External Analytics

Unlock key insights to grow your business by integrating Cashfree Checkout, Payment Links, and Payment Forms with your preferred analytics platform. Send real-time events to track user behaviour, optimise conversions, and measure performance across platforms.

Supported platforms

Cashfree supports integration with the following analytics platforms:

• Google Analytics 4 (GA4)
• Meta Pixel
• Mixpanel
• Google Ads (via GA4 linking)
• Meta Ads (via Meta Pixel linking)

If your analytics provider is not listed, contact Cashfree support.

Configure external analytics

To configure external analytics integration, follow these steps:

1. Log in to the Merchant Dashboard using your credentials.
2. In the Payment Gateway section, select Access.
3. In the left navigation pane, select Developers > Checkout Analytics.
4. Under the Actions column, select the Edit icon.
5. In the External Analytics Configuration modal, configure the integration as described in the setup sections below.
6. Select Save to apply your changes.

Event categories

Events are organised into different categories based on where they are triggered and what they track. You can track customer interactions in your integration by using the following event categories:

• Checkout
• One Click Checkout (OCC)

Checkout events

Use these events to track customer interactions in the standard checkout flow, including checkout pages, payment links, and payment forms.

Client-side Checkout events

Client-side events are triggered in the browser or app when customers interact with the checkout interface.

Event name	Description
cf_checkout_load	Checkout loaded successfully.
cf_checkout_transaction_initiate	Customer initiated a transaction.
cf_transaction_success	Transaction completed successfully.
cf_transaction_failure	Transaction failed.
cf_retry_checkout	Redirected to checkout after failure.
cf_return_to_merchant	Customer redirected back to merchant page.

Client-side Payment Link and Payment Form events

Event name	Description
cf_pl_load	Payment link loaded successfully.
cf_pf_load	Payment form loaded successfully.
cf_checkout_initiated	Checkout initiated from a payment link or form.
cf_purchase_completed	Payment completed successfully.

One Click Checkout (OCC) events

Use these events to track customer interactions in the One Click Checkout (OCC) flow. OCC events are available for server-side and client-side tracking.

Server-side events

Server-side events are pushed to Google Analytics 4 (GA4) and Meta Facebook.

GA4 event	Meta Facebook event
begin_checkout (standard event)	InitiateCheckout (standard event)
cf_checkout_login_otp_sent	cf_checkout_login_otp_sent
cf_checkout_login_verify	cf_checkout_login_verify
add_shipping_info (standard)	cf_checkout_address_collected
cf_checkout_payment_info_displayed	cf_checkout_payment_info_displayed
add_payment_info (standard)	AddPaymentInfo (standard event)
purchase (standard)	purchase (standard event)

Client-side events

Client-side events are triggered in the browser or app when customers interact with OCC pages.

Event name	Description
cf_checkout_occ_load	First page or login page loaded.
cf_checkout_login_verify	OTP verified.
cf_checkout_login_otp_sent	OTP sent.
cf_checkout_address_load	Addresses loaded.
cf_checkout_address_collected	Address save or continue clicked.
cf_checkout_load	Payment page opened.
cf_checkout_transaction_initiate	Order payment transaction initiated.
cf_checkout_offer_apply	Offer applied.
cf_checkout_offer_remove	Offer removed.
cf_checkout_order_cancelled	Order cancelled.
cf_checkout_address_deleted	Address deleted.
cf_checkout_address_updated	Address updated.
transaction_success	Triggered only for non-Shopify integrations.

Setup instructions

Follow the platform-specific instructions below to configure your analytics integration.

Google Analytics 4 (GA4)

To set up GA4 integration, complete the following steps:

1. Sign in to your GA4 account.
2. Go to Admin (bottom left).
3. Select Data Streams and open the relevant stream.
4. Copy the Measurement ID.
5. In Cashfree’s External Analytics Configuration modal, enable Broadcast events to Google.
6. Enter the Measurement ID.
7. Generate an API token:
   • In GA4 Admin, select Measurement Protocol API secrets.
   • Create a new API secret and copy the value.
8. Enter the Access Token in Cashfree’s configuration modal.
9. Select Save.

Verification:

• In GA4, go to Reports > Realtime Overview.
• Perform a test transaction.
• Events should appear in real time.

