Events
What to send yourself, and what the tag already sends for you.
Send what the browser cannot see for itself. Recognised names map onto the standard events of the ad platforms, which is what lets a conversion reach campaign optimisation. An unlisted name is kept as your own custom event rather than renamed.
Send purchases as purchases, not proxies
Reporting add_to_cart or begin_checkout as a conversion teaches ad
platforms to find people who start checkouts and abandon them, which is
exactly who they will then deliver.
Conversions
Revenue, or the promise of it. These are the events worth optimising toward.
Intent
Steps toward a sale. Optimisable, but not revenue.
Engagement and identification
Sent for you
Do not send these by hand. Adding your own on top double counts every one.
Prop
Type
Properties outside an ad platform vocabulary, such as plan or method, are
stored and reportable in Vibiz. They are simply not forwarded.