Playbook

e_g Playbook For Courses And Info Products

A practical event model for course pages, webinar funnels, lead magnets, checkout flows, and paid enrollment.

Strategy

How this playbook should be modeled.

Course funnels often mix content, lead capture, webinar registration, checkout, and recurring offers. Keep them on one canonical model and route later.

Core Events

Recommended canonical events.

These are the main e_g events this funnel should emit consistently.

PageViewViewContentLeadCompleteRegistrationInitiateCheckoutPurchaseDownload

Implementation

Example e_g calls.

Use this as a starting point, then enrich payloads with your own business identifiers.

window.e_g("ViewContent", {
  properties: {
    content_type: "course",
    content_ids: ["course-growth-101"],
    content_name: "Growth 101"
  }
});

window.e_g("CompleteRegistration", {
  properties: {
    registration_type: "webinar_signup",
    webinar_id: "growth-masterclass"
  }
});

window.e_g("Purchase", {
  ecommerce: {
    order_id: "COURSE-5001",
    value: 297,
    currency: "USD"
  },
  properties: {
    content_ids: ["course-growth-101"],
    content_type: "course"
  }
});

Recommendations

What to keep consistent.

These habits reduce platform mismatch and make downstream routing simpler.

Recommendation

Track webinar signups separately from general leads when the funnel value is higher.

Recommendation

Treat course pages as ViewContent, not only PageView.

Recommendation

Use Purchase for the enrollment confirmation, not for checkout start.