Meta Pixel

To set up Meta Pixel integration, complete the following steps:

1. Sign in to Meta Events Manager.
2. Select your Pixel from Data Sources.
3. Copy the Pixel ID from Settings.
4. Generate an Access Token:
   • Scroll to Conversions API.
   • Select Generate Access Token.
5. In Cashfree’s configuration modal, enter the Pixel ID and Access Token.
6. Select Save.

Verification:

• In Meta Events Manager, open your Pixel and check if events appear after OCC activity.

If you are a Shopify merchant using OCC, disable the purchase event in Cashfree Meta Pixel setup. This prevents double-counting if Facebook and Instagram sales channels are active in your Shopify store.

Mixpanel

To set up Mixpanel integration, complete the following steps:

1. Sign in to your Mixpanel account.
2. Go to Project Settings.
3. Copy the Project Token.
4. Enter it in the Cashfree configuration modal.
5. Select Save.

Linking with ad platforms

You can link your analytics platforms with advertising platforms to enhance tracking and optimisation.

GA4 + Google Ads

Once you have configured GA4 integration with Cashfree, you can link it with Google Ads to track and optimise campaign performance using Cashfree conversion events.

Prerequisites

Before linking GA4 with Google Ads, ensure you have:

• A configured GA4 property with Cashfree integration
• An active Google Ads account
• Admin access to your Google Ads account

Step 1: Mark purchase as a key event in GA4

1. In GA4, go to Admin > Events.
2. Locate purchase.
3. Mark it with a star icon.

Step 2: Link GA4 to Google Ads

1. In GA4 Admin, select Google Ads Links under Product Links.
2. Select your Google Ads account and confirm linking.
3. Keep Personalised Advertising and Auto-tagging enabled.

Step 3: Import purchase conversion into Google Ads

1. In Google Ads, go to Goals > Summary.
2. Select + Create conversion action > Import > Google Analytics 4 properties > Web.
3. Choose the purchase event and import it.

Step 4: Configure the purchase conversion

• Set Value to Use the value from Google Analytics.
• Set Action optimisation to Primary action.

Meta Pixel + Meta Ads

Once you have configured Meta Pixel integration with Cashfree, you can link it with Meta Ads Manager to enhance your advertising campaigns with conversion tracking and optimisation.

Prerequisites

Before linking Meta Pixel with Meta Ads, ensure you have:

• A configured Meta Pixel with Cashfree integration
• An active Meta Ads Manager account
• Admin access to your Meta Business account

Step 1: Access your Meta Ads Manager

1. Sign in to Meta Ads Manager.
2. Navigate to Events Manager from the main menu.
3. Select your configured Pixel from the Data Sources list.

Step 2: Verify pixel events

1. In Events Manager, go to your Pixel’s Overview tab.
2. Verify that Cashfree events such as purchase and InitiateCheckout are appearing.
3. Verify event data quality using the Diagnostics tab.

Step 3: Create custom conversions

1. In Events Manager, select Custom Conversions from the left menu.
2. Select Create Custom Conversion.
3. Define conversion rules based on Cashfree events:
   • For purchase tracking: use the purchase event
   • For checkout initiation: use the InitiateCheckout event
   • For payment info collection: use the AddPaymentInfo event
4. Set conversion values and attribution windows as needed.
5. Save the custom conversion.

Step 4: Use conversions in Meta Ads campaigns

1. In Meta Ads Manager, create or edit a campaign.
2. In the Optimisation & Delivery section, select your custom conversion as the optimisation goal.
3. Set appropriate bid strategies based on your conversion objectives.
4. Launch your campaign to begin using Cashfree conversion data for optimisation.

Step 5: Monitor performance

• Use Ads Reporting to view conversion metrics from Cashfree events.
• Monitor attribution data in Events Manager to understand the customer journey.
• Adjust campaign targeting and bidding based on Cashfree conversion insights.

Verification and troubleshooting

• Allow up to 48 hours for new configurations.
• Ensure IDs and tokens are correct.
• For Shopify merchants, disable duplicate purchase events.
• Use provider-specific real-time or debug views.

If you are a Shopify merchant using One Click Checkout, disable the purchase event in Cashfree Meta Pixel setup. This prevents double-counting if Facebook and Instagram sales channels are active in your Shopify store.