What is an Event?

An Event is a record that something happened on your store — someone viewed a page, added a product to their cart, submitted a form, or became a lead.

In plain terms

Events are the heartbeat of your store. Every meaningful thing a visitor does becomes an event: a view, a click, a purchase. On their own they're just signals — but together they're the raw material for everything Zalify measures and automates.

Where events come from

Most events are captured automatically by the Zalify Pixel once it's installed — you don't tag them by hand. Common ones include page views, product views, add-to-cart, form submitted, and lead. Connected apps such as Shopify add their own, like a paid order or a delivered shipment.

Custom events

A custom event is one your own website, app or server sends to Zalify for something specific to your business: "Quiz Completed", "Booking Confirmed", "Subscription Renewed". Each one names the customer (by email, phone or your own customer ID) and can carry details, such as the quiz result or the booking date.

• No setup first. Use any name. It shows up in the flow editor once Zalify receives it, together with the details it carries.
• Starts flows. A custom event can start an email flow, decide who gets it, and make people leave a flow. See How to start a flow from a custom event.
• Sent by your developer with the Zalify API or SDK. See the developer resources.

Why it matters

Events power three things at once:

• Reporting — how many people viewed, added to cart, and bought.
• Automation — an event is what a Trigger listens for.
• Ad performance — key events are forwarded to Meta, Google, TikTok, and others as conversions.

How it connects

An Event is the "this happened." A Trigger watches for it and decides whether to respond with an Action. Events also feed the behavior data behind your Segments.