begin_checkout: The Final Barrier
The begin_checkout event is triggered when a user starts the checkout process. This is the first step of the “Bottom of Funnel” (BOFU) where the user is ready to provide personal and payment information.
A high drop-off rate between add_to_cart and begin_checkout often indicates “Sticker Shock”—users seeing the total price for the first time. However, if they begin the checkout but don’t finish, the problem is likely the checkout form itself. Is it too long? Does it require a mandatory account creation? Tracking this event helps pinpoint exactly where you are losing money.
Example: A user clicks “Proceed to Checkout.” The begin_checkout event fires. If the user then sees a 10-field form and leaves, you have identified a massive UX friction point.
Frequently Asked Questions
Usually, no. In GA4, add_shipping_info and add_payment_info are separate events that follow begin_checkout to help you map the multi-step checkout process perfectly.
While it varies by industry, a healthy e-commerce store should see at least 30-50% of users who begin the checkout successfully completing the purchase.
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