Events Overview

Events are the core tracking mechanisms in the Reshape analytics system. They capture specific user interactions, business transactions, and customer journey milestones, enabling comprehensive data collection for analytics, personalization, and optimization.

Event Categories

E-commerce Events

Product Discovery & Engagement

Product Viewed
Tracks when visitors view individual products, capturing product details, viewing context, and user behavior for personalization and recommendation engines.

Product Added to Cart
Monitors when products are added to shopping carts, providing insights into purchase intent, product popularity, and cart conversion patterns.

Product Added to Wishlist
Captures when products are saved for future consideration, enabling remarketing campaigns, preference tracking, and customer intent analysis.

Product Removed from Cart
Records cart item removals, helping identify abandonment patterns, pricing issues, and product preference changes for optimization.

Cart & Shopping Behavior

Cart Viewed
Monitors shopping cart interactions, providing insights into cart composition, abandonment patterns, and purchase intent signals.

Purchase Funnel Tracking

Checkout Started
Captures checkout initiation events, tracking the transition from browsing to purchase intent with complete product and user context.

Billing Address Added
Records billing information collection during checkout, indicating high purchase intent and enabling conversion funnel optimization.

Shipping Detail Added
Tracks shipping preference selection and address information, crucial for logistics analytics and delivery method optimization.

Payment Method Selected
Monitors payment method choices and transaction preparation, providing final pre-purchase insights and payment preference analytics.

Revenue & Transaction Completion

Checkout Completed
Captures successful order completion with comprehensive transaction data, enabling revenue tracking, customer analytics, and business intelligence.

Lead & Form Events

Lead Lifecycle Management

Lead Created
Tracks initial lead generation from contact forms, newsletter signups, and other lead capture mechanisms with complete prospect information.

Lead Qualified
Records lead qualification milestones, tracking prospects who meet specific criteria or engagement thresholds for sales readiness.

Lead Closed
Captures lead closure events, whether converted to customers or disqualified, enabling comprehensive lead lifecycle analytics.

User Registration & Onboarding

Sign Up
Monitors user registration and account creation events, tracking new user acquisition and onboarding funnel performance.

Event Architecture

Core Components

Event Object
Contains essential event metadata including name, value, currency, unique identifiers, and custom properties for business-specific tracking needs.

Context Integration
Provides environmental context (web pages, API calls) ensuring accurate attribution and comprehensive user journey mapping.

User Identification
Captures customer data for personalization, segmentation, and cross-session tracking while maintaining privacy compliance.

Transaction Data
Records complete transaction details including products, shipping, payments, and discounts for comprehensive business intelligence.

Data Standards

Consistent Schema
All events follow standardized data structures ensuring compatibility across platforms, destinations, and analytics tools.

Privacy Compliance
Built-in support for data hashing, anonymization, and privacy-focused collection methods meeting GDPR, CCPA, and global regulations.

Flexible Properties
Custom properties support enables business-specific tracking without breaking core functionality or data consistency.

Customer Journey Mapping

E-commerce Customer Journey

Discovery Phase

// Product discovery and interest
reshape.push({ event: { name: "product_viewed" }, ... });

// Interest and consideration
reshape.push({ event: { name: "product_added_to_wishlist" }, ... });

Evaluation Phase

// Active shopping intent
reshape.push({ event: { name: "product_added_to_cart" }, ... });

// Cart management and optimization
reshape.push({ event: { name: "cart_viewed" }, ... });
reshape.push({ event: { name: "product_removed_from_cart" }, ... });

Purchase Phase

// Checkout progression
reshape.push({ event: { name: "checkout_started" }, ... });
reshape.push({ event: { name: "billing_address_added" }, ... });
reshape.push({ event: { name: "shipping_detail_added" }, ... });
reshape.push({ event: { name: "payment_method_selected" }, ... });

// Transaction completion
reshape.push({ event: { name: "checkout_completed" }, ... });

Lead Generation Journey

Lead Acquisition

// Initial contact
reshape.push({ event: { name: "lead_created" }, ... });

// User registration
reshape.push({ event: { name: "sign_up" }, ... });

Lead Nurturing

// Qualification process
reshape.push({ event: { name: "lead_qualified" }, ... });

// Closure tracking
reshape.push({ event: { name: "lead_closed" }, ... });

