Event ↔ platform matrix
Overview of which event reaches which platform.
| dataLayer event | Phase | GA4 | Meta Pixel + CAPI | Google Ads |
|---|---|---|---|---|
view_item_list | 1 | ✅ view_item_list | — | ✅ dynamic |
select_item | 1 | ✅ select_item | — | — |
view_item | 1 | ✅ view_item | ✅ ViewContent | ✅ dynamic |
add_to_cart | 1 | ✅ add_to_cart | ✅ AddToCart | ✅ remarketing |
view_cart | 1 | ✅ view_cart | — | — |
remove_from_cart | 1 | ✅ remove_from_cart | — | — |
begin_checkout | 1 | ✅ begin_checkout | ✅ InitiateCheckout | ✅ intermediate |
add_shipping_info | 1 | ✅ add_shipping_info | — | — |
add_payment_info | 1 | ✅ add_payment_info | ✅ AddPaymentInfo | — |
purchase ⭐ | 1 | ✅ purchase | ✅ Purchase | ✅ Conversion |
sign_up | 2 | ✅ sign_up | ✅ CompleteRegistration | ✅ Lead conv. |
generate_lead | 2 | ✅ generate_lead | ✅ Lead | ✅ Lead conv. |
search | 2 | ✅ search | ✅ Search | — |
refund | 3 | ✅ refund | (custom) | API refund |
view_promotion | 3 | ✅ view_promotion | — | — |
select_promotion | 3 | ✅ select_promotion | — | — |
page_view (SPA only) | 3 | ✅ page_view | ✅ PageView | ✅ remarketing |
Parameter mapping GA4 → Meta
The agency wires these mappings in GTM (you don't have to):
| GA4 / dataLayer | Meta (Pixel + CAPI) |
|---|---|
ecommerce.currency | currency |
ecommerce.value | value |
ecommerce.transaction_id | order_id |
ecommerce.items[].item_id | content_ids (array) + contents[].id |
ecommerce.items[].quantity | contents[].quantity |
ecommerce.items[].price | contents[].item_price |
user_data.email | em (SHA-256) |
user_data.phone | ph (SHA-256) |
user_data.first_name | fn (SHA-256) |
user_data.last_name | ln (SHA-256) |
user_data.address.city | ct (SHA-256) |
user_data.address.postal_code | zp (SHA-256) |
user_data.address.country | country (SHA-256) |
user_data.external_id | external_id (SHA-256) |
Google Ads conversion actions
| dataLayer event | Recommended GAds action |
|---|---|
purchase | Purchase (dynamic value) |
add_to_cart | (audience only, not a conversion) |
begin_checkout | (optional — intermediate conversion) |
generate_lead | Lead |
sign_up | Sign-up |
Agency-side: create these conversion actions in Google Ads, link to the account, wire to GTM.