Insurance Event Spec

This page defines all standard events for insurance and insurtech businesses on Datafly Signal. Use these snake_case event IDs in your datafly.track() calls so your pipelines stay compatible with the pre-built insurance blueprint and the vendor mapping table below. The set covers the full lifecycle: discovery, quote journey, application and purchase, retention, and claims.

💡

Insurance has no native event set in GA4 or Meta CAPI. Signal maps these canonical events onto each vendor’s lead-gen and ecommerce events — e.g. quote_requested → generate_lead, policy_purchased → purchase. Where an event also overlaps the GA4 ecommerce set (e.g. view_item, add_to_cart, purchase, search, sign_up, login, generate_lead), reuse the GA4-recommended name as-is.

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

⚠️

Never put raw PII (email, phone, name, date of birth, address) in track() properties. Identifiers for match-rate (email, phone) are collected separately via datafly.identify() and hashed server-side by the blueprint before delivery.

Discovery Events

`view_item_list`

Fired when a user views a list of cover options, plans, or comparison results.

datafly.track('view_item_list', {
  item_list_id: 'car-quotes',
  item_list_name: 'Car Insurance — Comparison Results',
  insurance_type: 'car',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', price: 480.00, index: 0, item_category: 'car' },
    { item_id: 'TPFT', item_name: 'Third Party Fire & Theft', price: 320.00, index: 1, item_category: 'car' }
  ]
})

Property	Type	Required	Description
`item_list_id`	string	Optional	Machine-readable identifier for the list of cover options
`item_list_name`	string	Optional	Human-readable name of the list being browsed
`insurance_type`	string	Optional	Line of business (e.g. `car`, `home`, `life`, `travel`, `pet`, `health`)
`items`	array	Optional	Array of cover options displayed (see Items Array Schema)

`select_item`

Fired when a user clicks a specific cover option or plan within a list or comparison grid.

datafly.track('select_item', {
  item_list_id: 'car-quotes',
  item_list_name: 'Car Insurance — Comparison Results',
  insurance_type: 'car',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', price: 480.00, index: 0, item_category: 'car' }
  ]
})

Property	Type	Required	Description
`item_list_id`	string	Optional	Identifier of the list the option was selected from
`item_list_name`	string	Optional	Name of the list the option was selected from
`insurance_type`	string	Optional	Line of business
`items`	array	Optional	Array containing the selected option (see Items Array Schema)

`search`

Fired when a user submits a search (e.g. searching the knowledge base, looking up a provider, or filtering products).

datafly.track('search', {
  search_term: 'multi car insurance',
  insurance_type: 'car'
})

Property	Type	Required	Description
`search_term`	string	Required	The search term entered by the user
`insurance_type`	string	Optional	Line of business the search relates to

`view_search_results`

Fired when search or comparison results are returned to the user.

datafly.track('view_search_results', {
  search_term: 'multi car insurance',
  results_count: 12,
  insurance_type: 'car'
})

Property	Type	Required	Description
`search_term`	string	Required	The search term the results relate to
`results_count`	number	Optional	Number of results returned
`insurance_type`	string	Optional	Line of business

`view_promotion`

Fired when a promotional banner or offer (e.g. a discount or bundle) is visible to the user.

datafly.track('view_promotion', {
  promotion_id: 'MULTICAR10',
  promotion_name: 'Multi-Car 10% Off',
  creative_name: 'multicar-hero-v2.jpg',
  creative_slot: 'homepage-hero'
})

Property	Type	Required	Description
`promotion_id`	string	Optional	Identifier for the promotion
`promotion_name`	string	Optional	Human-readable name of the promotion
`creative_name`	string	Optional	Name or URL of the creative asset shown
`creative_slot`	string	Optional	Slot or placement where the promotion appeared

`select_promotion`

Fired when a user clicks a promotional banner or offer.

datafly.track('select_promotion', {
  promotion_id: 'MULTICAR10',
  promotion_name: 'Multi-Car 10% Off',
  creative_name: 'multicar-hero-v2.jpg',
  creative_slot: 'homepage-hero'
})

Accepts the same properties as view_promotion.

Quote Events

`quote_started`

Fired when a user begins a quote journey (opens the quote form or configurator).

datafly.track('quote_started', {
  insurance_type: 'car',
  coverage_level: 'comprehensive'
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business (e.g. `car`, `home`, `life`, `travel`, `pet`, `health`)
`coverage_level`	string	Optional	Level of cover being configured (e.g. `comprehensive`, `tpft`, `essential`)

`get_quote`

Fired when a user requests a quote calculation mid-journey — for example clicking “Get my price” before viewing the full results. This is a high-intent engagement event referenced directly by the insurance blueprint.

datafly.track('get_quote', {
  insurance_type: 'car',
  quote_id: 'Q-10042',
  coverage_level: 'comprehensive'
})

Property	Type	Required	Description
`insurance_type`	string	Required	Line of business
`quote_id`	string	Optional	Your quote reference
`coverage_level`	string	Optional	Level of cover requested

