Events

Account Registration is the GA4 sign_up unified event, fired once at the moment the commerce platform confirms that a brand-new shopper account has been created, and it carries the registration method and placement that produced it. It is the entry point of the known-customer lifecycle and is deliberately distinct from Customer Login (login), which authenticates an account that already exists and recurs many times per user: registration happens at most once per account, login happens on every authenticated visit.

GA4 recommended add_shipping_info event, fired when a shopper submits a shipping method at checkout. It carries shipping_tier, cart value and items, and feeds shipping-step drop-off and delivery-mix analysis.

Captures every confirmed addition of one or more units of a product to the shopping cart, aligned to the GA4 recommended add_to_cart event and the Adobe Analytics scAdd commerce event, carrying the items array, unit price, quantity added, cart value delta and the placement the add came from. It is the primary micro-conversion between product discovery and checkout, and the event-level foundation for Add-to-Cart Rate, Item View-to-Cart Rate, Cart-to-Purchase Rate, Cart Abandonment Rate and SKU-level merchandising funnels.

Add to Wishlist is the GA4 recommended add_to_wishlist event, recorded when a shopper saves a product to a wishlist, favourites list or save-for-later list and the platform has confirmed the save, with currency, value and a single-element items array describing the saved SKU. It is the deferred-intent signal behind Wishlist Additions and Add to List Rate, and it lets Merchandising separate products that shoppers want but are not yet ready to buy from those they are simply browsing, which is the input for back-in-stock, price-drop and remarketing programmes.

Measures the successful finalization of a booking transaction by a customer in the travel and hospitality industry.

Fires when a customer support chat closes, whether the customer, agent or bot ends it or it times out. It carries chat_session_id, end_reason, handled_by and chat duration.

Fires when a checkout step shows the shopper an error: payment decline, form validation, stock, shipping or promo failure. Each hit carries error type, code and step to locate funnel friction.

Records each server-acknowledged submission of the storefront contact or help form, captured as the unified submit_form event with form_type='contact' and classified by contact_reason and ticket_category, with transaction_id attached when the enquiry concerns a specific order. It is the digital numerator for Contact Rate and Contacts per Order, so Customer Service can separate order-driven demand (WISMO, returns, refunds, damaged items) from pre-purchase questions and measure how well self-service deflects each one.

Fires when a shopper sends a product, cart, wishlist, order or editorial page outward to a social network, a messaging app, the native OS share sheet or a copied link, captured as the single GA4 `share` event with the destination carried in the `method` parameter rather than as separate per-surface events. It quantifies outbound advocacy only — who shares, what they share and from which surface — cut by the sharing session's acquisition context (the GA4 session last-click source / medium; in Adobe the marketing channel type of the session's entry hit). Inbound traffic and revenue arriving on a shared URL are attributed separately through session source/medium and campaign reporting, so this event deliberately carries no referral or referred-conversion fields.

Fires when a visitor commits a cookie consent decision in the consent management platform (CMP): accept all, reject all, a granular category selection, or a later change or withdrawal of an earlier choice. Each hit carries the resulting Google Consent Mode v2 states and CMP category grants, making it the basis for consent-rate, withdrawal and measurable-traffic reporting, with authoritative volumes reconciled to the CMP consent log because hits sent under denied analytics_storage are only partially collected.

Custom coupon_apply event, fired when the store accepts a coupon or promo code a shopper submits in cart or checkout. Rejected codes do not fire; redemption is read from purchase.

Fires when a curbside customer checks in on arrival: an I'm Here tap in the app, order page or SMS link, or a server-side geofence arrival. The handover itself is order-pickup.

E-commerce shipment-level event that specialises the canonical event Proof of Delivery Confirmation (proof-of-delivery-confirmation): records the moment a customer order shipment reaches carrier-confirmed "delivered" status, sourced from commerce-platform fulfillment events (e.g. Shopify FulfillmentEvent status = delivered) and carrier tracking webhooks reconciled in the order management system, rather than the signature or photo evidence captured in carrier and freight delivery systems. Because the payload is order- and shipment-level (transaction_id, shipment_id, promised versus actual delivery dates) and the source tables are fulfillment and tracking records, it is the system of record for Shipment On-Time Delivery Rate, Orders Delivered and Average Delivery Time (fed by the per-shipment Days to Delivery measure).

This event measures instances where a delivery does not proceed as planned due to unforeseen issues such as weather, incorrect address, or recipient unavailability.

Standard submit_form event with form_type = delivery_issue, fired when a customer reports a missing, late or damaged shipment. Carrier-raised exceptions are Delivery Exception Occurrence, not this event.

Fires when a placed order's delivery address, instructions or time window (preference_type) is changed via self-service, carrier portal or agent. Feeds failed-delivery and delivery-window analysis.

Fires when a customer submits a post-delivery satisfaction survey rating the delivery of an order or shipment. Carries the rating, scale and shipment context to read delivery CSAT by carrier, tier and SLA status.

Fires when a shopper expands an FAQ entry to read its answer, on the FAQ page or an inline accordion on PDP, cart or order pages. Full help articles use help-article-view.

GA4 enhanced-measurement file_download event, fired when a user clicks a link to a document such as an order invoice or receipt PDF. It carries file_name, file_extension and link_url.

Filter Applied is the filter_apply event, recorded when a shopper commits a facet or refinement (category, brand, size, colour, price band, rating, availability, fulfillment option) on a product listing, category or search results page, and it carries the filter dimension, the selected value, the resulting product count and the item_list_id of the list being refined. It is the behavioural basis for the Filter Applications metric and for every analysis of how faceted navigation narrows an assortment, exposes zero-result dead ends and shapes the path from list view to product view, cart and order.

First Visit is the GA4 first_visit event, collected automatically the first time a browser or app instance loads the measurement tag with analytics storage available, and it marks the acquisition moment that starts a user's lifecycle on the digital property. It is deliberately narrower than session_start, which fires at the beginning of every session including the first: first_visit fires once in the lifetime of a client identifier, which is why New Users, New vs Returning User and First Touch Channel Grouping are built on it rather than on session counts.

Measures each successfully submitted request for freight pricing that is assigned a durable quote request identifier by an approved intake system. It captures the commercial channel, requested service, shipment characteristics, route, timing, and handling requirements needed to analyze quoting demand and downstream conversion.

Fires each time a shopper renders a help center, FAQ or knowledge base article (returns policy, refund timelines, order tracking, sizing, payment issues) on the storefront help center or in an embedded support widget, captured as a unified page_view with content_type set to 'help_article' or 'faq' plus article_id and article_category. It is the numerator event for Self-Service Rate, Self-Service Score and Ticket Deflection Rate, letting Customer Service quantify how much post-purchase demand is resolved by content before it becomes an agent-handled contact.

Fires when a shopper submits a form that creates a contactable lead: quote request, trade or B2B account inquiry, consultation booking or back-in-stock alert. Support contacts use contact-form-submission.