購入完了ファネルを分析する

Analytics 4 で、Stripe Checkout の購入完了ファネルを分析します。

Google Analytics 4 (GA4) を使用して、顧客が Stripe Checkout の購入ファネルを進む状況を追跡します。始める前に、GA4 のアカウントを設定して、GA4 プロパティーを追加します。

Set up your site

Create a product page with a Checkout button:

product.html
<html>
  <head>
    <title>Buy cool new product</title>
  </head>
  <body>
    <script>
      window.addEventListener("load", function () {
        document
          .getElementById("submit")
          .addEventListener("click", function (event) {
            event.preventDefault();
            fetch("/create-checkout-session", {
              method: "POST",
            })
              .then((response) => response.json())
              .then((checkoutSession) => {
                window.location.href = checkoutSession.url;
              });
          });
      });
    </script>
    <form>
      <button id="submit">Checkout</button>
    </form>
  </body>
</html>

Create a server-side endpoint that creates a Checkout Session and serves the pages:

index.js
// This example sets up endpoints using the Express framework.
// Watch this video to get started: https://youtu.be/rPR2aJ6XnAc.

const express = require("express");
require("dotenv").config();

const app = express();

// Set your secret key. Remember to switch to your live key in production!
// See your keys here: https://dashboard.stripe.com/apikeys

const stripe = require('stripe')('sk_test_4eC39HqLyjWDarjtT1zdp7dc'
);

const request = require("request");

app.post(
  "/create-checkout-session",
  express.urlencoded({ extended: false }),
  async (req, res) => {
    const session = await stripe.checkout.sessions.create({
      payment_method_types: ["card"],
      line_items: [
        {
          price_data: {
            currency: "usd",
            product_data: {
              name: "T-shirt",
            },
            unit_amount: 2000,
          },
          quantity: 1,
        },
      ],
      mode: "payment",
      success_url: req.get("origin") + "/success",
      cancel_url: req.get("origin") + "/cancel",
    });

    res.json({ url: session.url });
  }
);

app.get("/product", function (req, res) {
  res.sendFile(__dirname + "/product.html");
});

app.get("/success", function (req, res) {
  res.sendFile(__dirname + "/success.html");
});

app.get("/cancel", function (req, res) {
  res.sendFile(__dirname + "/cancel.html");
});

app.listen(4242, () => console.log(`Listening on port ${4242}!`));

Create a success page:

success.html
<html>
  <head>
    <title>Thanks for your order!</title>
  </head>
  <body>
    <h1>Thanks for your order!</h1>
    <p>
      We appreciate your business! If you have any questions, please email
      <a href="mailto:orders@example.com">orders@example.com</a>.
    </p>
  </body>
</html>

Create a canceled page:

canceled.html
<html>
  <head>
    <title>Order Canceled!</title>
  </head>
  <body>
    <p>
      <a href="/product">Start another order</a>.
    </p>
  </body>
</html>

Instrumentation walkthrough

In the following example, we assume your customer has:

Viewed your product page.
Clicked the Buy button and was redirected to Stripe Checkout.
Completed the payment and was redirected to the success page.

Quick summary

Add instrumentation

Add checkout.stripe.com to your referral exclusion list.

Add Google Analytics tags to your product, success, and canceled pages. Tags automatically fire an event on page load.

product.html
<html>
  <head>
    <!-- START GOOGLE ANALYTICS -->
    <script
      async
      src="https://www.googletagmanager.com/gtag/js?id=<GOOGLE_ANALYTICS_CLIENT_ID>"
    ></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag() {
        window.dataLayer.push(arguments);
      }
      gtag("js", new Date());
      gtag("config", "<GOOGLE_ANALYTICS_CLIENT_ID>");
    </script>
    <!-- END GOOGLE ANALYTICS -->
    <title>Buy cool new product</title>
  </head>
  <body>
    <script>
      window.addEventListener("load", function () {
        document
          .getElementById("submit")
          .addEventListener("click", function (event) {
            event.preventDefault();
            fetch("/create-checkout-session", {
              method: "POST",
            })
              .then((response) => response.json())
              .then((checkoutSession) => {
                window.location.href = checkoutSession.url;
              });
          });
      });
    </script>
    <form>
      <button id="submit">Checkout</button>
    </form>
  </body>
</html>

success.html
<html>
  <head>
    <!-- START GOOGLE ANALYTICS -->
    <script
      async
      src="https://www.googletagmanager.com/gtag/js?id=<GOOGLE_ANALYTICS_CLIENT_ID>"
    ></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag() {
        window.dataLayer.push(arguments);
      }
      gtag("js", new Date());
      gtag("config", "<GOOGLE_ANALYTICS_CLIENT_ID>");
    </script>
    <!-- END GOOGLE ANALYTICS -->
    <title>Thanks for your order!</title>
  </head>
  <body>
    <h1>Thanks for your order!</h1>
    <p>
      We appreciate your business! If you have any questions, please email
      <a href="mailto:orders@example.com">orders@example.com</a>.
    </p>
  </body>
</html>

canceled.html
<html>
  <head>
    <!-- START GOOGLE ANALYTICS -->
    <script
      async
      src="https://www.googletagmanager.com/gtag/js?id=<GOOGLE_ANALYTICS_CLIENT_ID>"
    ></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag() {
        window.dataLayer.push(arguments);
      }
      gtag("js", new Date());
      gtag("config", "<GOOGLE_ANALYTICS_CLIENT_ID>");
    </script>
    <!-- END GOOGLE ANALYTICS -->
    <title>Order Canceled!</title>
  </head>
  <body>
    <p>
      <a href="/product">Start another order</a>.
    </p>
  </body>
</html>

Fire an event just before redirecting to Stripe Checkout:

product.html
<html>
  <head>
    <!-- START GOOGLE ANALYTICS -->
    <script
      async
      src="https://www.googletagmanager.com/gtag/js?id=<GOOGLE_ANALYTICS_CLIENT_ID>"
    ></script>
    <script>
      window.dataLayer = window.dataLayer || [];
      function gtag() {
        window.dataLayer.push(arguments);
      }
      gtag("js", new Date());
      gtag("config", "<GOOGLE_ANALYTICS_CLIENT_ID>");
    </script>
    <!-- END GOOGLE ANALYTICS -->
    <title>Buy cool new product</title>
  </head>
  <body>
    <script>
      window.addEventListener("load", function () {
        document
          .getElementById("submit")
          .addEventListener("click", function (event) {
            event.preventDefault();
            fetch("/create-checkout-session", {
              method: "POST",
            })
              .then((response) => response.json())
              .then((checkoutSession) => {
                window.location.href = checkoutSession.url;
                gtag("event", "begin_checkout", {
                  event_callback: function () {
                    window.location.href = checkoutSession.url;
                  },
                });
              });
          });
      });
    </script>
    <form>
      <button id="submit">Checkout</button>
    </form>
  </body>
</html>

Analyze your conversion funnel metrics

After you add the proper instrumentation, you can see the metrics corresponding to each step defined in your conversion funnel:

product page views: The number of page visitors who viewed the product page.
begin_checkout event count: The number of page visitors who clicked the Buy button and were redirected to Stripe Checkout.
success page views: The number of page visitors who completed the purchase and were redirected to the success page.

Using these numbers, you can see where visitors are dropping off in your conversion funnel.

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