# Event

> Any tracked action a person takes in a customer journey — a page view, product view, add-to-cart, form submit, or purchase — captured for measurement and optimization.

An **event** is any tracked action a person takes on a customer journey — a page view, a product view, an add-to-cart, a form submit, a booking, or a purchase. It is the raw signal measurement is built on: an event can carry attributes (who, what, how much) and, when it matters to the business, be designated as a conversion.

## Do not confuse with

- [Conversion](/glossary/conversion) — a conversion is an event (or a combination of events) singled out as a desired outcome; an event is any action, conversion or not.
- [Standard Conversions](/glossary/standard-conversions) — the predefined, platform-recognized subset of events; "event" is the broader category that also includes engagement actions like `PageView` and `ViewContent`.

## In AnyTrack

AnyTrack captures events two ways: client-side through the Tracking Tag (`PageView`, `ViewContent`, `AddToCart`, `OutboundClick`, form interactions) and server-side through a webhook or API (`Lead`, `Purchase`, `Upsell`). Every event can carry [event attributes](/docs/event-attributes) — customer, product, and campaign data — that raise Event Match Quality when the event is forwarded to ad platforms.