Events track what individual actions users perform in your app or website. Some examples of events include a user launching an app, viewing a product, signing in, sharing a photo, and making a purchase. Events are recorded by a tracker and can be used to define segments.

The Events object can be accessed under the Audiences section. From the Events page users can:

  • Access the list of created events
  • Access the event itself
  • Search for the created event
  • Filter the events
  • Create new events
  • Edit created events names'
  • Delete the created events
  • Duplicate the created events


Types of Events

Events are organized by type into collections. Events have properties and key-value pairs that record relevant information about the event.

For example, a user clicks on a link:

  • A click is an event
  • It belongs to the clicks collection (HTML field)
  • The properties of the event include the time of the click, the id and other HTML attributes of the element that was clicked, the URL of the page on which the click happened

Custom Collections

Custom collections allow you to bring specific customer data into your event collections. Custom events are not auto-created so you need to specifically define and pass each custom event parameter and their collections from your sources.

Depending on the type of business, these events could be anything like:

  • Product Page Viewed
  • Product Added to Cart
  • Subscribed to Newsletter
  • Checkout Started / Checkout Completed
  • Review Submitted

Creating an Event

Under the Audiences tab locate and click the Events object. Once in the object, click on the Events button. Afterward, add a descriptive name for the to-be-created event.


Select the data source.


Select an event type and a corresponding condition.


Select the operator and input the value. The following operators are:

  • Equal
  • Does not equal
  • Greater than
  • Less than
  • Greater than or equal
  • Less than or equal


Event conditions and formula operators

Operators in the event editor allow you to define your event by using complex conditions. By clicking on AND/OR operators, you can specify how each event filter relates to the other. For example, if you have selected a purchase and add to cart events, you can create relations with an AND operator that will require both event filtering conditions to be valid. If you put the or operator here, it would mean that at least one filtering condition is sufficient to assign the user to the event.


Event field properties

While creating an event, you can perform certain actions with the fields, such as:

  • Duplicate
  • Move above (when 2 or more fields are configured)
  • Move below (when 2 or more fields are configured)
  • Delete

To do so, on the right-hand side of the field, locate the Three dots button and click on it. A dropdown will appear with the available properties.


Event formula

Event formula dynamically displays the event definition. Letters in blue color show the created filtering conditions within the Event (e.g. A and B). Letters between the conditions display the formula conditions between the filters. Filtering conditions that are in the brackets indicate that they must be prioritized in the formula.