Ecommerce events

Snowplow provides support for tracking and modeling events from ecommerce stores directly in our trackers and data models.

• Events and context entities
  • Ecommerce action event
  • Ecommerce context entities
    • Cart
    • Checkout step
    • Page
    • Product
    • Promotion
    • Refund
    • Transaction
    • Transaction error
    • User
• How to track?
• Modeled data using the snowplow-ecommerce dbt package
• Ecommerce analytics accelerator
  • Transaction tracking
  • Transaction item events

Events and context entities

Ecommerce action event

Each ecommerce event is a self-describing event using a single ecommerce action schema.

The events are distinguished by their type property, which is different for each Event class tracked.

snowplow_ecommerce_action

Event

Schema for an Ecommerce action

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/snowplow_ecommerce_action/jsonschema/1-0-2

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "type": "list_view",
  "name": "shop the look"
}

Schema

Table

Property	Description
type	Required. Standard ecommerce actions. Must be one of: add_to_cart, remove_from_cart, product_view, list_click, list_view, promo_click, promo_view, checkout_step, transaction, refund, trns_error
name string	Optional. The name of the list presented to the user E.g. product list, search results, shop the look, frequently bought with.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for an Ecommerce action",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "snowplow_ecommerce_action",
    "format": "jsonschema",
    "version": "1-0-2"
  },
  "type": "object",
  "properties": {
    "type": {
      "description": "Standard ecommerce actions.",
      "enum": [
        "add_to_cart",
        "remove_from_cart",
        "product_view",
        "list_click",
        "list_view",
        "promo_click",
        "promo_view",
        "checkout_step",
        "transaction",
        "refund",
        "trns_error"
      ]
    },
    "name": {
      "description": "The name of the list presented to the user E.g. product list, search results, shop the look, frequently bought with.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    }
  },
  "required": [
    "type"
  ],
  "additionalProperties": false
}

Warehouse query

Snowflake

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ecommerce_snowplow_ecommerce_action_1 snowplow_ecommerce_action_1
from
atomic.events
where
events.collector_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'snowplow_ecommerce_action'
and events.event_vendor = 'com.snowplowanalytics.snowplow.ecommerce'

BigQuery

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ecommerce_snowplow_ecommerce_action_1_0_2
from
PIPELINE_NAME.events events
where
events.collector_tstamp > timestamp_sub(current_timestamp(), interval 1 hour)
and events.event = 'unstruct'
and events.event_name = 'snowplow_ecommerce_action'
and events.event_vendor = 'com.snowplowanalytics.snowplow.ecommerce'

Databricks

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ecommerce_snowplow_ecommerce_action_1
from
atomic.events events
where
events.collector_tstamp > timestampadd(HOUR, -1, current_timestamp())
and events.event = 'unstruct'
and events.event_name = 'snowplow_ecommerce_action'
and events.event_vendor = 'com.snowplowanalytics.snowplow.ecommerce'
and unstruct_event_com_snowplowanalytics_snowplow_ecommerce_snowplow_ecommerce_action_1 is not null

Redshift & Postgres

sql

select
"snowplow_ecommerce_action_1".*
from
atomic.events events
join atomic.com_snowplowanalytics_snowplow_ecommerce_snowplow_ecommerce_action_1 "snowplow_ecommerce_action_1"
  on "snowplow_ecommerce_action_1".root_id = events.event_id and "snowplow_ecommerce_action_1".root_tstamp = events.collector_tstamp
where
events.collector_tstamp > getdate() - interval '1 hour'
and "snowplow_ecommerce_action_1".root_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'snowplow_ecommerce_action'
and events.event_vendor = 'com.snowplowanalytics.snowplow.ecommerce'

Ecommerce context entities

All tracked ecommerce properties are tracked as context entities.

Cart

cart

Entity

Schema for a cart entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/cart/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "cart_id": null,
  "currency": "EUR",
  "total_value": 12
}

Schema

Table

Property	Description
cart_id string	Optional. The unique ID representing this cart.
total_value number	Required. The total value of the cart after this interaction.
currency string	Required. The currency used for this cart (ISO 4217).

