Analytics events

The events your store sends to Google Analytics, Tag Manager, Meta, TikTok and Snap, and when they are sent.

Where to find itShopOnline StorePreferencesAnalytics

Once you save a tracking id, your store sends shopping events to that tool. You do not add code to the site.

When events are sent

Only for the tools whose id you saved in the right format.
Only after the visitor's cookie choice allows it. Google Analytics counts as analytics; Meta, TikTok and Snap count as marketing. See Legal pages and cookie consent.
A Tag Manager container needs both analytics and marketing consent, unless you declared that it holds analytics tags only.
Tag Manager is never loaded on checkout pages.
Meta, TikTok, Snap and Tag Manager are not loaded on pages whose address contains a private link, such as an order page.

Events by customer action

Customer action	Google Analytics 4	Meta	TikTok	Snap
Opens a page	`page_view`	`PageView`	`page`	`PAGE_VIEW`
Sees a list of products	`view_item_list`
Opens a product from a list	`select_item`
Views a product	`view_item`	`ViewContent`	`ViewContent`	`VIEW_CONTENT`
Searches	`search`, `view_search_results`	`Search`	`Search`	`SEARCH`
Adds to the cart	`add_to_cart`	`AddToCart`	`AddToCart`	`ADD_CART`
Removes from the cart	`remove_from_cart`
Opens the cart	`view_cart`
Starts checkout	`begin_checkout`	`InitiateCheckout`	`InitiateCheckout`	`START_CHECKOUT`
Chooses delivery	`add_shipping_info`
Chooses a payment method	`add_payment_info`	`AddPaymentInfo`	`AddPaymentInfo`	`ADD_BILLING`
Completes an order	`purchase`	`Purchase`	`CompletePayment`	`PURCHASE`
Saves to the wishlist	`add_to_wishlist`	`AddToWishlist`	`AddToWishlist`	`ADD_TO_WISHLIST`
Creates an account	`sign_up`	`CompleteRegistration`	`CompleteRegistration`	`SIGN_UP`
Logs in	`login`
Sees or opens an offer	`view_promotion`, `select_promotion`
Taps "Order on WhatsApp"	`generate_lead`	`Contact`	`Contact`
Asks for a back-in-stock alert	`generate_lead`	`Lead`	`SubmitForm`	`SUBSCRIBE`
Shares a product	`share`

A Tag Manager container receives the same events under the Google Analytics names, in its data layer.

The purchase event

The purchase is sent from the order confirmation page, once per order.

Product identifiers in events match those in your catalogue feeds, so ads tools can connect an event to a product. See What is sent to a channel.

Purchases sent from the server

When you also save a tool's server token, purchases are sent to it from the platform's servers as well as from the browser. Both carry the same event id, so the tool counts the order once.

Server purchases still respect the customer's cookie choice.
With Google Analytics set up for server purchases, the browser does not send its own purchase to Google Analytics. A Tag Manager container still receives it, marked so that a Google Analytics tag inside the container can skip it.
For Meta, TikTok and Snap, browsing events can also be sent from the server.
Tokens never reach the customer's browser.

To change this

Ids and consent: Preferences: analytics, pixels and cookie consent.
Server tokens and their status: Preferences: server-side purchase events.
The same Google tag and Meta pixel ids also appear on Web Application Settings.

When events are sent

Only for the tools whose id you saved in the right format.

Only after the visitor's cookie choice allows it. Google Analytics counts as analytics; Meta, TikTok and Snap count as marketing. See Legal pages and cookie consent.

A Tag Manager container needs both analytics and marketing consent, unless you declared that it holds analytics tags only.

Tag Manager is never loaded on checkout pages.

Meta, TikTok, Snap and Tag Manager are not loaded on pages whose address contains a private link, such as an order page.

Events by customer action

Customer action

Google Analytics 4