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Bookmark this page. Understanding how attribution metrics are derived and how event properties are translated from one platform to another can be difficult. Our team is committed to taking the guesswork out of managing attribution. The definitions below are shared to provide transparency and clarity in setting up and maintaining your attribution model.

Naming Conventions

One of the challenges in attribution tracking is that every platform, from BigCommerce to Google Analytics to Facebook Ads to Segment, uses different naming conventions to describe a shopper’s behavioral events, and the properties of those events.

It’s Fueled’s job handle all of these translations on behalf of our merchants. However, if you are looking to customize any of your Fueled events, it’s helpful to understand and adopt our naming conventions to keep your data clean and consistent.

Event Naming Convention

Fueled’s internal event naming convention follows the “Object-Action Framework.” What that means is that event names begin with the object upon which an action occurs, followed by a past-tense verb describing the action.

For example: when a user visits a product description page, we refer to this event as a Product Viewed event, not a Viewed Product or viewed_product event. The majority of CDPs and attribution platforms follow this Object-Action Framework. (Google Analytics, however, does the opposite.)

Moreover, Fueled events are Title Cased, and use spaces between the Object and the Action. Google Analytics, on the other hand, uses snake_case naming.

Note: If you are exclusively leveraging Fueled’s GA4 Connector App for BigCommerce, you don’t need to worry about Fueled’s naming convention, as events will show up in Google Analytics correctly, using Google’s event schema.

Event Mapping between Fueled and Google Analytics

Fueled	Google Analytics	Automatically Tracked with Fueled’s GA4 App?	Notes
Product Added	add_to_cart	✅	If your storefront theme is based upon one of BigCommerce’s Stencil themes, and you haven’t customized the HTML markup of your “Add to Cart” buttons, these events should automatically fire with our client-side tracking script.
Product Added to Wishlist	add_to_wishlist	❌	This event can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library.
Checkout Started	begin_checkout	✅	Fueled tracks this event as a client-side event by default.
Account Logged In	login	✅	If your storefront theme is based upon one of BigCommerce’s Stencil themes, and you haven’t customized the HTML markup of your account screens, these events should automatically fire with our client-side tracking script.
Promotion Clicked	select_promotion	❌	This event can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library.
Order Completed	purchase	✅	Fueled tracks this event as a server-side event by default.
Order Refunded	refund	❌	This event can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library. It is not tracked out of the box.
Page Viewed	pageview	✅	`pageview` events sent directly from Google Analytics 4’s client-side library from the website to GA4. This is required to trigger Google Signals and assign the client-side events a Google Customer ID.
Product Removed	remove_from_cart	✅	This event fires when a shopper removes a product from the full-page shopping cart page (/cart). There may be other places in a merchant’s storefront where products can be removed from the cart. Such events can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library.
Products Searched	search	✅	Fueled tracks these events client-side.
Product Clicked	select_item	❌	This event can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library.
Product Shared	share	❌	This event can be custom coded into a merchant’s bigCommerce Stencil theme, leveraging Fueled’s javascript library.
Account Created	sign_up	✅	Fueled tracks this event as a server-side event by default.
Cart Viewed	view_cart	✅	Fueled tracks these events client-side.
Product Viewed	view_item	✅	Fueled tracks these events client-side.
Product List Viewed	view_item_list	✅	Fueled tracks these events client-side, if your storefront is using standard “Collections” pages.
Promotion Viewed	view_promotion	❌	This event can be custom coded into a merchant’s BigCommerce theme, leveraging Fueled’s javascript library.

Property Naming Convention

Fueled uses camelCasing when labeling event properties. Google Analytics typically uses snake_casing.

Fueled’s Data Layer Objects

When Fueled’s GA4 Connector App is installed, we provide an option for enabling a theme extension that installs a data layer and, optionally, injects client-side event tracking. You can leverage this data layer for your own purposes. Doing so is actually a great idea, as it helps ensure that you are using the data storefront variables across all of your client-side attribution scripts.

Our data layer exposes the following objects in your theme.

Customer Object

The Customer Object is only exposed when a shopper is logged into your store.

Property	Type	BigCommmerce Storefront API Value	Description
Name	String	customer.first_name + customer.last_name	The shopper’s first and last name as a single value.
externalCustomerId	String	customer.id	BigCommerce’s unique identifier for the customer.
email	String	customer.email	The customer’s email address.
firstName	String	customer.first_name	The customer’s first name.
lastName	String	customer.last_name	The customer’s last name.
address	Object	N/A (This object is generated using the BigCommerce storefront API variables listed below.)	The Address Object is made up of the following properties.
address.street	String	customer.default_address.street	The customer’s default street address.
address.city	String	customer.default_address.city	The customer’s default city.
address.state	String	customer.default_address.province	The customer’s default state or province.
address.postalCode	String	customer.default_address.zip	The customer’s default zip code.
address.countryCode	String	customer.default_address.country_code	The customer’s default country code.