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a cart entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "cart",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "cart_id": {
      "description": "The unique ID representing this cart.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 4096
    },
    "total_value": {
      "description": "The total value of the cart after this interaction.",
      "type": "number",
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "currency": {
      "description": "The currency used for this cart (ISO 4217).",
      "type": "string",
      "maxLength": 3,
      "minLength": 3
    }
  },
  "required": [
    "total_value",
    "currency"
  ],
  "additionalProperties": false
}

Checkout step

checkout_step

Entity

Schema for a checkout step entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/checkout_step/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "step": 2,
  "account_type": "guest",
  "billing_full_address": null,
  "billing_postcode": null,
  "coupon_code": null,
  "delivery_method": null,
  "delivery_provider": null,
  "marketing_opt_in": null,
  "payment_method": null,
  "proof_of_payment": null,
  "shipping_full_address": null,
  "shipping_postcode": null
}

Schema

Table

Property	Description
step integer	Required. Checkout step index.
shipping_postcode string	Optional. Shipping address postcode.
billing_postcode string	Optional. Billing address postcode.
shipping_full_address string	Optional. Full shipping address.
billing_full_address string	Optional. Full billing address.
delivery_provider string	Optional. Can be used to discern delivery providers DHL, PostNL etc.
delivery_method string	Optional. Can be used to discern delivery methods selected E.g. store pickup, standard delivery, express delivery, international.
coupon_code string	Optional. Coupon applied at checkout.
account_type string	Optional. Type of account used on checkout. E.g. existing user, guest.
payment_method string	Optional. Any kind of payment method the user selected to proceed E.g. card, PayPal, Alipay etc.
proof_of_payment string	Optional. Invoice or receipt.
marketing_opt_in boolean	Optional. If opted in to marketing campaigns.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a checkout step entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "checkout_step",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "step": {
      "description": "Checkout step index.",
      "type": "integer",
      "minimum": 1,
      "maximum": 90
    },
    "shipping_postcode": {
      "description": "Shipping address postcode.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "billing_postcode": {
      "description": "Billing address postcode.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "shipping_full_address": {
      "description": "Full shipping address.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 4096
    },
    "billing_full_address": {
      "description": "Full billing address.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 4096
    },
    "delivery_provider": {
      "description": "Can be used to discern delivery providers DHL, PostNL etc.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "delivery_method": {
      "description": "Can be used to discern delivery methods selected E.g. store pickup, standard delivery, express delivery, international.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "coupon_code": {
      "description": "Coupon applied at checkout.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "account_type": {
      "description": "Type of account used on checkout. E.g. existing user, guest.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "payment_method": {
      "description": "Any kind of payment method the user selected to proceed E.g. card, PayPal, Alipay etc.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "proof_of_payment": {
      "description": "Invoice or receipt.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "marketing_opt_in": {
      "type": [
        "boolean",
        "null"
      ],
      "description": "If opted in to marketing campaigns."
    }
  },
  "required": [
    "step"
  ],
  "additionalProperties": false
}

Page

page

Entity

Schema for a page entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/page/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "type": "checkout step 1",
  "language": null,
  "locale": null
}

Schema

Table

Property	Description
type string	Required. The type of the page that was visited E.g. homepage, product page, checkout page.
language string	Optional. The language that the web page is based in.
locale string	Optional. The locale version of the site that is running.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a page entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "page",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "type": {
      "description": "The type of the page that was visited E.g. homepage, product page, checkout page.",
      "type": "string",
      "maxLength": 128
    },
    "language": {
      "description": "The language that the web page is based in.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    },
    "locale": {
      "description": "The locale version of the site that is running.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 128
    }
  },
  "required": [
    "type"
  ],
  "additionalProperties": false
}

Product

product

Entity

Schema for a product entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/product/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "id": "1236",
  "name": null,
  "category": "Hats",
  "price": 12,
  "list_price": null,
  "quantity": null,
  "size": null,
  "variant": null,
  "brand": "Snowplow",
  "inventory_status": null,
  "position": null,
  "currency": "EUR",
  "creative_id": null
}

