Contents:

  • What are Custom Events?

  • How to create a Custom Event on Factors?

  • How to use them?

Factors already tracks many behavioral events across marketing channels. Adding custom events, on the other hand, allows you to add and track other, specific behavioral events that are important to your individual marketing and sales process. In a nutshell, custom events allow you to track events based on changes in the CRM properties.

​​Custom Events lets you to track custom interactions unique to your business that clearly indicate that a customer is ready to take the next step in their buyer journey — and then use this to trigger or schedule the next automated or manual touchpoint once that event has been completed.

What are Custom Events?

Once you install the Factors SDK, we start identifying your most important events, and automatically highlight the key actions you'll want to focus on under the Events section on the app.

Custom Events on Factors represent your most critical user actions— evidently the top conversions and events you want to keep an eye on, such as signups, purchases, contact clicks, or downloads.

How to create a Custom Event on Factors?

Step 1: Login to the Factors app. Click on the icon and then click on ‘Event’ as shown below in the image:

Step 2: Once you click on the Event you will be directed to the ‘Custom Events’ section. Here, click on the ‘New Event’ to create a custom event from scratch.

Step 3: Let’s say we want to track the user action - ‘Signup movement’, where the contact's lead stage changes after signing up.

In the display name section, add the name of your custom event. In this case, it will be ‘Signup Movement’. Then, add a small description to the event. Here’s how the query would look like:

Step 4: Once this is done, add the data source for the custom event. In this case, we will select HubSpot.

Step 5: Select the object from the dropdown menu. In this case, we will select ‘Contact’. Once this is done, choose the rule of evaluation. Select whether you’d like to track the event for any change in the event property or define a specific change. In this case, we will select ‘Any change in the property’.

You get the ability to record events based on any sort of specific changes in properties in CRM. For instance, when a contact becomes an MQL/Opportunity or when a salesforce opportunity stage changes to another.

Step 6: Then, select the object property from the list. In this case, we will select the lead stage. After this, select the time of the event.

Note: When a lead takes an action that demonstrates the level of interest, and engagement needed to move into a conversation with sales, their action — for example, you can filter the data for time ranges and frequency, choose the events you want reports on, and create custom reports on your custom events.

You can either choose to record the modified time or select the date type properties from the dropdown menu. In this case, we will select the timestamp in track as shown below:

Step 7: Now click on ‘Save’. Congratulations! You’ve successfully created your first ‘Custom Event’ on Factors.

How to use Custom Events?

Let's understand how you can make the best out of custom events:

Create Accurate Funnels

With Custom Events, you can easily create accurate funnels & conversion times at each funnel step. Also, we track all events and group them, allowing you to flexibly group events and explore what leads to the conversions that occur across the timeline.

You can get answers to a lot of questions automatically like:

What is the engagement level during the holidays?

Which specific campaigns drive sign-ups on my site?

Which pages were successful in driving people towards signup?

Inspect Unusual Activities

Aids in detection of any unusual stage changes in your CRM that is against the set process for the Sales team. For example, an SQL moving back to the MQL stage.

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