From supermarket to checkout flow, tags, triggers and pixels

In order to use pixels for marketing, one should first get an overview of the checkout flow and the underlying events. Here you get the complete review.

When you shop in Tesco, you make a number of events from the time you arrive until you stand with a product at the end again. It is more or less the same events that occur when you shop online. This article serves 3 purposes:

  1. Draw parallels between the supermarket and the webshop
  2. Establishes the anatomy of a webshop
  3. Mapping the checkout flow and the related actions and parameters that can be used for analysis and marketing.

Events and parallels between the supermarket and the webshop

Let us first categorize and map the events through a purchase inspired by the real world. The table below shows a chain of steps that together constitute a so-called “Checkout flow”. The actions of real-life supermarkets are equated with similar events in a webshop.

Customer events

Supermarked

Webshop

Arrival at the supermarket Organizer’s site with events
Find shelf with product Event page
Add product to basket Select ticket
Put the product back on the shelf Deselect ticket
Go to the cashier Continue to checkout
Put products on the cash register View basket
Checkout Complete the order
Get receipt Order complete

Anatomy of a webshop

To understand the checkout flow, one has to dive a little further down the site’s anatomy. All websites are built up of a “Website” and a lot of underlying pages. But each page can also contain part elements that characterize an event in our checkout flow. Therefore, we distinguish between two types of so-called “triggers”:

  • Views = Views of page
  • Clicks = Click on part elements of a page

Pages / views in the checkout flow

When a customer visits a page, it is called a “View” because the page is displayed to the customer. The table below shows the pages in Tikkio’s checkout flow.

Page

Adress

Supermarked event

Organizer page tikkio.com/organizer/[your-nummer]-[your-navn] Arrival at the supermarked
Event page tikkio.com/tickets/[event-id-event-titel] Find shelf with product
See basket page tikkio.com/cart Put product on the cash register
Order completed page tikkio.com/cart/success Get receipt

 

Clicks in the checkout flow

Each page can also contain part elements that the customer can click on. In Tikkios checkout flow, the following clicks are classified as incidents.

  • On event-page ⇒ Select ticket
  • On event-page ⇒ Deselect ticket
  • On event-page ⇒ Continue to checkout
  • On cart-siden ⇒ Complete the order

The complete checkout flow

We can now gather our pages and clicks in a complete table of our webshop’s checkout flow. The table below also indicates on which side each click is performed.

Event

Side

Trigger

Visit the organizer /organizer/… View
Visit event /tickets/… View
Select ticket /tickets/… Click
Deselect ticket /tickets/… Click
Continue to checkout /tickets/… Click
View basket /cart View
Complete the order /cart Click
Order completed /cart/sucess View

 

Parameters in the checkout flow

Each event in the checkout flow also has some parameters associated with it so that one can distinguish between several events and tickets. Each relevant event thus has the following parameters available:

  • Event title + ticket name
  • Event id
  • Ticket ID
  • Ticket price
  • Numbers of tickets
  • Order sum

This means that when an event is tracked, you also get to know for which event, which ticket, how many tickets and at what price. This is especially useful in analyzing and measuring your marketing efforts – especially if you have more events in sales at the same time.

From the checkout flow to tags, triggers and pixels

The mapping of our checkout flow is used to forward so-called “tags” containing the events and parameters of external services that can be used for two primary purposes:

  • Analysis
  • Marketing

The most widespread services are Facebook, Google and SnapChat, and we’ve put all the technical stuff in place so you just have to create and find your tracking ID with the various services and add it to the Event Manager with us. Please note that activating the services requires a bit of setup, but you can read more about this in our Knowledge Base:

  1. Setting up Facebook Pixel
  2. Setting up Google Analytics Enhanced Ecommerce
  3. Setting up SnapChat Pixel

Checkout flow tags for each service

The terminology of tags may vary slightly from service to service, but the principles are the same, and below you can see a table of events that they are sent from Tikkio to each service.

Events

Trigger

Facebook

Google

SnapChat

All pages in flow View Page View Impressions Page View
Events View View Content Impressions View Content
Select ticket Click Add To Cart Add To Cart Add To Cart
Deselect ticket Click Remove From Cart Remove From Cart
Continue to checkout Click Submit Cart Checkout step 1
View basket View Review Cart Checkout step 2 Start Checkout
Complete the order Click Initiate Checkout Checkout step 3
Order completed View Purchase Purchase Purchase

 

All tracking is of course anonymized and in full compliance with GDPR and other legislation.

TL;DR

This article serves 3 purposes:

    1. Draw parallels between the supermarket and the webshop
    2. Establishes the anatomy of a webshop
    3. Mapping the checkout flow and the related actions and parameters that can be used for analysis and marketing.

If you have additional questions regarding cash flow, pixels or events in relation to review, you are more than welcome to contact us via the chat in Event Manager or at support@tikkio.com

Tobias Kippenberger

Tobias Kippenberger

Country Manager Tikkio Denmark | Product & Business Development Tikkio International - I have a background as musician and financial advisor in the music business. I'm curious by nature and driven by building stuff. My favorite work tool is Notion and my musical heroes are Oasis, Bruce Springsteen and Kanye West.
LINKEDIN