`quote_requested`

Fired when a user submits their details to request a quote. This is the primary lead event — ensure it fires reliably.

datafly.track('quote_requested', {
  insurance_type: 'car',
  quote_id: 'Q-10042',
  coverage_level: 'comprehensive',
  value: 480.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`quote_id`	string	Optional	Your quote reference
`coverage_level`	string	Optional	Level of cover requested
`value`	number	Optional	Estimated annual premium
`currency`	string	Optional	ISO 4217 currency code

`quote_received`

Fired when a quote (or set of quotes) is returned to the user.

datafly.track('quote_received', {
  insurance_type: 'car',
  quote_id: 'Q-10042',
  value: 480.00,
  currency: 'GBP'
})

Accepts the same properties as quote_requested.

`generate_lead`

Fired when a user becomes a qualified lead — for example requesting a callback, downloading a policy document, or completing a contact form. Reuses the GA4-recommended lead event so it maps cleanly to each ad platform’s lead conversion.

datafly.track('generate_lead', {
  insurance_type: 'car',
  lead_type: 'callback_request',
  value: 480.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`lead_type`	string	Optional	Type of lead (e.g. `callback_request`, `brochure_download`, `quote_submitted`)
`value`	number	Optional	Estimated value of the lead (typically annual premium)
`currency`	string	Optional	ISO 4217 currency code

Policy Events

`view_item`

Fired when a user views a specific policy or cover option. Also accepted as policy_viewed.

datafly.track('view_item', {
  insurance_type: 'car',
  value: 480.00,
  currency: 'GBP',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 480.00, currency: 'GBP' }
  ]
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`value`	number	Optional	Annual premium of the policy viewed
`currency`	string	Optional	ISO 4217 currency code
`items`	array	Optional	The policy as an item (see Items Array Schema)

`add_to_cart`

Fired when a user adds a policy or optional add-on (e.g. breakdown cover, legal protection) to their basket before checkout.

datafly.track('add_to_cart', {
  insurance_type: 'car',
  value: 525.00,
  currency: 'GBP',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 480.00, currency: 'GBP' },
    { item_id: 'ADDON-BREAKDOWN', item_name: 'Breakdown Cover', item_category: 'car_addon', price: 45.00, currency: 'GBP' }
  ]
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`value`	number	Optional	Combined annual premium of the items added
`currency`	string	Optional	ISO 4217 currency code
`items`	array	Optional	Policy and add-ons added (see Items Array Schema)

`begin_checkout`

Fired when a user begins the policy application (checkout). Also accepted as application_started.

datafly.track('begin_checkout', {
  insurance_type: 'car',
  value: 480.00,
  currency: 'GBP',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 480.00, currency: 'GBP' }
  ]
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`value`	number	Optional	Total annual premium of the application
`currency`	string	Optional	ISO 4217 currency code
`items`	array	Optional	Policy and add-ons in the application (see Items Array Schema)

`add_payment_info`

Fired when a user submits their payment details during the application. Also accepted as application_submitted.

datafly.track('add_payment_info', {
  insurance_type: 'car',
  value: 480.00,
  currency: 'GBP',
  payment_type: 'credit_card',
  payment_frequency: 'annual',
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 480.00, currency: 'GBP' }
  ]
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`value`	number	Optional	Total annual premium
`currency`	string	Optional	ISO 4217 currency code
`payment_type`	string	Optional	Payment method (e.g. `credit_card`, `direct_debit`, `paypal`)
`payment_frequency`	string	Optional	Billing frequency (e.g. `annual`, `monthly`)
`items`	array	Optional	Policy and add-ons in the application (see Items Array Schema)

`purchase`

Fired when a policy is successfully purchased. Also accepted as policy_purchased. This is the primary conversion event — ensure it fires reliably.

datafly.track('purchase', {
  transaction_id: 'POL-55012',
  value: 480.00,
  currency: 'GBP',
  insurance_type: 'car',
  payment_frequency: 'annual',
  policy_term_months: 12,
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 480.00, currency: 'GBP', quantity: 1 }
  ]
})

Property	Type	Required	Description
`transaction_id`	string	Required	Policy number — used for deduplication
`value`	number	Optional	Total annual premium
`currency`	string	Optional	ISO 4217 currency code
`insurance_type`	string	Optional	Line of business
`payment_frequency`	string	Optional	Billing frequency (e.g. `annual`, `monthly`)
`policy_term_months`	number	Optional	Length of the policy term in months
`items`	array	Optional	The purchased policy and add-ons (see Items Array Schema)

⚠️

Always send transaction_id (the policy number) on purchase so platforms like Meta CAPI and GA4 deduplicate against any browser-side conversion.

`policy_renewed`

Fired when an existing policy is renewed.

datafly.track('policy_renewed', {
  transaction_id: 'POL-55012',
  value: 495.00,
  currency: 'GBP',
  insurance_type: 'car',
  policy_term_months: 12,
  items: [
    { item_id: 'COMP-PLUS', item_name: 'Comprehensive Plus', item_category: 'car', price: 495.00, currency: 'GBP', quantity: 1 }
  ]
})

Accepts the same properties as purchase.

