Events are specific user actions on a website or app – like clicking a button, submitting a form, or making a purchase. These actions are captured to help businesses understand how users interact with your website. By monitoring these events, marketers can gain valuable insights into user behavior, measure the success of their campaigns, and make informed decisions to optimize performance. Events play a crucial role in accurate conversion tracking, audience building, and overall digital strategy.
What Are EasyInsights Custom Events?
Advanced, business-contextual events that go beyond default Meta events like Purchase or AddToCart. These kinds of custom first-party events are extremely powerful when sent via Meta Conversions API (CAPI), Google enhanced conversion etc because they let you optimize for high-value users, behavior-based cohorts, and retention metrics which standard pixel-based tracking misses.
Here’s a curated list of custom events inspired by your examples, with suggestions on naming, purpose, and implementation triggers.
A few most used events in B2B/Lead Generation:
| # | Event Name | Description | Use Case |
| 1 | NewLead | First-time form submission by a user | Core lead gen event – CAC optimization |
| 2 | QualifiedLead | Lead passed initial scoring or criteria (e.g., job title, income) | Optimize for high-intent leads, reduce junk |
| 3 | HighValueLead | Lead projected to be high revenue (e.g., high CLTV estimate) | Value-based lead bidding (ROAS-like) |
| 4 | LeadScored | Lead scored above threshold via internal logic or AI model | Great for ML-based quality segmentation |
| 5 | ContactedLead | Sales team has made first contact (e.g., call, email sent) | Real-time stage tracking and warmer audiences |
| 6 | BookedCall | Calendly/Zoom consultation or demo booked | Key bottom-funnel conversion event |
| 7 | NoShow | Lead booked a call but didn’t attend | Use for exclusion audiences |
| 8 | RepeatLead | Existing lead submits again (e.g., for new product or reactivation) | Warm audience re-engagement or upsell |
| 9 | ConvertedLead | Lead became a paying customer | Use for LTV-based lookalikes and optimization |
| 10 | PricingPageLead | Lead who visited the pricing page before form submission | High commercial intent signal – optimize for intentful leads |
A few most used events by E-Commerce brands:
| # | Event Name | Description | Use Case |
| 1 | NewCustomerPurchase | Purchase from a first-time buyer | Optimize for new customer acquisition & CAC |
| 2 | PrepaidOrder | Prepaid or pay-in-advance orders only | Filter by payment method or order type |
| 3 | FulfilledOrder | Order marked as shipped or fulfilled | Optimize based on real post-purchase behavior |
| 4 | ReturnOrder | Order that was returned or rejected | For churn modeling, exclusion from lookalikes |
| 5 | HighValuePurchase | Purchase where value > ₹4000 / $100 | Build high-value customer segments |
| 6 | Categories based event | Categories on the basis of product category( Face, skin, etc.) | Use this event to deliver personalized product recommendations |
| 7 | Attribution events | Captures first and last click interactions to identify which channels initiated and closed the user journey. | Helps marketers optimize budgets by revealing top channels for acquisition and conversion. |
| 8 | AbandonedCheckout | Checkout started but no purchase in 30 min | Triggered via webhook or backend logic |
| 9 | RepeatPurchase | Purchase by someone who has bought before | Retention optimization, loyalty campaigns |
EasyInsights-powered events do not affect your existing setup (Meta Pixel, GTM, or CRM) unless you choose to override the same events.
- By default, EasyInsights sends events independently via server-side (CAPI).
- Existing events continue to function without duplication or conflict.
- You can add new custom events or enhance existing ones only if needed.
This ensures full flexibility with zero disruption to your current tracking or optimization.
Why Use EasyInsights Custom Events?
Implementing EasyInsights Custom Events brings several advantages:
1. Optimize Ad Spend
- Focus on High-Value Actions: Concentrate your advertising efforts on acquiring new customers or re-engaging returning ones.
- Efficient Budget Use: Reduce spend on less valuable actions, ensuring your ad budget is used where it counts.
2. Enhanced Campaign Targeting
- Granular Data: Access detailed information about customer purchases.
- Precise Audience Segmentation: Tailor your campaigns based on specific customer behaviors, such as first-time buyers or subscribers.
3. Improved Conversion Tracking
- Key Action Monitoring: Track essential events like initial purchases or subscriptions.
- Insightful Performance Metrics: Gain valuable insights into how different segments respond to your campaigns.
4. Increased ROI
- Higher Lifetime Value: Targeting new and returning customers more effectively leads to better customer retention and value.
- Better Marketing Investments: Make informed decisions that drive higher returns on your advertising efforts.
