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Introduction to events

In Webmarketer, events are the actions performed by users on your website, such as: buying a product online, submitting a form, signing up for a service, and so on.

Sending events serves two purposes:

  • Identifying the marketing levers behind those events
  • Building up a picture of your users

Some pieces of information carried by your events describe the event itself — the amount of an order, a product name, a message. Others, related to the user (last name, email, phone number, and so on), build up a picture of the user by enriching their profile.

reconciliated-field

Event types​

So that events are displayed and organized as clearly as possible in Webmarketer, you can declare which event types can occur on your website.

Defining event types means declaring which pieces of information will be sent to Webmarketer for those events. Each piece of information is called an event field and can be of several types (text, number, currency, and so on).

A few examples of event types and the fields they are made of:

  • Contact form (last name, first name, email, phone, message)
  • Login (email, user ID)
  • Newsletter sign-up (email)
  • New order (promo code, revenue)
  • Quotation (email, last name, first name, company name, quotation number, quotation amount, revenue)

Reconciliation or attribution​

Marketing analyses rarely try to assess a campaign's ability to generate Login events. Attention usually goes to events that create business value (sign-up, quotation, order).

Reporting login events is nonetheless important for user reconciliation, since it identifies the various devices belonging to the same user.

To keep those events out of your reports, Webmarketer lets you declare some event types as reconciling events. They are then only used to reconcile users and enrich their data, and are left out of reports.

Conversely, events worth attributing to campaigns are called attributable events, and are taken into account in reports.

attributable-event

Attributable event​

Attributable events are the high-value actions. They usually match your conversion goals. Those events are marked as attributable because they are taken into account in reports, being attributed to the various traffic sources that led to them.

Examples of attributable events:

  • New order
  • Newsletter sign-up
  • Contact form submission

Reconciling event​

Reconciling events are actions happening on your website without being conversion goals. Their sole purpose is to enrich users in Webmarketer with the data they provide, so they are neither attributed nor taken into account in attributed reports.

Enriching users through those events brings several benefits:

  • Linking interactions to a known, identified user without having to wait for them to perform an attributable event (a conversion)
  • Adding technical data to your users (for example: the unique ID of the user account in your own system)
  • Reconciling the user and their interactions (see reconciliation)

Examples of reconciling events:

  • Login
  • Account update