Here is an example of an ABTasty event you can find in your dataLayer:
json{ "event": "ab_recos_b80d57df-4c10-4502-8a22-03794ef0d754", "recos": { "reco_name": "", "reco_id": "e79a33f9-9c9b-4be8-bf4d-4c6d92ac876b", "action_id": "show", "item_id": "", "item_ids": "[\"9973231059290\",\"9995519983962\",\"9995520213338\",\"8986396459354\",\"9995522113882\",\"8815557443930\",\"9995522507098\",\"9995522081114\",\"9921160184154\",\"9995521524058\"]", "non_interaction": false }, "gtm.uniqueEventId": 188 }
This event describes a “show” event from a recommendation banner.
It has been thought like this in order not to disturb the native GA4 events and variables.
ABTasty events have a custom and randomized event name, used to be able to push multiple of them on the same page. The data is packed in a variable called “recos” to not be interpreted by defaults event triggers
Random Event Name
GA4 (whether via gtag.js or a “GA4 Event” tag in GTM) only sends an event when explicitly instructed to do so using gtag('event', 'xxx', …) or when a GTM trigger is configured to listen for a specific event name.
By giving each push a unique name like ab_recos_<UUID>, AB Tasty ensures that default triggers (which typically listen to events like page_view, scroll, add_to_cart, etc.) do not accidentally fire on its own pushes.
Data Encapsulated in a “recos” Variable
Encapsulating all business-related payload data (such as reco_id, item_ids, etc.) inside a recos object prevents GA4 from automatically mapping these fields to its standard parameters (value, currency, item_list_id, etc.), since the field names do not match GA4's expected naming conventions.
Non-Interaction Flag
The field non_interaction: false clearly indicates that these events are considered interactions. However, because they don’t match any pre-configured GA4 triggers or tags, they remain harmless by default.
In practice, if you haven’t created a GTM tag that listens for the pattern ab_recos_* (or a dataLayer event like ab_recos_b80d...), GA4 won’t receive anything from these pushes.