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Conversion Tracking Event Reference: What RegFox Sends to Each Platform

See which events and data RegFox sends to Google Analytics (GA4), Google Tag Manager (GTM), Google Ads, the Facebook (Meta) Pixel, TikTok, LinkedIn, and X and when each event fires

Written by Maddy

When you turn on conversion tracking for your RegFox page, RegFox adds the tracking tags to your page for you and sends events to each platform as registrants move through your page. Knowing exactly which events are sent, and when, helps you and your marketing team build accurate reports, set up ad campaigns, and spot setup issues quickly.

This article is a reference for each supported platform. It covers the events sent, when each event fires, what data each event includes, and where to find the IDs you'll enter in RegFox.

Pro Tip: If you haven't set up conversion tracking, click here to learn how to turn on tracking for your registration pages.

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What Each Platform Tracks

Each platform receives a different set of events. Use the table below to see what is sent to each platform at each stage of the purchase.

Platform

Page View

Add to Cart

Initiate Checkout

Purchase

Google Analytics (GA4)

✅

Through GTM Only

Google Tag Manager

✅

✅

Google Ads

✅

Facebook (Meta)

✅

✅

✅

✅

TikTok

✅

✅

✅

✅

LinkedIn

✅

✅

✅

(No Order Value)

X (Twitter)

✅

Note: Here are a few things to note about conversion tracking:

  • Purchases are tracked once, on the confirmation page, right after a new order is placed

  • Purchase values are sent in your page's currency

Warning: Only track each platform in one place. If you turn on a platform in your page's Tracking settings and also add that same platform's tag inside your own Google Tag Manager container, events can be sent twice and your conversions will be overcounted.

Google Analytics (GA4)

Connecting GA4 directly sends page views to your Google Analytics property. To track purchases in GA4, use Google Tag Manager instead.

What to Enter in RegFox

  • Tracking ID: your GA4 Measurement ID, formatted like G-XXXXXXXXXX. Click here to learn how to find this tracking ID

  • Primary Domain: your website without "www", such as example.com

Events Sent

Event

Fires When

page_view

Every page load

Note: Connecting GA4 directly does not send purchase data. To track purchases in GA4, connect Google Tag Manager and turn on Use New GA4 Data Format. Don't connect both GA4 and Google Tag Manager on the same page, or page visits may be counted twice.

Google Tag Manager (GTM)

Google Tag Manager receives events through the data layer on your page. From there, you create triggers and tags in GTM to send the data to GA4 or other platforms.

What to Enter in RegFox

  • Container ID: formatted like GTM-XXXXXX. You'll find this at the top of your GTM workspace

  • Use New GA4 Data Format: turn this on to send the standard GA4 purchase event

  • Detailed Tracking: when on, each paid field is sent as its own item. When off, the full order is sent as one item

Events Sent to the Data Layer

To use these events, create a Custom Event trigger in GTM for wx-transaction or purchase, then attach your tags to that trigger.

Event

Fires When

Data Included

wx-page

Each time the registrant moves to another step of the page

form and pageNumber

wx-transaction

The order is completed

Transaction ID, order total, and products

purchase

The order is completed (only when Use New GA4 Data Format is on)

transaction_id, value, currency, tax, and items

Pro Tip: For step-by-step instructions on creating your purchase trigger, variables, and tags in GTM, click here.

To see every item and parameter included in the purchase event, click here.

Google Ads

Google Ads receives a conversion when an order is completed. You'll first create the conversion in Google Ads, then copy its details into RegFox.

What to Enter in RegFox

  • Conversion ID: the numbers after AW- in the tag

  • Conversion Label: found in the same tag

Pro Tip: Click here to learn how to find the Google Ads Conversion ID and Conversion Label (see step 3 of instructions).

Note: Both the Conversion ID and Conversion Label are required. Purchases won't be tracked if either field is blank.

