Account Registration
Also known as: Sign Up, sign_up, User Registration, New Account Creation
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.
Event Serialization
once per user
Business Use Case
1️⃣ Acquisition Marketing reviews registrations by first-touch channel grouping and campaign in the weekly pacing meeting and reallocates paid budget toward the channels that produce registered accounts rather than raw sessions. 2️⃣ CRM and Lifecycle Marketing trigger the welcome and first-purchase journey each morning from the previous day's registrations, targeting accounts created with no purchase in the following seven days with a first-order incentive. 3️⃣ The Product team owning onboarding compares registration volume and completion by method after each sign-up redesign, and keeps or reverts the variant based on the shift between email, Google and Apple registrations. 4️⃣ Finance uses registrations joined to media spend in the monthly acquisition review to recompute cost per registered customer and reset the acquisition budget ceiling for the next cycle.
Business Criticality
High
Journey / Navigation Area
Onboarding
Owning Function
Marketing
Calculation Notes
1️⃣ Fire on confirmed creation only: the event is dispatched after the platform returns a persisted account identifier, never on registration form submit, field validation success or CAPTCHA pass; failed or rejected attempts stay silent so registrations always reconcile to accounts in the commerce and CRM systems. 2️⃣ Serialization is once per user: guard the dispatch with the one-time registration_id issued by the creation call so a refresh, back navigation or bookmarked confirmation page cannot re-fire it; OAuth and social callbacks that re-enter the confirmation route are the most common source of duplicates. 3️⃣ Required versus optional payload: method and registration_id are mandatory on every fire, user_id is mandatory wherever the platform already issues a pseudonymous account key, and account_type, registration_source, marketing_opt_in, loyalty_enrolled and email_verified are optional but expected wherever the storefront supports the flow; acquisition attribution is inherited from the session and must never be re-stamped onto the event. 4️⃣ Guest-checkout account creation fires with method set to guest_conversion, immediately after the purchase confirmation event in the same queue, so the order keeps its guest checkout type while the shopper is still counted as a registration on that date. 5️⃣ Double opt-in and email verification do not gate the event: sign_up marks account creation and carries email_verified as false where confirmation is pending; the later verification click is reported through the account verification status attribute and must not delay, replace or re-fire this event. 6️⃣ Consent and PII: no email address, phone number, postal address, name fragment or password-derived value ever enters a parameter or the user_id; send only the pseudonymous account key, suppress the event where analytics or marketing consent is denied under the active consent mode, and keep any identity stitching to the server-side identity graph. 7️⃣ Recurring instrumentation mistakes to reject in QA: firing on the registration page view, firing again on the new account's first login, reusing sign_up for newsletter opt-in or loyalty enrolment which own their own events, and omitting method so that channel-of-registration reporting collapses into (not set).
Platform Events
| Platform | Event |
|---|---|
| Google Analytics 4 | sign_up |
| Adobe | s.tl(true,'o','Account Registration Complete') custom link fired on the account creation success response; registration method and source are set in the eVars on the same beacon, never as a success-metric id |
Data Mappings
W3 Data Layer
{
"digitalData": {
"pageInstanceID": "prod-web-account-register-confirmation",
"page": {
"pageInfo": {
"pageID": "account-register-confirmation",
"pageName": "Account Created | Example Shop",
"destinationURL": "https://www.example-shop.com/account/register/confirmation",
"referringURL": "https://www.example-shop.com/account/register",
"sysEnv": "mobile",
"language": "en-us",
"issueDate": "2026-09-20"
},
"category": {
"primaryCategory": "Acquisition",
"subCategory1": "Top-of-Funnel & Marketing Acquisition",
"pageType": "account"
},
"attributes": {
"sessionID": "1758374412",
"sessionNumber": 1,
"entryPage": "/c/summer-sale",
"visitorStatus": "new"
}
},
"user": [
{
"profile": [
{
"profileInfo": {
"profileID": "a1c9f0e2-7b64-4f31-9a2d-5e0c8d13b7aa",
"returningStatus": "new",
"language": "en-us",
"registrationStatus": "registered",
"accountType": "individual",
"emailVerified": false
},
"attributes": {
"marketingOptIn": true,
