Standard events are predefined event types that Upstack recognizes across all destinations. Use these events to track customer behavior and attribute conversions.
This guide applies to all Upstack implementations — Shopify, headless, GTM, or custom websites. The JavaScript snippets below work everywhere the Upstack pixel is installed.
Shopify stores: Most events are tracked automatically by the Upstack Pixel. See Automatic Shopify Tracking to understand what’s already tracked. Use these snippets for custom implementations, headless checkouts, or events not covered by automatic tracking.page_view Fires when a visitor loads a page.
JavaScript With custom properties:
window . _upstack ( 'page' , { pageCategory: 'product' , collectionHandle: 'summer-2026' });
Properties Property Type Required Description pageCategory string No Page type (e.g., 'product', 'collection', 'blog') collectionHandle string No Collection identifier for collection pages
Auto-Captured The SDK automatically captures page_url, page_title, page_referrer, and page_path.
When to Fire
On initial page load
On SPA route changes
After dynamic content loads (infinite scroll)
view_content Fires when a visitor views a product or content page.
Shopify: Automatically tracked when viewing product detail pages.
JavaScript window . _upstack ( 'track' , 'view_content' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , brand: 'Example Brand' , category: 'Apparel/T-Shirts' } ], value: 34.99 , currency: 'USD' });
Minimal example:
window . _upstack ( 'track' , 'view_content' , { items: [{ id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 }], value: 34.99 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products viewed (see Item Object ) value number Yes Product price currency string Yes ISO 4217 currency code (e.g., 'USD')
When to Fire
Product detail page load
Quick view modal open
Collection page load (with collection products)
view_category Fires when a visitor views a collection or category page.
Shopify: Automatically tracked when viewing collection pages.
JavaScript window . _upstack ( 'track' , 'view_category' , { items: [ { id: 'SKU_001' , name: 'Classic Cotton Tee' , price: 34.99 }, { id: 'SKU_002' , name: 'Vintage Logo Hoodie' , price: 59.99 }, { id: 'SKU_003' , name: 'Slim Fit Jeans' , price: 79.99 } ], itemListId: 'summer_collection' , itemListName: 'Summer 2026 Collection' });
Minimal example:
window . _upstack ( 'track' , 'view_category' , { itemListId: 'mens_shirts' , itemListName: 'Men \' s Shirts' });
Properties Property Type Required Description itemListId string No Collection/category identifier itemListName string No Collection/category display name items array No Products shown in the category (see Item Object )
When to Fire
Collection page load
Category filter applied
Browse by category navigation
view_item_list Fires when a visitor views a list of products (similar to view_category but more general).
JavaScript window . _upstack ( 'track' , 'view_item_list' , { items: [ { id: 'SKU_001' , name: 'Classic Cotton Tee' , price: 34.99 , index: 0 }, { id: 'SKU_002' , name: 'Vintage Logo Hoodie' , price: 59.99 , index: 1 } ], itemListId: 'recommended_products' , itemListName: 'Recommended For You' });
Properties Property Type Required Description itemListId string No List identifier itemListName string No List display name items array No Products in the list (include index for position tracking)
When to Fire
Product recommendation carousel load
“Related Products” section view
“Recently Viewed” section view
Search results page load
add_to_cart Fires when a visitor adds an item to their cart.
JavaScript window . _upstack ( 'track' , 'add_to_cart' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 , variant: 'Blue / Medium' , brand: 'Example Brand' , category: 'Apparel/T-Shirts' } ], value: 69.98 , currency: 'USD' });
Minimal example:
window . _upstack ( 'track' , 'add_to_cart' , { items: [{ id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 1 }], value: 34.99 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products added (see Item Object ) value number Yes Total value of items added currency string Yes ISO 4217 currency code
When to Fire
Add-to-cart button click
Quantity increase in cart
“Buy Now” button click (before checkout)
product_removed_from_cart Fires when a visitor removes an item from their cart.
JavaScript window . _upstack ( 'track' , 'product_removed_from_cart' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 1 } ], value: 34.99 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products removed (see Item Object ) value number No Value of removed items currency string No ISO 4217 currency code
When to Fire
Remove button click
Quantity decrease to zero
Clear cart action
view_cart Fires when a visitor views their shopping cart.