Schema

Table

Property	Description
id string	Required. The SKU or product ID.
name string	Optional. The name or title of the product.
category string	Required. The category the product belongs to. Use a consistent separator to express multiple levels. E.g. Woman/Shoes/Sneakers
price number	Required. The price of the product at the current time.
list_price number	Optional. The list or recommended retail price of a product.
quantity integer	Optional. The quantity of the product taking part in the ecommerce action.
size string	Optional. The size of the product.
variant string	Optional. The variant of the product.
brand string	Optional. The brand of the product.
inventory_status string	Optional. The inventory status of the product E.g. in stock, out of stock, preorder, backorder.
position integer	Optional. The position the product was presented in a list of products E.g. search results, product list page.
currency string	Required. The currency in which the product is being priced (ISO 4217).
creative_id string	Optional. Identifier/Name/Url for the creative presented on a list or product view.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a product entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "product",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "id": {
      "description": "The SKU or product ID.",
      "type": "string",
      "maxLength": 4096
    },
    "name": {
      "description": "The name or title of the product.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 4096
    },
    "category": {
      "description": "The category the product belongs to. Use a consistent separator to express multiple levels. E.g. Woman/Shoes/Sneakers",
      "type": "string",
      "maxLength": 4096
    },
    "price": {
      "description": "The price of the product at the current time.",
      "type": "number",
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "list_price": {
      "description": "The list or recommended retail price of a product.",
      "type": [
        "number",
        "null"
      ],
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "quantity": {
      "description": "The quantity of the product taking part in the ecommerce action.",
      "type": [
        "integer",
        "null"
      ],
      "minimum": 0,
      "maximum": 9999999
    },
    "size": {
      "description": "The size of the product.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "variant": {
      "description": "The variant of the product.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "brand": {
      "description": "The brand of the product.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "inventory_status": {
      "description": "The inventory status of the product E.g. in stock, out of stock, preorder, backorder.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "position": {
      "description": "The position the product was presented in a list of products E.g. search results, product list page.",
      "type": [
        "integer",
        "null"
      ],
      "minimum": 0,
      "maximum": 9999999
    },
    "currency": {
      "description": "The currency in which the product is being priced (ISO 4217).",
      "type": "string",
      "maxLength": 3,
      "minLength": 3
    },
    "creative_id": {
      "description": "Identifier/Name/Url for the creative presented on a list or product view.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    }
  },
  "required": [
    "id",
    "category",
    "price",
    "currency"
  ],
  "additionalProperties": false
}

Promotion

promotion

Entity

Schema for a promotion entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/promotion/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{}

Schema

Table

Property	Description
id string	Required. The ID of the promotion.
name string	Optional. The name of the promotion.
product_ids array	Optional. Array of SKUs or product IDs showcased in the promotion.
position integer	Optional. The position the promotion was presented in a list of promotions E.g. banner, slider.
creative_id string	Optional. Identifier/Name/Url for the creative presented on the promotion.
type string	Optional. Type of the promotion delivery mechanism. E.g. popup, banner, intra-content
slot string	Optional. The website slot in which the promotional content was added to. E.g. Identifier for slot sidebar-1, intra-content-2

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a promotion entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "promotion",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "id": {
      "description": "The ID of the promotion.",
      "type": "string",
      "maxLength": 4096
    },
    "name": {
      "description": "The name of the promotion.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "product_ids": {
      "description": "Array of SKUs or product IDs showcased in the promotion.",
      "type": [
        "array",
        "null"
      ],
      "items": {
        "type": "string",
        "maxLength": 4096
      }
    },
    "position": {
      "description": "The position the promotion was presented in a list of promotions E.g. banner, slider.",
      "type": [
        "integer",
        "null"
      ],
      "minimum": 0,
      "maximum": 9999999
    },
    "creative_id": {
      "description": "Identifier/Name/Url for the creative presented on the promotion.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 4096
    },
    "type": {
      "description": "Type of the promotion delivery mechanism. E.g. popup, banner, intra-content",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    },
    "slot": {
      "description": "The website slot in which the promotional content was added to. E.g. Identifier for slot sidebar-1, intra-content-2",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    }
  },
  "required": [
    "id"
  ],
  "additionalProperties": false
}

Refund

refund

Entity

Schema for a refund in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/refund/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{}

Schema

Table

Property	Description
transaction_id string	Required. The ID of the transaction.
currency string	Required. The currency in which the product is being priced (ISO 4217).
refund_amount number	Required. The monetary amount refunded.
refund_reason string	Optional. Reason for refunding the whole or part of the transaction.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a refund in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "refund",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "transaction_id": {
      "description": "The ID of the transaction.",
      "type": "string",
      "maxLength": 4096
    },
    "currency": {
      "description": "The currency in which the product is being priced (ISO 4217).",
      "type": "string",
      "maxLength": 3,
      "minLength": 3
    },
    "refund_amount": {
      "type": "number",
      "description": "The monetary amount refunded.",
      "multipleOf": 0.01,
      "minimum": 0,
      "maximum": 9999999
    },
    "refund_reason": {
      "type": [
        "string",
        "null"
      ],
      "description": "Reason for refunding the whole or part of the transaction.",
      "maxLength": 4096
    }
  },
  "required": [
    "transaction_id",
    "currency",
    "refund_amount"
  ],
  "additionalProperties": false
}

