Product Documentation

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.

Docs Map

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 playbooks

Billing

Read the billing guide for subscriptions, invoices, reminders, and account protection flows.

Open billing 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, andEVENTS Gatewayreuses 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: {
    canonical_user_id: "user_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.

Billing Guides

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 guide
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 thatEVENTS Gatewaycan map to.

CategoryCanonical e_g EventWhen To FireRecommended PayloadMetaGoogle AdsTikTok
CorePageViewEvery page load or route change.page_type, page_category, template_namePageViewAudience seed or base page signalPage view baseline signal
CommerceViewContentProduct, offer, or key landing page view.content_ids, content_type, value, currencyViewContentview_item or remarketing item viewViewContent
CommerceSearchUser performs a site search.search_string, content_idsSearchSearch intent audience or site-search conversionSearch
CommerceAddToCartUser adds an item to cart.content_ids, contents, value, currencyAddToCartadd_to_cart or remarketing cart signalAddToCart
CommerceAddToWishlistUser saves or favorites an item.content_ids, value, currencyAddToWishlistWishlist audience or soft intent conversionAddToWishlist
CommerceInitiateCheckoutCheckout starts.value, currency, num_items, content_idsInitiateCheckoutbegin_checkoutInitiateCheckout
CommerceAddPaymentInfoPayment details are entered or chosen.value, currency, payment_typeAddPaymentInfoadd_payment_infoAddPaymentInfo
CommercePurchaseOrder is confirmed.order_id, value, currency, content_ids, contents, num_itemsPurchasePurchase conversion with transaction valuePurchase
Lead GenLeadLead form or request is submitted, always with value and currency.value, currency, lead_type, form_idLeadLead conversionLead
Lead GenCompleteRegistrationAccount signup or registration completes.registration_type, method, value, currencyCompleteRegistrationSign_up conversionCompleteRegistration
Lead GenContactPhone, email, chat, or contact action starts.contact_method, location, teamContactContact conversionContact
Lead GenSubmitApplicationJob, loan, credit, or onboarding application is submitted.application_type, step, value, currencySubmitApplicationQualified lead or application conversionSubmitApplication
Lead GenScheduleCall, demo, consultation, or appointment is booked.appointment_type, team, slotScheduleBook appointment conversionSchedule
SubscriptionSubscribePaid or recurring subscription starts.plan_id, value, currency, billing_periodSubscribeSubscribe conversionSubscribe
SubscriptionStartTrialFree trial begins.plan_id, trial_days, value, currencyStartTrialStart trial conversionStartTrial
LocalFindLocationUser looks for a store, office, or pickup point.location_id, city, regionFindLocationStore visit intent or local action signalFindLocation
Custom CommerceCustomizeProductUser customizes a product before buying.content_ids, option_set, value, currencyCustomizeProductProduct customization stepCustomizeProduct
NonprofitDonateDonation completes.value, currency, campaign_idDonateDonation conversionDonate
FormsSubmitFormNon-lead generic form is submitted.form_id, form_type, statusCustom or Lead depending on use caseForm completion conversionSubmitForm
UtilityDownloadUser downloads a file, app asset, or brochure.asset_id, asset_type, file_nameCustom or CompleteRegistration depending on use caseDownload conversionDownload
UtilityApplicationApprovalApplication becomes approved or qualified.application_type, approved_value, currencyCustom or SubmitApplication follow-upQualified lead or offline import stageApplicationApproval
Documentation Strategy

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.