您可以設定電子商務事件，收集使用者的購物行為相關資訊。這些事件可讓您量化最熱銷的產品，並查看促銷活動和產品刊登位置對收益的影響。
本文將說明每個電子商務事件，以及設定事件的時機。如需設定電子商務事件的逐步範例，請參閱「設定購買事件」一文。
事前準備
請確認您已將 Google 代碼加進網站，並能存取 Analytics (分析) 和網站原始碼。
推薦做法
- 啟用偵錯模式，您就能即時查看事件，更輕鬆地排解問題
- 查看透過電子商務事件傳送自訂參數時的自訂維度和指標限制
- 傳送
value(收益) 資料時，請設定currency，確保系統正確計算收益指標 - 設定您擁有資料的各項電子商務參數 (無論參數是否為選用參數)
- 請參閱電子商務網站範例中的範例，瞭解如何為網站加入代碼
導入作業
以電子商務來說，一般實務上會評估下列動作：
這些動作的核心就是您銷售的產品和服務。您可以將產品和服務顯示為一系列項目，可加入電子商務事件。除了上方的參數，您還可以在項目陣列中加入最多 27 個自訂參數。
以下範例說明如何建立本指南所參照的 items 集合。items 陣列最多可包含 200 個元素。
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
},
{
item_id: "SKU_12346",
item_name: "Google Grey Women's Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 3.33,
index: 1,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "gray",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 21.01,
quantity: 2
}
]
從清單中選取項目
當使用者看到結果清單時，請傳送 view_item_list 事件，包括包含顯示項目的 items 陣列參數。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "view_item_list", {
item_list_id: "related_products",
item_list_name: "Related products",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
使用者從清單中選取項目後，請在 items 陣列參數中傳送含有所選項目的 select_item 事件。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "select_item", {
item_list_id: "related_products",
item_list_name: "Related products",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
查看商品詳細資料
如要評估商品詳細資料的瀏覽次數，請在使用者查看商品詳細資料畫面時傳送 view_item 事件。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "view_item", {
currency: "USD",
value: 30.03,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
在購物車中新增或移除商品
如要評估使用者將商品加入購物車的商品，請傳送 add_to_cart 事件，並在 items 陣列中顯示相關商品。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "add_to_cart", {
currency: "USD",
value: 30.03,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
你也可以傳送含有相關項目的 add_to_wishlist 事件，並在 items 陣列中顯示相關項目，藉此評估將商品加入願望清單的時間。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "add_to_wishlist", {
currency: "USD",
value: 30.03,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
],
});
當使用者之後查看購物車時，請傳送 view_cart 事件和購物車中的所有商品。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "view_cart", {
currency: "USD",
value: 30.03,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
如要評估使用者從購物車中移除商品的時機，請傳送 remove_from_cart 事件。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "remove_from_cart", {
currency: "USD",
value: 30.03,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
啟動結帳程序
如要評估結帳程序的第一個步驟，請傳送含有一或多個使用相關欄位定義的 begin_checkout 事件。在這個階段，您也可以將優待券新增至事件，或將該優待券新增至 items 陣列中的特定元素，藉此將優待券新增至整個訂單。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "begin_checkout", {
currency: "USD",
value: 30.03,
coupon: "SUMMER_FUN",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
當使用者繼續結帳流程中的下一個步驟並新增運送資訊時，請傳送 add_shipping_info 事件。使用 shipping_tier 參數來指定使用者的傳送選項，例如「陸運」、「空運」或「次日送達」。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "add_shipping_info", {
currency: "USD",
value: 30.03,
coupon: "SUMMER_FUN",
shipping_tier: "Ground",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
在使用者提交付款資訊時傳送 add_payment_info 事件。如果可以，請在所選付款方式中加入 payment_type 並加入這個事件。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "add_payment_info", {
currency: "USD",
value: 30.03,
coupon: "SUMMER_FUN",
payment_type: "Credit Card",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
購物或申請退款
如要評估購買情況，請傳送含有一或多個使用相關欄位定義的 purchase 事件。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "purchase", {
transaction_id: "T_12345",
// Sum of (price * quantity) for all items.
value: 72.05,
tax: 3.60,
shipping: 5.99,
currency: "USD",
coupon: "SUMMER_SALE",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
},
{
item_id: "SKU_12346",
item_name: "Google Grey Women's Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 3.33,
index: 1,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "gray",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 21.01,
promotion_id: "P_12345",
promotion_name: "Summer Sale",
quantity: 2
}]
});
傳送具有指定相關 transaction_id 以及一或多個透過 item_id 和 quantity 定義的項目的 refund 事件，以評估退款。建議您在 refund 事件中加入商品資訊，即可在 Analytics (分析) 中查看商品層級的退款指標。
如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "refund", {
currency: "USD",
transaction_id: "T_12345", // Transaction ID. Required for purchases and refunds.
value: 30.03,
coupon: "SUMMER_FUN",
shipping: 3.33,
tax: 1.11,
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
套用促銷優惠
電子商務支援評估內部宣傳活動 (例如用來宣傳銷售的橫幅) 的曝光次數和點擊次數。
系統通常會使用初始畫面瀏覽計算促銷活動曝光次數，方法是傳送含有商品參數的 view_promotion 事件來指定宣傳的商品。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "view_promotion", {
creative_name: "Summer Banner",
creative_slot: "featured_app_1",
promotion_id: "P_12345",
promotion_name: "Summer Sale",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
]
});
如要指出使用者點選了促銷活動，請傳送含有該項目的 select_promotion 事件做為項目參數。如要進一步瞭解要傳送的參數，請參閱事件參考資料。
gtag("event", "select_promotion", {
creative_name: "Summer Banner",
creative_slot: "featured_app_1",
promotion_id: "P_12345",
promotion_name: "Summer Sale",
items: [
{
item_id: "SKU_12345",
item_name: "Stan and Friends Tee",
affiliation: "Google Merchandise Store",
coupon: "SUMMER_FUN",
discount: 2.22,
index: 0,
item_brand: "Google",
item_category: "Apparel",
item_category2: "Adult",
item_category3: "Shirts",
item_category4: "Crew",
item_category5: "Short sleeve",
item_list_id: "related_products",
item_list_name: "Related Products",
item_variant: "green",
location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",
price: 10.01,
quantity: 3
}
],
});