Product Object

Product objects are exposed both on individual product pages, and as an array of products on Collection pages and so forth.

Property	Type	BigCommerce Storefront API Value	Description
productId	String	product.id	BigCommerce’s globally-unique identifier.
sku	String	product.selected_or_first_available_variant.sku	The BigCommerce SKU for either the selected product, or for the first available variant on a product page.
quantity	Number	cartItemsJson[i].quantity	Note: only exposed on Cart pages, via the Cart JSON object.
variant	String	product.selected_or_first_available_variant.id	BigCommerce’s globally-unique identifier for either the selected product, or for the first available variant on a product page.
name	String	product.title	The product’s title.
price	Number	product.price / 100	The price of the currently selected product or variant.
brand	String	product.vendor	The product’s vendor name.
position	Number	N/A (Position is calculated for each product in a collection, carousel, or shopping cart.)	The position of the product in either a Collection or the Cart is calculated. Positioning starts with “1.”
url	String	product.url	The product’s online URL
imageUrl	String	product.featured_image	The URL of the feature product image.
category	String	product.type	The product categorization/type.

Cart Object

Exposed on the cart page (https://examplestore.com/cart).

Property	Type	BigCommerce Storefront API Value	Description
products	Array	N/A	The products array in the Cart Object uses the data structure described for the Product Object.
total	Number	cart.total_price	Note: The bigCommerce cart `total_price` is equal to the purchase price of each product line item, times the quantity of each line item, minus discounts. It does not include taxes or shipping.

GA4 Client-Side Events

The following events are sent client-side, from your BigCommerce storefront to Google Analytics 4, via our javascript library, which is installed into your active BigCommerce theme. These are the default events that Fueled tracks out of the box. Additional tracking events can be added to your theme with a small amount of custom code.

Note: Fueled currently supports event properties marked with ✅. Properties marked with ❌ are not currently supported.

add_to_cart

This event fires when an item is added to a cart for purchase.

GA4’s add_to_cart event maps to Fueled’s generalized Product Added event specification. The add_to_cart event is populated with the following properties.

Note: The “add to cart” experiences on a BigCommerce theme are often heavily customized. Fueled’s out-of-the-box add_to_cart attribution events only cover standard use cases. Customized tracking scripts may be needed to capture all add_to_cart events on your website.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
currency	✅	String	`currency` is not included in Fueled’s top-level `Product Added` event schema. It is calculated from the `currency` values passed as part of the `items` array.	currency is not available within the BigCommerce Storefront API `product` object. Therefore, it is calculated when needed.	Currency of the items associated with the event, in 3-letter ISO 4217 format. If set, item-level currency is ignored. If not set, currency from the first item in items is used. If you set value then currency is required for revenue metrics to be computed accurately.
value	✅	Number	`value` is not included in Fueled’s top-level `Product Added` event schema. It is calculated from the individual products in Fueled’s `product` array (which is the equivalent of GA4’s `items` array).	Calculated, based upon the subtotal of the items being added to the cart (ie, price minus discounts, not including shipping or taxes).	The monetary value of the event. `Value` is typically required for meaningful reporting. Note: By default, Google Analytics recommends that the value of conversion events is equal to the `subtotal` value of a cart, checkout, purchase, and so forth, where subtotal includes discounts, but not shipping or taxes. Fueled supports setting the value of carts, checkouts, and orders to `total_price`, which includes shipping and taxes.
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Storefront API.	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.index	✅	Number	products.$.position	The position of an item/product in a storefront collection, carousel, or cart is calculated.	The index/position of the item in a list. (If applicable.)
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used. If set, event-level location_id is ignored.\nIf not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.
items.$.quantity	✅	Number	products.$.quantity	cartLine.quantity	Item quantity added to a cart, an order, etc.

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Fueled’s Product Added event schema also includes cartId, which is exposed to other Fueled destinations, such as Segment. cartId represents the unique identifier of a shopping cart. We use cartId to connect GA4 carts, checkouts, and orders in our backend. However, cartId is not passed directly to GA4, given GA4’s PII requirements.

begin_checkout

GA4’s begin_checkout event maps to Fueled’s generalized Order Completed event specification. The begin_checkout event is populated with the following properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
currency	✅	String			Currency of the items associated with the event, in 3-letter ISO 4217 format. If set, item-level currency is ignored. If not set, currency from the first item in items is used. If you set value then currency is required for revenue metrics to be computed accurately.
value	✅	Number			The monetary value of the event. `Value` is typically required for meaningful reporting. Note: By default, Google Analytics recommends that the value of conversion events is equal to the `subtotal` value of a cart, checkout, purchase, and so forth, where subtotal includes discounts, but not shipping or taxes. Fueled supports setting the value of carts, checkouts, and orders to `total_price`, which includes shipping and taxes.
coupon	❌	String			The coupon name/code associated with the event. Event-level and item-level coupon parameters are independent.
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Admin API	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used.\n\nIf set, event-level location_id is ignored.\nIf not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.

