Events are named consistently in event_name (PascalCase in tracker helpers). Categories are informational (event_category).
Core events
| event_name | Typical category | Browser extras | Notes |
|---|---|---|---|
| PageView | Engagement | GA page_view, optional Meta | Always send on load if using tracker bootstrap. |
| LeadFormSubmitted | Conversion | gtag goals / Meta Lead | Server may require thank-you style page_url to persist—see ingestion rules. After persistence, Google Ads / Meta only count one submitted-lead conversion per logical lead when identity can be matched—see Lead form deduplication. |
| PhoneClick | Conversion | Google Ads call flow / Meta Contact | Often tied to tel: interceptors. |
| EmailClick | MicroConversion | Meta Contact | Mailto / tracked mail links. |
| TimeOnPage | Engagement | Optional Ads goal bucket | Usually bucketed seconds in event_data. |
| ScrollDepth | Engagement | Optional Ads goal bucket | Depth string or percent in event_data. |
Attribution payload hints
Include in event_data or top-level as implemented by tracker:
email,phone— Used for hashed uploads (Ads offline, enhanced matching).client_id— GA4 client id when available; server falls back to hashed IP+UA if missing.
Platform mapping (conceptual)
- Meta Pixel / CAPI — Standard events (
Lead,Contact,PageView, …) mapped in server/client layers. - Google Ads — Mix of browser
gtaggoals and offline API whengclid,wbraid, orgbraidis present (not Bingmsclkidfor this upload path). See Server forwarding.