`policy_cancelled`

Fired when a policy is cancelled. Map server-side to a refund where the cancellation triggers a premium return.

datafly.track('policy_cancelled', {
  transaction_id: 'POL-55012',
  value: 120.00,
  currency: 'GBP',
  insurance_type: 'car',
  cancellation_reason: 'switched_provider'
})

Property	Type	Required	Description
`transaction_id`	string	Required	Policy number being cancelled
`value`	number	Optional	Refunded premium amount, if any
`currency`	string	Optional	ISO 4217 currency code
`insurance_type`	string	Optional	Line of business
`cancellation_reason`	string	Optional	Reason for cancellation (e.g. `switched_provider`, `no_longer_needed`)

Claim Events

`claim_started`

Fired when a user begins a claim.

datafly.track('claim_started', {
  insurance_type: 'car',
  policy_id: 'POL-55012',
  claim_type: 'accident'
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`policy_id`	string	Optional	Policy the claim relates to
`claim_type`	string	Optional	Type of claim (e.g. `accident`, `theft`, `windscreen`)

`claim_submitted`

Fired when a claim is submitted.

datafly.track('claim_submitted', {
  insurance_type: 'car',
  policy_id: 'POL-55012',
  claim_id: 'CLM-88021',
  claim_type: 'accident'
})

Property	Type	Required	Description
`insurance_type`	string	Optional	Line of business
`policy_id`	string	Optional	Policy the claim relates to
`claim_id`	string	Optional	Your claim reference
`claim_type`	string	Optional	Type of claim

Account Events

`sign_up`

Fired when a user completes account registration (e.g. creating an online policy portal account).

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

Property	Type	Required	Description
`method`	string	Optional	Registration method (e.g. `email`, `google`, `apple`)

`login`

Fired when a user signs in to their account or policy portal.

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

Property	Type	Required	Description
`method`	string	Optional	Login method (e.g. `email`, `google`, `apple`)

Items Array Schema

💡

Several events accept an items array — each policy, plan, or add-on is represented as an item object using GA4-style field names. Signal’s server-side blueprints automatically transform these to vendor-specific formats (e.g., Meta’s contents[] with id/title fields).

Property	Type	Description
`item_id`	string	Your internal product/cover code (e.g. `COMP-PLUS`)
`item_name`	string	Cover or plan display name
`item_category`	string	Line of business or add-on category (e.g. `car`, `car_addon`)
`item_brand`	string	Underwriter or brand name
`item_variant`	string	Cover variant (e.g. `Comprehensive`, `TPFT`)
`price`	number	Annual premium for this item
`quantity`	number	Number of units (typically `1` for a policy)
`index`	number	Position in list (0-indexed, relevant in list/comparison contexts)
`currency`	string	ISO 4217 currency code
`coupon`	string	Discount or promo code applied to this item
`discount`	number	Monetary discount applied to this item
`item_list_id`	string	Identifier of the list the item was shown in
`item_list_name`	string	Name of the list the item was shown in

Vendor Mapping

The table shows how Signal maps insurance events to each vendor’s native event name. The blueprint handles the payload transformation; you only ever send the canonical Signal event.

Signal Event	GA4	Meta CAPI	TikTok Events API
`view_item_list`	`view_item_list`	`ViewContent`	`ViewContent`
`select_item`	`select_item`	`ViewContent`	`ClickButton`
`search`	`search`	`Search`	`Search`
`view_search_results`	`view_search_results`	`Search`	`Search`
`view_promotion`	`view_promotion`	(custom)	(custom)
`select_promotion`	`select_promotion`	(custom)	(custom)
`quote_started`	`quote_started`	(custom)	(custom)
`get_quote`	`get_quote`	(custom)	(custom)
`quote_requested`	`generate_lead`	`Lead`	`SubmitForm`
`quote_received`	`quote_received`	(custom)	(custom)
`generate_lead`	`generate_lead`	`Lead`	`SubmitForm`
`view_item`	`view_item`	`ViewContent`	`ViewContent`
`add_to_cart`	`add_to_cart`	`AddToCart`	`AddToCart`
`begin_checkout`	`begin_checkout`	`InitiateCheckout`	`InitiateCheckout`
`add_payment_info`	`add_payment_info`	`AddPaymentInfo`	`AddPaymentInfo`
`purchase`	`purchase`	`Purchase`	`CompletePayment`
`policy_renewed`	`purchase`	`Purchase`	`CompletePayment`
`policy_cancelled`	`refund`	(custom)	(custom)
`claim_started`	`claim_started`	(custom)	(custom)
`claim_submitted`	`claim_submitted`	(custom)	(custom)
`sign_up`	`sign_up`	`CompleteRegistration`	`CompleteRegistration`
`login`	`login`	(custom)	(custom)

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