login

This event fires when a shopper logs into a BigCommerce storefront. Currently, the event is logged with no additional properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
method	❌	String	N/A	N/A	The method used to login.

pageview

Fueled’s GA4 Connector for BigCommerce injects Google GTag.js script on each BigCommerce storefront page load. This allows Google Analytics 4 to directly track page view events. We do this, because this tag needs to fire to instantiate a GA4 Customer ID client-side.

To learn more about what GA4 collects for each page view event, visit GA4’s event documentation site.

remove_from_cart

This event fires when an item is removed from a shopping cart.

GA4’s remove_from_cart event maps to Fueled’s generalized Product Removed event specification. The remove_from_cart event is populated with the following properties.

Note: Fueled’s out-of-the-box client-side event tracking only tracks remove_from_cart events that occur on BigCommerce’s standard cart page. Customizations may be required to track all remove_from_cart events in a merchant’s theme.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Storefront API.	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.index	✅	Number	products.$.position	The position of an item/product in a storefront collection, carousel, or cart is calculated.	The index/position of the item in a list. (If applicable.)
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used. If set, event-level location_id is ignored. If not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.
items.$.quantity	✅	Number	products.$.quantity	cartLine.quantity	Item quantity removed from a cart, an order, etc.

search

This event fires when a shopper uses BigCommerce’s built-in search..

GA4’s search event maps to Fueled’s generalized Product Search event specification. The search event is populated with the following properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
search_term	✅	String	query	search.terms	The terms used for the search event.

view_cart

This event fires when a shopper views their BigCommerce cart.

GA4’s view_cart event maps to Fueled’s generalized Cart Viewed event specification. The view_cart event is populated with the following properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
currency	✅	String	`currency` is not included in Fueled’s top-level `Cart Viewed` event schema. It is calculated from the `currency` values passed as part of the `items` array.	currency is not available within the BigCommerce Storefront API `product` object. Therefore, it is calculated when needed.	Currency of the items associated with the event, in 3-letter ISO 4217 format. If set, item-level currency is ignored. If not set, currency from the first item in items is used. If you set value then currency is required for revenue metrics to be computed accurately.
value	✅	Number	`value` is not included in Fueled’s top-level `Cart Viewed` event schema. It is calculated from the individual products in Fueled’s `product` array (which is the equivalent of GA4’s `items` array).	Calculated, based upon the subtotal of the items being added to the cart (ie, price minus discounts, not including shipping or taxes).	The monetary value of the event. `Value` is typically required for meaningful reporting. Note: By default, Google Analytics recommends that the value of conversion events is equal to the `subtotal` value of a cart, checkout, purchase, and so forth, where subtotal includes discounts, but not shipping or taxes. Fueled supports setting the value of carts, checkouts, and orders to `total_price`, which includes shipping and taxes.
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Storefront API.	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	cartItemsJson[i].id (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	The ID of the item.
items.$.item_name	✅	String	products.$.name	cartItemsJson[i].title (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.index	✅	Number	products.$.position	The position of an item/product in a storefront collection, carousel, or cart is calculated.	The index/position of the item in a list. (If applicable.)
items.$.item_brand	✅	String	products.$.brand	cartItemsJson[i].vendor (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	N/A	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	cartItemsJson[i].variant_id.toString() (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used. If set, event-level location_id is ignored. If not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	cartItemsJson[i].final_price / 100 (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.
items.$.quantity	✅	Number	products.$.quantity	cartItemsJson[i].quantity (Note: rather than pull from a BigCommerce theme variable. On the cart page, we pull this value from the Cart JSON object.)	Item quantity added to a cart, an order, etc.

view_item

This event fires when a shopper views a BigCommerce product page.

GA4’s view_item event maps to Fueled’s generalized Product Viewed event specification. The view_item event is populated with the following properties.

Note: GA4’s view_item event expects that the viewed product is returned in an array, even though it has a single item in that array.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
currency	❌	String	N/A	N/A	Currency of the items associated with the event, in 3-letter ISO 4217 format. If set, item-level currency is ignored. If not set, currency from the first item in items is used. If you set value then currency is required for revenue metrics to be computed accurately.
value	❌	Number	N/A	N/A
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Storefront API.	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.index	✅	Number	products.$.position	The position of an item/product in a storefront collection, carousel, or cart is calculated.	The index/position of the item in a list. (If applicable.)
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used. If set, event-level location_id is ignored. If not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.

view_item_list

This event fires when a shopper views a BigCommerce collections page.

