Events are actions users perform in your messages or on your website, such as:

Tracking these actions gives you visibility into what these users are doing. You can then use the event data in Brevo to segment and target your contacts based on their behavior, personalize your emails, start an automation, and more.

Why track events?

While contact attributes represent what a contact has, events represent what they do. Tracking events helps you see how your contacts interact with your emails and website. This way, you can identify what works in your customer journeys, identify areas for improvement, and adjust your marketing strategies accordingly.

For example, when a contact adds a product to their wishlist, it shows a strong interest, even if they’re not ready to buy. By tracking the "Added to wishlist" event, you can:

• Create personalized emails, like promotions or reminders, that include that automatically include the specific item each recipient has in their wishlist.
• Trigger an automation that sends these personalized emails.
• Segment contacts who added an item to their wishlist and later purchased it after opening your email.

What events can I track in Brevo and how?

Brevo offers three main categories of events:

• System events are pre-defined actions tracked by Brevo, like when someone opens one of your emails or books a meeting with you.

• eCommerce events track actions related to purchases on your website. They’re useful for understanding customer buying behavior and analyzing your revenue performance.

• Custom events are actions defined by you and can be tracked using the Brevo tracker, an API, or webhooks.

Use the following tabs to view the different categories and events available in Brevo:

Where to find and use event data in Brevo?

When a contact performs an action that triggers a system, eCommerce, or custom event, the event data is automatically sent to Brevo. You can access this data in multiple areas of the platform and use it to create more personalized and relevant experiences for your contacts.

👤 View events on the contact details page

Some tracked events appear on the details page of your contacts, such as when a contact is added to a list, opens an email, or completes a call. This page is available when you click a specific contact from the Contacts page. It gives you a centralized view of their activity history and timeline, helping you better understand their behavior and engagement.

➡️ To learn more about the contact details page, check our dedicated article Overview of the contact details page.

💾 Check your event logs to view a complete list of tracked events

You can check the Event logs page to view a complete list of all tracked events across your Brevo account. This page displays detailed information for each event, including the event type, timestamp, and payload (metadata and properties sent with the event). It’s a useful tool for troubleshooting, verifying event tracking, and understanding how contacts interact with your messages or website.

➡️ To learn more about event logs, check our dedicated section in the article What are automation logs? (workflow logs, event logs, contacts in workflow).

✂️ Segment contacts using event-based conditions

Segments are a powerful tool for filtering contacts based on specific criteria, such as actions they've performed or haven't performed on your website and emails. For instance, you could create segments for contacts who visited a certain product page, did not open your emails in the last few months, or downloaded a specific resource. This segmentation helps you target specific groups with relevant content.

➡️ To learn more, check our dedicated articles What conditions are available to segment my contacts? and Create a segment to filter your contacts.

🤖 Trigger automations using event data

Events or segments based on events can be used to automate certain marketing or sales tasks. For example, if a contact adds a product to their cart and does not make a purchase within the next few hours, an abandoned cart email is automatically sent. This is based on the user's action of adding a product to their cart, which is tracked by the "cart updated" event, along with the details of the cart content.

The following table provides some examples of use cases where automations are based on events or segments:

➡️ To learn more, check our dedicated articles Available triggers, actions, and rules in an automation and About the new automation editor.

💬 Personalize messages with dynamic content

You can include dynamic content in your emails and SMS messages based on a contact’s past events, such as a recent purchase, website visit, or form submission. By tailoring your message to their behavior, you create more relevant and engaging experiences that can boost conversions and strengthen customer relationships.

Email template in Brevo	Email received in the inbox

➡️ To learn more, check our dedicated articles Personalize your emails using Brevo Template Language and Personalize your SMS messages with contact attributes and event data.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.