For events to be utilized by Optimove’s Track and Trigger, all events and event parameters need to first be configured within Optimove.

You can configure events on your own from the Events Configuration Screen located under the Events Settings tab on the Settings page.

On this page, you can choose to add, delete, or edit an event and publish it to your staging and production environments.

To add a new event for configuration, click the "Add Event” button, fill in the event name, and then choose one of the following event types:

Simple event
Repeated event
Uncompleted sequence

Configuring Simple Events

For a simple event, begin by adding the parameters that compose the event, events can be composed of up to 50 different parameters.

To add a parameter, fill in the parameter display name, and determine whether the parameter type will be String, Number, or Boolean. In the example below, the parameter display name is “Product in Cart” and since the parameter type is Boolean, it will produce a “true” or “false” value.

To save the parameter click “Add Parameter.”

Please Note: Parameter display names must not contain special characters (e.g., “–”)

Once the parameter has been added to the event, the Parameter Key will automatically populate, and appear on the event screen, as seen below.

Saving the event will automatically populate the event key field. Once the Event Key and Parameter Key fields have been generated, they can be used in the event payload.

It is beneficial to set up a wide range of parameters so you can leverage them when creating triggers and gain further customization.

|| Note: any event parameter created, will automatically generate a personalization tag to use in your Optimail templates or for conditional language. Select the personalization tag from the drop-down list in your template.

Configuring Repeated Events

A repeated event can be used to trigger an event and record it within Optimove once the event has occurred a certain number of times. For example, if you would like to send a pop-up after a specific product page was viewed three times, you would configure a repeated event in the Events Configuration Screen.

To configure a repeated event, select “Repeated event” from the Event type dropdown and set up the relevant parameters. The result would be similar to the below:

Once you have published the new events, in the Manage Triggers page, create a new trigger or folder for the repeated product view page.

When creating a new trigger, a side panel will appear on the right, allowing you to search for the event you would like to choose for this trigger. In this example “Product Viewed.”

As Optimove recognizes that this is a repeated event, it will allow you to choose the number of times you would like the event to occur before triggering a message. In this example, we will use three.

Configuring Uncompleted Sequence Events

An uncompleted sequence is used to identify events that a customer began but has not completed within a certain timeframe. For example, an abandoned cart or deposit.

Uncompleted sequences are composed of the following parts:

Initial Event – the initial event indicates the beginning of the sequence. It notifies Optimove that this sequence of events should be tracked. Examples include an item added to the cart or a deposit initiated.
Event Trigger – The event trigger is composed of both an event and a timeframe in which the event should occur, up to three days from the initial event. The timeframe counter will begin after the initial event. The uncompleted sequence event will be fired if the event trigger does not take place before the time has elapsed. Examples of event triggers include purchase started or deposit completed. An uncompleted sequence can have more than one event trigger.
An event that restarts the counter – The restart event instructs Optimove to restart the counter for the event trigger. Examples include additional items added to the cart or a deposit amount entered.

All the events that compose the uncompleted sequence need to be configured as simple events, on their own, before they can be used as elements in the uncompleted sequence event.

The example below demonstrates an abandoned cart uncompleted sequence, where the initial event is identified as soon as the simple event “Item Added to Cart” occurs, and an event will be triggered if the simple event “Purchase Started” has not begun within 120 minutes (2 hours). You can also instruct the counter to restart if certain events occur within the 120 minutes, such as in the below “Item Added to Cart.”

|| Please note:

When creating a trigger, you can edit the parameters of the uncompleted sequence. For example, you can edit the “Brand” parameter if you manage multiple brands on the same site.

Configuring Formula-based Events

A formula-based event is used to identify behaviors that become meaningful when repeated or accumulated over time. These events calculate a value from multiple actions within a defined time window and can be used to trigger a campaign when a certain threshold is met.

For example, you can trigger a campaign based on a Live formula, such as a customer depositing more than $1,000 in 12 hours.

Formula-based Events are configured based on Live formulas. See the How to Create a Trigger Using Live Formulas article to learn how to set them up and explore their main use case.

Publishing Events

Once events have been created, you must publish the event to your production environment to leverage them in triggered campaigns.

Optimove will identify when a new event has been added or an existing event has been edited, and produce the following notification on the top of the Events Configuration Page, reminding you to publish your events to your production environment.