Product Documentation

EVENTS Gateway Docs

Use this documentation to install EVENTS Gateway, define canonical event names, and route the same events to ads, analytics, and CRM tools from one setup.

Docs Map

Documentation for teams using EVENTS Gateway.

Use Docs for setup guidance, event playbooks, tracking references, and comparison pages written for teams using the product.

Playbooks

See practical event modeling patterns for ecommerce, lead generation, SaaS, courses, and donations.

Browse playbooks

Tracking Parameters

See the full public reference for every attribution parameter currently captured into click_ids by the tracker.

Open parameter reference

Technology

See the compact technical map of how events move from capture through identity, attribution, routing, delivery, and reporting.

Open technology map

Attribution

Understand every attribution model, direct-traffic rule, confidence signal, and reporting setting supported by EVENTS Gateway.

Open attribution guide

Compare

Review side-by-side evaluations against analytics, CDP, tag-manager, ad-pixel, and privacy tools.

Open compare pages
Resources

Product resources for rollout, planning, and decision-making.

Use these links when you want pricing clarity, commercial guidance, or comparison pages before rollout.

Quick Start

Start with one simple event function.

Your site sends events once, and EVENTS Gateway reuses that setup across Meta, Google Ads, TikTok, analytics tools, and webhooks.

Minimal wrapper
window.e_g = function (eventName, payload = {}) {
  window.eventsgateway?.track({
    type: eventName,
    properties: payload.properties ?? payload,
    ecommerce: payload.ecommerce,
    page: payload.page
  });
};
Page view example
window.e_g("PageView", {
  properties: {
    page_type: "product"
  }
});
Purchase example
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
  }
});
Identity example
window.e_g("Identify", {
  properties: {
    identity_id: "12345",
    email: "customer@example.com",
    phone: "+40123456789"
  }
});
Rules

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.
Common Fields

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.

Playbooks

Implementation 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 playbook

Lead Generation

Separate lead submits, contact intent, booked calls, and qualified application steps.

Open playbook

SaaS

Track signup, trial start, pricing intent, demo requests, and paid subscription milestones.

Open playbook

Courses

Model webinar signups, course views, checkout, enrollment, and downloadable assets cleanly.

Open playbook

Donations

Track one-time donations, recurring giving, campaign IDs, and nonprofit lead flows.

Open playbook
Canonical Event Catalog

Standard 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 that EVENTS Gateway can 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
Documentation Strategy

Define one event layer, then reuse it across destinations.

That is the point of EVENTS Gateway. Your site sends canonical events through e_g, while the platform handles routing, platform naming, payload enrichment, and destination-specific delivery logic.