Tracking & DataEvent
What is an Event? Tracking Events and How to Choose One
Also known as: events, event tracking, conversion event
Short answer
An event is one action a tracking system records and reports, such as viewing a page, adding to cart, starting a chat, or buying. Ad platforms use events as the examples they learn from when deciding who to look for.
Commonly recorded events, top of funnel to bottom
| Event | Stage | Value for optimisation |
|---|---|---|
| Page view | ToF | Low |
| Product view | MoF | Low to medium |
| Add to cart | MoF | Medium |
| Chat started | MoF | Medium |
| Lead form submitted | MoF | Medium to high |
| Qualified lead | BoF | High |
| Purchase | BoF | Highest |
The rule for choosing a goal event
Pick the lowest event that still has enough volume. Optimising to an event that is too rare keeps the system stuck in learning. Optimising to one too high up means paying for people who only look.
Frequently asked questions
- What is the difference between standard and custom events?
- A standard event carries a name the ad platform already recognises, such as purchase or sign-up, and can be used directly as an optimisation goal. A custom event is a name you invented, useful for analysis but not always optimisable.
- Which event should be the campaign goal?
- The one closest to money that still happens often enough. If purchases exceed roughly fifty a week, use purchases. If they are rarer, use one stage earlier, such as qualified lead.
- Why is my event counted twice?
- Because the same event is sent from the browser and the server without a matching event marker. Send an identical marker from both paths.
Related terms
Konektor guides
Your ad numbers are only as accurate as the data behind them
Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.