Event Tracking

storekit collects behavioural events to help you understand customer journeys, optimise conversions, and power marketing integrations. This page explains what we track, how data flows, and how events integrate with third-party platforms.

Native Event Collection

storekit automatically collects events across web and native apps without requiring additional code.

Core Commerce Events

active_on_site

Fired when a customer lands on the store.

{
  "event": "active_on_site",
  "properties": {
    "accountId": "40586258-8a99-4651-b79f-0a1ab602a926",
    "id": 8709,
    "slug": "your-store"
  }
}

menu_loaded

viewed_product

Fired when a customer opens a product modal.

{
  "event": "viewed_product",
  "properties": {
    "id": 98765,
    "name": "Flat White",
    "currency": "GBP",
    "price": 350,
    "image": "https://cdn.storekit.com/products/flat-white.jpg",
    "plu": "FW001",
    "sku": "SKU-FW-001"
  }
}

add_to_cart

Fired when an item is added to the basket.

{
  "event": "add_to_cart",
  "properties": {
    "id": 98765,
    "name": "Flat White",
    "price": 400,
    "image": "https://cdn.storekit.com/products/flat-white.jpg",
    "modifiers": [
      {
        "id": 111,
        "name": "Oat Milk",
        "price": 50
      }
    ]
  }
}

remove_from_cart

Fired when an item is removed from the basket.

{
  "event": "remove_from_cart",
  "properties": {
    "id": 98765,
    "name": "Flat White",
    "price": 400,
    "image": "https://cdn.storekit.com/products/flat-white.jpg",
    "modifiers": []
  }
}

started_checkout

Fired when the customer opens the checkout screen.

{
  "event": "started_checkout",
  "properties": {
    "currency": "GBP",
    "items": [
      {
        "id": 98765,
        "name": "Flat White",
        "price": 400,
        "quantity": 2,
        "modifiers": []
      }
    ],
    "venueSlug": "your-store",
    "value": 8.00
  }
}

order_completed

Fired when payment is confirmed and the order is placed.

{
  "event": "order_completed",
  "properties": {
    "orderId": "ord_789xyz",
    "total": 12.50,
    "currency": "GBP",
    "venueSlug": "your-store",
    "order": {
      "items": [...],
      "fulfillmentMethod": "delivery",
      "customer": {...}
    }
  }
}

Search & Discovery Events

products_searched

Fired when a customer performs a search (debounced by 1 second).

{
  "event": "products_searched",
  "properties": {
    "query": "coffee",
    "resultCount": 12
  }
}

cross_sell_modal_view

Fired when the upsell/cross-sell modal is displayed.

{
  "event": "cross_sell_modal_view",
  "properties": {
    "productCount": 4,
    "crossSellType": "product"
  }
}

crossSellType is either "product" or "category" depending on configuration.

Discount Events

discount_entered

Fired when a customer submits a discount code.

{
  "event": "discount_entered",
  "properties": {
    "code": "SUMMER20"
  }
}

discount_applied

Fired when a discount code is successfully applied.

{
  "event": "discount_applied",
  "properties": {
    "discount_id": 456,
    "discount_name": "Summer Sale",
    "discount_amount": 500,
    "discount_type": "percentage"
  }
}

discount_denied

Fired when a discount code is rejected.

{
  "event": "discount_denied",
  "properties": {
    "discount_code": "EXPIRED10",
    "reason": "Code has expired",
    "status_code": 400
  }
}

Promotional Offer Events

viewed_offer

Fired when a promotional offer becomes visible.

{
  "event": "viewed_offer",
  "properties": {
    "offerId": 123,
    "linkId": "link_abc",
    "type": "banner",
    "value": "20% off"
  }
}

click_offer

Fired when a customer clicks on a promotional offer.

{
  "event": "click_offer",
  "properties": {
    "offerId": 123,
    "linkId": "link_abc",
    "type": "banner",
    "value": "20% off"
  }
}

Stories Events

story_viewer_opened

Fired when a customer opens the story viewer.

{
  "event": "story_viewer_opened",
  "properties": {
    "storyId": 789,
    "storyIndex": 0,
    "storyTitle": "New Summer Menu",
    "totalStories": 5,
    "source": "menu_page"
  }
}

story_viewed

Fired when a story page is viewed.

{
  "event": "story_viewed",
  "properties": {
    "storyId": 789,
    "storyTitle": "New Summer Menu",
    "pageIndex": 2,
    "totalPages": 4,
    "hasVideo": true,
    "hasCta": true
  }
}

story_navigation

Fired when a customer navigates between story pages.

{
  "event": "story_navigation",
  "properties": {
    "storyId": 789,
    "fromPage": 1,
    "toPage": 2,
    "direction": "forward",
    "method": "tap"
  }
}

story_cta_clicked

Fired when a customer clicks a CTA within a story.

{
  "event": "story_cta_clicked",
  "properties": {
    "storyId": 789,
    "pageIndex": 2,
    "ctaType": "product",
    "ctaLabel": "Order Now",
    "ctaData": { "productId": 456 },
    "videoProgressPercent": 75
  }
}

story_completed

Fired when a customer views all pages of a story.