JavaScript window . _upstack ( 'track' , 'view_cart' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 }, { id: 'SKU_67890' , name: 'Running Socks' , price: 14.99 , quantity: 1 } ], value: 84.97 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products in cart (see Item Object ) value number No Total cart value currency string No ISO 4217 currency code
When to Fire
Cart page load
Cart drawer/sidebar open
Mini-cart expansion
initiate_checkout Fires when a visitor starts the checkout process.
JavaScript window . _upstack ( 'track' , 'initiate_checkout' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 }, { id: 'SKU_67890' , name: 'Running Socks' , price: 14.99 , quantity: 1 } ], value: 84.97 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products in checkout value number Yes Cart subtotal currency string Yes ISO 4217 currency code
When to Fire
Checkout button click
Checkout page load
Express checkout initiation (Shop Pay, Apple Pay)
add_shipping_info Fires when a customer enters shipping details during checkout.
JavaScript window . _upstack ( 'track' , 'add_shipping_info' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 } ], value: 84.97 , currency: 'USD' , shippingTier: 'standard' });
Properties Property Type Required Description items array No Products in checkout value number No Cart value at shipping step currency string No ISO 4217 currency code shippingTier string No Shipping method (e.g., 'standard', 'express', 'overnight')
When to Fire
Shipping form completion
Shipping method selection
Proceeding past shipping step
select_shipping_method Fires when a customer selects a shipping method during checkout.
JavaScript window . _upstack ( 'track' , 'select_shipping_method' , { shippingTier: 'express' , shippingPrice: 12.99 , currency: 'USD' , value: 97.98 });
With items:
window . _upstack ( 'track' , 'select_shipping_method' , { shippingTier: 'overnight' , shippingPrice: 24.99 , currency: 'USD' , value: 109.98 , items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 } ] });
Properties Property Type Required Description shippingTier string Yes Shipping method selected (e.g., 'standard', 'express', 'overnight') shippingPrice number No Shipping cost value number No Cart value at shipping selection currency string No ISO 4217 currency code items array No Products in checkout
When to Fire
Shipping method radio button selection
Shipping tier dropdown change
Before proceeding to payment
add_payment_info Fires when a customer enters payment details during checkout.
JavaScript window . _upstack ( 'track' , 'add_payment_info' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , quantity: 2 } ], value: 84.97 , currency: 'USD' , paymentType: 'credit_card' });
Properties Property Type Required Description items array No Products in checkout value number No Cart value at payment step currency string No ISO 4217 currency code paymentType string No Payment method (e.g., 'credit_card', 'paypal', 'shop_pay')
When to Fire
Payment form completion
Payment method selection
Before final order submission
purchase Fires when an order is completed.
JavaScript window . _upstack ( 'track' , 'purchase' , { orderId: 'ORD_12345' , value: 149.99 , currency: 'USD' , tax: 12.50 , shipping: 5.99 , items: [ { id: 'SKU_001' , name: 'Blue Running Shoes' , price: 89.99 , quantity: 1 , brand: 'Nike' , category: 'Shoes/Running' }, { id: 'SKU_002' , name: 'Running Socks' , price: 14.99 , quantity: 2 , brand: 'Nike' , category: 'Accessories/Socks' } ], email: 'customer@example.com' }, 'ORD_12345' );
The third parameter ('ORD_12345') is a deduplication ID. It prevents duplicate purchase events from being sent to destinations if the event fires multiple times.
Minimal example:
window . _upstack ( 'track' , 'purchase' , { orderId: 'ORD_12345' , value: 149.99 , currency: 'USD' , items: [{ id: 'SKU_001' , name: 'Blue Running Shoes' , price: 89.99 , quantity: 1 }] }, 'ORD_12345' );
Properties Property Type Required Description orderId string Yes Unique order identifier value number Yes Total order value currency string Yes ISO 4217 currency code items array Yes Products purchased (see Item Object ) tax number No Tax amount shipping number No Shipping cost email string No Customer email (improves identity matching)
Important: The value property should match what you want reported to ad platforms. Discrepancies between Shopify order totals and reported CAPI revenue are the most common attribution debugging issue.
When to Fire
Order confirmation page load
After successful payment confirmation
Shopify orders/create webhook (server-side)
search Fires when a visitor performs a search.
