By default, Brevo tracks various events related to emails, SMS, WhatsApp, deals, contacts, forms, and more. However, your business may need to monitor additional user interactions—whether it's "Product viewed", "Video started", "Social share", or any other action that matters to you. With custom events, you have complete flexibility to track any user activity that’s relevant to your business.
What is a custom event?
Custom events are actions or interactions that you define and track on your website or external app to monitor any user activity relevant to your business. These events provide valuable insights into user behavior and can include, for example:
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The possibilities are endless—you can create custom events for any action you want to track.
Unlike standard events in Brevo, such as "Email opened" or "Meeting booked," custom events require manual implementation since they are not natively built into the platform. To learn more, check our dedicated section How to create a custom event?.
Why use custom events?
Custom events provide valuable insights into user behavior and engagement. For example, with an event like "Product viewed," you can track key details such as who viewed your products, when they viewed them, which products (including their name, description, or price), and any other relevant data you’ve chosen to track.
You can then leverage this data in Brevo to create personalized experiences, such as:
- Segmenting contacts based on their behavior to gain a deeper understanding of your audience.
- Sending emails, SMS, or other messages with advanced personalization (e.g., abandoned cart or browsing, order confirmation).
- Triggering automations when a custom event happens on your website.
How to create a custom event?
Brevo does not automatically track custom events; you need to implement them manually using one of the following methods:
Brevo tracker
The Brevo tracker is a tracking code that you can add to your website to monitor activity in real time. With the Brevo tracker, custom events can be created using:
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[Recommended] JavaScript implementation
Update the Brevo tracker's script with thetrack()function. To learn more, check our dedicated JavaScript documentation. -
REST implementation
Use the Brevo tracker'strackEventendpoint. To learn more, check our dedicated REST documentation.
Brevo API
Use the Brevo API's events endpoint to create custom events. To learn more, check our dedicated developer documentation.
Examples of custom events by industry
Different industries often track unique custom events based on their specific needs. Here are some examples of custom events by industry:
Common to all businesses
| Event | Description | Properties |
|---|---|---|
| Login | When someone logs into your website | Email address, date, time, user agent, IP address |
| Logout | When someone logs out of your website | Email address, date, time, session duration |
| Searched | When someone uses the search bar | Keyword, date, time, device type, search result count |
| Button Clicked | When someone clicks a button | Button name, button position, user role |
| Link Clicked | When someone clicks a link | URL, referrer, link text, device type |
| Image Clicked | When someone clicks an image | Image name, image location |
| Page Scroll | When someone scrolls below or above a certain percentage mark of a page height | Page name, scroll percentage, session duration |
eCommerce store
| Event | Description | Properties |
|---|---|---|
| Product viewed | When someone views a product | Product name, product ID, category, price |
| Category viewed | When someone views a category | Category name, category ID |
| Added to favorites | When someone adds a product to their favorites | Product name, product SKU, price |
| Removed from favorites | When someone removes a product from their favorites | Product name, product SKU, price |
| Added to wishlist | When someone adds a product to their wishlist | Product name, product SKU, price |
| Removed from wishlist | When someone removes a product from their wishlist | Product name, product SKU, price |
| Product rated or reviewed | When someone rates or reviews a product | Rating score, review text, product name |
| Checkout started | When someone starts the checkout process | Cart value, number of items, user location |
| Checkout completed | When someone completes the checkout process (successful purchase) | Revenue, currency, products purchased, payment method |
| Order shipped | When an order is shipped | Order number, shipping method, shipping date |
Travel (flight booking)
| Event | Description | Properties |
|---|---|---|
| Flight viewed | When someone views a flight | Flight name, flight number, departure, arrival time |
| Flight purchased | When someone purchases a flight ticket | Revenue, flight details, payment method, class |
| Travel insurance | When someone purchases travel insurance | Insurance type, revenue, duration |
| Extra luggage | When someone purchases an extra luggage | Luggage type, weight, revenue |
| Airport transfer | When someone purchases airport transfer | Transfer type, revenue, pick-up time, location |
Education platform
| Event | Description | Properties |
|---|---|---|
| Video started | When someone starts watching a video | Video title, video duration, user location |
| Video paused | When someone pauses a video | Video title, timestamp, pause reason |
| Video ended | When someone finishes watching a video | Video title, completion time, video duration |
| Lesson completed | When someone finishes a lesson | Lesson title, time spent, lesson difficulty level |
| Lesson rated | When someone rates or reviews a lesson | Rating score, lesson title, review text |
Healthcare
| Event | Description | Properties |
|---|---|---|
| Appointment booked | When someone books a healthcare appointment | Appointment type, date, doctor, patient ID |
| Prescription filled | When someone fills a prescription | Medication name, dosage, patient ID, doctor |
| Consultation completed | When a consultation is completed | Consultation type, doctor, patient ID |
| Health tips viewed | When someone views a health tip | Tip category, user location, session duration |
Content website/blog
| Event | Description | Properties |
|---|---|---|
| Page scroll | When someone scrolls below or above a certain percentage mark of a page height | Page name, scroll percentage, session duration |
| Comment | When someone leaves a comment | Comment text, post ID, user ID, timestamp |
| Social shares | When someone shares a blog post on social media | Platform, post URL, sharing method |
| Affiliate link clicked | When someone clicks an affiliate link | Link URL, product name, referring article, user ID, timestamp |
| Post vote | When a user upvotes or downvotes a blog post. | blog post title, blog post ID, vote type, user ID, timestamp |
🤔 Have a question?
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