Events Sent

Event

Fires When

Data Included

Conversion

The order is completed

Order total and currency

Facebook (Meta)

Facebook receives events from the registrant's browser through the Meta Pixel. When you add an access token, RegFox also sends events from our server through the Meta Conversions API.

What to Enter in RegFox

  • Pixel ID: numbers only. Click here to learn how to find the Meta Pixel

  • Access Token (Conversions API)

Pro Tip: With an access token, each event is sent twice: once from the registrant's browser and once from the RegFox server. Both copies share the same event ID, so Meta counts the event only once.

If an ad blocker stops the browser event, the server event still reaches Meta.

Events Sent

Event

Fires When

Data Included

PageView

Every page load

AddToCart

A paid option or donation is added

Value and item name

InitiateCheckout

The first time the registrant interacts with the payment fields

Purchase

The order is completed, for order totals over $0

Value and currency

Pro Tip: To help Meta match events to the right people, server events include the registrant's IP address, browser, and Meta's _fbp and _fbc cookies. The Purchase event also includes the registrant's email, name, phone, ZIP code, and country. All personal information is hashed with SHA-256 before it is sent.

Note: Make sure you have proper consent to collect and share registrant data with Meta before adding an access token.

TikTok

TikTok works the same way as Facebook. Events are sent from the registrant's browser through the TikTok Pixel, and adding an access token also sends events from our server through the TikTok Events API.

What to Enter in RegFox

  • Pixel ID: Click here to learn how to find the TikTok Pixel ID

  • Access Token (Events API)

Pro Tip: With an access token, RegFox sends a server copy of each event. Both copies share the same event ID, so TikTok counts the event only once.

Events Sent

Event

Fires When

Data Included

PageView

Every page load

AddToCart

A paid item, membership, or seat is added

InitiateCheckout

The first time the registrant interacts with the payment fields

CompletePayment

The order is completed

Value, currency, and hashed email

LinkedIn

LinkedIn counts conversions for page views, add to carts, and purchases. Each conversion is created in LinkedIn Campaign Manager first, then connected in RegFox.

What to Enter in RegFox

  • Insight Tag ID: your Partner ID. Click here to learn how to find this insight tag ID

  • Conversion IDs

Pro Tip: Leave any conversion field blank to skip that conversion

Events Sent

Event

Fires When

Page View Conversion

Every page load

Add to Cart Conversion

A paid item is added

Purchase Conversion

The order is completed

Note: LinkedIn only counts the number of conversions. Order values are not sent to LinkedIn.

X (Twitter)

X receives a conversion when an order is completed. No access token is needed.

What to Enter in RegFox

  • Pixel ID: Click here to learn how to find the X Pixel ID

Events Sent

Event

Fires When

Data Included

Sale Conversion

The order is completed

Sale amount

Test Your Tracking

After you turn on tracking, test your page to confirm events are reaching each platform as expected.

  • Install the checker for your platform, such as Meta Pixel Helper, Google Tag Assistant, or TikTok Pixel Helper

  • Open your live, published RegFox page with the checker running

  • Move through the page and place a test order

  • Confirm each event appears once in the checker and in your platform's event reporting

Pro Tip: Facebook only send purchase events when the order total is over $0. Make sure your test order includes a paid registration so you can see the purchase event fire.

Note: Always test on your live, published page. You can't use RegFox's page preview to test conversion tracking.

FAQs

Does the purchase event fire when the registrant clicks the purchase button?

No. RegFox sends purchase events once, on the confirmation page, right after a new order is placed. If your tracking tool shows a purchase event firing earlier, such as when the purchase button is clicked, it is likely coming from a separate tag in your own Google Tag Manager container or website rather than from RegFox.

Why does Meta Events Manager show both a browser event and a server event for the same purchase?

This is expected when an access token is added. RegFox sends each event from both the registrant's browser and our server, and both copies share the same event ID. Meta uses the event ID to remove the duplicate, so the purchase is only counted once.

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