What are AnyTrack standard tracking parameters?

The AnyTrack JS Tag, or Server Side API is how you record any actions your users perform on or off your site, along with any related properties.

The AnyTrack JS Tag, or Server Side API, is how you record any actions your users perform on or off your site, along with any related properties.

AnyTrack uses standard naming conventions that align with the industry best practices. This allows you to use a single naming convention and let AnyTrack translate, format, and forward your events and their related properties to your ad pixels and Conversion API integrations.

What are the Standard AnyTrack Events?

The AnyTrack platform triggers standard events via the AnyTrack JS Tag or via the Server-Side API when the event is triggered by a third-party platform (Affiliate Network, eCommerce platform, Zapier, or an external resource).

If you are using server-side API, read through this guide on Webhooks.

Standard events:

Event Name Description Event Source
When a user clicks on an external link
When a user clicks on an Add To Cart Button
When a user views a product page
When a user starts a checkout


When a user fills an online form


When AnyTrack API receives a lead event with a 0 monetary value.

Via API / Webhook / Postback

When AnyTrack API receives a lead event with a >0 Monetary value. Via API / Webhook / Postback
When AnyTrack API receives a Purchase event with a > Monetary Value.

Via API / Webhook / Postback


List of all the supported parameters and attributes:

Parameter name Type Default Value Notes
event_name string - One of the standard name from above
click_id string   The clickid that was passed to the link, form, cart... 
id string - The link id
url string - The event link
label string - The link label
brand string - Brand name
commission number - Revenue
currency string Property Currency 3 letters currency (i.e. "USD" or "EUR")
transactionId string - transaction or order id - used for deduplication
shippingPrice number -  
taxPrice number -  
items EventItem[] [] Array of items, see below
refId string - An external id aliased to the anytrack clickid (read more here)


When triggering an Event, AnyTrack automatically collects standard link and form attributes through the AnyTrack Tracking Tag, as well as additional parameters that are natively collected through the JS Tag (Cookies, IP, User Agent...)

Advance Matching Parameters

The following parameters are also supported for better matching and attribution. Those values are automatically formatted, hashed and sent to Facebook and Google Ads to improve attribution.
Parameter name Type Example Notes
email string jsmith@example.com  
firstName string John  
lastName string Smith  
fullName string John Smith Optional, can be provided instead of first and last names
phone string +1 (650) 555 4444 Including country code and area code
birthdate string May 26, 1991 or 1991-05-26  
city string Menlo Park  
state string CA Two-letter state or province code
zipcode number 94025 Zip or Postal Code
country string US or United States Two-letter country code is recommended


*There is NO need for you to Hash the data as AnyTrack automatically formats and hashes the required data according to the ad pixels and analytics requirements.

E-Commerce Specific Events

If you are integrated with an eCommerce platform, you can add a list of "items" following the parameters below:

Item parameter Type Default Value Notes
id string - The item id/sku (required)
name string - The item name
quantity number 1 amount of items
price number - the item price (required)

Example of a Client Side JS Tag (purchase event)

Here is a complete example of how to use the event parameter when triggering an event:

var click_id = AnyTrack('trigger', 'Purchase', {
value: 29.9, // the total purchase value
shippingPrice: 5.9, // optional shipping price
taxPrice: 2.9, // optional taxes
currency: 'EUR',
transactionId: 'XJW0047',
email: 'jsmith@example.com',
firstName: 'John',
lastName: 'Smith',
items: [{
id: '20291', // the item catalog id (required)
name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',
quantity: 1,
price: 19.9 // the item price (required)
}, {
id: '49292', // the item catalog id (required)
name: '6.35mm Male 3.5mm Female Headphone Stereo Audio Connector',
quantity: 1,
price: 4.1 // the item price (required)