What Gets Tracked

Your storefront reports 28 distinct events covering the full shopping funnel, lead generation, engagement, and site health. This is the reference for what each one means and when it fires — useful when you’re building a report or a Google Ads conversion action and need the exact name.

The shopping funnel

These follow Google’s standard ecommerce specification, so GA4’s built-in funnel and monetization reports work without configuration.

Event	Fires when
view_item_list	A product grid, carousel, or category listing is shown
view_item	A product page is opened
select_item	A product is clicked from a list
add_to_cart	An item is added to the cart
remove_from_cart	An item is removed
view_cart	The cart is opened
begin_checkout	Checkout starts
add_shipping_info	A shipping method is chosen
add_payment_info	Payment details are entered
purchase	An order is completed

purchase carries the order number, total revenue, tax, shipping, currency, and every line item with its price and quantity.

💡 Tip: purchase is the event Google Ads and Meta optimize against. If you only verify one thing, verify this one — see Verify Your Tracking Works.

Leads and contact

For stores that close business by phone or quote as well as online.

Event	Fires when
generate_lead	A lead form is submitted
form_submit	Any form is submitted
form_start	Someone begins filling a form
phone_click	A phone number is tapped or clicked
email_click	An email address is clicked
sign_up	An account is created
login	A customer signs in

ℹ️ Note: generate_lead and phone_click are marked as conversions in Analytics during provisioning, so they appear in your key-events reporting straight away.

Browsing and engagement

Event	Fires when
page_view	Any page is viewed, including navigation within the site
search	A site search is run
view_search_results	Search results are displayed
scroll	A scroll-depth threshold is passed
outbound_click	A link to another site is clicked
file_download	A document (manual, spec sheet) is downloaded
video_play	A video is started

ℹ️ Note: Storefront pages load instantly when you click between them, without a full browser refresh. That’s good for speed but means pageviews need to be reported deliberately — which we do. Without it, analytics would only ever count the first page of each visit.

Inventory signals

Proprietary to ILLUMA — these have no equivalent in a standard setup, and let you measure merchandising directly.

Event	Fires when
inventory_new_arrival_view	A shopper views a newly added product
inventory_price_drop_view	A shopper views a product whose price recently dropped
inventory_low_stock_view	A shopper views a low-stock product

Site health

Event	Fires when
web_vital	A page-speed metric is measured (LCP, CLS, INP, FCP, TTFB)
js_error	A JavaScript error occurs

💡 Tip: web_vital reports the exact metrics Google uses for search ranking, measured on real visitors rather than a lab test. js_error often surfaces a broken page before any customer reports it.

The product detail carried with every event

This is where the setup goes well beyond a typical store. Every product in every event carries:

Identity — product ID, SKU, name, brand, manufacturer part number, universal part number, variant.

Commercial — price, quantity, currency, price band (0-50, 100-250, 5000+…), on-sale flag.

Operational — dropship flag, lifecycle status, superseded flag, freight-required flag, shipping class, weight, days on shelf, whether the item has video or downloadable documents.

Context — which list or carousel it appeared in, and its position in that list.

So you can answer questions most stores can’t: do dropshipped items convert worse than stocked ones? Does the $500–$1000 band carry my margin? Do products with a spec sheet attached sell better?

⚠️ Warning: Analytics receives all of this, but will not show it in reports until you register each field as a custom dimension. This is a one-time setup and it’s the difference between collecting the data and being able to use it. See Unlock Your Data in GA4.

Attached to every event

Alongside the product detail, each event carries the store slug and name, page type, whether the visitor is logged in, session ID and lifetime session count, first-touch and last-touch source/medium/campaign, and any advertising click IDs from the visitor’s journey. See Traffic Sources & Attribution.

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