Easy Digital Downloads
The Easy Digital Downloads (EDD) integration tracks the full customer shopping journey in your digital product store. It covers every step from browsing products to completing a purchase, so you can see exactly where customers convert and where they drop off.
This integration automatically tracks:
- Purchases: When customers complete an order on the confirmation page
- Individual product items: Each product in an order as a separate event
- View product: When customers view a single product page
- Add to cart: When customers add items to the cart (including variable pricing)
- Remove from cart: When customers remove items from the cart
- View cart: When customers view the cart page
- Begin checkout: When customers land on the checkout page
- Refunds: When you issue a refund (sent server-side to GA4)
Setup Instructions
Step 1: Enable the Integration
- In your WordPress admin, go to Settings > Conversion Bridge > Integrations
- Find Easy Digital Downloads in the list of available integrations
- Enable the integration by checking the checkbox
Step 2: Configure Event Tracking
You can turn each event on or off and customize the label for each one:
- Track purchases -- Enable this to track completed orders. This requires you to set your Confirmation Page in EDD settings.
- Track each product in order as separate event -- Enable this to fire an event for every product in the order. This is useful when you want platform-level reporting on individual products.
- Track each single product page view -- Enable this to track when someone views a product page.
- Track item add to cart -- Enable this to track when someone adds a product to the cart.
- Track item remove from cart -- Enable this to track when someone removes a product from the cart.
- Track cart view -- Enable this to track when someone views the cart page.
- Track begin checkout -- Enable this to track when someone lands on the checkout page.
Step 3: Save Settings
Click Save Changes to activate the integration.
How It Works
Purchase Tracking
When a customer completes an order:
- Order Created: EDD creates the order and updates its status
- Session Saved: Conversion Bridge saves the session ID to the order for conversion journey tracking
- Confirmation Page: When the customer views the confirmation page, Conversion Bridge tracks the purchase event
- Duplicate Prevention: Each order is only tracked once, even if the customer reloads the confirmation page
- Event Data: The event includes the order total, currency, tax, line items, customer details, and any discount codes used
Shopping Journey Tracking
Conversion Bridge tracks each step of the shopping journey as a separate event:
- View Product: Fires on page load when a customer visits a single product page (
downloadpost type) - Add to Cart: Fires when the customer clicks the add-to-cart button, including support for variable-priced products
- View Cart: Fires on page load when the cart page is displayed
- Remove from Cart: Fires when a customer removes a product from the cart
- Begin Checkout: Fires on page load when the customer reaches the checkout page
Refund Tracking
When you process a refund in EDD, Conversion Bridge sends a server-side refund event to GA4 using the Measurement Protocol. This works for both full and partial refunds. The refund event includes the original transaction ID, refund amount, currency, and refunded line items.
Note: Refund tracking requires GA4 to be active and configured with the Measurement Protocol API secret.
Tracked Data
Purchase Event
| Key | Description |
|---|---|
transaction_id | The EDD order ID |
amount | The order total |
currency | The order currency code |
tax | The order tax amount |
coupon | Comma-separated discount codes (if used) |
items | Array of purchased products (see Item Data below) |
_email | Customer email address |
_first_name | Customer first name (from billing address) |
_last_name | Customer last name (from billing address) |
_phone | Customer phone number (if collected) |
_city | Billing city |
_state | Billing state/region |
_zip | Billing postal code |
_country | Billing country |
Item Data (in Purchase, View Cart, Begin Checkout, Remove from Cart)
| Key | Description |
|---|---|
item_id | The product (download) ID |
item_name | The product name |
price | The item price |
quantity | The item quantity |
discount | The item discount amount (purchase events only) |
item_variant | The price option name (for variable-priced products) |
item_variant_id | The product ID and price ID combined, e.g. 123-2 |
item_variant_name | The full variant name, e.g. "Product Name - Option Name" |
item_category | The first download category |
item_category2, item_category3, etc. | Additional download categories |
View Product Event
| Key | Description |
|---|---|
amount | The product price |
currency | The store currency code |
items | Array with one item containing item_id, item_name, price, and categories |
Add to Cart Event
| Key | Description |
|---|---|
amount | The product price |
currency | The store currency code |
items | Array with one item including variant data for variable-priced products |
Individual Product Item Event
| Key | Description |
|---|---|
amount | The item subtotal |
currency | The order currency code |
id | The product ID |
name | The product name |
quantity | The item quantity |
price | The item unit price |
Refund Event (Server-Side)
| Key | Description |
|---|---|
transaction_id | The original order ID |
value | The refund amount |
currency | The order currency code |
items | Array of refunded items with item_id, item_name, quantity, price, and variant data |
Enhanced Conversions
The Easy Digital Downloads integration supports enhanced conversions. When a customer completes a purchase, Conversion Bridge automatically sends customer data to platforms that support enhanced matching (such as Google Ads and Meta Ads). This improves conversion tracking accuracy and helps platforms better attribute conversions to the right ad clicks.
