Events Overview.

Just as properties are being pushed from sources, so are events. But while properties are being set for accounts and users, and —best comparable to variable instances in a programming language— represents a certain value for a certain key attribute, events are signals that indicates a certain action occurred. Since these events represent the bases for computed properties —e.g. count amount of logins for the last 7 days— it is extremely important they are managed correctly.

Events Overview

Programmatic tagged events vs named events.

When a developer decides to send a signal that a user or an account has performed a certain important action, he can do so using our APIs. See Events API. These events are primarily defined by its tag (aka event name). allows for logical separation between dev event tags and logical events, defined in
(dev) tag: "login-started" => ( name: "Login Started"
(dev) tag: "started-login" => ( name: "Login Started"

If receives either tags, it will be regarded in as a logical same name.


Sources are sending events to Upon defining app sources, the option is being given to "Add events and update properties for contacts".

If set, sources will be able to push events with tags any way they choose, at random. If event tags were not already previously defined in, they will be auto-discovered (in Events -> Discover) and admins will be able to transform them into logical named events; either into new named events, or into existing named events.

if the source option "Add events and update properties for contacts" is NOT set, sources will only be allowed to push already previously defined tagged events.

Further events logic.

Once events are named and defined within, all calculations for properties or flows or other computed items will work with these logical named events. Non-defined non-named logical events will in be represented by 'Others'.

Deleting an event, only deletes the logical named value of an event, but does not delete any native data. So, if an event got deleted, its tags will be pushed back to auto-discovery (in Events->Discover) and you'll be able to re-define it again, without ever losing any data.

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