{
  "event": "story_completed",
  "properties": {
    "storyId": 789,
    "storyTitle": "New Summer Menu",
    "totalPages": 4,
    "timeSpentSeconds": 32
  }
}

story_viewer_closed

Fired when the story viewer is closed.

{
  "event": "story_viewer_closed",
  "properties": {
    "storyId": 789,
    "pageIndex": 2,
    "totalStoriesViewed": 3,
    "totalPagesViewed": 8,
    "timeSpentSeconds": 45,
    "closeMethod": "swipe_down"
  }
}

Experimentation Events

viewed_experiment

Fired when a customer is exposed to an A/B test variant.

{
  "event": "viewed_experiment",
  "properties": {
    "experimentId": "checkout-flow-v2",
    "variationId": 1,
    "venueId": 8709,
    "accountId": "40586258-8a99-4651-b79f-0a1ab602a926",
    "venueSlug": "your-store"
  }
}

Item ID Resolution

When sending events to analytics platforms, storekit resolves the item_id using the following priority:

PLU - Point of sale lookup code (preferred for POS-connected stores)
SKU - Stock keeping unit
POS ID - External POS system identifier
ID - storekit’s internal product ID (fallback)

This ensures your analytics data uses the same identifiers as your POS system for accurate reporting and attribution.

item_id = product.plu || product.sku || product.posId || product.id

For best results, ensure your products have PLU codes configured if you’re using a POS integration. This keeps your analytics data consistent with your POS reports.

Platform Integrations

storekit forwards events to third-party platforms in their native format. Events are transformed automatically—no mapping required.

Meta (Facebook) Pixel

Events are sent to Meta’s Pixel API. A PageView event fires automatically on initialisation.

AddToCart

Triggered by add_to_cart

{
  "content_ids": [98765],
  "content_name": "Flat White",
  "currency": "GBP",
  "value": "4.00",
  "content_type": "product"
}

InitiateCheckout

Triggered by started_checkout

{
  "currency": "GBP",
  "value": 8.00
}

Purchase

Triggered by order_completed

{
  "currency": "GBP",
  "value": "12.50",
  "content_type": "product"
}

Meta Pixel provides better attribution than browser-only pixels, especially with iOS privacy changes and ad blockers.

Google Analytics 4 / Google Tag Manager

Events are pushed to the dataLayer following GA4’s e-commerce schema.

active_on_site

{
  "event": "active_on_site",
  "userId": null,
  "sessionId": null,
  "pagePath": null
}

view_item

Triggered by viewed_product

{
  "event": "view_item",
  "currency": "GBP",
  "value": 3.50,
  "items": [
    {
      "item_id": "FW001",
      "item_name": "Flat White"
    }
  ]
}

add_to_cart

{
  "event": "add_to_cart",
  "value": 4.00,
  "currency": "GBP",
  "items": [
    {
      "item_name": "Flat White",
      "item_id": "FW001",
      "price": 4.00,
      "quantity": 1
    }
  ]
}

begin_checkout

Triggered by started_checkout

{
  "event": "begin_checkout",
  "value": 8.00,
  "currency": "GBP",
  "items": [
    {
      "item_name": "Flat White",
      "affiliation": "your-store",
      "item_id": "FW001",
      "price": 4.00,
      "quantity": 2,
      "category": "Hot Drinks",
      "item_variant": "Oat Milk"
    }
  ]
}

purchase

Triggered by order_completed

{
  "event": "purchase",
  "transaction_id": "ord_789xyz",
  "value": 12.50,
  "currency": "GBP",
  "items": [
    {
      "item_name": "Flat White",
      "affiliation": "your-store",
      "item_id": "FW001",
      "price": 4.00,
      "quantity": 2,
      "category": "Hot Drinks",
      "item_variant": "Oat Milk"
    }
  ]
}

Klaviyo

Events are sent to Klaviyo for email marketing automation. Customer identity is linked via email when available using klaviyo.identify().

Active on Site

Triggered by active_on_site

{
  "AccountId": "40586258-8a99-4651-b79f-0a1ab602a926",
  "VenueId": 8709,
  "VenueSlug": "your-store"
}

Viewed Product

Triggered by viewed_product

{
  "ProductId": 98765,
  "ProductName": "Flat White",
  "ProductPrice": 350,
  "ProductImage": "https://cdn.storekit.com/products/flat-white.jpg"
}

Added to Cart

Triggered by add_to_cart

{
  "ProductId": 98765,
  "ProductName": "Flat White",
  "ProductPrice": 400,
  "ProductImage": "https://cdn.storekit.com/products/flat-white.jpg"
}

Started Checkout

Triggered by started_checkout

{
  "Currency": "GBP",
  "Value": 8.00
}

1st Party Event Collection

For customers who want full data ownership, storekit can send events directly to your own data warehouse. All events include base context properties automatically. Base context (included in all events):

{
  "account_id": "40586258-8a99-4651-b79f-0a1ab602a926",
  "venue_id": 8709,
  "venue_slug": "your-store"
}

venue_loaded

Triggered by active_on_site. Also identifies the user.

