E-Commerce Funnel

The full conversion funnel with all stages, code examples, and the properties reference.

The complete conversion funnel with all stages. Send these events in the order they occur on your website — Tugus automatically maps them to each platform's schema (Meta CAPI, GA4 items, TikTok contents, Klaviyo items).

The examples below use the browser SDK: tugus.track(name, payload) sends the payload object as the event's data automatically. For server-to-server calls you build the envelope yourself — the same fields go inside a nested data object (see HTTP API and the Payload Reference).

view_item_list

Category page or search result list displayed.

tugus.track('view_item_list', {
  item_list_id:   'cat_42',
  item_list_name: 'Sneaker',
  contents: [
    { id: 'SKU-12345', name: 'Sneaker X Pro', price: 89.90 },
    { id: 'SKU-12346', name: 'Sneaker Y Lite', price: 59.90 },
  ],
})

view_content

Product detail page (PDP) opened.

tugus.track('view_content', {
  content_id:       'SKU-12345',
  content_name:     'Sneaker X Pro',
  content_category: 'Sneaker',
  content_type:     'product',
  value:            89.90,
  currency:         'EUR',
  brand:            'Acme',
})

add_to_cart

tugus.track('add_to_cart', {
  content_id:   'SKU-12345',
  content_name: 'Sneaker X Pro',
  value:        89.90,
  currency:     'EUR',
  quantity:     1,
})

view_cart

Cart page opened — on JTL: /Warenkorb, on Shopify: /cart.

tugus.track('view_cart', {
  value:     179.80,
  currency:  'EUR',
  num_items: 2,
  contents: [
    { id: 'SKU-12345', quantity: 1, price: 89.90 },
    { id: 'SKU-67890', quantity: 1, price: 89.90 },
  ],
})

initiate_checkout

Checkout entry — the login or register step.

tugus.track('initiate_checkout', {
  value:     179.80,
  currency:  'EUR',
  num_items: 2,
  contents: [
    { id: 'SKU-12345', quantity: 1, price: 89.90 },
    { id: 'SKU-67890', quantity: 1, price: 89.90 },
  ],
})

add_shipping_info

Shipping address + shipping method entered.

tugus.track('add_shipping_info', {
  value:         179.80,
  currency:      'EUR',
  shipping_tier: 'standard',
  contents: [/* ... */],
})

add_payment_info

Payment method selected.

tugus.track('add_payment_info', {
  value:        179.80,
  currency:     'EUR',
  payment_type: 'credit_card',
  contents: [/* ... */],
})

purchase

Order completed. Required: value + currency (enforced server-side for purchase/refund). order_id is strongly recommended for deduplication.

tugus.track('purchase', {
  order_id:  'ORD-2024-001',
  value:     179.80,
  currency:  'EUR',
  shipping:  4.90,
  tax:       28.65,
  coupon:    'BLACKFRIDAY',
  contents: [
    { id: 'SKU-12345', name: 'Sneaker X Pro', quantity: 1, price: 89.90 },
    { id: 'SKU-67890', name: 'Socken Pack',   quantity: 1, price: 89.90 },
  ],
  user: {
    email:      'kunde@example.com',
    phone:      '+4917612345678',
    first_name: 'Max',
    last_name:  'Mustermann',
    zip:        '80331',
    country:    'DE',
  },
})

purchase — server-to-server

The same event over raw HTTP. Note the nested data object:

{
  "event":    "purchase",
  "event_id": "purchase_ORD-2024-001",
  "data": {
    "order_id": "ORD-2024-001",
    "value":    179.80,
    "currency": "EUR",
    "shipping": 4.90,
    "tax":      28.65,
    "coupon":   "BLACKFRIDAY",
    "contents": [
      { "id": "SKU-12345", "name": "Sneaker X Pro", "quantity": 1, "price": 89.90 },
      { "id": "SKU-67890", "name": "Socken Pack",   "quantity": 1, "price": 89.90 }
    ]
  },
  "user": { "email": "kunde@example.com", "country": "DE" }
}

refund

Refund issued. Send order_id, plus optional items for partial returns.

tugus.track('refund', {
  order_id: 'ORD-2024-001',
  value:    89.90,
  currency: 'EUR',
  contents: [
    { id: 'SKU-67890', quantity: 1, price: 89.90 },
  ],
})

add_to_wishlist / remove_from_cart

Work the same way as add_to_cart:

tugus.track('add_to_wishlist', {
  content_id: 'SKU-12345', value: 89.90, currency: 'EUR',
})

tugus.track('remove_from_cart', {
  content_id: 'SKU-12345', quantity: 1, value: 89.90, currency: 'EUR',
})

Deduplication: Tugus generates a deterministic event_id from order_id + event_name. For purchase and refund, events sent twice are therefore protected against duplicates on both the browser and server side.

Properties reference

An overview of all available fields per event. With the browser SDK these are the keys of the tugus.track() payload; over HTTP they live inside the data object.

Field	Type	Required	Description
`value`	float	Required¹	Total monetary value. Required for `purchase`/`refund`.
`currency`	string	Required¹	ISO 4217, 3 letters (e.g. `EUR`). Required for `purchase`/`refund`. Auto-uppercased.
`order_id`	string	Recommended	Order/transaction ID — drives dedup for `purchase`/`refund`.
`content_id`	string	Optional	Single-product SKU.
`content_name`	string	Optional	Product name.
`content_category`	string	Optional	Category name.
`content_type`	string	Optional	Default `product`; also `home_listing`, `travel`.
`brand`	string	Optional	Brand name.
`quantity`	int	Optional	Single-item quantity.
`num_items`	int	Optional	Total items. Auto-calculated from contents.
`contents`	array	Optional	Multi-product cart, see below.
`shipping`	float	Optional	Shipping cost.
`tax`	float	Optional	Tax portion.
`coupon`	string	Optional	Coupon code.
`shipping_tier`	string	Optional	Shipping method for `add_shipping_info`.
`payment_type`	string	Optional	Payment method for `add_payment_info`.
`item_list_id`	string	Optional	Category/list ID for `view_item_list`.
`item_list_name`	string	Optional	Category/list name.
`promotion_id`	string	Optional	For `view_promotion`/`select_promotion`.
`promotion_name`	string	Optional	Promotion name.

contents[] — item schema

Field	Type	Required	Description
`id`	string	Required	Product SKU / identifier.
`name`	string	Optional	Product name.
`price`	float	Optional	Unit price (not total price).
`quantity`	int	Optional	Quantity (default: 1).
`category`	string	Optional	Category name.
`brand`	string	Optional	Brand name.
`variant`	string	Optional	Variant (e.g. color, size).
`coupon`	string	Optional	Item-level coupon.
`discount`	float	Optional	Item-level discount.

¹ value and currency are optional for funnel events (view_content, add_to_cart, …) but required for purchase and refund — the collect endpoint rejects those with 422 if either is missing.

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