add_to_wishlist: Measuring Long-Term Interest
The add_to_wishlist event occurs when a user saves a product for later instead of adding it to their cart. This indicates high interest but a potential barrier to an immediate purchase.
Wishlist data is a goldmine for Personalization. It tells you exactly what a customer wants but isn’t ready to pay for yet. Marketers use this data to trigger “Price Drop” notifications or “Back in Stock” emails, which are among the highest-converting types of email marketing campaigns.
Example: A user adds a $300 watch to their wishlist. Two weeks later, you run a 10% off sale. Because you tracked the add_to_wishlist event, you can send a targeted notification to that specific user letting them know their favorite item is now on sale.
Frequently Asked Questions
Not immediately, but it represents “Lower-Funnel” intent. Users who use wishlists often have a higher lifetime value because they are actively engaging with your catalog for future planning.
Yes, by looking at the “Items” report in GA4 and filtering by the add_to_wishlist event, you can see which products are popular but perhaps priced too high for an impulse buy.
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