Transaction

transaction

Entity

Schema for a transaction entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/transaction/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "transaction_id": "TtlZ3b",
  "currency": "EUR",
  "payment_method": "BNPL",
  "revenue": 13,
  "total_quantity": 1,
  "credit_order": null,
  "discount_amount": null,
  "discount_code": null,
  "shipping": 1,
  "tax": null
}

Schema

Table

Property	Description
transaction_id string	Required. The ID of the transaction.
revenue number	Required. The revenue of the transaction.
currency string	Required. The currency used for the transaction (ISO 4217).
payment_method string	Required. The payment method used for the transaction.
total_quantity integer	Required. Total quantity of items in the transaction.
tax number	Optional. Total amount of tax on the transaction.
shipping number	Optional. Total cost of shipping on the transaction.
discount_code string	Optional. Discount code used.
discount_amount number	Optional. Discount amount taken off.
credit_order boolean	Optional. Whether the transaction is a credit order or not.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a transaction entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "transaction",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "transaction_id": {
      "description": "The ID of the transaction.",
      "type": "string",
      "maxLength": 4096
    },
    "revenue": {
      "type": "number",
      "description": "The revenue of the transaction.",
      "multipleOf": 0.01,
      "minimum": 0,
      "maximum": 9999999
    },
    "currency": {
      "type": "string",
      "description": "The currency used for the transaction (ISO 4217).",
      "maxLength": 3,
      "minLength": 3
    },
    "payment_method": {
      "type": "string",
      "description": "The payment method used for the transaction.",
      "maxLength": 128
    },
    "total_quantity": {
      "type": "integer",
      "description": "Total quantity of items in the transaction.",
      "minimum": 0,
      "maximum": 9999999
    },
    "tax": {
      "type": [
        "number",
        "null"
      ],
      "description": "Total amount of tax on the transaction.",
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "shipping": {
      "type": [
        "number",
        "null"
      ],
      "description": "Total cost of shipping on the transaction.",
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "discount_code": {
      "type": [
        "string",
        "null"
      ],
      "description": "Discount code used.",
      "maxLength": 99
    },
    "discount_amount": {
      "type": [
        "number",
        "null"
      ],
      "description": "Discount amount taken off.",
      "minimum": 0,
      "multipleOf": 0.01,
      "maximum": 9999999
    },
    "credit_order": {
      "type": [
        "boolean",
        "null"
      ],
      "description": "Whether the transaction is a credit order or not."
    }
  },
  "required": [
    "transaction_id",
    "revenue",
    "payment_method",
    "currency",
    "total_quantity"
  ],
  "additionalProperties": false
}

Transaction error

transaction_error

Entity

Schema for a transaction error or rejection entity in ecommerce.

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/transaction_error/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{}

Schema

Table

Property	Description
error_code string	Optional. Error-identifying code for the transaction issue. E.g. E522
error_shortcode string	Optional. Shortcode for the error occurred in the transaction. E.g. declined_by_stock_api, declined_by_payment_method, card_declined, pm_card_radarBlock
error_description string	Optional. Longer description for the error occurred in the transaction.
error_type string	Optional. Hard error types mean the customer must provide another form of payment e.g. an expired card. Soft errors can be the result of temporary issues where retrying might be successful e.g. processor declined the transaction. Must be one of: hard, soft,
resolution string	Optional. The resolution selected for the error scenario. E.g. retry_allowed, user_blacklisted, block_gateway, contact_user, default

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for a transaction error or rejection entity in ecommerce.",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "transaction_error",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "error_code": {
      "type": [
        "string",
        "null"
      ],
      "description": "Error-identifying code for the transaction issue. E.g. E522",
      "maxLength": 256
    },
    "error_shortcode": {
      "type": [
        "string",
        "null"
      ],
      "description": "Shortcode for the error occurred in the transaction. E.g. declined_by_stock_api, declined_by_payment_method, card_declined, pm_card_radarBlock",
      "maxLength": 4096
    },
    "error_description": {
      "type": [
        "string",
        "null"
      ],
      "description": "Longer description for the error occurred in the transaction.",
      "maxLength": 4096
    },
    "error_type": {
      "type": [
        "string",
        "null"
      ],
      "enum": [
        "hard",
        "soft",
        null
      ],
      "description": "Hard error types mean the customer must provide another form of payment e.g. an expired card. Soft errors can be the result of temporary issues where retrying might be successful e.g. processor declined the transaction."
    },
    "resolution": {
      "type": [
        "string",
        "null"
      ],
      "description": "The resolution selected for the error scenario. E.g. retry_allowed, user_blacklisted, block_gateway, contact_user, default",
      "maxLength": 4096
    }
  },
  "additionalProperties": false
}

