EVENTS GatewayDocs
Use this documentation to installEVENTS Gateway, define canonical event names, and route the same events to ads, analytics, and CRM tools from one setup.
Documentation for teams usingEVENTS Gateway.
Use Docs for setup guidance, event playbooks, billing guidance, and comparison pages written for teams using the product.
Playbooks
See practical event modeling patterns for ecommerce, lead generation, SaaS, courses, and donations.
Browse playbooksBilling
Read the billing guide for subscriptions, invoices, reminders, and account protection flows.
Open billing guideCompare
Review side-by-side evaluations against analytics, CDP, tag-manager, ad-pixel, and privacy tools.
Open compare pagesProduct resources for rollout, planning, and decision-making.
Use these links when you want pricing clarity, commercial guidance, or comparison pages before rollout.
Start with one simple event function.
Your site sends events once, andEVENTS Gatewayreuses that setup across Meta, Google Ads, TikTok, analytics tools, and webhooks.
window.e_g = function (eventName, payload = {}) {
window.eventsgateway?.track({
type: eventName,
properties: payload.properties ?? payload,
ecommerce: payload.ecommerce,
page: payload.page
});
};window.e_g("PageView", {
properties: {
page_type: "product"
}
});window.e_g("Purchase", {
ecommerce: {
order_id: "ORD-1001",
value: 149.99,
currency: "USD"
},
properties: {
content_ids: ["SKU-1", "SKU-2"],
contents: [
{ id: "SKU-1", quantity: 1, item_price: 99.99 },
{ id: "SKU-2", quantity: 1, item_price: 50.0 }
],
content_type: "product",
num_items: 2
}
});window.e_g("Identify", {
properties: {
canonical_user_id: "user_12345",
email: "customer@example.com",
phone: "+40123456789"
}
});How to keep your tracking clean.
Keep event names stable in site code so reporting, routing, and optimization stay easier to trust over time.
- Use one canonical event name in the browser and let EVENTS Gateway map destinations later.
- Pass value, currency, content IDs, and transaction identifiers whenever they exist.
- Send the strongest identifiers your site can collect when you need downstream matching and attribution.
- For Lead events, send both value and currency when the lead has commercial value.
- Map canonical events to destination-specific conversions instead of naming events differently in each tool.
- Prefer standard event names when a destination supports them.
Payload fields that matter most.
These fields make conversion reporting, audience building, and downstream routing more reliable.
value
Monetary value of the event. Send for purchases, leads with known worth, donations, and subscriptions.
currency
ISO currency code such as USD, EUR, or GBP. Required whenever value is sent.
content_ids
Array of product, SKU, or catalog identifiers used for commerce and remarketing scenarios.
content_type
Usually product or product_group. Helps downstream catalog-based matching.
search_string
Recommended for search events so ad platforms understand the search intent.
order_id
Deduplication and reconciliation key for purchase events.
Billing setup and recovery documentation.
Use these guides whenEVENTS Gatewayneeds a production-ready billing layer, not just event routing.
Billing Operations
Configure Checkout, the Billing Portal, invoice flow, reminders, and suspension behavior.
Open guideImplementation guides for real funnels.
Move beyond a raw event catalog and see how the canonical e_g model applies in common business models.
Ecommerce
Track product views, cart actions, checkout steps, and purchases with catalog-friendly payloads.
Open playbookLead Generation
Separate lead submits, contact intent, booked calls, and qualified application steps.
Open playbookSaaS
Track signup, trial start, pricing intent, demo requests, and paid subscription milestones.
Open playbookCourses
Model webinar signups, course views, checkout, enrollment, and downloadable assets cleanly.
Open playbookDonations
Track one-time donations, recurring giving, campaign IDs, and nonprofit lead flows.
Open playbookStandard events for Meta, Google Ads, and TikTok.
Meta and TikTok have named standard events. Google Ads is shown here as the recommended conversion or audience action thatEVENTS Gatewaycan map to.
| Category | Canonical e_g Event | When To Fire | Recommended Payload | Meta | Google Ads | TikTok |
|---|---|---|---|---|---|---|
| Core | PageView | Every page load or route change. | page_type, page_category, template_name | PageView | Audience seed or base page signal | Page view baseline signal |
| Commerce | ViewContent | Product, offer, or key landing page view. | content_ids, content_type, value, currency | ViewContent | view_item or remarketing item view | ViewContent |
| Commerce | Search | User performs a site search. | search_string, content_ids | Search | Search intent audience or site-search conversion | Search |
| Commerce | AddToCart | User adds an item to cart. | content_ids, contents, value, currency | AddToCart | add_to_cart or remarketing cart signal | AddToCart |
| Commerce | AddToWishlist | User saves or favorites an item. | content_ids, value, currency | AddToWishlist | Wishlist audience or soft intent conversion | AddToWishlist |
| Commerce | InitiateCheckout | Checkout starts. | value, currency, num_items, content_ids | InitiateCheckout | begin_checkout | InitiateCheckout |
| Commerce | AddPaymentInfo | Payment details are entered or chosen. | value, currency, payment_type | AddPaymentInfo | add_payment_info | AddPaymentInfo |
| Commerce | Purchase | Order is confirmed. | order_id, value, currency, content_ids, contents, num_items | Purchase | Purchase conversion with transaction value | Purchase |
| Lead Gen | Lead | Lead form or request is submitted, always with value and currency. | value, currency, lead_type, form_id | Lead | Lead conversion | Lead |
| Lead Gen | CompleteRegistration | Account signup or registration completes. | registration_type, method, value, currency | CompleteRegistration | Sign_up conversion | CompleteRegistration |
| Lead Gen | Contact | Phone, email, chat, or contact action starts. | contact_method, location, team | Contact | Contact conversion | Contact |
| Lead Gen | SubmitApplication | Job, loan, credit, or onboarding application is submitted. | application_type, step, value, currency | SubmitApplication | Qualified lead or application conversion | SubmitApplication |
| Lead Gen | Schedule | Call, demo, consultation, or appointment is booked. | appointment_type, team, slot | Schedule | Book appointment conversion | Schedule |
| Subscription | Subscribe | Paid or recurring subscription starts. | plan_id, value, currency, billing_period | Subscribe | Subscribe conversion | Subscribe |
| Subscription | StartTrial | Free trial begins. | plan_id, trial_days, value, currency | StartTrial | Start trial conversion | StartTrial |
| Local | FindLocation | User looks for a store, office, or pickup point. | location_id, city, region | FindLocation | Store visit intent or local action signal | FindLocation |
| Custom Commerce | CustomizeProduct | User customizes a product before buying. | content_ids, option_set, value, currency | CustomizeProduct | Product customization step | CustomizeProduct |
| Nonprofit | Donate | Donation completes. | value, currency, campaign_id | Donate | Donation conversion | Donate |
| Forms | SubmitForm | Non-lead generic form is submitted. | form_id, form_type, status | Custom or Lead depending on use case | Form completion conversion | SubmitForm |
| Utility | Download | User downloads a file, app asset, or brochure. | asset_id, asset_type, file_name | Custom or CompleteRegistration depending on use case | Download conversion | Download |
| Utility | ApplicationApproval | Application becomes approved or qualified. | application_type, approved_value, currency | Custom or SubmitApplication follow-up | Qualified lead or offline import stage | ApplicationApproval |
Define one event layer, then reuse it across destinations.
That is the point ofEVENTS Gateway. Your site sends canonical events throughe_g, while the platform handles routing, platform naming, payload enrichment, and destination-specific delivery logic.