Product Added to Wishlist
Fire the product_added_to_wishlist event when a visitor saves a product for later — typically by clicking a "heart", "save", "favorite", or "add to wishlist" button on a product card or product detail page. This signals strong purchase intent without immediate buying, which makes it valuable for retargeting and price-drop notification flows.
Fire the event once per save action, after the wishlist state is confirmed updated. Do not fire it on button click alone, because validation errors (login required, server timeout) would inflate the count. Fire one event per product saved, with products[0].quantity set to 1 (wishlist additions are per-item, not quantity-based).
This event is the DATA Reshape equivalent of the standard add-to-wishlist event in every major advertising and analytics platform — push it once and Reshape fans it out to every connected destination with the correct platform-specific name and field mapping, so you do not need to fire gtag, fbq, ttq or other tracking function calls in parallel.
- Google Analytics 4 —
add_to_wishlist(withitems,value,currency). - Meta Pixel / Meta Conversions API —
AddToWishlist(withcontent_ids,content_type,value,currency). - TikTok Pixel / TikTok Events API —
AddToWishlist(withcontent_id,value,currency). - Other connected destinations — mapped automatically based on each destination's native schema.
A single Reshape event can produce one or more native events per destination, with different characteristics depending on each website's destination configuration (active pixels, server endpoints, event-mapping rules).
Complete Reference
The product_added_to_wishlist event accepts the following objects and fields. Required fields must always be present in the payload — everything else is optional but strongly recommended.
event object required
name string required
Use only static value product_added_to_wishlist for event.name. DATA Reshape maps this to add_to_wishlist (GA4) and AddToWishlist (Meta, TikTok) automatically.
name: "product_added_to_wishlist"
value number required
Current price of the saved product.
value: 49.99
currency string required
Currency code for all monetary values in this event, ISO 4217 three-letter format.
currency: "USD"
exchange_rate number
Custom exchange rate for multi-currency. Default is 1.
exchange_rate: 1
id string
Optional event identifier.
id: "evt_wishlist_abc123"
context object
url string required-if-applicable
Collected automatically for standard websites. Required only for SPA applications where URL changes don't trigger automatic page context updates.
url:"https://example.com/products/prod_abc123?utm_source=example"
URL Parameter Sensitivity: Be mindful of sensitive information in URLs. Query parameters may contain personal identifiers, session tokens, or private information that should be handled according to privacy regulations.
page_type string recommended
Type of page (product, home ...)
page_type: "product"
environment string recommended
Allowed values: prod, dev
environment: "prod"
products array required
Array containing the product being saved (one item per event). Use the same id as in product_viewed and product_added_to_cart so destinations can correlate intent signals.
View complete Product Object documentation
products[0] object required
id string required
Unique product identifier in your system.
id: "prod_abc123"
parent_id string recommended
Parent product ID for variants or child products. Defaults to id if not provided.
parent_id: "prod_parent_xyz789"
name string required
Product name or title displayed to users.
name: "Example Product Name"
parent_name string
Parent product name for variants or child products. Defaults to name if not provided.
parent_name: "Example Parent Product Name"
price_base number required
Original or base price before discounts. Always equal to or greater than price.
price_base: 299.99
price number required
Current selling price after discounts. Always equal to or less than price_base.
price: 249.99
tax_included boolean required
Whether the price includes taxes. Defaults to true if not provided.
tax_included: true
tax_percent number required
Tax percentage applied to the product (0-50). If not provided, the site default tax rate will be used (generally the standard rate of the country).
tax_percent: 19
quantity number required
Quantity of this product in the context of the event. Defaults to 1 if not provided.
quantity: 2
category string recommended
Main product category name
category: "Example Category"
sku string
Product SKU (Stock Keeping Unit) for inventory tracking
sku: "sku_abc123"
parent_sku string
Parent product SKU for variants or child products. Defaults to sku if not provided.
