purchase

Add New Event

Overview

Captures the completion of a successful purchase or order transaction. It’s the key macro-conversion event for revenue tracking funnel analysis and customer lifetime value.

Platform Implementation

• GA4: purchase
• Adobe Analytics: commerce.purchases

Event Details

Event Type: Conversion / Commerce

Trigger: Fired after successful checkout confirmation (order success page or transaction API confirmation).

Source: Website / Mobile App / POS

Event Time: Timestamp of completed order (ISO 8601)

Platform Mappings

GA4 Event Name: purchase

GA4 Params Map

{ transaction_id: order_id, value: total_value, currency: currency, tax: tax_amount, shipping: shipping_cost, coupon: coupon_code, items: product_list }

Adobe XDM Event Type: commerce.purchases

Adobe XDM Map

{ commerce.order.purchaseID: order_id, commerce.order.priceTotal: total_value, commerce.order.currencyCode: currency, commerce.productListItems[].SKU: product_id }

Adobe ACDL Event: purchase

Adobe ACDL Map

{ order: { id: order_id, total: total_value, currencyCode: currency, paymentMethod: payment_method }, product: [{ sku: product_id, quantity: quantity, price: price }] }

Data Requirements

Required Fields: order_id, total_value, currency, product_list

Generic Context Required: order_id, user_id, total_value, currency, payment_method, product_list, items_count

Generic Context Optional: discount_amount, tax_amount, shipping_cost, coupon_code, delivery_type, transaction_status, loyalty_points_earned

XDM Field Groups: commerce.purchases, order, productListItems, identityMap, web.webPageDetails

Analytics Integration

Primary KPIs: Orders, Revenue, Conversion Rate

Secondary KPIs: Average Order Value, Units per Transaction, Repeat Purchase Rate

Metrics Used: orders_count, revenue, aov, unique_buyers

Dimensions Used: order_id, user_id, device_type, traffic_source, region

JSON Examples

Example Generic JSON

json { "event": "purchase", "timestamp": "2025-10-07T19:10:00Z", "order": { "id": "ORD123456", "total": 350.72, "currency": "USD", "payment_method": "Credit Card", "items_count": 3 }, "products": [{ "id": "SKU-001", "name": "Wireless Mouse", "price": 25.00, "quantity": 2 }, { "id": "SKU-002", "name": "USB-C Hub", "price": 100.00, "quantity": 1 }] }

Example GA4 JSON

json { "event_name": "purchase", "params": { "transaction_id": "ORD123456", "value": 350.72, "currency": "USD", "payment_type": "Credit Card", "items": [{ "item_id": "SKU-001", "quantity": 2 }, { "item_id": "SKU-002", "quantity": 1 }] } }

Example XDM JSON

json { "eventType": "commerce.purchases", "commerce": { "order": { "purchaseID": "ORD123456", "priceTotal": 350.72, "currencyCode": "USD" }, "productListItems": [{ "SKU": "SKU-001", "quantity": 2, "priceTotal": 50.00 }, { "SKU": "SKU-002", "quantity": 1, "priceTotal": 100.00 }] }, "timestamp": "2025-10-07T19:10:00Z" }

Example ACDL JSON

json { "eventInfo": { "eventName": "purchase" }, "order": { "id": "ORD123456", "total": 350.72, "currencyCode": "USD", "paymentMethod": "Credit Card" }, "product": [{ "sku": "SKU-001", "price": 25.00, "quantity": 2 }, { "sku": "SKU-002", "price": 100.00, "quantity": 1 }] }

Configuration

Frequency Limit: One per confirmed order

PII Risk: Medium (if personal info included; anonymize or hash PII)

Data Sensitivity: Medium

Documentation

Calculation Notes: Ensure fired only after confirmed purchase; exclude pre-checkout or declined payments. Always match sum of product subtotals to total value.

Contributed By: Devyendar Maganti

Owner: Digital Analytics Team / Data Engineering

Governance

Validation Status: Not validated

Status: Active

Version: v1.0

Last Updated: 2025-10-09 00:45:25.450000

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