Implementation Patterns

E-commerce Implementation Strategy

Complete Funnel Tracking

• Product Discovery - Track views, search, and browse behavior
• Interest Signals - Monitor wishlist additions and repeated views
• Shopping Behavior - Capture cart interactions and modifications
• Checkout Process - Track each step with detailed context
• Transaction Completion - Record comprehensive order data

Revenue Optimization

• Cart Abandonment Analysis - Identify dropout points and triggers
• Product Performance - Track views-to-purchase conversion rates
• Payment Optimization - Monitor payment method effectiveness
• Shipping Analytics - Analyze delivery preference impacts

Lead Management Implementation

Lead Lifecycle Tracking

• Generation Sources - Track lead origin and acquisition channels
• Qualification Criteria - Monitor engagement and scoring milestones
• Conversion Tracking - Measure lead-to-customer conversion rates
• Attribution Analysis - Connect touchpoints to final outcomes

Customer Acquisition

• Registration Funnels - Optimize sign-up completion rates
• Onboarding Analytics - Track new user activation patterns
• Engagement Scoring - Identify high-value prospects early

Use Cases & Analytics

E-commerce Analytics

Product Performance

• View-to-Cart Rates - Measure product appeal and pricing effectiveness
• Cart Abandonment - Identify friction points and optimization opportunities
• Cross-sell Analysis - Track related product performance and recommendations
• Seasonal Trends - Monitor product performance across time periods

Customer Behavior

• Shopping Patterns - Analyze browse-to-buy customer journeys
• Price Sensitivity - Track cart removals and discount effectiveness
• Payment Preferences - Optimize checkout based on method selection data
• Loyalty Analytics - Measure repeat purchase behavior and lifetime value

Lead & Conversion Analytics

Lead Quality

• Source Performance - Compare lead generation channel effectiveness
• Qualification Rates - Measure prospect quality by source and criteria
• Conversion Timing - Analyze lead-to-customer conversion cycles
• Cost Per Acquisition - Calculate channel-specific acquisition costs

Form Optimization

• Completion Rates - Identify form friction and optimization opportunities
• Field Performance - Analyze which fields cause abandonment
• A/B Testing - Compare form variations and signup flows

Integration Guidelines

Implementation Approach

Phase 1: Core Events

1. Start with high-impact events (product_viewed, checkout_completed)
2. Implement basic required fields for immediate insights
3. Establish consistent tracking patterns across pages

Phase 2: Funnel Completion

1. Add cart and checkout progression events
2. Include customer identification and context data
3. Implement cart abandonment and remarketing triggers

Phase 3: Advanced Analytics

1. Add wishlist and preference tracking events
2. Implement custom properties for detailed segmentation
3. Connect cross-session user journeys

Data Quality Standards

Event Consistency

• Use identical product IDs across all events
• Maintain consistent currency and value formats
• Ensure accurate timestamps and session tracking

User Privacy

• Implement appropriate data hashing where required
• Provide clear consent mechanisms for data collection
• Follow regional privacy regulations and best practices

Performance Optimization

• Batch multiple events when possible
• Implement client-side validation before sending
• Use appropriate event timing to avoid duplicate tracking

Getting Started

Quick Implementation

E-commerce Minimum Viable Tracking

// Essential e-commerce events
window.reshape = window.reshape || [];

// Product discovery
reshape.push({
  event: { name: "product_viewed", value: productPrice, currency: "EUR" },
  products: [productData]
});

// Purchase completion
reshape.push({
  event: { name: "checkout_completed", value: orderTotal, currency: "EUR", id: orderId },
  products: orderProducts,
  user: customerData
});

Lead Generation Minimum Viable Tracking

// Essential lead events
window.reshape = window.reshape || [];

// Lead capture
reshape.push({
  event: { name: "lead_created", value: leadValue, currency: "EUR", id: leadId },
  user: prospectData
});

// User registration
reshape.push({
  event: { name: "sign_up", id: userId },
  user: newUserData
});

Success Metrics

E-commerce KPIs

• Conversion Rate - Checkout completion vs cart starts
• Average Order Value - Revenue per completed transaction
• Cart Abandonment Rate - Incomplete vs started checkouts
• Product Performance - Views to purchases by product

Lead Generation KPIs

• Lead Conversion Rate - Qualified leads vs total forms submitted
• Cost Per Lead - Marketing spend vs leads generated
• Time to Conversion - Lead creation to customer conversion time
• Source Quality - Conversion rates by traffic source

Choose events that align with your business model and start with core tracking before expanding to advanced analytics. Each event provides valuable insights that compound when implemented as part of a comprehensive tracking strategy.