parent_sku: "sku_parent_xyz789"
gtin string
Global Trade Item Number for product identification
gtin: "1234567890123"
mpn string
Manufacturer Part Number assigned by the manufacturer
mpn: "MPN-EXAMPLE-001"
ean string
European Article Number for product barcoding
ean: "1234567890123"
brand string
Product brand or manufacturer name
brand: "Example Brand"
type string
Product type. Free-form string (e.g. "simple", "variable", "bundle", "subscription").
type: "simple"
stock_status boolean recommended
Product availability (true = in stock, false = out of stock). Defaults to true if not provided.
stock_status: true
stock_location string
Physical location or warehouse where product is stored
stock_location: "Example Warehouse"
created_at number
Timestamp when product was added to inventory (milliseconds)
created_at: 1748505040077
url string
Direct URL to the product page
url: "https://example.com/products/prod_abc123"
parent_url string
URL to the parent product page (for variants)
parent_url: "https://example.com/products/prod_parent_xyz789"
image string
Main product image URL
image: "https://example.com/cdn/prod_abc123-main.jpg"
images array
Array of additional product image URLs
images: [
"https://example.com/cdn/prod_abc123-1.jpg",
"https://example.com/cdn/prod_abc123-2.jpg"
]
categories array
Array of category objects with name and id properties
- name (string, required) - Category name
- id (string) - Category identifier
categories: [
{ name: "Example Category", id: "cat_abc123" },
{ name: "Example Subcategory", id: "cat_xyz789" }
]
coupons array
Array of product-level coupons applied to this product. View complete Coupon Object documentation
coupons[0] (object) - required
requiredname string required
Coupon name or code.
name: "EXAMPLE_COUPON"
value number recommended
Coupon discount value.
value: 123.99
tax_included boolean recommended
Whether coupon value includes taxes
tax_included: true
tax_percent number recommended
Tax percentage for the coupon
tax_percent: 21
id string
Coupon internal identifier.
id: "cpn_abc123"
type string
Coupon type. Free-form string, use consistent naming (e.g. "LOYALTY", "SEASONAL", "FIRST_ORDER", "SHIPPING").
type: "SHIPPING"
currency string required-if-applicable
Currency code. Specifies the currency code when it differs from event.currency.
currency: "USD"
exchange_rate number
Custom exchange rate for multi-currency. Default has value 1. Specifies when it differs from event.exchange_rate.
exchange_rate: 1
properties object recommended
Custom product attributes for audience segmentation. Free-form key-value object. Use properties that match your product catalog and business needs.
Use the properties object to store custom product attributes, with property names defined by each business as needed, that enable advanced segmentation, personalization, and analytics across your marketing campaigns.
- IT & C
- Fashion
- Deco
properties: {
color: "space_gray",
storage: "256GB",
memory: "16GB",
connectivity: ["wifi", "bluetooth"],
warranty: "2_years",
energy_rating: "A++",
brand_series: "pro_line"
}
properties: {
color: ["black", "white"],
size: "M",
material: "cotton",
fit: "regular",
season: "summer",
collection: "2024_spring",
care_instructions: "machine_wash"
}
properties: {
color: ["natural", "oak"],
dimensions: "120x80x75cm",
material: ["wood", "metal"],
style: "modern",
room_type: ["living_room", "office"],
assembly_required: "true"
}
currency string required-if-applicable
Currency code. Specifies the currency code when it differs from event.currency.
currency: "USD"
exchange_rate number
Custom exchange rate for multi-currency. Default has value 1. Specifies when it differs from event.exchange_rate.
exchange_rate: 1
user object recommended
id string recommended
Unique customer identifier in your system.
id: "cust_abc123"
email string recommended
Customer email address in plaintext. Do not send pre-hashed values — DATA Reshape automatically normalizes and hashes before sending to destinations.
email: "[email protected]"
phone string recommended
Customer phone number in E.164 format (plaintext). Do not send pre-hashed values — DATA Reshape automatically normalizes and hashes before sending to destinations.