GA4’s view_item_list event maps to Fueled’s generalized Product List Viewed event specification. The view_item_list event is populated with the following properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
item_list_id	❌	String	N/A	N/A	The ID of the list or category page in which an item is presented to the user.
item_list_name	❌	String	N/A	N/A	The name of the list or category page in which an item is presented to the user.
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Storefront API.	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.index	✅	Number	products.$.position	The position of an item/product in a storefront collection, carousel, or cart is calculated.	The index/position of the item in a list. (If applicable.)
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used.\n\nIf set, event-level location_id is ignored.\nIf not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.

GA4 Server-Side Events

The following events are sent server-side, from BigCommerce to Google Analytics 4, to ensure the highest-level of attribution tracking possible.

sign_up

This event fires when a shopper registers and creates a user account on a BigCommerce store.

GA4’s sign_up event maps to Fueled’s generalized Account Created event specification. The sign_up event is populated with the following properties.

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
email	✅	String	email	customer.email	The customer’s email address.
first_name	✅	String	firstName	customer.first_name	The customer’s first name.
last_name	✅	String	lastName	customer.last_name	The customer’s last name.

purchase

GA4 Event Property	Supported	Type	Corresponding Fueled Property	BigCommerce Object/Property	Description
currency	✅	String			Currency of the items associated with the event, in 3-letter ISO 4217 format. If set, item-level currency is ignored. If not set, currency from the first item in items is used. If you set value then currency is required for revenue metrics to be computed accurately.
value	✅	Number			The monetary value of the event. `Value` is typically required for meaningful reporting. Note: By default, Google Analytics recommends that the value of conversion events is equal to the `subtotal` value of a cart, checkout, purchase, and so forth, where subtotal includes discounts, but not shipping or taxes. Fueled supports setting the value of carts, checkouts, and orders to `total_price`, which includes shipping and taxes.
coupon	❌	String			The coupon name/code associated with the event. Event-level and item-level coupon parameters are independent.
items	✅	Array	products	An array of product objects, exposed through the BigCommerce Admin API	An array of `item` objects, each with the properties described below.
items.$.item_id	✅	String	products.$.id	product.id	The ID of the item.
items.$.item_name	✅	String	products.$.name	product.title	The name of the item.
items.$.affiliation	❌	String	N/A	N/A	BigCommerce doesn’t support `affiliation` at the individual product level.
items.$.coupon	❌	String	products.$.coupon	N/A	The coupon name/code associated with the item. Event-level and item-level coupon parameters are independent.
items.$.currency	❌	String	products.$.currency	N/A	The currency, in 3-letter ISO 4217 format. If set, event-level currency is ignored. Multiple currencies per event is not supported. Each item should set the same currency.
items.$.discount	❌	Number	products.$.discount	N/A	The monetary discount value associated with the item. This `discount` value, has not been deducted from the item’s `price` property.
items.$.item_brand	✅	String	products.$.brand	product.vendor	The brand of the item.
items.$.item_category	❌	String	products.$.categories (An array)	product.collections	The category of the item. If used as part of a category hierarchy or taxonomy then this will be the first category.
items.$.item_list_id	❌	String	N/A	N/A	The ID of the list in which the item was presented to the user. If set, event-level item_list_id is ignored. If not set, event-level item_list_id is used, if present.
items.$.item_list_name	❌	String	N/A	N/A	The name of the list in which the item was presented to the user. If set, event-level item_list_name is ignored. If not set, event-level item_list_name is used, if present.
items.$.item_variant	✅	String	products.$.variant	product.selected_or_first_available_variant.id	The item variant or unique code or description for additional item details/options.
items.$.location_id	❌	String	N/A	N/A	The location associated with the item. It's recommended to use the Google Place ID that corresponds to the associated item. A custom location ID can also be used.\n\nIf set, event-level location_id is ignored.\nIf not set, event-level location_id is used, if present.
items.$.price	✅	Number	products.$.price	product.price / 100	The monetary price of the item, in units of the specified currency parameter. Note: This price does not include line-item discounts, taxes, or shipping. It is the sales price of the item at the time of purchase.

GA4 BigCommerce App Event Definitions

Naming Conventions

Event Naming Convention

Event Mapping between Fueled and Google Analytics

Property Naming Convention

Fueled’s Data Layer Objects

Customer Object

Customer Object

Product Object

Product Object

Cart Object

Cart Object

GA4 Client-Side Events

add_to_cart

add_to_cart

begin_checkout

begin_checkout

login

login

pageview

remove_from_cart

remove_from_cart

search

search

view_cart

view_cart

view_item

view_item

view_item_list

view_item_list

GA4 Server-Side Events

sign_up

sign_up

purchase

purchase