# Standard Conversions

> Standard events track key conversion actions across your customer journey. AnyTrack automatically maps your events to each ad platform format, so you track once and optimize everywhere.

Ad platform AI is only as good as the data you feed it. Standard events give ad platforms the consistent, structured signals they need to optimize campaigns. AnyTrack tracks every key action in your customer journey (product views, cart adds, form submits, purchases) using one naming convention that works everywhere.

When you track a `Purchase` event through AnyTrack, Facebook receives it as a Facebook `Purchase`, Google receives it as a Google `purchase` conversion, and TikTok gets `CompletePayment`. One event name, automatic translation to each platform's format. No custom mapping, no duplicate tracking code, no platform-specific implementation.

## How Standard Events Work

Standard events capture **Event Data** — the specific actions users take on your site — and automatically map them to each platform's expected format. AnyTrack triggers these events through two methods:

1. **Browser-side (Tracking Tag)**: Captures clicks, page views, form interactions, and client-side actions in real-time
2. **Server-side (Webhook/API)**: Receives conversion data from platforms like Shopify, ClickBank, or Zapier that confirm completed transactions

Server-side events survive ad blockers, iOS restrictions, and browser privacy settings that would otherwise lose 20-30% of your conversions. Read the <a href='/docs/webhooks'>webhooks guide</a> for server-side implementation.

## Automatic Event Tracking

Most standard events track automatically when you connect an integration. Connect Shopify and AnyTrack immediately starts capturing `ViewContent` when users view products, `AddToCart` when they add items, and `Purchase` when orders complete. No code required.

Also trigger events manually using the AnyTrack snippet:

```javascript AnyTrack Event Snippet
AnyTrack('trigger', 'ViewContent');
```

```javascript
//if you want to capture the event click_id and do something with it.
var click_id = AnyTrack('trigger', 'ViewContent',{
  'id': 'a8df7asdf',
  'label': 'productLabel',
  'brandName': 'Nike',
  'value': 25.00,
  'currency': 'USD'
});
```

Every event AnyTrack tracks includes rich context that boosts Event Match Quality and gives ad platforms the signals they need to optimize:

* **First-Party Data**: Browser fingerprints, cookies, and session data that survive privacy restrictions
* **Customer Data**: Email, phone, name, and location (automatically hashed for privacy)
* **Product Data**: SKUs, prices, quantities, brands, and categories
* **Campaign Data**: UTM parameters, ad IDs, and click identifiers that connect conversions back to specific ads
* **Device & Behavior Data**: Browser type, device, page path, timestamps, and referrer

The more context each event carries, the higher your Event Match Quality score. Higher scores mean better attribution, more accurate lookalike audiences, and improved ROAS. See all supported <a href='/docs/event-attributes'>Event Attributes</a>.

> ❗ **Important**
>
> Event names as well as event attributes are **case sensitive** and are automatically mapped to standard events of ad platforms and analytics. 
>
> **For example, Events from Shopify integration are mapped according to the following table**
>
> | Shopify          | AnyTrack Events    | Facebook           | Google Analytics   |
> | :--------------- | :----------------- | :----------------- | :----------------- |
> | Order Created    | `Purchase`         | `Purchase`         | `purchase`         |
> | Cart Created     | `AddToCart`        | `AddToCart`        | `add_to_cart`      |
> | Item Viewed      | `ViewContent`      | `ViewContent`      | `view_item`        |
> | Checkout Created | `InitiateCheckout` | `InitiateCheckout` | `begin_checkout`   |
> | Checkout Updated | `AddPaymentInfo`   | `AddPaymentInfo`   | `add_payment_info` |
>
> _Each ad platform has its own standard events and mapping._

