What data is sent with an event

When Conversion Bridge tracks a conversion, it sends more than just the event name. Each event carries extra details about what happened, like which form was submitted or which products were bought. Platforms that accept extra parameters store this alongside the event, so you can break your reports down by form, product, or order.

This page covers the data that comes with most events. Your platform's own doc covers anything specific to that platform.

What every event includes

No matter which integration fires it, every conversion event carries these:

• Event type is the generic bucket the event falls into, like form_submit, purchase, or register. Platforms use this to pick their own matching event name.
• Event name identifies the integration that fired it, like gravityforms_submission or woocommerce_purchase.
• Label is the human readable description, usually the form or product name. It is also sent as a label parameter.
• Value and currency, when the event has a monetary amount attached.

Form submissions

Most form integrations send these:

• id is the form's ID in your form plugin
• title is the form's name
• label is the label shown in your Conversion Bridge reports
• transaction_id is a unique ID for that single submission, like gravityforms-104, so platforms do not count the same submission twice
• Any custom fields you mapped yourself

In Google Analytics 4 the form ID and name are also sent as form_id and form_name, which are Google's own parameter names for form data. Use those when you build custom dimensions. See how to make key events for the steps.

To send more of your own fields with a submission, see how to send custom form data with conversion events.

Purchases and other ecommerce events

Purchase events carry order details:

• transaction_id is the order ID, prefixed with the plugin name, like woocommerce-1042
• currency is the order's currency
• items is a list of what was bought
• coupon, shipping, tax, and payment_type are included when the order has them

Each row in items includes the product ID (the SKU when there is one), SKU, name, quantity, and price. Categories and brand are added when the product has them, and variations add the variation ID, SKU, and name.

The same items data is used by the other ecommerce events, like viewing a product, adding to cart, and starting checkout, so every stage of the funnelRepresents the step-by-step process users take before completing a conversion, such as making a purchase or signing up. reports matching product IDs.

Customer data is handled separately

Some integrations also collect customer details like email address, name, and phone number. These are kept apart from the parameters above and follow different rules.

Customer details are never sent to analytics platforms. They go only to ad platforms that use them for matching, which is what powers enhanced conversions. They are hashed before they are sent.

If you are adding your own fields, any field name that starts with an underscore is treated as customer data and follows these same rules.

Changing the event name does not change the data

Some platforms let you change which event name Conversion Bridge uses. For example, GA4 form submissions can be sent as generate_lead or form_submit.

That setting only changes the name of the event. The form ID, name, label, and everything else listed above are sent either way. If you leave the default alone, you still get the full set of data.

Not every platform accepts extra parameters

What arrives on the other end depends on the platform, not on Conversion Bridge:

• Most analytics platforms and the larger ad platforms accept extra parameters, so the form ID, name, and your custom fields come through.
• Some ad platforms only accept a value, a currency, and an order ID. Everything else is dropped on their side.
• A few privacy focused platforms record the event name and nothing else.

Check the doc for your platform to see which group it falls into.

How to see exactly what was sent

The surest way to know what a platform received is to look at it. Go to Settings → Conversion Bridge → Options and turn on browser console logging, then trigger the conversion. The console shows which platforms Conversion Bridge sent data to and exactly what data went with it.

Server logging, on the same tab, writes to a file you can check at any time without performing the conversion yourself. It records Conversion Bridge's own event and any server-side Conversion API events, but not the platform specific parameters.

For more on this, see how to confirm conversions are tracking and how to debug events.