"loyaltyEnrolled": false
}
}
]
}
],
"event": [
{
"eventInfo": {
"eventName": "Account Registration",
"eventAction": "sign_up",
"type": "user",
"timeStamp": "2026-09-20T14:43:09.000Z",
"effect": "account created"
},
"category": {
"primaryCategory": "Acquisition"
},
"attributes": {
"method": "google",
"registrationID": "reg_6f0b2c74-9d51-4a88-b2a7-3c8e51f9d004",
"registrationSource": "header",
"accountType": "individual",
"emailVerified": false,
"marketingOptIn": true,
"loyaltyEnrolled": false,
"sessionID": "1758374412"
}
}
]
}
}GA4 Data Layer
{
"event": "sign_up",
"method": "google",
"registration_id": "reg_6f0b2c74-9d51-4a88-b2a7-3c8e51f9d004",
"user_id": "a1c9f0e2-7b64-4f31-9a2d-5e0c8d13b7aa",
"registration_source": "header",
"account_type": "individual",
"email_verified": false,
"marketing_opt_in": true,
"loyalty_enrolled": false,
"ga_session_id": "1758374412",
"ga_session_number": 1,
"page_location": "https://www.example-shop.com/account/register/confirmation",
"page_title": "Account Created | Example Shop",
"language": "en-us",
"consent_state": "granted"
}Adobe Client Data Layer
{
"event": "web.webinteraction.linkClicks",
"eventInfo": {
"path": "user",
"eventType": "account registration completed",
"timestamp": "2026-09-20T14:43:09.000Z"
},
"web": {
"webInteraction": {
"name": "Account Registration Complete",
"type": "other",
"linkClicks": {
"value": 1
}
},
"webPageDetails": {
"name": "Account Created | Example Shop",
"URL": "https://www.example-shop.com/account/register/confirmation",
"siteSection": "account:register",
"server": "www.example-shop.com",
"isHomePage": false
}
},
"user": {
"registrationID": "reg_6f0b2c74-9d51-4a88-b2a7-3c8e51f9d004",
"registrationMethod": "google",
"registrationSource": "header",
"accountType": "individual",
"emailVerified": false,
"marketingOptIn": true,
"loyaltyEnrolled": false,
"isNewAccount": true
},
"identityMap": {
"ECID": [
{
"id": "79876066103567143511267739748305347425",
"primary": false,
"authenticatedState": "authenticated"
}
],
"CRMID": [
{
"id": "a1c9f0e2-7b64-4f31-9a2d-5e0c8d13b7aa",
"primary": true,
"authenticatedState": "authenticated"
}
]
},
"environment": {
"type": "browser",
"browserDetails": {
"name": "Chrome",
"acceptLanguage": "en-us",
"viewportWidth": 390,
"viewportHeight": 844
}
},
"placeContext": {
"localTime": "2026-09-20T09:43:09-05:00"
}
}XDM Mapping
{
"eventType": "web.webinteraction.linkClicks",
"timestamp": "2026-09-20T14:43:09.000Z",
"identityMap": {
"ECID": [
{
"id": "79876066103567143511267739748305347425",
"primary": false,
"authenticatedState": "authenticated"
}
],
"CRMID": [
{
"id": "a1c9f0e2-7b64-4f31-9a2d-5e0c8d13b7aa",
"primary": true,
"authenticatedState": "authenticated"
}
]
},
"channel": {
"_id": "https://ns.adobe.com/xdm/channels/web",
"_type": "https://ns.adobe.com/xdm/channel-types/web",
"typeAtSource": "web"
},
"web": {
"webInteraction": {
"name": "Account Registration Complete",
"type": "other",
"linkClicks": {
"value": 1
}
},
"webPageDetails": {
"name": "Account Created | Example Shop",
"URL": "https://www.example-shop.com/account/register/confirmation",
"siteSection": "account:register",
"server": "www.example-shop.com",
"isHomePage": false
},
"webReferrer": {
"URL": "https://www.example-shop.com/account/register",
"type": "internal"
}
},
"environment": {
"type": "browser",
"browserDetails": {
"name": "Chrome",
"acceptLanguage": "en-us",
"viewportWidth": 390,
"viewportHeight": 844
}
},
"placeContext": {
"localTime": "2026-09-20T09:43:09-05:00",
"geo": {
"countryCode": "US",
"stateProvince": "US-TX"
}
},
"_experience": {
"analytics": {
"session": {
"num": 1,
"depth": 4,
"timeSpent": 214
},
"endUser": {
"firstTimestamp": "2026-09-20T14:20:12.000Z"
},
"customDimensions": {
"eVars": {
"eVar10": "google",
"eVar11": "header",
"eVar12": "individual",
"eVar13": "reg_6f0b2c74-9d51-4a88-b2a7-3c8e51f9d004",
"eVar14": "false",
"eVar15": "true",
"eVar16": "false"
},
"props": {
"prop10": "google",
"prop11": "header"
}
}
}
},
"_exampleshop": {
"user": {
"registrationID": "reg_6f0b2c74-9d51-4a88-b2a7-3c8e51f9d004",
"registrationMethod": "google",
"registrationSource": "header",
"accountType": "individual",
"emailVerified": false,
"marketingOptIn": true,
"loyaltyEnrolled": false,
"isNewAccount": true
}
}
}Source Data
Digital Analytics (GA4)
Dependencies
Prerequisite: List the dependencies required for this Event
Report Attributes
Registration Method Registration Source Default Channel Grouping First Touch Channel Grouping Campaign Name Device Category Landing Page Country/Region
Segment Eligibility
true
Governance
Dimensions
Related Dimensions
Derived Dimensions
Derived Entities
Derived Metrics
Governance & Metadata
GitHub
catalog/events/account-registration.yml