Event schema

Mobile commerce event tracking, written so another team can inherit it.

This page is the studio’s public reference for app analytics on storefronts — not a vendor spec, and not a promise that one dictionary fits every marketplace. Use it to brief engineering, then take the argument into a programme if you need critique.

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The atoms we insist on naming

Most broken dashboards are not missing “AI insights.” They are missing agreement on six moments: view_item, add_to_cart, begin_checkout, add_shipping_info, add_payment_info, purchase. If your app jumps from PDP to payment, write the skip. Inventing begin_checkout after the fact only trains the next hire to distrust the stream.

Search, wishlist, and recommendation impressions are useful, but they are not commerce atoms. Keep them in a separate family so promotional reporting does not swallow PDP intent.

Parameter contracts

Every atom carries currency, value, and an item array with stable ids. Thai baht is sent as a decimal string or a typed number — pick one, document it, and stop converting in the warehouse three different ways. Coupon codes belong on purchase and begin_checkout, not on view_item.

Guest carts need a documented rule for user_id: omit it, or send a session-scoped anonymous id that is never a phone number. Mixing those rules across iOS and Android is how duplicate purchasers appear after a campaign.

Thai storefront realities

  • Shop-in-shop carts

    Marketplace binaries often hold more than one bag. Affiliation or seller_id must travel with add_to_cart or purchase revenue will smear across merchants.

  • LINE and WebView checkouts

    If payment happens inside a WebView, SDK init timing usually drops add_payment_info. Measure it; do not assume the native funnel still applies.

  • COD and bank transfer

    Purchase may fire before cash is collected. Finance will reject the stream unless you distinguish authorised, captured, and cancelled in a later event or a warehouse flag.

  • PDPA fences

    Address forms, gift messages, and national ID fields stay off the event payload. Hashing a phone number and calling it anonymous is not a fence.

How we teach this

The public reference gets you a shared vocabulary. It does not review your dump. Checkout Event Instrumentation walks a cohort through synthetic traces and a ledger lab. Catalogue Studio does the same for a single company’s taxonomy. If you only need the reading, Field Notes recordings exist.

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