The remove_from_cart event helps you understand user abandonment behavior. If certain products are frequently removed from users’ carts, it may be a sign that there are factors discouraging a purchase, such as price, shipping costs, or availability.
It uses the same items array structure as add_to_cart. Record which product was removed, in what quantity, and at what price, including item_id, item_name, price, and quantity. The value parameter contains the total price (price × quantity) of the product being removed.
In GA4, you can analyze the ‘shopping cart retention rate’ by comparing add_to_cart and remove_from_cart. If the ratio of remove_from_cart to the number of add_to_cart for a specific product is high, there is a high possibility that there is a problem with the product page or pricing policy.
GA4 screen path: In Explore > Free form, add dimension item_name after filtering event name 'remove_from_cart'.
Key takeaways
- This is a GA4 recommended e-commerce event that occurs when a product is deleted from the shopping cart.
- Records removed product information in the same items array structure as add_to_cart.
- Determine the shopping cart abandonment rate for each product based on the ratio of remove_from_cart to add_to_cart.
- Track the value of the removed items by including the price × quantity of the product being removed in value.
- It corresponds to UA's removeFromCart action and was standardized as remove_from_cart in GA4.