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Getting Started with Custom Events

The custom Events feature inside Aritic PinPoint allows you to track the advanced behavior and activity of the visitors and contacts. Once you define the custom events, then you can trigger the tracking through Javascript Event API added along with the Aritic PinPoint tracking code and Events HTTP API.

Data from Custom events for each contact can be used inside defining dynamic email templates that can be used to highly personalize the email content sent to each contact through automation workflow.

Define a Custom Event

1. From Aritic PinPoint Dashboard, navigate to Settings from the top right menu and then go to “Custom Events” under “Marketing Setup“.

2. From this Custom Events Dashboard, click on the New button to add and define a new custom event.

3. From the new pop-up, add the Name of the Custom Event, Alias of the event.

Note: Alias should not contain any number or symbols, it should be only alphabets. Alias is used to identify and trigger the custom events. Each alias should be unique among all the used custom event alias.

Add Payloads value inside each of the Payloads. You can leave the right side not blank. These Payloads are going to receive the event values through Javascript Event API or Events HTTP API.

Note: Payload values should not contain any number or symbols, it should be only alphabets. Each value should be unique among a defined custom event.

4. Once add all the fields, click on “Save & Close” button. This defines a custom event inside Aritic PinPoint.

Track Contact and Trigger Custom Event

Inside Aritic PinPoint, Custom Events can be triggered through the following 2 methods-

  1. Javascript Event API
  2. Events HTTP API

Javascript Event API

The below code example tracks the following event data:

Event Category: Contact
Event Action: Email Link Click
Event Name:

_aaq.push(['trackEvent', 'Contact', 'Email Link Click', '']);


You can use Custom Event API to track contact and trigger custom events. Detail about the custom event API is available here.

Personalize Email Template with Data from Custom Event

Using Custom Events data you can personalize your email templates inside Aritic PinPoint. You can use the following tag tokens to personalize your email templates inside the text field:


In the above tag token, “productname” is the payload of the custom event.

Trigger Personalized Emails through Automation Workflow using Custom Events Data

Once you have created email templates using the above Custom Event tag tokens; you can trigger these personalized emails for each contact through automation workflow.

To trigger the email from the automation workflow; the contact has to be in a segment and the “Custom Event” trigger can be found inside Decision of the workflow.

Note: This trigger from Automation Workflow works only when the custom event gets data from Custom Event API.

In the above workflow, after adding “Custom Event” decision, you can add “Send Email” action.

Uses of Custom Events

Browser and Mobile Visits:

You can use custom events to track the browsers your visitors use frequently and also determine how often they visit from a mobile device.

Tracking Logins to External Site:

You can use custom events to send to Aritic PinPoint information about users who are actively logging in to your external website where you have a login-only section. The custom event is triggered upon login. Once the information is saved to contact records, you can segment and create lists based on the recent logins. You can opt for some useful filters like specific time frames and the total number of times the event was completed.

Shopping Cart Abandonment:

Often on a B2C company website, visitors do not complete the entire purchase process even after adding items to their carts. Create a custom event to trigger when a visitor has calculated shipping, and add these contacts to a separate segment. Use this list to send a reminder to complete the purchase.

Limitations of Custom Events

You can create up to 200 custom events in the Aritic PinPoint Enterprise account. You will be notified as you approach your limit. You can delete some of your unused events to continue creating new ones without exhausting your limit.

Once you reach the limit, new events will be added under Unexpected Events in your events manager.

Note: If events are not created and if they send new events from API, it will get created automatically but payloads will not get updated.

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