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, making a purchase. Events are recorded by a tracker and can be used to define segments.

Types of Events

Events are organized by type into collections. Events have properties, key-value pairs that record relevant information about the event.
For example, a user clicks on a link:
  • The 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 parameters 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

To create an event, select Data -> Events, and click “Create Event”.
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Enter the name of the event and select the data source, which you have created.
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Select an event type and a corresponding property.
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Click on the plus symbol to add event filter (group)
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Event formula

Event formula dinamically displays the event definition. Letters in blue color shows that these filters (e.g. A and B) are in the brackets and must be prioritized in the formula. In the example below, the event would be only valid if a group of A and B OR a group of C and D event filters are triggered.
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Event formula operators

Operators in the event editor allow you to define your events 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 created a "pageview" type event, you can select "Geo" and "Page" as two filters that define your event. By selecting an operator and establish a relation, that event will only be valid once both conditions are true (visiting the page and visitor being from Los Angeles). If you select the operator "or" it would mean that event would be true if any of the filter conditions will be met.
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Event filter operators

Events have different filters based on the filter object type. You should enter event filter value based on the event filter operator type.
String object type operators:
  • equals - value nust be exactly the same
  • is defined - value must exist (not null)
  • contains - at least a fragment must match
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Integer object type operators:
  • equals
  • does not equal
  • greater than
  • greater than or equal
  • less than or equal
  • less than
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Event Relations

Usually events do not appear in isolation. Events have their own action pairs which are called event relations. For example, interaction event always happen in particular page, so it has a page view relation. In iOS devices interaction event appears in relation to "scene" elements. It is not required to set event relations for every event, however, this helps to increase event precision (e.g. defining page URL of the interaction event).

Example Event

Let’s create an event named “myEvent”, which has a custom collection “Flight-Booking-Event” (collection data that holds all the data related to flight bookings in the website).
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Web tracker
Event type
Event property
HTML Element
Event property filter
Filter operator
Contains /pricing
Formula operator
Event property
Event property filter
Filter operator
equals USA

Sample Event Templates

Event type
Track search for a product
Keyword: Samsung Galaxy
Page with path /catalogsearch/result
Query contains
Product viewed
Track viewed products
Product: WH-1000XM3 headphones
Visit of a view with path
Category Viewed
Track browsed categories
Category: Smart Watches
Visit of a view with path
Added to Wishlist
Track if product is added to a wishlist for future purchase
Product: iPhone XS
Interaction [and] Visit of a view with path
HTML -> Class name [and] N/A
“action towishlist” [and] /catalog/iphone-xs
Product Reviewed
Track review of the product
Product: UE Boom 3 Speaker
Interaction [and] Visit of a view with path
HTML -> Class name [and] N/A
“action submit review” [and] /speakers/ue-boom
Added to Cart
Item added to cart
Product: Panasonic GH5S Camera
Interaction [and] Visit of a view with path
HTML -> Class name [and] N/A
“action primary tocart” [and] /cameras/panasonic-gh5s
Coupon Used
Track if coupon code is used to complete the purchase
Offer: 20% off all mobile phones; Coupon Code: DISCOUNT20
Interaction [and] Interaction
HTML -> Value [and] Type
“apply discount” [and]“DISCOUNT20”
Track successful purchase
Name: Xootr Cruz Scooter
Custom event collection {Purchase} [and] Page
Equals [and] Title
1 [and] “Xootr Cruz Scooter”
Last modified 13d ago