The following customer data is included with purchase events:
- Email address: From the order email
- First name and last name: From the billing address
- Phone number: From the order phone field (if collected by your checkout)
- Billing address: City, state, postal code, and country from the billing address
Note: Enhanced conversion data is only sent to platforms that support it and is handled according to each platform's privacy requirements.
Conversion Journeys
Conversion Bridge saves the visitor session to each EDD order. This powers the conversion journey feature, which shows you exactly how a customer found your site and what pages they visited before buying.
Viewing Journeys in Order Details
When you open an order in the EDD admin, you will see a Journey tab. Click this tab to view the full conversion journey for that order, including the traffic source, landing page, pages visited, and UTMUTM tracking tags show where traffic comes from and which campaigns lead to real conversions. parameters.
Journey Quick Action Link
In the EDD orders list table, orders that have a recorded journey show a Conversion Journey quick action link. Hover over the order and click this link to open the journey in a popup without leaving the orders list. This was added in version 1.13.
Using Conversion Journey in Email Templates
You can include the conversion journey in your EDD email notifications using the email tag:
{conversion_journey}Add this tag to any EDD email template (such as the admin sale notification) to include the journey showing how the customer found your site. This is useful for keeping your team informed about which traffic sources drive sales.
Custom Event Labels
You can customize the label for each event. These labels appear in your analytics platforms and help you identify events at a glance. You can use the %title% placeholder in labels to include the product name.
| Event | Default Label | Supports %title% |
|---|---|---|
| Purchase | "Order" | No |
| Product item purchase | "Order Item: %title%" | Yes |
| View product | "View item: %title%" | Yes |
| Add to cart | "Add to cart: %title%" | Yes |
| Remove from cart | "Remove from cart: %title%" | Yes |
| View cart | "View cart" | No |
| Begin checkout | "Begin checkout" | No |
Admin Features
UTM Column in Orders Table
Starting in version 1.13, the EDD orders list table includes a UTM column. This column shows the UTM parameters for each order so you can quickly see which campaigns and traffic sources drove each sale. The column appears after the Status column.
If an order has no recorded UTM data, the column shows a dash.
Journey Quick Action Link
Also new in version 1.13, each order row in the orders list table includes a Conversion Journey quick action link. This lets you view the full journey for an order in a popup directly from the orders list, so you do not have to open each order individually.
Variable Pricing Support
Easy Digital Downloads supports variable pricing (multiple price options for a single product). Conversion Bridge fully tracks variable pricing across all events:
- Add to cart: When a customer adds a variable-priced product, the selected price option name, variant ID, and price are included in the event data.
- Cart and checkout events: Variable pricing details carry through to view cart, remove from cart, and begin checkout events.
- Purchase: Each line item in the order includes the selected price option if the product uses variable pricing.
Download Category Tracking
Conversion Bridge includes download categories in event data for product-related events. If your products have categories assigned in the download_category taxonomy, the first category is sent as category (or item_category), and any additional categories are sent as category2, category3, and so on. This gives your analytics platforms detailed product categorization data for reporting.
Common Issues
It's not tracking purchases
Conversion Bridge ties into the receipt block and shortcode but also checks that the customer is on the Confirmation Page. This is a newish setting in EDD you can find in Downloads > Settings > Pages - be sure this is set to the page which contains the block or shortcode:
Still need help?
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