Unveiling the relationship between NH3 adsorption/activation behaviors and SCR reaction mechanism is imperative for rational catalyst design, but is is still not established because of lacking methodology of in situ spectroscopies. Here, vanadia-based SCR catalysts were used to identify the electron transfer and dynamic evolutions of active sites in SCR reaction by in situ AP-XPS, Raman, and DRIFTS spectra. The activation of NH3 occurred at V5+O sites, and then they reduced to V4+OH species by proton-coupled electron transfer process at high temperature (350 °C). Reducibility of vanadium dominated the catalytic reaction and both lattice and surface oxygen can oxidize the V4+OH to fulfill redox cycles. Whereas, at low temperature (150 °C), the adsorptions of NH3 on Brønsted acid sites was the rate-determine step of NH3 activations. NO was stored as nitrate/nitrite with the help of surface chemisorbed oxygen. The NHx species reacted with adsorbed nitrite/nitrate to generate the NHxNOx intermediate that subsequently decomposed into N2 and H2O.