Login
Fire the login event when a returning user successfully authenticates on your website — via email/password, social sign-in (Google, Apple, Facebook), magic link, SSO, or any other authentication method. This event is used to attribute returning-user sessions to a stable identity, which improves user-journey reports and enables cross-device tracking.
Fire the event once per successful authentication. Do not fire it on auto-renewed sessions (silent token refresh, "remember me" auto-login) — those are not deliberate authentication actions.
This event is the DATA Reshape equivalent of the standard login 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 —
login(withmethodparameter). - Google Ads — typically not used as a conversion; included for cross-platform consistency.
- Meta Pixel / Meta Conversions API — no dedicated standard event; Reshape can send a custom CamelCase event
Loginwhen connected. - TikTok Pixel / TikTok Events API — no dedicated standard event; Reshape can send a custom CamelCase event
Loginwhen connected. - 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 login event accepts the following objects and fields.
event object required
name string required
Use only static value login for event.name. DATA Reshape maps this to login (GA4) and a custom CamelCase event Login for Meta and TikTok when connected.
name: "login"
value number required
Typically 0 for login events. Some accounts use a small predicted-session-value for value-based bidding.
value: 0
currency string required
Currency code, ISO 4217 three-letter format.
currency: "USD"
id string
Optional login event identifier.
id: "login_abc123"
properties object recommended
Custom properties such as method, device, session_id, etc.
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"
user object required
The authenticated user. id and email at minimum so destinations can stitch the session to a stable identity.
View complete User Object documentation
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 login for four common authentication methods — Email Login, Google Login, Apple Login and Magic Link — plus an additional Minimal tab with only the required fields.
- Email Login
- Google Login
- Apple Login
- Magic Link
- Minimal
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "login",
"value": 0,
"currency": "USD",
"id": "login_abc123",
"properties": {
"method": "email",
"remember_me": true,
"device": "desktop"
}
},
"context": {
"url": "https://example.com/login",
"page_type": "login",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "login",
"value": 0,
"currency": "USD",
"id": "login_abc123",
"properties": {
"method": "google_oauth",
"device": "mobile"
}
},
"context": {
"url": "https://example.com/login",
"page_type": "login",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "login",
"value": 0,
"currency": "USD",
"id": "login_abc123",
"properties": {
"method": "apple_oauth",
"device": "mobile"
}
},
"context": {
"url": "https://example.com/login",
"page_type": "login",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "login",
"value": 0,
"currency": "USD",
"id": "login_abc123",
"properties": {
"method": "magic_link",
"device": "desktop"
}
},
"context": {
"url": "https://example.com/auth/verify",
"page_type": "login",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"country": "US"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "login",
"value": 0,
"currency": "USD"
},
"user": {
"email": "[email protected]"
}
});
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 deliberate authentication — not on silent token refresh, auto-login from "remember me", or session-resume on page reload.
- Include the
methodproperty —email,google_oauth,apple_oauth,magic_link,sso, etc. - Always include the
user.id— same identifier acrosssign_up,login, and subsequent events lets destinations build a coherent user journey. - Fire server-side from your auth handler — most reliable, captures the authentication even if the user redirects immediately after.