Events

Measures the number of users who successfully enroll in the loyalty program, indicating a commitment to engage with the brand.

Fires when the loyalty ledger confirms a points debit or reward application. It records the immutable redemption ID and benefit without treating reward value as revenue.

Records the creation of a mortgage pre-approval attempt when a user reaches the first actionable pre-approval application step and the platform successfully initializes an attempt identifier. It measures entry into the pre-approval conversion funnel, excluding marketing-page views, CTA clicks, eligibility previews, and resumptions of an existing attempt.

Fires when a visitor submits a valid email to join the marketing newsletter from a footer, pop-up or checkout opt-in. Account creation uses account-registration; paid plans use subscription-start.

Fires when a customer opens a promotional or lifecycle message: a push tap, in-app message tap or email open-pixel load. Shipping and other transactional opens use shipment-notification-open.

Fires when an entire e-commerce order is cancelled before any item ships, whether the customer cancels through web or app self-service or the merchant or order management platform cancels it (such as Shopify orders/cancelled or a Salesforce Commerce Cloud order cancel), and is sent as the GA4 recommended refund event (a full refund for the transaction_id) with refund_type = order_cancellation because GA4 has no cancel event. It captures order-level cancellations only and feeds the Order Cancellation Rate KPI; it is distinct from shipment cancellation (voiding a carrier freight booking), post-delivery returns and refunds, and payment declines that never create an order, and refund events without refund_type = order_cancellation are never counted as cancellations.

Records acceptance or rejection of a request to change items in a placed order, helping teams understand editing demand and barriers. Approval does not necessarily mean the change was applied.

Records the handover of an online order to the customer at a store counter, curbside bay or parcel locker, as confirmed by the POS, store handheld or locker scan in the order management system, with one event per fulfillment (collection trip) of an order. It is the source event for pickups completed, ready-to-pickup latency and curbside wait time, covers the customer handover only, and is distinct from pickup_order (placing an order for pickup) and from Pickup Scheduling Completion, which tracks a carrier collecting parcels for onward shipment.

Fires when a signed-in or guest customer opens the merchant's own order status, Track Order or order detail page for a single resolved order ID — the classic WISMO ("where is my order") self-service check — captured as the unified page_view event with page_type = order_status and carrying the order ID, the status rendered to the customer and the lookup path used. It is scoped to the merchant domain and to one order, with carrier or parcel-level tracking recorded separately as Shipment Tracking View, and supplies the behavioural signal behind order status check rate, WISMO contact deflection and delivery-promise accuracy reporting.

GA4 enhanced-measurement click with outbound = true, fired when a shopper follows a link to another domain such as a marketplace, social profile or partner site. Cross-domain checkout hops are excluded.

Page View is the standard analytics hit recorded each time a page, or a virtual screen in a single-page application, completes loading and renders for a visitor, equivalent to the GA4 page_view event and the Adobe Analytics page-load (s.t()) call. It is the foundational event behind Pageviews, Sessions, Landing Page and Pages per Session reporting, so its firing rules, URL hygiene and page taxonomy must be governed identically across every template, app shell and analytics platform.

Records each successful completion of a pickup scheduling flow after a durable pickup booking and confirmation identifier have been created by the responsible scheduling system. It measures confirmed pickup scheduling activity across customers, shipments, carriers, channels, locations, service levels, and requested pickup windows.

Custom compare_items event, fired when a shopper adds a product to, removes it from, or opens the side-by-side comparison tool. Carries the compared items[] and compare_count so tray use can be tied to purchase.

Product List Click is the standard ecommerce select_item event, recorded when a shopper deliberately selects one product tile from a rendered list such as a category grid, search results page, recommendation carousel or cross-sell module, and it carries the list identity (item_list_id, item_list_name) together with the selected item and its position in the list. Paired with the view_item_list impressions of Product List View it forms the numerator of Product List Click-Through Rate, and it is the anchor for list attribution, crediting downstream product views, cart adds and revenue to the list and slot that produced them.

Product List View is the standard ecommerce view_item_list event, recorded when a set of products is shown to a shopper as a list (category and product listing pages, search results, recommendation carousels, cross-sell and recently viewed modules) and it carries item_list_id, item_list_name and the items array with each product's list position. It is the impression side of the list funnel: paired with Product List Click (select_item) on the same item_list_id and index, it measures how well each list, ranking position and product converts exposure into product detail views, carts and revenue.

Fires when the reviews platform acknowledges a product review submission (a star rating, a written review or both), covering both solicited submissions triggered by a post-purchase email or SMS request and unsolicited submissions written directly on the product detail page, in the app or from the order history screen. The event does not require a prior purchase: verified_buyer_flag is derived downstream in the warehouse by matching the submission to an earlier order line for the same item, never from a self-declared checkbox on the review form, and submissions with no order match are kept and reported as unverified reviews.

Fires when a shopper renders a Product Detail Page, capturing the full item payload (identifier, name, category, brand, variant and price) as the primary signal of interest in a specific product. It anchors product-level engagement analysis and is the entry event for the PDP-to-cart funnel.

Promotion Click is the standard ecommerce select_promotion event, recorded when a shopper deliberately activates an internal promotional creative such as a hero banner, carousel slide, category tile or offer module, and it carries the same promotion_id, promotion_name, creative_name, creative_slot and location_id as the impression that preceded it. It is the click half of the on-site campaign funnel and the agreed numerator for Promotion Click-Through Rate, so every promotion, creative variant and placement can be judged on the engagement it earns from the exposure it was given.

Promotion View is the standard ecommerce view_promotion event, recorded when an internal promotional creative such as a hero banner, carousel slide, category tile or offer module becomes genuinely visible to a shopper, and it carries promotion_id, promotion_name, creative_name, creative_slot and location_id. It is the impression half of the on-site campaign funnel and the agreed denominator for Promotion Click-Through Rate, so every promotion, creative variant and placement can be compared on exposure as well as on clicks and downstream revenue.

Real-estate specialisation of the GA4 generate_lead event, fired once when a prospective buyer or renter successfully submits an inquiry on a listing, whether that is a request for information, a viewing request, a callback request or an offer enquiry. It is the primary lead-capture conversion for portals and brokerage sites, and it links listing discovery to the agent pipeline through the property, the listing market and the inquiry intent.

Tracks when a user submits an inquiry about a property, indicating interest and potential for conversion.

Records each accepted execution of a property inventory search initiated by a user through keyword, location, map, or filter-based discovery controls. It measures property demand criteria, available result volume, zero-result outcomes, and the context in which users search for listings.

Records a completed, payment-confirmed order together with its monetary value, currency and full line-item detail, making it the terminal conversion event of the e-commerce funnel and the transactional grain on which revenue, attribution and merchandising reporting are built. It fires only once the order has been accepted by the commerce platform — never at checkout start, at payment submission or on a declined authorization — so purchase counts equal orders booked rather than purchase attempts.

Records each full or partial refund posted against a completed order, keyed to the original purchase transaction_id so that refunded value, currency and line items reconcile to the revenue originally recognised. It is the authoritative input for refund rate, refunded revenue and net revenue reporting, and it separates post-purchase value leakage from gross demand across channels, products and cohorts.