 1,
});

Where step is a number representing the step of the checkout funnel.

trackGA4Transaction

To track an GA4 Ecommerce checkout payment option step completion, you can use the trackGA4Transaction method with the following attributes:

window.snowplow("trackGA4Transaction:{trackerName}", {
    paymentMethod: "bank_transfer",
});

Where paymentMethod is the payment method selected in this transaction. This attributes corresponds to the payment_method of the transaction schema. Defaults to unknown.

Download​

Initialization​

Functions​

Usage​

trackProductView​

trackAddToCart​

trackRemoveFromCart​

trackProductListView​

trackProductListClick​

trackPromotionView​

trackPromotionClick​

trackCheckoutStep​

trackTransaction​

trackRefund​

trackTransactionError​

setPageType​

setEcommerceUser​

Entities​

Ecommerce page entity​

Ecommerce user entity​

Product entity​

Internal promotion entity​

Cart entity​

Checkout step entity​

Transaction entity​

Refund entity​

Transaction Error entity​

GA4/UA Ecommerce transitional API​

Universal Analytics Enhanced Ecommerce​

trackEnhancedEcommerceProductListView​

trackEnhancedEcommerceProductListClick​

trackEnhancedEcommerceProductDetail​

trackEnhancedEcommercePromoView​

trackEnhancedEcommercePromoClick​

trackEnhancedEcommerceAddToCart​

trackEnhancedEcommerceRemoveFromCart​

trackEnhancedEcommerceCheckoutStep​

trackEnhancedEcommercePurchase​

Google Analytics 4 Ecommerce​

trackGA4ViewItemList​

trackGA4SelectItem​

trackGA4ViewItem​

trackGA4ViewPromotion​

trackGA4SelectPromotion​

trackGA4AddToCart​

trackGA4RemoveFromCart​

trackGA4BeginCheckout​

trackGA4AddShippingInfo​

trackGA4AddPaymentOptions​

trackGA4Transaction​

Download

Initialization

Functions

Usage

trackProductView

trackAddToCart

trackRemoveFromCart

trackProductListView

trackProductListClick

trackPromotionView

trackPromotionClick

trackCheckoutStep

trackTransaction

trackRefund

trackTransactionError

setPageType

setEcommerceUser

Entities

Ecommerce page entity

Ecommerce user entity

Product entity

Internal promotion entity

Cart entity

Checkout step entity

Transaction entity

Refund entity

Transaction Error entity

GA4/UA Ecommerce transitional API

Universal Analytics Enhanced Ecommerce

trackEnhancedEcommerceProductListView

trackEnhancedEcommerceProductListClick

trackEnhancedEcommerceProductDetail

trackEnhancedEcommercePromoView

trackEnhancedEcommercePromoClick

trackEnhancedEcommerceAddToCart

trackEnhancedEcommerceRemoveFromCart

trackEnhancedEcommerceCheckoutStep

trackEnhancedEcommercePurchase

Google Analytics 4 Ecommerce

trackGA4ViewItemList

trackGA4SelectItem

trackGA4ViewItem

trackGA4ViewPromotion

trackGA4SelectPromotion

trackGA4AddToCart

trackGA4RemoveFromCart

trackGA4BeginCheckout

trackGA4AddShippingInfo

trackGA4AddPaymentOptions

trackGA4Transaction