Send custom events with the FunnelTrack pixel

Fire any event you want — Item View, Add to Cart, Email Opt-In, custom milestones — directly from your site's HTML or your tag manager. Drop in a one-liner where the event happens, optionally attach hashed email or phone, and FunnelTrack routes the event to every connected destination with full attribution.

Once the FunnelTrack pixel has loaded, the global window.ft exposes a single method:

window.ft.event("event_name", { /* optional params */ });

That's it. The event is tied to the current pixel session, so all click IDs (gclid, fbclid, ttclid, etc.) and the original ad landing context come along for the ride.

Pass email or phone in the params and FunnelTrack hashes them in the browser with SHA-256 before they ever leave the page. Raw values never touch our servers.

window.ft.event("email_opt_in", {
  email: "jane@example.com",
  // phone, first_name, last_name, city, region, zip, country also accepted
});

For monetary events (Add to Cart, Purchase, Subscribe, etc.) pass value and currency. Both become event properties — destinations that support revenue events (Meta CAPI, Google Ads, GA4, TikTok CAPI) will forward them.

window.ft.event("add_to_cart", {
  value: 49.00,
  currency: "USD",
  // mix freely with user data:
  email: "jane@example.com",
});

Item View

Fire on a product / collection / pricing page load. Replace PRODUCT_ID etc. with your own values (server-rendered or pulled from the page).

<script>
  // Wait until the FunnelTrack pixel has loaded on the page,
  // then fire the event.
  (function fire() {
    if (window.ft && window.ft.event) {
      window.ft.event("item_view", {
        item_id: "PRODUCT_ID",
        item_name: "PRODUCT_NAME",
        value: 49.00,
        currency: "USD"
      });
    } else {
      setTimeout(fire, 50);
    }
  })();
</script>

Add to Cart

Wire to your Add-to-Cart button's click handler:

<script>
  document
    .querySelector("#add-to-cart")
    .addEventListener("click", function () {
      window.ft.event("add_to_cart", {
        item_id: "PRODUCT_ID",
        value: 49.00,
        currency: "USD"
      });
    });
</script>

Email Opt-In

Fire after a newsletter / lead-magnet form submits successfully. Pass the email — FunnelTrack hashes it in-browser:

<script>
  document
    .querySelector("#newsletter-form")
    .addEventListener("submit", function (e) {
      var emailEl = e.target.querySelector('input[type="email"]');
      window.ft.event("email_opt_in", {
        email: emailEl ? emailEl.value : undefined
      });
    });
</script>

In GTM → Tags → New → Custom HTML. Paste the snippet that matches your event, swapping any literal values for {{ Data Layer Variable }} references where useful.

<script>
  if (window.ft && window.ft.event) {
    window.ft.event("add_to_cart", {
      item_id: {{ DLV - product_id }},
      value: {{ DLV - product_value }},
      currency: "USD"
    });
  }
</script>

Use whatever trigger fits the moment — a click trigger for Add to Cart, a form-submit trigger for Email Opt-In, a page-view trigger for Item View. FunnelTrack uses the pixel session that's already loaded on the page, so the event will be tied to the right visitor regardless of which trigger fired it.

In FunnelTrack, open Integrations→ the destination you want (Meta CAPI, Google Ads, GA4, etc.) → choose Pixel Custom Events as the source.

Click Add Event, type the exact event name you used in your pixel call (for example, add_to_cart), and pick the destination standard event you want it to map to (Meta's AddToCart, Google Ads' add_to_cart, etc.). Save. Done.

User-data fields (hashed client-side)

These fields are SHA-256 hashed in the browser before the event leaves the page. Normalization rules match the major ad platforms' advanced matching specs.

Standard event properties

Anything you pass that isn't a user-data field becomes an event property. These names match destination platforms' conventions so they map cleanly:

Things to know

• •Event name can be any string. Use snake_case for consistency. Match the name exactly when you map it on each destination.
• •Hashing is client-side. Every user-data field — email, phone, names, geo — is SHA-256 hashed in the browser before the event leaves the page. Raw values never touch FunnelTrack servers.
• •HTTPS required for hashing. On http:// the event still fires, but user-data fields are dropped. Move your site to HTTPS for full identity matching.
• •Pixel session does the click-ID work.You don't have to pass gclid, fbclid, etc. — the pixel already captured them and FunnelTrack attaches them when the event dispatches.
• •No deduplication needed. Custom events from the pixel are treated as web events, with the same attribution path your page views go through.