E-Commerce / D2C Events

This page defines domain-specific events for e-commerce and direct-to-consumer (D2C) products. Events are organized by growth loop stage covering the full shopper journey from discovery through advocacy.

Tip

Before adding these events, make sure you have implemented the Cross-Domain Universal Events first. Universal events (authentication, billing, support, lifecycle) are required for all domains.

Compatibility

This event taxonomy is designed for compatibility with Segment E-commerce V2 and Google Analytics 4 (GA4) e-commerce specs. Property names align closely with both standards. Where GA4 uses items[] and Segment uses products[], GrowthOS accepts either and normalizes internally. See the compatibility table at the bottom of this page.

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Acquire

4 events covering user registration, newsletter signups, and promotional engagement.

Event	Key Properties	Volume	Description
user.signed_up	method, source, referral_code, campaign_id	Low	New customer account created
newsletter.subscribed	source (footer / popup / checkout), list_id, email_hash	Low	User subscribes to the email newsletter
promotion.viewed	promotion_id, promotion_name, creative, position	High	User sees a promotional banner or card
promotion.clicked	promotion_id, promotion_name, creative, position	Medium	User clicks on a promotion

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Activate / Browse

6 events covering product discovery, search, and browsing behavior.

Event	Key Properties	Volume	Description
product.searched	query, results_count, filters_applied (array)	High	User searches the product catalog
product_list.viewed	list_id, list_name, category, products_count	High	User views a product list or category page
product_list.filtered	list_id, filters (array), sort_by, results_count	Medium	User applies filters to a product list
product.clicked	product_id, product_name, category, list_id, position	High	User clicks on a product from a list
product.viewed	product_id, product_name, sku, category, price_cents, currency, variant	High	User views a product detail page
product.shared	product_id, product_name, share_channel (email / social / copy_link)	Low	User shares a product with others

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Engage / Cart

9 events covering cart management and wishlist activity.

Event	Key Properties	Volume	Description
product.added_to_cart	product_id, product_name, sku, quantity, price_cents, currency, variant, cart_id	High	Product added to the shopping cart
product.removed_from_cart	product_id, product_name, quantity, cart_id	Medium	Product removed from the shopping cart
cart.viewed	cart_id, items_count, subtotal_cents, currency	High	User views the cart page
cart.updated	cart_id, items_count, subtotal_cents, currency, change_type (quantity / variant)	Medium	Cart contents modified (quantity or variant change)
cart.shared	cart_id, share_method, items_count	Low	User shares their cart with someone
cart.abandoned	cart_id, items_count, subtotal_cents, currency, last_activity_minutes_ago	Medium	Cart inactive beyond the abandonment threshold
wishlist.product_added	product_id, product_name, wishlist_id, price_cents	Medium	Product added to a wishlist
wishlist.product_removed	product_id, wishlist_id	Low	Product removed from a wishlist
wishlist.added_to_cart	product_id, wishlist_id, cart_id	Low	Product moved from wishlist to cart

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Monetise / Checkout

13 events covering the complete checkout flow, coupon handling, and order lifecycle.

Event	Key Properties	Volume	Description
checkout.started	cart_id, items_count, subtotal_cents, currency	Medium	User enters the checkout flow
checkout.step_viewed	checkout_id, step_name, step_index	Medium	Checkout step page loaded
checkout.step_completed	checkout_id, step_name, step_index, time_on_step_seconds	Medium	Checkout step submitted successfully
payment_info.entered	checkout_id, payment_method (card / wallet / bank / bnpl)	Low	User enters payment information
shipping_info.entered	checkout_id, shipping_method, estimated_delivery_days	Low	User enters shipping details
coupon.entered	checkout_id, coupon_code	Medium	User types a coupon code
coupon.applied	checkout_id, coupon_code, discount_cents, discount_type (percentage / fixed)	Low	Coupon code accepted and discount applied
coupon.denied	checkout_id, coupon_code, denial_reason	Low	Coupon code rejected
coupon.removed	checkout_id, coupon_code	Low	User removes a previously applied coupon
order.completed	order_id, total_cents, currency, items_count, shipping_cents, tax_cents, discount_cents, payment_method, is_first_order (bool)	Low	Order placed successfully
order.updated	order_id, update_type (address / items / shipping_method), updated_fields (array)	Low	Order modified after placement
order.cancelled	order_id, reason, cancel_method (customer / admin / system), refund_cents	Low	Order cancelled
order.refunded	order_id, refund_cents, refund_type (full / partial), reason	Low	Refund issued for an order

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Advocate

7 events covering reviews, loyalty programs, and referrals.

