E-commerce Events Implementation Guide

File Placement in Stencil Theme

Cart & Checkout Events

Event	Template File	Implementation
Cart Viewed	templates/pages/cart.html	Add script at bottom of template
Product Removed	templates/pages/cart.html	Include with Cart Viewed script
Checkout Started	templates/pages/checkout.html or first checkout step	Add script at bottom
Checkout Steps	Various checkout templates	Call trackCheckoutStep() function
Payment Info	Payment step template	Call trackPaymentInfo() on form completion
Shipping Info	Shipping step template	Call trackShippingInfo() on form completion

Product Discovery Events

Event	Template File	Implementation
Product Clicked	templates/pages/category.html templates/pages/search.html templates/pages/brand.html	Add script to all product listing pages
Product List Viewed	Same as Product Clicked	Include with Product Clicked script
Products Searched	templates/pages/search.html	Add script at bottom of search template

Transaction Events

Event	Template File	Implementation
Order Completed	templates/pages/order-confirmation.html	Add script at bottom of confirmation page

GTM Trigger Setup

Create These Custom Event Triggers

Event Name	Trigger Name	Additional Conditions
cart_viewed	Cart Viewed	-
product_removed	Product Removed	-
checkout_started	Checkout Started	-
checkout_step_viewed	Checkout Step Viewed	-
checkout_step_completed	Checkout Step Completed	-
payment_info_entered	Payment Info Entered	-
shipping_info_entered	Shipping Info Entered	-
product_clicked	Product Clicked	-
product_list_viewed	Product List Viewed	-
products_searched	Products Searched	-
order_completed	Order Completed	-
Remarketing Events
remarketing_cart	Remarketing - Cart	{{dlv - ecomm_pagetype}} equals cart
remarketing_checkout	Remarketing - Checkout	{{dlv - ecomm_pagetype}} equals purchase
remarketing_browse	Remarketing - Browse	{{dlv - ecomm_pagetype}} equals searchresults
remarketing_search	Remarketing - Search	{{dlv - ecomm_pagetype}} equals searchresults
remarketing_conversion	Remarketing - Conversion	{{dlv - ecomm_pagetype}} equals conversion

Required GTM Variables

Create these Data Layer Variables in GTM:

Core Variables

• dlv - value → value
• dlv - currency → currency
• dlv - items → items
• dlv - ecomm_pagetype → ecomm_pagetype
• dlv - ecomm_totalvalue → ecomm_totalvalue
• dlv - google_tag_params → google_tag_params

Event-Specific Variables

• dlv - cart_id → cart_id
• dlv - checkout_id → checkout_id
• dlv - order_id → order_id
• dlv - transaction_id → transaction_id
• dlv - list_name → list_name
• dlv - query → query
• dlv - results_count → results_count
• dlv - step → step
• dlv - step_name → step_name

Tag Configuration Examples

Google Ads Remarketing Tags

Cart/Checkout Remarketing:

• Trigger: remarketing_cart OR remarketing_checkout
• Event Name: add_to_cart or begin_checkout
• Event Value: {{dlv - ecomm_totalvalue}}
• Custom Parameters: {{dlv - google_tag_params}}

Browse/Search Remarketing:

• Trigger: remarketing_browse OR remarketing_search
• Event Name: view_item_list or search
• Custom Parameters: {{dlv - google_tag_params}}

Conversion Remarketing:

• Trigger: remarketing_conversion
• Event Name: purchase
• Event Value: {{dlv - ecomm_totalvalue}}
• Custom Parameters: {{dlv - google_tag_params}}

GA4 Enhanced Ecommerce Tags

Standard Events:

• view_cart → Trigger: cart_viewed
• remove_from_cart → Trigger: product_removed
• begin_checkout → Trigger: checkout_started
• add_payment_info → Trigger: payment_info_entered
• add_shipping_info → Trigger: shipping_info_entered
• select_item → Trigger: product_clicked
• view_item_list → Trigger: product_list_viewed
• search → Trigger: products_searched
• purchase → Trigger: order_completed

Segment Tags

Create Custom HTML tags for each Segment event that fires on the corresponding trigger.

Testing Checklist

Product Discovery

• Browse category page → product_list_viewed fires
• Click product from category → product_clicked fires
• Search for products → products_searched fires
• Click product from search → product_clicked fires

Cart & Checkout

• View cart page → cart_viewed fires
• Remove item from cart → product_removed fires
• Start checkout → checkout_started fires
• Complete checkout steps → step events fire
• Enter payment info → payment_info_entered fires
• Enter shipping info → shipping_info_entered fires

Conversion

• Complete order → order_completed fires
• All remarketing events have correct ecomm_pagetype
• GA4 events have proper items arrays
• Google Ads gets proper conversion data

Performance Notes

Page Load Impact

• Product pages: Minimal (existing setup)
• Cart page: Low impact (1 script)
• Category pages: Medium impact (click tracking)
• Checkout pages: Low impact (step tracking)

Data Accuracy

• All events include proper product identifiers (SKU)
• Cart values are consistent across all events
• Category hierarchy reflects your BigCommerce setup
• Google Product Category fallback prevents empty values

Remarketing Optimization

• Browse behavior: dynx_pagetype: 'searchresults'
• Purchase intent: dynx_pagetype: 'conversionintent'
• High intent: dynx_pagetype: 'offerdetail'
• Conversion: dynx_pagetype: 'conversion'

This creates highly targeted remarketing audiences for optimal Google Ads bidding!