view_item_list Event

The view_item_list event captures when a user sees a list of products — such as a category page, search results, or featured items. This is useful for measuring engagement at the discovery phase.

The view_item_list model

This model outlines the structure for tracking product list impressions.

Properties

Name
event
Type
string
Description
Must be set to view_item_list.
Name
user_id
Type
string
Description
Unique identifier for the user.
Name
session_id
Type
string
Description
Current session ID.
Name
item_list_id
Type
string
Description
Identifier for the list (e.g., summer_sale).
Name
item_list_name
Type
string
Description
Display name of the list.
Name
ecommerce.items
Type
array
Description
Array of product items shown in the list.
Name
ecommerce.items[].item_id
Type
string
Description
Product or SKU ID.
Name
ecommerce.items[].item_name
Type
string
Description
Product name.
Name
ecommerce.items[].item_brand
Type
string
Description
Brand name.
Name
ecommerce.items[].item_category
Type
string
Description
Product category.
Name
ecommerce.items[].item_variant
Type
string
Description
Variant name.
Name
ecommerce.items[].price
Type
float
Description
Price of the item.
Name
ecommerce.items[].index
Type
int
Description
Position of the item in the list (0-based).

Push event to the dataLayer

dataLayer.push example

dataLayer.push({
  event: 'view_item_list',
  user_id: 'user-3456',
  session_id: 'session-7890',
  item_list_id: 'spring_essentials',
  item_list_name: 'Spring Essentials',
  ecommerce: {
    items: [
      {
        item_id: 'SKU-5001',
        item_name: 'Reusable Water Bottle',
        item_brand: 'EcoFlow',
        item_category: 'Outdoors',
        item_variant: 'Green',
        price: 19.99,
        index: 0
      },
      {
        item_id: 'SKU-5002',
        item_name: 'Insulated Picnic Bag',
        item_brand: 'PackMate',
        item_category: 'Outdoors',
        item_variant: 'Blue',
        price: 34.99,
        index: 1
      }
    ]
  }
});

Best Practices

Include item_list_id and item_list_name to group impressions meaningfully.
Track list indexes to monitor placement impact.
Fire only once per visible product set.

Use Cases

The view_item_list event supports:

Measuring engagement with category pages
Optimizing product placement and merchandising
Retargeting users based on list views
Conversion funnel analysis starting at product discovery