Finance & Fintech Event Spec

This page defines all standard finance and fintech events for Datafly Signal — covering retail banking, payments, lending, cards, and investment platforms. Implement these events to enable accurate server-side delivery to advertising and analytics platforms across the full customer lifecycle: discovery, lead generation, onboarding, conversion, and retention.

All events are sent via datafly.track(). Properties are passed as a flat object in the second argument.

Discovery & Engagement

Events covering how prospects discover and engage with financial products before applying or signing up.

search

Fired when a user searches for a product, branch, ATM, or help article.

datafly.track('search', {
  search_term: 'fixed rate savings'
})

view_item

Fired when a user views a product detail page (e.g. a specific savings account, credit card, or loan product). Also accepted as view_content.

datafly.track('view_item', {
  currency: 'GBP',
  value: 0,
  items: [
    {
      item_id: 'sav-fixed-1yr',
      item_name: '1 Year Fixed Saver',
      item_category: 'Savings',
      item_brand: 'Acme Bank'
    }
  ]
})

view_item_list

Fired when a user views a list of products, such as a comparison table or product category page.

datafly.track('view_item_list', {
  item_list_id: 'credit-cards',
  item_list_name: 'Credit Cards',
  items: [
    { item_id: 'cc-rewards', item_name: 'Rewards Credit Card', index: 0, item_category: 'Credit Cards' },
    { item_id: 'cc-balance', item_name: 'Balance Transfer Card', index: 1, item_category: 'Credit Cards' }
  ]
})

select_item

Fired when a user clicks into a product from a list or comparison page.

datafly.track('select_item', {
  item_list_id: 'credit-cards',
  item_list_name: 'Credit Cards',
  items: [
    { item_id: 'cc-rewards', item_name: 'Rewards Credit Card', index: 0, item_category: 'Credit Cards' }
  ]
})

quote_requested

Fired when a prospect requests an indicative quote, rate, or eligibility result.

datafly.track('quote_requested', {
  product_type: 'personal_loan',
  amount: 10000,
  currency: 'GBP',
  term_months: 36
})

eligibility_checked

Fired when a soft eligibility or affordability check returns a result, typically without affecting the customer’s credit score.

datafly.track('eligibility_checked', {
  product_type: 'credit_card',
  outcome: 'eligible',
  pre_approved: true
})

Lead Generation

Events covering marketing-led capture of prospect interest. These are the primary conversion signals for paid acquisition campaigns.

generate_lead

Fired when a prospect submits a lead form, requests a callback, or otherwise expresses qualified intent. This is the core acquisition conversion for finance campaigns — ensure it fires reliably.

datafly.track('generate_lead', {
  currency: 'GBP',
  value: 50,
  lead_type: 'mortgage_enquiry',
  product_type: 'mortgage'
})

application_started

Fired when a prospect begins a product application (loan, card, account, mortgage).

datafly.track('application_started', {
  product_type: 'personal_loan',
  amount: 10000,
  currency: 'GBP'
})

application_submitted

Fired when a prospect completes and submits a product application for decisioning.

datafly.track('application_submitted', {
  application_id: 'app_5c2e9a4f',
  product_type: 'personal_loan',
  amount: 10000,
  currency: 'GBP'
})

Onboarding & KYC

Events covering account creation and identity verification flows.

sign_up

Fired when a user completes registration and creates login credentials, before or alongside account opening.

datafly.track('sign_up', {
  method: 'email'
})

account_opened

A customer has successfully opened a new account.

datafly.track('account_opened', {
  account_type: 'current',
  channel: 'mobile'
})

account_closed

A customer has closed an account.

datafly.track('account_closed', {
  account_type: 'savings',
  reason: 'switching_provider'
})

kyc_started

A customer has started an identity or compliance verification flow.

datafly.track('kyc_started', {
  verification_type: 'identity'
})

kyc_completed

A KYC verification step has been completed and a result returned.

datafly.track('kyc_completed', {
  verification_type: 'identity',
  outcome: 'approved'
})

kyc_failed

A KYC verification step has failed.

datafly.track('kyc_failed', {
  verification_type: 'address',
  failure_reason: 'document_unreadable'
})

Authentication

Events covering secure login and access attempts.

login

Fired when a user successfully signs in to their account. Equivalent to login_succeeded; use whichever fits your taxonomy.

datafly.track('login', {
  method: 'biometric'
})

login_attempted

A user has submitted credentials or initiated a login flow.

datafly.track('login_attempted', {
  method: 'biometric'
})

login_succeeded

Authentication was successful.

datafly.track('login_succeeded', {
  method: 'biometric'
})

login_failed

Authentication attempt failed.

datafly.track('login_failed', {
  method: 'sms_otp',
  failure_reason: 'otp_expired'
})

Transactions

Events covering payment initiation, completion, and failure.

transaction_initiated

A financial transaction has been submitted by the customer.

datafly.track('transaction_initiated', {
  transaction_type: 'payment',
  amount: 89.50,
  currency: 'GBP',
  channel: 'mobile'
})

transaction_completed

A transaction has been processed successfully.

datafly.track('transaction_completed', {
  transaction_id: 'txn_8f3a2b1c',
  transaction_type: 'payment',
  amount: 89.50,
  currency: 'GBP'
})

transaction_failed

A transaction could not be processed.

