> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Event Taxonomy
> Reference for the Upstack Data event model — 25 standard events, how they flow from capture through identity resolution and enrichment to destination forwarding.
Every interaction a customer has with your website generates an event. Upstack Data captures these events server-side, enriches them with identity and product data, and forwards them to your configured destinations.
Upstack tracks 25 standard events. **Shopify stores** see events tracked automatically via the theme app extension. **Custom implementations** (headless, GTM, non-Shopify platforms) can fire the same events using the [JavaScript SDK](/pixel/javascript-sdk).
## How Events Are Captured
The **Upstack Pixel** is a lightweight JavaScript snippet that runs on your website. When a visitor performs an action — viewing a page, adding a product to cart, completing a purchase — the pixel fires an event to the Upstack edge API.
**Shopify stores:** The pixel is injected automatically via the theme app extension. **Custom implementations:** Add the pixel snippet to your site's `` — see [Pixel Setup](/pixel/setup).
From there, events flow through a four-stage pipeline:
1. **Capture** — Upstack Pixel detects the interaction and sends a structured event payload to the Cloudflare edge API.
2. **Resolve** — Upstack ID attaches identity data (email, phone, cookie, device) to the event, linking anonymous sessions to known customers.
3. **Enrich** — Product catalog data, UTM parameters, and click IDs are merged into the event.
4. **Activate** — The enriched event is forwarded to each configured destination (Meta CAPI, TikTok, Klaviyo, GA4, etc.) in the format each platform expects.
## Standard Event Taxonomy
Standard events have well-defined names, properties, and semantics that all destinations understand. Using standard events ensures compatibility across your entire marketing stack.
### Page & Browse Events
| Event Name | When It Fires | Key Properties |
| -------------------- | -------------------------------------------------------- | ------------------------------------- |
| **page\_view** | Every page load | `pageUrl`, `pageTitle`, `referrer` |
| **view\_content** | Product page viewed | `items`, `value`, `currency` |
| **view\_category** | Collection or category page viewed | `items`, `value`, `currency` |
| **view\_item\_list** | Product list displayed (search results, recommendations) | `items`, `listId`, `listName` |
| **view\_cart** | Cart page viewed | `items`, `value`, `currency` |
| **search** | Site search performed | `searchTerm`, `resultsCount`, `items` |
### Cart Events
| Event Name | When It Fires | Key Properties |
| -------------------------------- | ---------------------- | ---------------------------- |
| **add\_to\_cart** | Item added to cart | `items`, `value`, `currency` |
| **product\_removed\_from\_cart** | Item removed from cart | `items`, `value`, `currency` |
| **add\_to\_wishlist** | Item added to wishlist | `items`, `value`, `currency` |
### Checkout Events
| Event Name | When It Fires | Key Properties |
| ---------------------------- | ------------------------ | -------------------------------------------- |
| **initiate\_checkout** | Checkout flow started | `items`, `value`, `currency` |
| **add\_shipping\_info** | Shipping details entered | `items`, `value`, `currency`, `shippingTier` |
| **select\_shipping\_method** | Shipping method selected | `items`, `value`, `currency`, `shippingTier` |
| **add\_payment\_info** | Payment method entered | `items`, `value`, `currency`, `paymentType` |
### Order Events
| Event Name | When It Fires | Key Properties |
| ------------ | -------------------------------- | ---------------------------------------------------------- |
| **purchase** | Order completed | `orderId`, `items`, `value`, `currency`, `tax`, `shipping` |
| **refund** | Order refunded (full or partial) | `orderId`, `items`, `value`, `currency` |
### Conversion Events
| Event Name | When It Fires | Key Properties |
| ----------------------- | ------------------------- | ---------------------------------- |
| **lead** | Lead form submitted | `value`, `currency`, `leadType` |
| **subscribe** | Email or SMS subscription | `value`, `currency` |
| **trial\_started** | Free trial initiated | `value`, `currency`, `trialLength` |
| **contact** | Contact form submitted | `value`, `currency` |
| **book\_call** | Call or demo booked | `value`, `currency` |
| **schedule** | Appointment scheduled | `value`, `currency` |
| **submit\_application** | Application submitted | `value`, `currency` |
### Account Events
| Event Name | When It Fires | Key Properties |
| -------------------------- | ----------------------------------- | ------------------- |
| **complete\_registration** | Account created (post-verification) | `value`, `currency` |
| **sign\_up** | Sign-up form submitted | `value`, `currency` |
| **login** | User logged in | — |
### Quiz Events
| Event Name | When It Fires | Key Properties |
| ---------------------------- | --------------------------------- | -------------------------------------------- |
| **quiz\_completed** | Quiz or assessment finished | `quiz_id`, `result_id`, `questions_answered` |
| **quiz\_question\_answered** | Individual quiz question answered | `quiz_id`, `question_id`, `answer_id` |
Quiz events are **custom events** — fire them manually using the JavaScript SDK. See [quiz\_completed](/pixel/events/quiz-completed) and [quiz\_question\_answered](/pixel/events/quiz-question-answered) for implementation details.
All standard events include automatic context fields — `pageUrl`, `userAgent`, `ipAddress`, `eventTime`, and identity signals — regardless of the event type. See [Properties](/pixel/properties) for the full reference.
## How Destinations Receive Events
Each destination maps standard events to its own naming convention. For example, an Upstack `purchase` event becomes:
* A Meta CAPI `Purchase` event with hashed `em`, `ph`, and `fbclid` match keys
* A TikTok Events API `CompletePayment` event with `ttclid` attached
* A Klaviyo `Placed Order` event with full product details
* A GA4 `purchase` event with `transaction_id` and line items
You configure which events each destination receives in the Upstack dashboard. Upstack handles the schema transformation automatically.
## What's Next
Full specification for every standard event — required properties, optional fields, and example payloads.
Events for subscription businesses — trials, billing, expansion, and engagement.
Define your own events to capture interactions beyond the standard taxonomy.
Complete reference for all user data, custom data, and context fields attached to events.
How Upstack ID enriches events with resolved identity data.