add_shipping_info: Analyzing Delivery Preferences
The add_shipping_info event is triggered when a user selects a shipping tier or provides their delivery address. This stage often reveals if your shipping rates are a “deal-breaker” for potential customers.
Data from this event helps marketers understand the popularity of different shipping methods (e.g., Standard vs. Express). If you notice a high drop-off rate at this specific step, it is a clear signal that your shipping costs are likely too high, or the estimated delivery time is too long, causing the user to reconsider the purchase at the last second.
Example: A customer reaches the shipping page and sees that “Next Day Delivery” costs $25. They trigger the add_shipping_info event but then abandon the site. This suggests you might need to offer a cheaper, slower option or a “Free Shipping” threshold.
Frequently Asked Questions
You should include the shipping_tier (e.g., “Ground” or “Air”) and any coupon codes applied specifically to shipping to see how promotions affect behavior.
No. Like most ecommerce events, it requires a custom implementation via GTM or a developer to fire when the user submits their shipping choice.
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