Microsoft Invest - Standard events and parameters
The following table shows the standard events you can track using the universal pixel.
| Standard Event | Description |
|---|---|
PageView |
Track any type of page view (default event included in Universal Pixel script) |
LandingPage |
Track landing page views |
ItemView |
Track key page views (for example, product page or article) |
AddToCart |
Track when items are added to a shopping cart (for example, by visiting a landing page from an Add to Cart button) |
InitiateCheckout |
Track when users enter the checkout flow (for example, by visiting a landing page from a Checkout button) |
AddPaymentInfo |
Track when payment information is added in the checkout flow (e.g., landing page on billing info) |
Purchase |
Track purchases or checkout flow completions (for example, landing on a "Thank You" or confirmation page) |
Lead |
Track when users express interest in an offering (for example, submit a form, sign up for a trial, or register) |
The following table shows the standard query parameters you can pass as part of a standard or custom event. Parameters are passed in a JSON file on the event call, and have a 100-character maximum. Parameters can accept a single value or a comma-delimited array.
| Parameter | Query String Key in Image Tag Implementation | Variable Type | Supports Arrays/Lists | Description |
|---|---|---|---|---|
item_id |
ii |
String | True | The item id associated with the event, for example, the product or catalog id |
item_name |
in |
String | True | The name of the page or product |
item_type |
itp |
String | True | The category of the page or product |
value |
va |
Float | False | The numerical value associated with the event, for example, the price or cart value. |