This guide is designed to provide a better understanding of the events, event parameters, attributes, their usage, and insertion methods. With this guide, you can find answers to the following questions:
What is an event? What is an event parameter?
An event defines all your users' actions while interacting with your website, application, campaigns, and/or offline stores. For example, if a user clicks on a product to view its details and lands on the product detail page, their action triggers a product detail page view event.
Some examples of events are as follows:
Listing page view
Mobile app open
Lead collection form submit
Purchase
WhatsApp reply
Store visit
Store purchase
Each event has various details called event parameters. Event parameters help you understand the context of an event. For example, the purchase event would have the product name, price, and category as event parameters.
You can also assign custom event parameters to your default events.
You can use the user events to create advanced segmentation and targeting and personalize your users’ experience with individualized content.
Insider offers a variety of default events. You can also create custom events tailored to your marketing strategies and specific use cases.
What is an attribute?
An attribute defines all the details about a user. It helps you understand their preferences, including personal information, last purchased products, and visited products.
You can use the user attributes to create advanced segmentation and targeting and personalize your users’ experience with individualized content.
For example, if a user visits product A, then product B, their last visited product name attribute would be product B.
Insider offers a variety of default attributes. Besides, you can also create custom attributes depending on your marketing strategies and use cases.
The user events and attributes collected across different sources create a user profile for the users. A User Profile provides an overview of the user events and attributes collected and unified across various platforms (e.g., web, mobile, CRM, email, etc.).
What are default events and attributes?
Default events and attributes are the user events and attributes that Insider defines for your account in advance. These events and attributes are determined based on the requirements of Insider’s products and the common user behavior and actions. This way, you can create only those that are not available in this list or those you need for your use cases.
The default events and attributes are not deducted from your limit for custom events and attributes.
Insider’s Unified Customer Database (UCD) allows you to log 200 attributes, with 120 being for the default attributes and 80 for the custom attributes. The predefined default attributes help you save time as they are ready to be populated with data, and you do not need to create them. For attribute limit increases, you can reach out to the Insider One team.
For example, the email attribute is required for many Insider products and is one of the identifier options. You do not need to create the email attribute as a custom attribute since Insider creates it by default. You only need to pass the email information required by this attribute. Or you do not need to trigger an event for the product detail page view, as it is triggered by the Insider integration when a product detail page is visited.
The default events and attributes are listed on the Components > Attributes and Events page. While some require an integration or data ingestion from your end, others are autopopulated by Insider.
The events and attributes you create via the Mobile Test Lab are also listed on the Attributes and Events page.
You can use all the events and attributes you see on the Attributes and Events page with all UCD products. For example, you can segment your email recipients based on an in-app event, such as whether they have viewed an in-app campaign.
Insider allows an unlimited number of events to be passed into the InOne platform.
See the list of Default Events and Attributes.
What are custom events and attributes?
All the events and attributes you pass with various integrations (e.g., Event Integration, Upsert User Data API, etc.) are defined as custom events and attributes.
For example, a user's last visited product name is a default attribute, while the last wishlist item is a custom attribute. Similarly, the cart page view is a default event, while the wishlist page view is a custom event. In this case, the last wishlist item is a custom event parameter of the wishlist page view event.
You can also assign default event parameters to your custom events.
How can I ingest custom events and attributes?
You can ingest custom events, event parameters, and attributes via various data ingestion methods.
The most common data ingestion methods are as follows:
External platform integrations (e.g., Segment, Salesforce, etc.)
You can define as many custom events as needed. There is no limit to the number of events.
With Insider’s SDK’s capabilities, you can also create and test your custom events, event parameters, and attributes on the Mobile Test Lab without visiting the Events & Attributes page.
Send an undefined event, event parameter, or an attribute via any of the client-side, server-to-server, or native/third-party/external integrations listed above. Insider’s Unified Customer Database (UCD) will capture this data using the name and key you set. You do not need to visit the Attributes and Events page to create custom events, event parameters, or attributes.
How can I use the default and custom events, event parameters, and attributes?
You can utilize the default and custom events, event parameters, and attributes in various use cases. For example, you can create advanced segments, offer users a personalized experience, and leverage your online data in offline campaigns and strategies. Below you will find some examples of these cases:
Advanced segmentation capabilities
You can use the Events and Attributes segments in the Standard segments to build targeted user groups. For example, you can create a segment of users older than 24 with the Attributes segment. Or you can target the users who have made a purchase once in the last 24 hours with the Events segment.
You can also create Saved Segments with Events or Attributes for your campaigns.
See below for some segment examples with default and custom events and attributes:
A brand-specific segment with users who are interested in the Poshstreet brand and are more likely to buy discounted products, whose last purchase date is in the last 90 days, and who did not visit your website in the last 30 days
Replenishers segment with users who performed the Purchase event of a specific product, who have the One Time Shopper attribute, and who made a purchase in the last 60 days
Credit card seekers segment with users who have the new_user attribute, who performed the Credit Cart Page Visit event and the Left Application Form event, and who are iOS users
Sedan car lovers segment with users who have the new_user attribute, who performed the sedan_car_visit event and the Left Test Drive Form event, and who are tablet users
Active data consumers segment with users who performed the data_package_excessed event, who have the Value Added Service User and In Renewal Term attributes, and who are iOS users
Individualized experience with dynamic content
With the Dynamic Content feature, you can individualize the user experience with events, event parameters, and attributes for better targeting and offer highly personalized content.
With Dynamic Content, you can use the default and custom attributes, and (constant) event parameters in your campaign content.
You can use the constant event parameters, including the default or custom event parameters of the default or custom events, as dynamic content only in Architect journeys.
See below for some examples:
- You can add dynamic content to your Web Push message sent through an Architect journey.
- You can send an Email to your users with their names in the email subject, and their custom wishlist items in the email content.
- You can send a Web Push notification with the last visited product’s information. This way, each user will receive a notification with different content.
- You can send an App Push notification to your users with their names in the message.
- You can send a replenishment message to remind your users of a product they bought before so they can repurchase it.
- In your Architect journey, you can send a WhatsApp message to remind your users of an item they left in their cart.
Feeding data to your other platforms
Just as you can feed your online data with your offline data for unification purposes, you can also pass this data to your other online and offline platforms. This means you can use the data Insider collects outside your Insider campaigns.
You can export your raw user data, set up a data stream, or connect the events and attributes of your users to your services like CRM, call center, etc., for online and offline targeting.
To do this, you can utilize the following resources:
See the complete list of Default Events and Default Attributes.