Analytics & Tracking

Overview

In today’s fast-paced e-commerce landscape, understanding how customers interact with your online store is essential. Analytics and tracking deliver the critical insights you need to make informed decisions, optimize the user experience, and drive business growth.

The SCAYLE Storefront Application offers out-of-the-box tracking for essential e-commerce events, enabling you to seamlessly monitor user behavior and interactions. These include key actions such as browsing product listings, selecting items, managing baskets and wishlists, as well as customer sign-ins, shop-specific interactions, and checkout activities. With these insights, you can better understand your users and continuously improve your online store's performance.

Events and Data Collection

At the core of tracking is the capture of user interactions as events. Each event represents a specific action taken by a user in the Storefront Application and includes structured data for analysis.

A typical event consists of:

• Event Name: A descriptive label for the action (e.g., search, select_item, add_to_cart).
• Timestamp: The exact time the action occurred.
• Unique Identifier: A way to distinguish individual events.

To provide additional context, each event can include parameters—key-value pairs that offer more detailed information. For example, a search event might include:

• search_term
• number_search_results
• page_type

Google Analytics 4 and Google Tag Manager

The Storefront Application integrates with Google Analytics 4 (GA4) to analyze event data. In many setups, Google Tag Manager (GTM) acts as a bridge, simplifying the configuration and delivery of event data from your storefront to GA4 or other marketing platforms.

GTM follows an Extract, Transform, Load (ETL) approach:

• Extract: Captures event data from the storefront.
• Transform: Allows you to modify or map the data within GTM to match specific requirements.
• Load: Sends the transformed data to the chosen analytics or marketing platforms.

Built-in GTM support in the Storefront Application streamlines implementation and makes ongoing tracking management more efficient.

Out-of-the-Box Tracking

The Storefront Application includes automatic tracking for a wide range of standard e-commerce events, grouped by the customer journey:

• Shop Initialization Events – Triggered when the shop is loaded for the first time.
• Product Interaction Events – Track user interactions with products (e.g., view, add to cart, remove).
• Checkout Funnel Events – Monitor activities throughout the checkout process.
• User Authentication Events – Capture login, signup, and logout actions.
• Search and Filter Events – Track user behavior related to searching and filtering.

For a full list of supported events and their parameters, refer to the Tracking Events documentation. Additionally, the Event Triggering by Page table provides a clear overview of which events are triggered on specific pages.

Event Triggering by Page