Event Parameter Best Practices

Introduction

Following best practices for event parameters ensures reliable tracking, platform compatibility, and accurate data. This guide covers parameter naming conventions, data types, and best practices for structuring event data.

Parameter Naming Rules

Parameter names should follow these conventions:

• Use Standard Names: Use standard parameter names when available (value, currency, content_ids)
• Lowercase or camelCase: Use lowercase or camelCase for custom parameters
• Avoid Spaces: Never use spaces in parameter names
• Be Descriptive: Use clear, descriptive names
• Consistent: Use consistent naming across your implementation

Data Type Requirements

Use correct data types for parameters:

• Numbers: Use actual numbers, not strings (e.g., value: 99.99 not value: "99.99")
• Strings: Use strings for text values (e.g., currency: "USD")
• Arrays: Use arrays for lists (e.g., content_ids: ["123", "456"])
• Objects: Use objects for structured data (e.g., contents: [{id: "123", quantity: 2}])
• Booleans: Use true/false for boolean values

Required vs Optional Parameters

Understand which parameters are required:

• Required Parameters: Must be included for events to validate correctly
  • Purchase: value, currency, transaction_id
  • ViewContent/AddToCart/InitiateCheckout: content_ids, content_type
• Optional Parameters: Enhance tracking but aren't strictly required

Platform Differences

Different platforms may have slightly different requirements:

• Facebook: Uses camelCase in custom_data (value, currency, content_ids)
• TikTok: Similar to Facebook, uses similar parameter structure
• GA4: Uses snake_case (transaction_id, item_id)

ServerTrack automatically handles platform-specific formatting, so you can use standard names.

Validation Tips

To avoid validation errors:

• Check Required Parameters: Ensure all required parameters are included
• Verify Data Types: Ensure data types match requirements
• Test Events: Test events in Event Logs to verify they pass validation
• Review Error Messages: Check Event Logs for validation error messages

Common Mistakes to Avoid

• Wrong Data Types: Sending strings instead of numbers for value
• Missing Required Parameters: Omitting required parameters
• Incorrect Array Format: Sending strings instead of arrays for content_ids
• Invalid Currency Codes: Using wrong currency code format
• Inconsistent Naming: Using different names for the same parameter

Best Practices Summary

• Use Standard Names: Prefer standard parameter names
• Correct Data Types: Always use correct data types
• Include Required Parameters: Always include required parameters
• Be Consistent: Use consistent naming and formatting
• Test Regularly: Test events to ensure they validate correctly

Summary

Event parameter best practices:

• Use standard parameter names when available
• Use correct data types (numbers, strings, arrays)
• Include all required parameters
• Follow consistent naming conventions
• Test events to verify validation

Following these best practices ensures reliable tracking and platform compatibility.