| Event Name             | Description                                                                                                                                               | Event Source Type     |
| ---------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------- |
| `PageView`             | Every page view event is automatically triggered when a page load. (`PageView` is the only standard event that doesn't generate a `click_id` by default). | Browser               |
| `ViewContent`          | When a user views a product page                                                                                                                          | Browser               |
| `OutboundClick`        | When a user clicks on an external link.                                                                                                                   | Browser               |
| `AddToCart`            | When a user clicks on an Add To Cart Button                                                                                                               | Browser & Server-side |
| `InitiateCheckout`     | When a user starts a checkout                                                                                                                             | Browser & Server-side |
| `AddPaymentInfo`       | When a user adds their payment details during a checkout flow.                                                                                             | Browser & Server-side |
| `FormSubmit`           | When a user fills an online form                                                                                                                          | Browser               |
| `Lead`                 | When AnyTrack API receives a lead event with a 0 monetary value.                                                                                          | Server-Side           |
| `CompleteRegistration` | When AnyTrack API receives a lead event with a Monetary value.                                                                                            | Server-Side           |
| `Purchase`             | When AnyTrack receives a Purchase event with a Monetary Value.                                                                                            | Server-Side           |
| `Upsell`               | When a subsequent sale is sent to AnyTrack                                                                                                                | Server-side           |

## Event Attributes

Every event can carry rich attributes — customer data, product details, and transaction context — that boost Event Match Quality and improve ad platform optimization. See the full <a href='/docs/event-attributes'>Event Attributes</a> reference for all supported parameters, customer traits, and product attributes.

## Sending Events

You can send events to AnyTrack using the AnyTrack JS snippets or AnyTrack Webhook. Integrations available in the catalog have specific guidelines that should be followed.

### Client Side Event Snippets

```javascript
AnyTrack('trigger', 'Purchase', {
  eventValue: 44.90,
  currency: "USD",
  transactionId: "123123891238"
});
```

### Server Side Webhook

Using webhooks to track conversions relies on identifiers set on the client side to be available in server-side calls.

**For example:**

1. AnyTrack generates a `click_id` and autotags affiliate links with the `click_id` value.
2. The affiliate network fires the AnyTrack postback URL with the `click_id` value.

We recommend using the AnyTrack `click_id` which is automatically generated, but it can also be a `userId`, `cookieId`, `anonymousId` or any other identifier that you can expose in the browser and that will also be available in your Webhook payload.

```javascript AnyTrack identify call
AnyTrack('trigger', 'Alias', {
  refId: "8a0sd8f09a8sdf098asdf" // userId in your business exposed via javascript
});
```

For complete webhook payload examples with all supported attributes, see <a href='/docs/event-attributes'>Event Attributes</a>.

## Related Resources

- [TikTok Ads](/docs/tiktok-ads)
- [Install Tracking Tag](/docs/install-anytrack-tag)
- [Click ID usage](/docs/generate-retrieve-and-use-atclid)

<FaqAccordion
  title="Frequently Asked Questions"
  icon="fa-duotone fa-circle-question"
  items={[
    {
      question: "When are OutboundClick events triggered?",
      answer: "The OutboundClick event is triggered when a user clicks on an external link on your website. This could be an affiliate link, a link to a third-party website, or any other external link. During this event, a unique click_id is automatically generated by the Tracking Tag."
    },
    {
      question: "Do I need to do anything to generate a Click ID?",
      answer: "No. The click_id value is automatically generated by AnyTrack at run time."
    },
    {
      question: "Why do OutboundClick events generate a Click ID?",
      answer: "The click_id is generated during OutboundClick events to track and attribute user interactions on your website, building a complete customer journey timeline. This data is then sent to ad platforms like Google Ads and Facebook Ads, allowing them to accurately attribute conversions to your ads and optimize campaigns."
    },
    {
      question: "Can I send custom conversion event names?",
      answer: "Yes. AnyTrack supports custom event names up to 40 characters. Allowed characters include letters (A-Z, a-z), numbers (0-9), and symbols: - _ * ( ) . : =. Any other characters are automatically removed. See the Custom Conversion Names article for full details and examples."
    }
  ]}
/>