JavaScript window . _upstack ( 'track' , 'search' , { searchTerm: 'blue running shoes' , resultsCount: 24 });
With search results:
window . _upstack ( 'track' , 'search' , { searchTerm: 'blue running shoes' , resultsCount: 24 , items: [ { id: 'SKU_001' , name: 'Blue Running Shoes' , price: 89.99 }, { id: 'SKU_002' , name: 'Navy Training Shoes' , price: 79.99 } ] });
Properties Property Type Required Description searchTerm string Yes The search query entered resultsCount number No Number of results returned items array No Top products in search results
When to Fire
Search results page load
Predictive search dropdown display
“No results” page (with resultsCount: 0)
lead Fires when a visitor submits a lead form.
JavaScript window . _upstack ( 'track' , 'lead' , { source: 'contact_form' , email: 'prospect@example.com' , value: 150.00 , currency: 'USD' });
Newsletter signup:
window . _upstack ( 'track' , 'lead' , { source: 'newsletter_popup' , email: 'subscriber@example.com' });
Properties Property Type Required Description source string No Form or campaign identifier email string No Lead’s email address value number No Estimated lead value currency string No ISO 4217 currency code
When to Fire
Contact form submission
Newsletter signup
Quote request submission
Product inquiry
complete_registration Fires when a customer creates an account.
JavaScript window . _upstack ( 'track' , 'complete_registration' , { method: 'email' , source: 'checkout_page' });
Properties Property Type Required Description method string No Registration method (e.g., 'email', 'google', 'facebook') source string No Where registration occurred
When to Fire
Account registration form submission
OAuth signup completion (Google, Facebook)
Post-purchase account creation
subscribe Fires when a visitor subscribes to email or SMS marketing.
JavaScript window . _upstack ( 'track' , 'subscribe' , { channel: 'email' , source: 'footer_form' , value: 5.00 , currency: 'USD' });
SMS subscription:
window . _upstack ( 'track' , 'subscribe' , { channel: 'sms' , source: 'popup' , phone: '+15551234567' });
Properties Property Type Required Description channel string No Subscription channel ('email', 'sms', 'push') source string No Subscription source (e.g., 'popup', 'footer', 'checkout') value number No Estimated subscriber value currency string No ISO 4217 currency code
When to Fire
Newsletter signup
SMS opt-in
Push notification subscription
add_to_wishlist Fires when a visitor adds a product to their wishlist.
JavaScript window . _upstack ( 'track' , 'add_to_wishlist' , { items: [ { id: 'SKU_12345' , name: 'Classic Cotton Tee' , price: 34.99 , brand: 'Example Brand' } ], value: 34.99 , currency: 'USD' });
Properties Property Type Required Description items array Yes Products added to wishlist value number No Product price currency string No ISO 4217 currency code
When to Fire
Wishlist/favorite button click
Save for later action
Heart icon click on product
refund Fires when an order is refunded.
JavaScript Full refund:
window . _upstack ( 'track' , 'refund' , { orderId: 'ORD_12345' , value: 149.99 , currency: 'USD' });
Partial refund:
window . _upstack ( 'track' , 'refund' , { orderId: 'ORD_12345' , value: 89.99 , currency: 'USD' , items: [ { id: 'SKU_001' , name: 'Blue Running Shoes' , price: 89.99 , quantity: 1 } ] });
Properties Property Type Required Description orderId string Yes Original order identifier value number Yes Refund amount currency string No ISO 4217 currency code items array No Products refunded (for partial refunds)
When to Fire
Refund processed via Shopify admin
refunds/create webhook (server-side)Customer service refund action
login Fires when a user logs into their account.
JavaScript window . _upstack ( 'track' , 'login' , { method: 'email' });
Properties Property Type Required Description method string No Login method ('email', 'google', 'facebook', 'shop_pay')
When to Fire
Successful login form submission
OAuth login completion
Automatic re-authentication
sign_up Fires when a user creates a new account.
JavaScript window . _upstack ( 'track' , 'sign_up' , { method: 'email' });
Properties Property Type Required Description method string No Signup method ('email', 'google', 'facebook')
sign_up vs complete_registration: Use sign_up for initial account creation. Use complete_registration for multi-step registration flows or when capturing additional profile data.
When to Fire
Account creation form submission
OAuth signup completion
Fires when a user submits a contact form.