datafly.track('transaction_failed', {
  transaction_type: 'payment',
  amount: 350.00,
  currency: 'GBP',
  failure_reason: 'insufficient_funds'
})

payment_made

A payment to a merchant or payee has been made.

datafly.track('payment_made', {
  payment_id: 'pay_9d2c1a3e',
  amount: 24.99,
  currency: 'GBP',
  payment_method: 'card',
  merchant_category: 'groceries'
})

payment_completed

A payment has settled successfully end-to-end. Use this as the canonical “money received” conversion when delivering payment success to advertising platforms.

datafly.track('payment_completed', {
  payment_id: 'pay_9d2c1a3e',
  amount: 24.99,
  currency: 'GBP',
  payment_method: 'card'
})

payment_failed

A payment attempt failed.

datafly.track('payment_failed', {
  payment_id: 'pay_4b7e9f0d',
  amount: 199.00,
  currency: 'GBP',
  failure_reason: 'card_declined'
})

invoice_paid

Fired when a customer pays an invoice (common in business banking, accounting, and B2B fintech). Counts as a revenue conversion.

datafly.track('invoice_paid', {
  invoice_id: 'inv_7a1c4e9d',
  amount: 1250.00,
  currency: 'GBP',
  payment_method: 'open_banking'
})

transfer_initiated

A funds transfer between accounts has been initiated.

datafly.track('transfer_initiated', {
  transfer_id: 'trf_c3d5e8f2',
  amount: 500.00,
  currency: 'GBP',
  destination_type: 'external'
})

transfer_completed

A transfer has settled successfully.

datafly.track('transfer_completed', {
  transfer_id: 'trf_c3d5e8f2',
  amount: 500.00,
  currency: 'GBP'
})

Cards & Lending

Events covering card applications and loan lifecycle.

card_applied

A customer has submitted an application for a card product.

datafly.track('card_applied', {
  card_type: 'credit',
  credit_limit_requested: 3000
})

card_approved

A card application has been approved.

datafly.track('card_approved', {
  card_type: 'credit',
  credit_limit: 2500
})

card_activated

A card has been activated by the customer.

datafly.track('card_activated', {
  card_type: 'credit',
  channel: 'app'
})

loan_applied

A customer has submitted a loan application.

datafly.track('loan_applied', {
  loan_type: 'personal',
  amount_requested: 10000,
  currency: 'GBP',
  term_months: 36
})

loan_approved

A loan application has been approved.

datafly.track('loan_approved', {
  loan_type: 'personal',
  amount_approved: 8000,
  currency: 'GBP',
  interest_rate: 6.9,
  term_months: 36
})

loan_funded

The approved loan amount has been disbursed to the customer. This is typically the revenue-recognised conversion for lending campaigns.

datafly.track('loan_funded', {
  loan_id: 'loan_7e4a1f2b',
  amount: 8000,
  currency: 'GBP'
})

Investments & Trading

Events covering funding, trading, and portfolio activity on investment and wealth platforms.

deposit_made

A customer has funded their account or wallet.

datafly.track('deposit_made', {
  deposit_id: 'dep_1f9a3c7e',
  amount: 1000.00,
  currency: 'GBP',
  funding_method: 'bank_transfer'
})

withdrawal_made

A customer has withdrawn funds from their account or wallet.

datafly.track('withdrawal_made', {
  withdrawal_id: 'wdr_4b2e8d1a',
  amount: 250.00,
  currency: 'GBP'
})

trade_executed

A buy or sell order has been executed.

datafly.track('trade_executed', {
  trade_id: 'trd_6c9f2a4b',
  side: 'buy',
  instrument_type: 'equity',
  symbol: 'VWRL',
  amount: 500.00,
  currency: 'GBP'
})

portfolio_funded

A customer has funded a portfolio or investment product for the first time. Often the key activation conversion for wealth platforms.

datafly.track('portfolio_funded', {
  portfolio_id: 'pf_8d3a1c6e',
  amount: 5000.00,
  currency: 'GBP',
  product_type: 'stocks_and_shares_isa'
})

subscription_started

A customer has started a recurring subscription or premium plan (e.g. a paid account tier or advice service).

datafly.track('subscription_started', {
  plan: 'premium',
  amount: 9.99,
  currency: 'GBP',
  billing_period: 'monthly'
})

Account Management

Events covering account self-service and financial management features that drive retention and engagement.

statement_viewed

A customer has viewed an account statement.

datafly.track('statement_viewed', {
  account_type: 'current',
  period: '2026-02'
})

alert_created

A customer has set up a balance or activity alert.

datafly.track('alert_created', {
  alert_type: 'low_balance',
  threshold: 100
})

budget_created

A customer has created a spending budget for a category.

datafly.track('budget_created', {
  budget_id: 'bgt_2a3f9c1d',
  category: 'eating_out',
  amount: 200,
  currency: 'GBP'
})

Items Array Schema

Vendor Mapping

The table below shows how Datafly Signal maps finance events to the native event names expected by each vendor’s server-side API. Signal uses the GA4-style event names as its canonical format, and blueprints handle the transformation to vendor-specific payloads. Where a vendor has no native equivalent, the event is delivered as a custom event, shown as (custom).