phone: "+10000000000"
first_name string recommended
Customer first name
first_name: "Example First Name"
last_name string recommended
Customer last name
last_name: "Example Last Name"
country string
Country name or ISO country code
country: "US"
region string recommended
State, province, or region name
region: "Example Region"
city string recommended
City or locality name
city: "Example City"
street string
Street address including number
street: "123 Sample Street"
postal_code string
Postal code or ZIP code
postal_code: "00000"
orders_total_number number recommended
Cumulative number of orders placed by this user
orders_total_number: 5
orders_canceled_number number recommended
Cumulative number of orders placed and canceled by this user
orders_canceled_number: 0
orders_total_value number recommended
Cumulative lifetime user orders value (decimal format: 2500.50)
orders_total_value: 1234.99
orders_refunded_value number recommended
Cumulative lifetime user orders value canceled (decimal format: 2500.50)
orders_refunded_value: 250.99
predicted_value number
Predicted lifetime value of a customer for your business
predicted_value: 100.99
created_at number recommended
Timestamp in milliseconds since Unix epoch representing the first time the user was recorded
created_at: 1754926521690
properties object recommended
Custom Customer Properties Examples
Use the properties object to store custom user attributes, with property names defined by each business as needed, that enable advanced segmentation, personalization, and analytics across your marketing campaigns.
- E-commerce Customer
- B2B Lead/Customer
- Subscription Service
- Content Platform
properties: {
customer_type: "returning",
membership_level: "platinum",
preferred_category: ["electronics", "fashion"],
last_purchase_date: "2024-12-15",
average_order_value: "350.00",
payment_method_preference: "card",
registration_date: "2023-06-15"
}
properties: {
company_size: "enterprise",
industry: "fintech",
job_title: "marketing_director",
decision_maker: "true",
budget_range: "50000-100000",
lead_source: ["linkedin", "webinar"],
qualification_status: "qualified",
sales_stage: "proposal"
}
properties: {
subscription_tier: "premium",
billing_cycle: "annual",
feature_usage: ["analytics", "reporting", "api"],
trial_user: "false",
renewal_date: "2025-06-30",
support_level: "priority",
usage_frequency: "daily"
}
properties: {
content_preferences: ["technology", "business"],
engagement_level: "high",
newsletter_subscriber: "true",
social_media_follower: "true",
content_consumption: "premium",
device_preference: ["mobile", "desktop"],
timezone: "Example/Timezone"
}
Examples
The examples below show how to push product_added_to_wishlist for four common e-commerce niches — Fashion, Electronics, Beauty and Home & Deco — each with representative product attributes for that niche, plus an additional Minimal tab with only the required fields.
- Fashion
- Electronics
- Beauty
- Home & Deco
- Minimal
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "product_added_to_wishlist",
"value": 49.99,
"currency": "USD",
"exchange_rate": 1
},
"context": {
"url": "https://example.com/products/cotton-tshirt-navy-m",
"page_type": "product",
"environment": "prod"
},
"products": [
{
"id": "prod_tshirt_navy_m",
"parent_id": "prod_tshirt_model",
"name": "Example Cotton T-Shirt - Navy / M",
"parent_name": "Example Cotton T-Shirt",
"price_base": 59.99,
"price": 49.99,
"tax_included": true,
"tax_percent": 19,
"quantity": 1,
"category": "Apparel",
"sku": "sku_tshirt_navy_m",
"parent_sku": "sku_tshirt_model",
"brand": "Example Brand",
"type": "variable",
"stock_status": true,
"url": "https://example.com/products/cotton-tshirt-navy-m",
"image": "https://example.com/cdn/tshirt-navy-main.jpg",
"properties": {
"variant": "Navy / M",
"color": "navy",
"size": "M",
"material": "100% cotton",
"fit": "regular",
"season": "summer"
}
}
],
"user": {