{
  "event": "venue_loaded"
}

menu_loaded

product_modal_view

Triggered by viewed_product

{
  "event": "product_modal_view",
  "product_id": 98765,
  "product_name": "Flat White",
  "product_price": 350,
  "product_image": "https://cdn.storekit.com/products/flat-white.jpg",
  "product_plu": "FW001"
}

add_to_cart

{
  "event": "add_to_cart",
  "product_id": 98765,
  "product_name": "Flat White",
  "product_price": 400,
  "product_image": "https://cdn.storekit.com/products/flat-white.jpg",
  "product_quantity": 1,
  "product_plu": "FW001",
  "add_to_cart_source": null
}

remove_from_cart

{
  "event": "remove_from_cart",
  "product_id": 98765,
  "product_name": "Flat White",
  "product_price": 400,
  "product_image": "https://cdn.storekit.com/products/flat-white.jpg",
  "product_quantity": 1,
  "product_plu": "FW001"
}

order_completed

{
  "event": "order_completed",
  "orderId": "ord_789xyz",
  "total": 12.50,
  "currency": "GBP"
}

cross_sell_modal_view

viewed_offer

{
  "event": "viewed_offer",
  "offer_id": 123,
  "link_id": "link_abc",
  "type": "banner",
  "value": "20% off"
}

clicked_offer

Triggered by click_offer

{
  "event": "clicked_offer",
  "offer_id": 123,
  "link_id": "link_abc",
  "type": "banner",
  "value": "20% off"
}

products_searched

{
  "event": "products_searched",
  "query": "coffee",
  "result_count": 12
}

experiment_viewed

Triggered by viewed_experiment

{
  "event": "experiment_viewed",
  "experiment_key": "checkout-flow-v2",
  "variation_id": 1,
  "account_id": "40586258-8a99-4651-b79f-0a1ab602a926",
  "venue_id": 8709,
  "venue_slug": "your-store"
}

story_viewer_opened

{
  "event": "story_viewer_opened",
  "story_id": 789,
  "story_index": 0,
  "story_title": "New Summer Menu",
  "total_stories": 5,
  "source": "menu_page"
}

story_viewed

{
  "event": "story_viewed",
  "story_id": 789,
  "story_title": "New Summer Menu",
  "page_index": 2,
  "total_pages": 4,
  "has_video": true,
  "has_cta": true
}

story_navigation

story_cta_clicked

{
  "event": "story_cta_clicked",
  "story_id": 789,
  "page_index": 2,
  "cta_type": "product",
  "cta_label": "Order Now",
  "cta_data": { "productId": 456 },
  "video_progress_percent": 75
}

story_completed

{
  "event": "story_completed",
  "story_id": 789,
  "story_title": "New Summer Menu",
  "total_pages": 4,
  "time_spent_seconds": 32
}

story_viewer_closed

{
  "event": "story_viewer_closed",
  "story_id": 789,
  "page_index": 2,
  "total_stories_viewed": 3,
  "total_pages_viewed": 8,
  "time_spent_seconds": 45,
  "close_method": "swipe_down"
}

Configuration

Enabling Integrations

Go to Settings > Integrations in your dashboard
Select the analytics platform
Enter your pixel/measurement ID or API key:
- Google Tag Manager: Container ID (GTM-XXXXX)
- Meta Pixel: Pixel ID
- Klaviyo: API Key
Events begin flowing immediately

Supported Chat Integrations

The analytics system also initialises chat widgets when configured:

Front Chat
Superchat
Tawk.to
Intercom

Troubleshooting

Events not appearing in Meta/Google

Check that your pixel ID is correct and the integration is enabled. Server-side events may take up to 24 hours to appear in some dashboards due to platform processing delays.

Revenue values don't match

Ensure your analytics platform is configured for the correct currency. storekit sends values in the store’s local currency. Note that prices in events are in minor units (pence/cents) unless otherwise specified.

Missing user identity

Anonymous visitors are tracked with a device-based ID. User identity is associated once they provide their email at checkout.

Store Designer mode

Analytics are disabled when viewing the store in Store Designer mode to avoid polluting your data with test traffic.

​Native Event Collection

​Core Commerce Events

​Search & Discovery Events

​Discount Events

​Promotional Offer Events

​Stories Events

​Experimentation Events

​Item ID Resolution

​Platform Integrations

​Meta (Facebook) Pixel

​Google Analytics 4 / Google Tag Manager

​Klaviyo

​1st Party Event Collection

​Configuration

​Enabling Integrations

​Supported Chat Integrations

​Troubleshooting

Native Event Collection

Core Commerce Events

Search & Discovery Events

Discount Events

Promotional Offer Events

Stories Events

Experimentation Events

Item ID Resolution

Platform Integrations

Meta (Facebook) Pixel

Google Analytics 4 / Google Tag Manager

Klaviyo

1st Party Event Collection

Configuration

Enabling Integrations

Supported Chat Integrations

Troubleshooting