User

user

Entity

Schema for an user entity in Ecommerce

Schema URIiglu:com.snowplowanalytics.snowplow.ecommerce/user/jsonschema/1-0-0

Tracker compatibility

Web: ✅Mobile: ✅Tracked automatically: ❌

Example

json

{
  "id": "U12345",
  "email": "john@email.com",
  "is_guest": true
}

Schema

Table

Property	Description
id string	Required. The user ID.
is_guest boolean	Optional. Whether or not the user is a guest.
email string	Optional. The user's email address.

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for an user entity in Ecommerce",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow.ecommerce",
    "name": "user",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "id": {
      "description": "The user ID.",
      "type": "string",
      "maxLength": 128
    },
    "is_guest": {
      "description": "Whether or not the user is a guest.",
      "type": [
        "boolean",
        "null"
      ]
    },
    "email": {
      "description": "The user's email address.",
      "type": [
        "string",
        "null"
      ],
      "maxLength": 256
    }
  },
  "required": [
    "id"
  ],
  "additionalProperties": false
}

How to track?

• Using the JavaScript tracker on the Web.
• Using the iOS and Android trackers.

Modeled data using the snowplow-ecommerce dbt package

The package contains a fully incremental model that transforms raw ecommerce event data into a set of derived tables based around the following ecommerce data objects: carts, checkouts, products and transactions.

Derived table	Table description	dbt
snowplow_ecommerce_base_events_this_run	Base: Performs the incremental logic, the table contains a de-duped data set of all events required for the current run of the model, and is the foundation for all other models generated.	Docs
snowplow_ecommerce_cart_interactions	Carts: Parses the cart interactions that occur to provide handy filters and aggregations, which helps identify what happened to carts on a session level to extract, for example, abandoned carts with ease.	Docs
snowplow_ecommerce_checkout_interactions	Checkouts: Parses checkout steps that occur to provide handy filters and aggregations to help identify which checkout steps were walked through, and what details were entered in each of these steps. This lends itself well to a funnel analysis.	Docs
snowplow_ecommerce_product_interactions	Products: Parses product view and list information to provide insights into which products were being viewed, what details were being shown to the end user and how the user then interacted with these products.	Docs
snowplow_ecommerce_transaction_interactions	Transactions: Parses transaction actions to provide insights into which transactions occurred, how much revenue was generated from them, and other insights leveraging the many properties of the transaction ecommerce context.	Docs
snowplow_ecommerce_sessions	Sessions: Aggregates all other data into a sessions table which leverages the domain_sessionid.	Docs

Ecommerce analytics accelerator

Follow the ecommerce accelerator for a complete guide to build a deeper understanding of customer behavior in your ecommerce store.

Old ecommerce events

Some of our trackers also provide ecommerce tracking APIs for older ecommerce events. This is no longer the recommended approach to track ecommerce events.

Transaction tracking

Transaction events allow you to track a transaction. The items of the transaction can be tracked using Transaction Item events.

| Parameter | Table Column | Type | Description | Example values | | ------------- | ---------------- | -------- | --------------------------------------------------- | | tr_id | tr_orderid | text | Order ID | 12345 | | tr_af | tr_affiliation | text | Transaction affiliation (e.g. channel) | Web | | tr_tt | tr_total | decimal | Transaction total value | 9.99 | | tr_tx | tr_tax | decimal | Transaction tax value (i.e. amount of VAT included) | 1.98 | | tr_sh | tr_shipping | decimal | Delivery cost charged | 3.00 | | tr_ci | tr_city | text | Delivery address: city | London | | tr_st | tr_state | text | Delivery address: state | Denver | | tr_co | tr_country | text | Delivery address: country | United Kingdom | | tr_cu | tr_currency | text | Transaction Currency | GBP |

Transaction item events

Transaction item events are separate events, representing the items of a transaction, which are linked to a Transaction event via ti_id which should map to tr_id of a transaction event.

Parameter	Table Column	Type	Description	Example values
ti_id	ti_orderid	text	Order ID	12345
ti_sk	ti_sku	text	Item SKU	Yes
ti_nm	ti_name	text	Item name	Yes
ti_ca	ti_category	text	Item category	Yes
ti_pr	ti_price	decimal	Item price	Yes
ti_qu	ti_quantity	integer	Item quantity	Yes
ti_cu	ti_currency	text	Currency	Yes