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What is an Event?

An event is any action a user takes on your website that you want to track. Think of events as the moments that matter in your customer journey.
Conversion Settings

Some events can be configured as Conversions

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Examples of Events

  • E-commerce
  • B2B
  • Media
  • View Product - User looks at a product page
  • Add to Cart - User adds item to shopping cart
  • Purchase - User completes checkout
  • Sign Up - User creates an account

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How to configure Events

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For Campaign Optimization

Platforms use your events to find more customers:
  • Purchase events → Find people likely to buy
  • Lead events → Find people likely to sign up
  • AddToCart events → Find browsers likely to convert

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For Attribution

Events determine which marketing channel gets credit: 
User sees Facebook ad → Clicks Google ad → Makes purchase
                                           ↓
                                    Purchase Event
                                           ↓
                            Attribution decides who gets credit

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For Audiences

Events trigger audience updates:
  • Purchase event → Add to customer exclusion list
  • Trial event → Add to nurture campaign
  • High-value purchase → Add to VIP segment

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Event Flow

1

User Action

User clicks “Buy Now” button
2

Event Created

Your website creates a Purchase event
3

OneView Receives

Event sent to OneView with details
4

Attribution Applied

OneView determines which platform gets credit
5

Platform Delivery

Event sent to winning platform’s API
6

Campaign Optimization

Platform uses event to optimize future ads

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Naming Best Practices

Do

  • Use standard names when possible
  • Be consistent across platforms
  • Use PascalCase (ViewContent)
  • Keep names descriptive

Don't

  • Create variations (Purchase1, Purchase2)
  • Use spaces or special characters
  • Mix naming conventions
  • Use ambiguous names

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Common Questions

Start with 3-5 key events:
  • Your main conversion (Purchase/Signup)
  • One mid-funnel action (AddToCart/Trial)
  • One top-funnel action (ViewContent)
Add more as needed, but avoid over-tracking.
That’s normal and good! The customer journey includes multiple events:ViewContent → AddToCart → PurchaseEach event helps platforms understand user behavior.
Yes. But you cannot create Conversions out of pageviews.

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Next Steps

Conversions

Learn about conversion events specifically

Implementation

Start tracking your events