JavaScript window . _upstack ( 'track' , 'contact' , { formName: 'product_inquiry' , email: 'customer@example.com' });
Properties Property Type Required Description formName string No Form or inquiry type email string No Contact’s email
When to Fire
Contact us form submission
Support request submission
Product inquiry
book_call Fires when a user books a call or consultation.
JavaScript window . _upstack ( 'track' , 'book_call' , { callType: 'sales_consultation' , value: 200.00 , currency: 'USD' });
Properties Property Type Required Description callType string No Type of call (e.g., 'sales_consultation', 'support') value number No Estimated value of the booking currency string No ISO 4217 currency code
When to Fire
Calendly booking confirmation
Meeting scheduler submission
Demo request completion
schedule Fires when a user schedules an appointment.
JavaScript window . _upstack ( 'track' , 'schedule' , { appointmentType: 'fitting' , value: 75.00 , currency: 'USD' });
Properties Property Type Required Description appointmentType string No Type of appointment value number No Service value currency string No ISO 4217 currency code
When to Fire
Appointment booking confirmation
Service scheduling completion
submit_application Fires when a user submits an application.
JavaScript window . _upstack ( 'track' , 'submit_application' , { applicationType: 'wholesale_partner' , value: 5000.00 , currency: 'USD' });
Properties Property Type Required Description applicationType string No Application type value number No Estimated application value currency string No ISO 4217 currency code
When to Fire
Wholesale application submission
Affiliate program application
Partnership request
trial_started Fires when a visitor begins a free trial.
JavaScript window . _upstack ( 'track' , 'trial_started' , { planName: 'Premium Plan' , trialDays: 14 , value: 49.99 , currency: 'USD' });
Properties Property Type Required Description planName string No Trial plan or product name trialDays number No Trial duration in days value number No Plan value after trial currency string No ISO 4217 currency code
When to Fire
Trial signup confirmation
Trial activation
Item Object The items array in e-commerce events uses this structure:
{ id : 'SKU_12345' , // Required: Product or variant ID name : 'Classic Cotton Tee' , // Required: Product name price : 34.99 , // Required: Unit price quantity : 1 , // Required for cart/purchase events brand : 'Example Brand' , // Optional: Brand name category : 'Apparel/Tees' , // Optional: Product category (use / for hierarchy) variant : 'Blue / Medium' , // Optional: Variant info position : 1 // Optional: Position in list (for impressions) }
Property Type Required Description id string Yes Product or variant SKU/ID name string Yes Product display name price number Yes Unit price (not total) quantity number Varies Required for add_to_cart, purchase; optional for view events brand string No Brand or manufacturer category string No Category path (e.g., 'Shoes/Running') variant string No Size, color, or other variant position number No Position in list for impression tracking
Event Tracking Matrix This matrix shows which events are tracked automatically by the Upstack Pixel on Shopify stores versus which require manual implementation.
Event Shopify Auto Headless/Manual page_view✅ Required view_content✅ Required view_category✅ Required view_item_list— Required add_to_cart✅ Required product_removed_from_cart✅ Required view_cart✅ Required initiate_checkout✅ Required add_shipping_info✅ Required select_shipping_method— Required add_payment_info✅ Required purchase✅ Required search✅ Required leadVia form hooks Required subscribeVia popup/form hooks Required complete_registration— Required login— Required sign_up— Required refundVia webhook —
Legend:
✅ = Automatically tracked by Upstack Pixel
Via form hooks = Tracked when using compatible form/popup apps
Via webhook = Tracked server-side through Shopify webhooks
Required = You must implement manually
— = Not applicable or rarely needed
Events Not Covered Here Event Type Documentation identifySee JavaScript SDK Reference nc_purchase / rc_purchaseUpstack-generated new vs. returning customer purchase events. See Custom Events Shopify automatic events See Shopify Automatic Tracking SaaS events See SaaS Events Reference Custom events See Custom Events
Shopify Automatic Tracking Events that fire automatically on Shopify stores — check what’s already tracked.
JavaScript SDK Full SDK API reference including identify() and direct client methods.
Properties & Context Complete reference for item arrays, customer data, and auto-captured fields.
Custom Events Create events beyond the standard taxonomy, including Upstack-generated events like nc_purchase.
