Google Analytics Audit Test #

2

'add_shipping_info' Events Are Tracking

Why It Matters:

Critical to understanding friction in the checkout process.

Industries:

Ecommerce

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test verifies whether add_shipping_info events are properly implemented and firing at the right point in the checkout process. This event represents when a user enters or confirms their shipping details—an important step that reflects serious purchase intent.

Tracking this event enables:

  • Detailed checkout funnel analysis
  • Drop-off identification between cart, shipping, and payment stages
  • Segmentation of users by shipping method
  • Detection of UX issues that prevent form completion

Missing or misconfigured add_shipping_info tracking makes it difficult to diagnose friction in the checkout flow and limits conversion optimization efforts.

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How to Conduct This Test

Basic Tests

  • In GA4 > Reports > Events, confirm that add_shipping_info is listed and receiving data
  • In Explore, build a funnel or Free-form report:
    • Dimensions: Event name, Page path, Device category
    • Metrics: Event count
  • Compare add_shipping_info to other checkout steps such as begin_checkout, add_payment_info, and purchase

Advanced QA

  • Use GA4 DebugView:
  • Proceed through your site’s checkout process
  • Confirm that add_shipping_info fires when shipping details are added or submitted
  • Check that the event includes key parameters such as shipping_tier and an items array

Automated, Free Audit

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How To Fix

Implementing 'add_shipping_info'

  • Use the recommended push to the dataLayer:
    gtag('event', 'add_payment_info', {
      currency: 'USD',
      value: 129.99,
      payment_type: 'credit_card',
      items: [{
        item_id: 'SKU_12345',
        item_name: 'T-Shirt',
        quantity: 1
      }]
    });
  • In Google Tag Manager, configure an event to trigger:
    • When the user submits their shipping information, OR
    • On the load of a dedicated shipping step in a multi-step checkout
    • Ensure that the items array is included and matches what was passed in prior steps like add_to_cart and begin_checkout

QA Tips

  • Test thoroughly with DebugView and across device types to confirm proper sequencing and consistency
  • Hire a pro to fix broken funnel tracking and make sure your checkout flow data leads to real, actionable insights.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

‍

An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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