Recommended eCommerce app events

At a glance: Measure the quality of your users throughout their user journey by recording these suggested in-app events for your eCommerce app.

InApp_Events_ecommerce.png eCommerce

eCommerce apps allow buyers to easily search for and buy goods online. The typical events that we suggest recording are search, purchase, adding to cart, and adding to wishlist. 

Recording events can help you determine:

  • The most popular categories
  • What buyers are searching for
  • How many buyers completed a checkout
  • How many buyers are recurring buyers and how many are just one-time buyers

 Important!

  • Make sure to read the instructions for marketers about implementing in-app events.
  • To streamline the implementation process, use our In-app event generator. This tool includes all of the typical in-app events described in this article and lets you modify the events according to your business needs. Once complete, share the file with your developer.
  • For each recommended event included in this article, there are code samples for iOS, Android, and Unity developers.
  • Detailed instructions for your developer can be found in the AppsFlyer developer hub.

For more information about recording in-app events, see the Rich in-app events guide.

Flowchart_for_recommended_events e-Commerce_app_user_journey

Recommended structures for predefined events

The following section provides a list of event structures that are typical to the eCommerce vertical. Each structure includes a predefined event name and the suggested event parameters to use. Note that in-app events can include any event parameters that meet your business needs.

Complete registration (af_complete_registration)

Purpose

Learn how many users installed the app and completed the signup process, and what signup methods your users prefer.

Trigger

When the user completes the signup process

Event parameters

Name Description Example value
af_registration_method Type of signup method Email, Facebook

Login (af_login)

Purpose

Understand the retention of your registered users

Trigger

When the user successfully logs in

Event parameters

Can be sent without any additional parameters

Search (af_search)

Purpose

Learn what users are looking for, and which search results are the most relevant and lead to a purchase.

Trigger

One of the following:

  • When the user clicks on the search button
  • When the user lands on the search results page

Event parameters

Name Description Example value
af_search_string Search term Red dress, running shoes
af_content_list List of content IDs 001, 092

Content view (af_content_view)

Purpose

Determine the view rate of specific products. This event can help you:

  • Correlate product views with product sales
  • Understand what categories are the most popular according to product views
  • See the correlation between buyers' currency and the products they view

Trigger

When the user views a specific product details page

Event parameters

Name Description Example value
af_price Product price 2000
af_content

International Article Number (EAN) when applicable, or other product or content identifier

Required parameter for Facebook dynamic ads

ABC123
af_content_id

Product ID

Required parameter for Facebook dynamic ads

102
af_content_type

Product category

Required parameter for Facebook dynamic ads

Shoes
af_currency Currency in the product details page THB, USD

List view (af_list_view)

Purpose

Record which lists (for example, newly added products, related products, or recommended products) buyers view the most.

Trigger

When the user views a specific list

Event parameters

Name Description Example value
af_content_type Type of list Related, recommended, new arrivals
af_content_list List of content IDs from the category 001, 092

Add to wishlist (af_add_to_wishlist)

Purpose

Record what products and categories buyers add to their wishlists. When you know what products are often added to wishlists, you can then offer these products in sales or discounts and encourage buyers to purchase them. You can also retarget users according to the products that they added to their wishlist.

Trigger

When the user adds items to their wishlist

Event parameters

Name Description Example value
af_price Price of the product 600
af_content_id Product ID 300
af_content_type Product category Shoes, electronics
af_currency Currency displayed on the product details page GBP

Add to cart (af_add_to_cart)

Purpose

Record when a user adds products to their cart. This event can help you determine:

  • How many products on average buyers add in one purchase
  • How much time passes between adding two different products
  • How many buyers abandon their cart

Trigger

When the user adds a product to the cart

Event parameters

Field name Description Example value
af_price Product price 350, 1000
af_content

International Article Number (EAN) when applicable, or other product or content identifier

Required parameter for Facebook dynamic ads

ABC123
af_content_id

Product ID

Required parameter for Facebook dynamic ads 

001, 092
af_content_type

Product type

Required parameter for Facebook dynamic ads

Shirt, shoes
af_currency Product currency THB, USD
af_quantity How many items of the same product were added to the cart 2, 5

Initiated checkout (af_initiated_checkout)

Purpose

Understand how buyers behave when they proceed to checkout. This event can help you determine:

  • The average price when buyers check out compared with the average price in the purchase event
  • Whether users add or remove products after proceeding to checkout

Trigger

When the user initiates the checkout but didn't yet complete the checkout

Event parameters

Field name Description Example value
af_price Total price in the cart 4000
af_content_id ID of products in the cart 221, 124
af_content_type List of product categories Shirt, pants
af_currency Currency during time of checkout THB
af_quantity Total number of items in the cart 2, 5

Purchase (af_purchase)

Purpose

Learn about purchase trends in your app. This event can help you:

  • Determine the LTV of your users and the ROI of your campaigns across ad networks and ad agencies
  • Determine which offers are most popular with your users
  • Cross-reference campaigns with purchased items in order to optimize campaign targeting

Trigger

When the user lands on the thank you page after a successful purchase

Event parameters

Name Description Example value
af_revenue Estimated revenue from the purchase 1205.99
af_price Overall purchase sum 4000
af_content

International Article Number (EAN) when applicable, or other product or content identifier

Required parameter for Facebook dynamic ads

ABC123
af_content_id

Item ID

Required parameter for Facebook dynamic ads

121, 262
af_content_type

Item category

Required parameter for Facebook dynamic ads

Shoes, pants
af_currency Currency code AUD
af_quantity Number of items in the cart 2, 5
af_order_id ID of the order that is generated after the purchase X123ABC
af_receipt_id

Order ID

Required parameter for CRITEO and Google Ad Words retargeting integration

X123ABC

Recommended structures for custom events

The following section provides a list of event structures that include custom event names and the suggested event parameters to use. Note that in-app events can include any event parameters that meet your business needs.

First purchase (first_purchase)

Purpose

Same as the Purchase event. In addition, this event can help you determine:

  • How long it takes a new buyer to purchase
  • What products first-time buyers prefer to purchase
  • The average price and revenue of first-time purchases

Trigger

When the user completes their first purchase

Event parameters

Name Description Example value
af_revenue Revenue from purchase 1205.99
af_price Overall purchase sum 4000
af_content

International Article Number (EAN) when applicable, or other product or content identifier

Required parameter for Facebook dynamic ads

ABC123
af_content_id

Item ID

Required parameter for Facebook dynamic ads

121, 262
af_content_type

Item category

Required parameter for Facebook dynamic ads

Shoes, pants
af_currency Currency AUD
af_quantity Quantity of items in the cart 2, 5
af_order_id ID of the order that is generated after the purchase X123ABC
af_receipt_id

Order ID

Required parameter for CRITEO and Google AdWords retargeting integration

X123ABC

Remove from cart (remove_from_cart)

Purpose

Recording this event can help you:

  • Determine what items buyers remove from their cart
  • Determine the product categories of items that buyers remove from their cart
  • Compare the data from the Add to cart event to gain insights into products that don't make it to checkout

Trigger

When the user removes an item from the cart

Event parameters

Name Description Example value
af_content_id Item or product ID 521
af_content_type Item or product category Shoes
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