Events Atlas sends

Referly Atlas records what visitors do on your site and sends the events you choose to each of your pixels. Most events need nothing from you: the tracker, the Shopify app or the WooCommerce plugin sends them on its own. A few, such as a trial or a subscription, come from your billing tool or from your own code. This page lists every event Atlas knows, where each one comes from, what each platform calls it, and how to decide which events a pixel receives. For leads, sign ups, trials and subscriptions in depth, see Conversions.

​

The events

Atlas uses one set of names everywhere in the app. Twelve events exist; eleven can be sent to a platform. Identify is internal and never leaves Atlas. A few things worth knowing about the sources:

• The tracker is the Referly script on your site, whether you pasted it, turned on the Shopify app embed or installed the WordPress plugin. It also records the visit itself (landing page, UTMs, click ids), which is how an order later gets matched to an ad. See How Atlas works.
• The Shopify app sends the browser events through its web pixel and the orders through webhooks. Sign ups and newsletter leads need the app’s access to customer data, covered in Shopify setup.
• Your site’s code sends events through the tracker’s JavaScript API. If you send purchases this way, identify the visitor first, otherwise the purchase carries no email. The Tracker JS API guide has the details.
• Billing integrations, the REST API, Zapier and Make send events from your backend, so they arrive even when the customer’s browser never saw your site. See Connect your data and the Events API.

Browser events (Page view, View content, Add to cart, Initiate checkout, Add payment info and Search) are only forwarded when at least one pixel wants them. Orders and conversions are always evaluated for every pixel. Before an event reaches a pixel it passes consent, your event filters, an identity check and a 48-hour dedupe, in that order.

​

Default events by business type

When you add a pixel, Atlas turns on the events that fit the business type you chose during onboarding. The defaults are trimmed to what the platform accepts, and you can change them at any time. A business with no type set gets the ecommerce funnel.

​

What each platform calls them

Atlas translates its event names into each platform’s standard event, so the events land where the platform expects them and your campaigns can optimize for them. The table shows the main funnel events. A blank cell means the platform has no matching event, so Atlas does not send it there. The four remaining events are narrower:

• Add payment info goes to Meta Ads and TikTok Ads as AddPaymentInfo and to Snapchat Ads as ADD_BILLING. No other platform receives it.
• Search goes to Meta Ads, TikTok Ads and Reddit Ads as Search, to Snapchat Ads as SEARCH, to Pinterest Ads as search and to Klaviyo as Searched Site.
• Start trial goes to Meta Ads, TikTok Ads, X Ads and Reddit Ads as StartTrial, to Snapchat Ads as START_TRIAL, to Google Ads, Microsoft Ads and Taboola as start_trial, and to Klaviyo as Started Trial. Pinterest Ads has no trial event.
• Subscribe goes to Meta Ads, TikTok Ads, X Ads and Reddit Ads as Subscribe, to Snapchat Ads as SUBSCRIBE, to Google Ads, Microsoft Ads and Taboola as subscribe, and to Klaviyo as Started Subscription. Pinterest Ads has no subscription event.

Reddit has no standard trial or subscription event, so Atlas sends those two as custom events with the names above. Taboola matches events to conversions by name, so create a conversion in Taboola with the same name as the event. On Meta you can replace any standard name with your own custom event name when you edit the pixel; see the Meta Ads pixel guide.

​

Choose events per pixel

Each pixel has its own list of events. You set it in the Add your tracking pixel dialog when you add the pixel, and change it later with Edit on the pixel’s row on the Pixels and destinations page. The Events sent section shows one chip per event the platform accepts, grouped into the site and checkout events and the conversions. Only the chips that are on are sent. The section’s help text sums up the rule: “Atlas only sends the events you turn on. A new pixel starts with the funnel of your business type (…). Leave off events your browser pixel already sends (to avoid double counting) and events your campaigns don’t optimize for.” The part in brackets lists the events your business type starts with. A SaaS business starts with a different set: Page view, Lead, Sign up, Start trial and Subscribe. Two platforms work differently. Google Ads and X Ads have no chips. Instead, the dialog shows one row per event under Conversion labels (Google Ads, with Add conversion) or Event IDs (X Ads, with Add event). The rows are the event selection: Atlas sends an event only when it has a label or ID for it, and you need at least one. See the Google Ads and X Ads guides. To stop every pixel of a platform at once, use the switch on the platform’s row on the Pixels and destinations page. To stop a single pixel, open Edit and turn off its Status switch.

​

Events that need an identity

A platform can only use an event it can tie to a person or a browser. Before queueing an event, Atlas checks that it carries at least one identifier the platform can match. When it carries none, the event is not sent and shows as Skipped in Live activity with the reason “No identifiers the platform can match”. What counts as an identity depends on the platform:

• Meta Ads and TikTok Ads accept an email, a phone number, an external id, their own click and browser ids, or the visitor’s IP address together with the user agent. Browser events from the tracker normally carry the last two, so page views and carts go through.
• Klaviyo attaches every event to a profile, so it needs an email or a phone number. Anonymous page views and carts are skipped.
• Taboola attributes through its click id only. Only visitors who arrived from a Taboola ad can be sent.

Purchases from the Shopify app, the WooCommerce plugin and the billing integrations carry the customer’s email, so they match. Purchases sent from your own code only carry an email when you identified the visitor first, which is why the Tracker JS API guide asks you to do that. Consent is checked before identity. A visitor who declined marketing consent, or who never answered your banner in a region that requires consent, is also recorded as Skipped, with a different reason. See Consent and privacy and the delivery statuses.

​

Related