Playbook

e_g Playbook For Ecommerce

A canonical ecommerce event model for stores that need to route the same customer journey into Meta, Google Ads, TikTok, GA4, and custom systems.

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Strategy

How this playbook should be modeled.

Use a small set of canonical events and keep the payload rich. Ecommerce wins when the gateway sees product IDs, value, currency, quantity, and checkout progression clearly.

Core Events

Recommended canonical events.

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

PageViewViewContentSearchAddToCartAddToWishlistInitiateCheckoutAddPaymentInfoPurchase

Implementation

Example e_g calls.

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

window.e_g("ViewContent", {
  ecommerce: {
    value: 99.99,
    currency: "USD"
  },
  properties: {
    content_ids: ["SKU-123"],
    content_type: "product",
    content_name: "Blue Running Shoe"
  }
});

window.e_g("AddToCart", {
  ecommerce: {
    value: 99.99,
    currency: "USD"
  },
  properties: {
    content_ids: ["SKU-123"],
    content_type: "product",
    quantity: 1
  }
});

window.e_g("Purchase", {
  ecommerce: {
    order_id: "ORDER-1001",
    value: 149.99,
    currency: "USD"
  },
  properties: {
    content_ids: ["SKU-123", "SKU-999"],
    contents: [
      { id: "SKU-123", quantity: 1, item_price: 99.99 },
      { id: "SKU-999", quantity: 1, item_price: 50.0 }
    ],
    num_items: 2,
    content_type: "product"
  }
});

Recommendations

What to keep consistent.

These habits reduce platform mismatch and make downstream routing simpler.

Recommendation

Always send order_id, value, and currency for purchases.

Recommendation

Use content_ids consistently across product view, cart, checkout, and purchase.

Recommendation

Keep item IDs aligned with catalog IDs used downstream.