Key Concepts

All analysis queries in Factors.AI are built on top of the following key concepts


An event is any interaction between the User and your Company OR any instance where your company updates its current understanding of the user. Events can range from Pageviews, Button Clicks and Form Submissions on Website to Emails Sent or Emails Opened from a Marketing Automation Platform to Lifecycle State Changes or Lead Score updates as recorded in your CRM.

Sessions are special events created by Factors.AI out of the website events that we receive from you. A new session is created whenever either of the following happens

  1. Thirty minutes of inactivity as measured between the current event timestamp and the user's last active timestamp

  2. If a new pageview event happens where the raw page url is populated with marketing interactions related parameters such as utm_source, utm_medium, utm_campaign and so on

Standard Events are events which are recognised and understood by the Factors platform including session, form_submitted, hubspot_contact_created and so on. They are represented in the UI with a '$' pre-fix.

Event Properties

Event Properties capture specific details about the Event and provides additional context about the Event's occurrence. Event Properties can range from commonly understood properties such as timestamp, browser, operating_system, device_type to specific events for a property such as form_submitted - say name, email, phone_number, job_title and so on.

Standard Events are events which are recognised and understood by the Factors platform and are represented in the UI with a '$' pre-fix.

Events and Event properties are immutable in general and cannot be modified once they have been tracked.


A user denotes the end user who is interacting with your company as a prospect, lead or contact. Users are identified by anonymous identifiers (such as cookie id or client id) or personal identifiers (such as email or phone number) or other internal identifiers (such as a lead id or contact id).

It is possible for multiple users to be merged together into a single user as and when users identify themselves by submitting a non anonymous identifier.

User Properties

User Properties is a set of information about an individual user that captures our current, most updated information about a user. User Properties can include information which is less likely to be updated such as name, email, join_time, initial_campaign as well as information which is dynamic and more likely to change such as cumulative page_count, session_count, session_spent_time, latest_campaign, last_email_opened and trial_status.

Accordingly User Properties in Factors can be used in two ways

  1. Breaking down or filtering by user properties at the time of occurrence of an event - For example, How many users submitted the 'Schedule Demo' Form in their Nth (1st, 2nd or 3rd session) on the website

  2. Breaking down or filtering by user properties at the time of running the query - For example, What is the current lifecycle stage or lead status of customers who submitted the 'Schedule Demo' form in the first week of the current quarter?

These two distinct use cases are supported in Factors by having different GroupBy and Filter operations at an 'Event level' or a 'Global level'.

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