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "product_added_to_wishlist",
"value": 249.99,
"currency": "USD",
"exchange_rate": 1
},
"context": {
"url": "https://example.com/products/wireless-headphones-black",
"page_type": "product",
"environment": "prod"
},
"products": [
{
"id": "prod_headphones_black",
"parent_id": "prod_headphones_model",
"name": "Example Wireless Headphones - Black",
"parent_name": "Example Wireless Headphones",
"price_base": 299.99,
"price": 249.99,
"tax_included": true,
"tax_percent": 19,
"quantity": 1,
"category": "Electronics",
"sku": "sku_headphones_black",
"parent_sku": "sku_headphones_model",
"brand": "Example Brand",
"type": "variable",
"stock_status": true,
"url": "https://example.com/products/wireless-headphones-black",
"image": "https://example.com/cdn/headphones-black-main.jpg",
"properties": {
"variant": "Black",
"color": "black",
"connectivity": ["bluetooth", "wired"],
"battery_life_hours": 30
}
}
],
"user": {
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "product_added_to_wishlist",
"value": 34.99,
"currency": "USD",
"exchange_rate": 1
},
"context": {
"url": "https://example.com/products/liquid-foundation-shade-04",
"page_type": "product",
"environment": "prod"
},
"products": [
{
"id": "prod_foundation_shade04",
"parent_id": "prod_foundation_model",
"name": "Example Liquid Foundation - Shade 04 / 30ml",
"parent_name": "Example Liquid Foundation",
"price_base": 39.99,
"price": 34.99,
"tax_included": true,
"tax_percent": 19,
"quantity": 1,
"category": "Beauty",
"sku": "sku_foundation_shade04_30ml",
"parent_sku": "sku_foundation_model",
"brand": "Example Brand",
"type": "variable",
"stock_status": true,
"url": "https://example.com/products/liquid-foundation-shade-04",
"image": "https://example.com/cdn/foundation-shade04-main.jpg",
"properties": {
"variant": "Shade 04 / 30ml",
"shade": "shade_04_warm_beige",
"volume_ml": 30,
"finish": "matte",
"spf": 15
}
}
],
"user": {
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "product_added_to_wishlist",
"value": 189.99,
"currency": "USD",
"exchange_rate": 1
},
"context": {
"url": "https://example.com/products/floor-lamp-brass",
"page_type": "product",
"environment": "prod"
},
"products": [
{
"id": "prod_lamp_brass",
"parent_id": "prod_lamp_model",
"name": "Example Floor Lamp - Brass",
"parent_name": "Example Floor Lamp",
"price_base": 229.99,
"price": 189.99,
"tax_included": true,
"tax_percent": 19,
"quantity": 1,
"category": "Home & Living",
"sku": "sku_lamp_brass",
"parent_sku": "sku_lamp_model",
"brand": "Example Brand",
"type": "variable",
"stock_status": true,
"url": "https://example.com/products/floor-lamp-brass",
"image": "https://example.com/cdn/lamp-brass-main.jpg",
"properties": {
"variant": "Brass",
"color": "brass",
"material": ["metal", "fabric"],
"style": "mid_century",
"room_type": ["living_room", "bedroom"]
}
}
],
"user": {
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "product_added_to_wishlist",
"value": 49.99,
"currency": "USD"
},
"products": [
{
"id": "prod_abc123",
"name": "Example Product Name",
"brand": "Example Brand",
"price_base": 59.99,
"price": 49.99,
"tax_included": true,
"tax_percent": 19,
"quantity": 1,
"category": "Example Category"
}
]
});
Custom properties (event.properties, user.properties, products[*].properties) are fully processed server-side. On browser-side pixels and tags, only a subset may be available. Server-side processing can also enrich the outgoing payload with additional parameters derived from context and data quality.
Best Practices
- Fire only on confirmed save — never fire on button click before the wishlist state is updated.
- One event per save action — fire once per distinct save with
quantity: 1. - Use consistent product IDs — same
products[*].idas inproduct_viewedandproduct_added_to_cart. - Include the
userobject — wishlist signals are most valuable when tied to a known identity (email), enabling back-in-stock and price-drop flows in connected destinations.