Events explained

An event is a tracked and recorded action or occurrence that represents a user's interaction within a digital product (application, website). It includes activities such as clicking buttons, submitting forms, making purchases, or viewing pages.

Events are a base layer and you can not configure or define Events as they are created automatically through the connections that are setup in the adtribute app. When users engage within your connected application or websites events are generated to capture their actions.

Configuration / Definition

Events are static and can not be modified after they have happened and been captured. Those events are always tracked against an event definitions that are pre-configured and tracked automatically through your connected application or website. You can further configure / define these events in the Conversions layer to build your interpretation on top of the data to suit your specific business needs.

Attributes

Each event contains multiple event attributes that display the information of the event. It encapsulates details of the event at the point of time the event was captured. For instance, in the case of a Viewed a page event, the event attributes would contain information like the page URL, referrer URL, and any other relevant details. You can find and set these up in the Attributes tab.

The combination of the Events configuration and attributes help stitching user interactions back to channels, campaigns and ads. As every event holds attributes like URL parameters and referrer URL that hold information which we can use to determine which marketing efforts caused an event (e.g. "Ad 1" from "Meta Ads") or if it is direct / none.

Here are some examples for Events configurations and attributes (there are more):

Configuration

Attributes

As described before, you can not create Event Definitions as every relevant event that happens from integrated Connections will be stored in our data.

But, you can create Attributes for Events. This is mainly used to stitch user interactions back to channels. If you want to create or edit one of your Event Attributes, read this article: Create Custom Events Attributes.