Standard Events

Understand the definition and implementation of standard conversions with AnyTrack. Learn how to optimize your conversion tracking to maximize ROAS.

AnyTrack uses standard naming conventions that align with the industry best practices. This allows you to use a single naming convention and let AnyTrack translate, format, and forward your events and their related properties to your Conversion API integrations.

AnyTrack standard Events

The AnyTrack platform triggers standard events via the AnyTrack JS Tag or via the Server-Side API when the event is triggered by a third-party platform (Affiliate Network, eCommerce platform, Zapier, or an external resource).

If you are using server-side API, read through this guide on Webhooks.

Standard events names:

Event NameDescriptionEvent Source Type
PageViewEvery page view event is automatically trackedBrowser
ViewContentWhen a user views a product pageBrowser
OutboundClickWhen a user clicks on an external linkBrowser
AddToCartWhen a user clicks on an Add To Cart ButtonBrowser & Server-side
InitiateCheckoutWhen a user starts a checkoutBrowser & Server-side
AddPaymentInfoWhen a user adds it's payment details.Browser & Server-side
FormSubmitWhen a user fills an online formBrowser
LeadWhen AnyTrack API receives a lead event with a 0 monetary value.Server-Side
CompleteRegistrationWhen AnyTrack API receives a lead event with a Monetary value.Server-Side
PurchaseWhen AnyTrack receives a Purchase event with a Monetary Value.Server-Side

Standard Event Attributes:


Pro tip

Event Attributes are automatically translated and mapped to Ad Platforms' standard attributes. For example, the brand attribute is mapped to the content_name used in Facebook Conversion API.

Parameter nameTypeDefault ValueNotes
idstring-The link id
click_idstring-Required parameter if no refId is present.
urlstring-The page where the event took place or or the previous page that triggered the event.
labelstring-The link label
brandstring-Brand name
eventValuenumber-Revenue for ecommerce.
commissionnumberRevenue for affiliates marketers
currencystringProperty Currency3 letters currency (i.e. "USD" or "EUR"). If not provided will default to your property default currency.
transactionIdstring-transaction or order id. This value is used for deduplication.
itemsObject[]Array of items included in the cart
quantitynumber1Quantity of items
refIdstring-An external_id aliased to the AnyTrack click_id triggered in a browser event. Required when no clickid is sent.

When triggering an Event, AnyTrack collects the data you send through your JS tag and will also tie additional parameters that are natively collected through the JS Tag (Cookies, IP, User Agent...).

Customer data

The following parameters are also supported for better matching and attribution. Those values will be automatically formatted and sent to Ad Platforms Conversion API.

Parameter nameTypeExampleNotes
emailstring[email protected]
fullNamestringJohn SmithOptional, can be provided instead of first and last names
phonestring+1 (650) 555 4444Including country code and area code
birthdatestringMay 26, 1991 or 1991-05-26
citystringMenlo Park
statestringCATwo-letter state or province code
zipcodenumber94025Zip or Postal Code
countrystringUS or United StatesTwo-letter country code is recommended


Good to know:

You don't need to hash the data as AnyTrack automatically formats and hashes the required data according to the ad pixels and analytics requirements.

E-Commerce parameters

If you are integrated with an eCommerce platform, you can add a list of "items" following the parameters below:

Item parameterTypeDefault ValueNotes
idstring-The item id/sku (required)
namestring-The item name
quantitynumber1amount of items
pricenumber-the item price (required)

Example of a Client Side JS Tag (purchase event)

Here is a complete example of how to use the event parameter when triggering an event:

  var click_id = AnyTrack('trigger', 'Purchase', {  
    value: 29.9, // the total purchase value  
    shippingPrice: 5.9, // optional shipping price  
    taxPrice: 2.9, // optional taxes  
    currency: 'EUR',  
    transactionId: 'XJW0047',  
    email: '[email protected]',  
    firstName: 'John',  
    lastName: 'Smith',  
    items: [{  
      id: '20291', // the item catalog id (required)  
      name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',  
      quantity: 1,  
      price: 19.9 // the item price (required)  
    }, {  
      id: '49292', // the item catalog id (required)  
      name: '6.35mm Male 3.5mm Female Headphone Stereo Audio Connector',  
      quantity: 1,  
      price: 4.1 // the item price (required)