Google Analytics Audit Test #

1

'add_payment_info' Events Are Tracking

Why It Matters:

Critical to understanding friction in the checkout process.

Industries:

Ecommerce

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test verifies that add_payment_info events are firing correctly in GA4. This event represents the moment when a user provides or confirms their payment method during checkout—a key milestone between intent and transaction. It enables:

  • Checkout funnel tracking
  • Drop-off analysis
  • Conversion rate optimization
  • Better understanding of payment method preferences
  • Remarketing to users who abandoned checkout after providing shipping but before completing purchase

If this event is not firing or missing key data, businesses lose valuable insight into the final stages of the purchase process.

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How to Conduct This Test

Basic Tests

  • In GA4 > Reports > Events, confirm that the add_payment_info event exists and has activity
  • In Explore, build a funnel or Free-form report:
    • Dimensions: Event name, Device category, or Page path
    • Metrics: Event count
  • Filter for add_payment_info and compare it to add_shipping_info, begin_checkout, and purchase to ensure it fits within a healthy funnel ratio

Advanced QA

  • In DebugView, simulate a checkout and confirm:
    • add_payment_info fires only when the payment step is actually completed
    • It contains an items array with product details and other optional fields like payment_type

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How To Fix

Implementing 'add_payment_info'

  • Use the recommended push to the dataLayer:
    gtag('event', 'add_payment_info', {
      currency: 'USD',
      value: 129.99,
      payment_type: 'credit_card',
      items: [{ item_id: 'SKU_12345', item_name: 'T-Shirt', quantity: 1 }]
});
  • In Google Tag Manager, configure an event to trigger:
    • Upon the submit button click of the payment form, OR
    • On the page load of the payment confirmation step (if clearly after payment details are entered)
    • Ensure consistency of the items array across ecommerce events so that all stages of the funnel can be analyzed in relation to each other

QA Tips

  • Validate that your event is firing in DebugView and confirm it fires once per session at the appropriate moment
  • Hire a pro to fix broken funnel tracking and make sure your checkout flow data leads to real, actionable insights.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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