Inputs
Browser SDK, Shopify pixel, source webhooks, API events, and tests create the first signal.
PageViewPurchaseLeadKlaviyo click
Technology
How an event moves through EVENTS Gateway
A compact map for marketers who still want the real system: capture, queue, identity, consent, attribution, routing, transformations, delivery, and feedback. The internal global_ga4 mirror is intentionally excluded here, so the destination view represents merchant-configured outputs.
Event Journey
One event stream, seven working layers.
This is the operational path from customer action to destination delivery, compressed into one view.
- 01 Signal capture
Every customer action is collected once, then reused across reporting and destinations.
Browser SDKShopify Web PixelSource webhooksServer/API eventsManual tests - 02 Edge ingest
The collector accepts the hit, resolves site identity, attaches visitor/session context, and loads Tag Manager snippets when needed.
/i//i/identifyCollector CORSIP activity guardTag Manager loader - 03 Queue and ledger
Events move through Cloudflare Queues while durable storage keeps the operational trail available.
INGEST_QUEUEEVENTS_QUEUER2 raw ledgerKV cacheDurable Objects - 04 Event intelligence
Runtime code turns raw payloads into canonical events with consent, identities, click IDs, traits, and counters.
Event schemaDeduplicationIdentity traitsConsent flagsTraffic counters - 05 Decision layers
The active site configuration decides whether the event should be enriched, attributed, transformed, sampled, or routed.
RoutesTransformationsSamplingAttribution LayerSource context - 06 Delivery engine
The forwarder dispatches each configured target and records success, latency, payload, response, and error context.
Managed dispatchWebhook dispatchDelivery attemptsRetriesReplay jobs - 07 Marketer view
Marketers see cleaner destinations, attribution paths, identity quality, and delivery health instead of a black box.
DestinationsSourcesAttributionsIdentitiesEvent delivery
D1 control plane Sites, keys, routes, transformations, destinations, source integrations, identities, attribution tables, delivery attempts, jobs, billing, and Shopify state.
R2 event ledger Raw event and operational records can be kept outside the hot path for export, audit, backfill, and replay workflows.
KV runtime cache Published routing and runtime artifacts are cached so collection and routing stay fast at the edge.
Durable Objects Visitor state and IP activity state help identity continuity, abuse resistance, and session-level behavior.
Queues Ingest and delivery queues decouple the site experience from downstream API latency and temporary platform failures.
Signal Flow
The event does not stop at collection. It keeps moving.
A marketer can think of every signal as a packet that is captured once, enriched, routed, delivered, and then made visible again in reporting.
Edge collector
The edge accepts the hit, resolves site context, visitor/session IDs, identity response, and Tag Manager runtime.
/i//i/identifyCORSIP guard
Queue and ledger
The event leaves the storefront quickly and moves through durable queue and ledger rails.
INGEST_QUEUER2 ledgerKVDurable Objects
Enrichment
Runtime layers normalize schema, consent, identity traits, click IDs, source context, and attribution evidence.
SchemaConsentIdentityAttribution
Routing
Published routes, transformations, sampling, and destination settings decide where the event is allowed to go.
RoutesTransformsSamplingConsent rules
Delivery
The forwarder sends destination payloads and records latency, status, response, failures, retries, and replay context.
EVENTS_QUEUEManaged dispatchAttemptsReplay
Marketer view
Marketers see Sources, Destinations, Attributions, Identities, Event delivery, and health signals.
MetaGoogleTikTokWebhooks
D1R2KVDurable ObjectsQueues
Purchase signal Lead signal Identity evidence Retry or replay context
Marketing Payoff
The technical layers exist to protect campaign decisions.
The stack is built so marketers can spend, test, and optimize from a cleaner shared event truth.
Cleaner optimization signals
Ad platforms receive canonical Purchase, Lead, checkout, catalog, and lifecycle events with value, currency, IDs, consent, and match fields.
Attribution that explains the path
Touchpoints, conversions, models, confidence, and delivery summaries show why a campaign gets credit, not just that a conversion happened.
Less tagging sprawl
One event layer feeds pixels, server APIs, CRM, analytics, webhooks, partner tools, and source webhooks without rebuilding tracking per tool.
Operational confidence
Delivery attempts, errors, queues, replay, exports, and jobs make the marketing system observable when platforms reject or delay events.
Inputs
Sources and capture points.
These are the inbound systems and customer touchpoints that create usable marketing signals.
Runtime Layers
What the code does before delivery.
Each layer turns raw activity into a signal that can be trusted, attributed, and routed.
| Layer | Code Surface | Marketer Gain |
|---|---|---|
| Collector | raw collector, collector worker, tracker SDK, Shopify pixel | Captures browser, checkout, source, and server signals as first-party events. |
| Identity | visitors, identities, identity traits, visitor state | Connects sessions, forms, customer IDs, hashed contact fields, and consent into one usable profile. |
| Attribution | touchpoints, conversions, links, models, results, settings | Shows campaign influence, confidence, winner model, path summary, and unattributed gaps. |
| Routing | routes, route versions, transformations, sampling, consent requirements | Controls which events reach Meta, Google, TikTok, CRM, analytics, webhooks, and other tools. |
| Delivery | EVENTS_QUEUE, forwarder, managed destinations, delivery_attempts | Tracks accepted, failed, retryable, and replayable delivery for every downstream destination. |
| Operations | operation_jobs, counters, billing, Shopify app state, data explorer | Keeps usage, cost, replay, export, app install, and health workflows visible. |
Delivery
Configured destinations receive the final event.
Events are delivered only to configured destinations and routes. This list intentionally excludes the internal global_ga4 delivery path.