Event	Key Properties	Volume	Description
review.submitted	product_id, rating, has_text (bool), has_images (bool), order_id	Low	Customer submits a product review
review.approved	review_id, product_id, rating, moderation_time_hours	Low (admin)	Review approved by moderation
loyalty.points_earned	points, source (purchase / review / referral / birthday), order_id	Medium	Customer earns loyalty points
loyalty.points_redeemed	points, redemption_type (discount / product / gift_card), value_cents	Low	Customer redeems loyalty points
loyalty.tier_upgraded	from_tier, to_tier, total_points, qualifying_spend_cents	Low	Customer moves to a higher loyalty tier
referral.link_shared	channel (email / social / direct / sms), program_id	Low	Customer shares their referral link
referral.converted	referral_id, referrer_id, order_id, reward_type, reward_value_cents	Low	Referred customer completes a purchase

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Operational

7 events covering inventory, shipping, and returns management.

Event	Key Properties	Volume	Description
inventory.low_stock_alert	product_id, sku, current_stock, threshold, warehouse_id	Low (admin)	Stock level drops below threshold
inventory.restocked	product_id, sku, quantity_added, new_stock_level, warehouse_id	Low (admin)	Product inventory replenished
shipment.created	shipment_id, order_id, carrier, tracking_number, items_count	Low	Shipment created for an order
shipment.delivered	shipment_id, order_id, carrier, delivery_days, signature_required (bool)	Low	Shipment delivered to customer
return.requested	return_id, order_id, reason, items (array), return_method (mail / store)	Low	Customer initiates a return
return.approved	return_id, order_id, refund_cents, refund_method	Low (admin)	Return request approved
return.completed	return_id, order_id, refund_cents, items_received (array), processing_days	Low	Return fully processed and refund issued

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Complete Checkout Flow Example

A full tracking sequence from product view through order completion.

import GrowthOS from '@growthos/js';

const gos = GrowthOS.init('YOUR_WRITE_KEY');

// 1. Product viewed
gos.track('product.viewed', {
  product_id: 'prod_abc',
  product_name: 'Merino Wool Sweater',
  sku: 'MWS-BLU-M',
  category: 'Apparel/Sweaters',
  price_cents: 8900,
  currency: 'USD',
  variant: 'Blue / Medium'
});

// 2. Added to cart
gos.track('product.added_to_cart', {
  product_id: 'prod_abc',
  product_name: 'Merino Wool Sweater',
  sku: 'MWS-BLU-M',
  quantity: 1,
  price_cents: 8900,
  currency: 'USD',
  variant: 'Blue / Medium',
  cart_id: 'cart_xyz'
});

// 3. Checkout started
gos.track('checkout.started', {
  cart_id: 'cart_xyz',
  items_count: 1,
  subtotal_cents: 8900,
  currency: 'USD'
});

// 4. Shipping info entered
gos.track('shipping_info.entered', {
  checkout_id: 'chk_123',
  shipping_method: 'standard',
  estimated_delivery_days: 5
});

// 5. Coupon applied
gos.track('coupon.applied', {
  checkout_id: 'chk_123',
  coupon_code: 'WELCOME10',
  discount_cents: 890,
  discount_type: 'percentage'
});

// 6. Payment info entered
gos.track('payment_info.entered', {
  checkout_id: 'chk_123',
  payment_method: 'card'
});

// 7. Order completed
gos.track('order.completed', {
  order_id: 'ord_456',
  total_cents: 8510,
  currency: 'USD',
  items_count: 1,
  shipping_cents: 500,
  tax_cents: 0,
  discount_cents: 890,
  payment_method: 'card',
  is_first_order: true
});

// 8. Loyalty points earned
gos.track('loyalty.points_earned', {
  points: 85,
  source: 'purchase',
  order_id: 'ord_456'
});

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Segment and GA4 Compatibility

GrowthOS e-commerce events are designed to map cleanly to both Segment E-commerce V2 and GA4 enhanced e-commerce.

GrowthOS Event	Segment V2 Equivalent	GA4 Equivalent
product.viewed	Product Viewed	view_item
product_list.viewed	Product List Viewed	view_item_list
product.added_to_cart	Product Added	add_to_cart
product.removed_from_cart	Product Removed	remove_from_cart
cart.viewed	Cart Viewed	view_cart
checkout.started	Checkout Started	begin_checkout
payment_info.entered	Payment Info Entered	add_payment_info
shipping_info.entered	Checkout Step Completed	add_shipping_info
order.completed	Order Completed	purchase
order.refunded	Order Refunded	refund
promotion.viewed	Promotion Viewed	view_promotion
promotion.clicked	Promotion Clicked	select_promotion
product.searched	Products Searched	search

Tip

If you are migrating from Segment or GA4, you can use GrowthOS event aliases to accept your existing event names during the transition. Configure aliases in Settings, then Events, then Aliases.

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Event Count by Stage

Stage	Count	Key Metric
Acquire	4	New customer acquisition
Activate / Browse	6	Product discovery depth
Engage / Cart	9	Cart conversion rate
Monetise / Checkout	13	Revenue and AOV
Advocate	7	Repeat purchase and referral rate
Operational	7	Fulfillment health
Total	46

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Next Steps

Cross-Domain Universal Events Required baseline events for authentication, billing, support, and lifecycle signals.

SaaS / B2B Software Events Event taxonomy for trials, feature adoption, and team collaboration.

Event Schema & Taxonomy Canonical event envelope, naming rules, and reserved system events.