Events Overview

Events were built to be agnostic, scalable, and fully customizable to your business needs. Events capture meaningful user interactions, such as purchases, form submissions, and video views, allowing you to unlock powerful capabilities across personalization, targeting, and reporting.

When a defined interaction occurs, an event is sent to Armanet. These signals fuel your personalization programs by helping Armanet understand user intent, build audience segments, optimize goals, and refine recommendations.

Why Events Matter

Events power the core of Armanet personalization and optimization ecosystem:

• Behavioral Targeting: Reach users based on real actions, not assumptions
• Optimization Goals: Use key actions (like purchases or form submissions) as conversion signals
• Reporting & Insights: Gain a deep understanding of what drives user engagement
• Recommendations & Affinities: Automatically tailor product or content recommendations based on user behavior.
• Audience Building: Create high-value segments for retargeting and campaign activation

Standard Events

Armanet provides a comprehensive set of predefined events to cover most digital marketing and e-commerce needs.

Purchases

Fire this event whenever a user completes a purchase.

Armanet.sendEvent('purchased', {
  orderNumber: '123456',
  orderTotal: 123.45,
  coupon: 'SUMMER10',
  customer: {
    id: 17,
    firstPurchase: '2025-01-01 12:00:00',
  },
  items: [
    {
      itemId: 123456,
      upc: '123456',
      price: 123.45,
      quantity: 1,
    },
  ]
});

Purchases are used as conversion goals and update the user’s affinity profile, helping refine recommendations and reporting.

Identify Users

To provide a primary key for us to center the identity graph on the entity that matters to you (for example, the customer):

Armanet.sendEvent('identity', {
  id: 17,
  firstPurchase: '2025-01-01 12:00:00',
});

The identity events are used to connect the current device and session to the user's profile, allowing for a unified multi-channel experience.

Each of the events must include the unique identifier that is being used in this section, which could be either a custom internal ID, hashed email address or a hashed phone number.

Alternatively, you can always include the identity data within any other event:

Armanet.sendEvent('purchased', {
  orderNumber: '123456',
  orderTotal: 123.45,
  customer: {
    id: 17,
    firstPurchase: '2025-01-01 12:00:00',
  },
  items: [
    {
      itemId: 123456,
      upc: '123456',
      price: 123.45,
      quantity: 1
    },
  ]
});

Add to Cart

Fire this event when a user adds a product to their cart.

Armanet.sendEvent('addedToCart', {
  customer: {
    id: 17,
  },
  itemId: 123456,
  upc: '123456',
  price: 123.45,
  quantity: 1
});

Remove from Cart

Fire this event when a user removes a product from their cart.

Armanet.sendEvent('removedFromCart', {
  customer: {
    id: 17,
  },
  itemId: 123456,
  upc: '123456',
  price: 123.45,
  quantity: 1
});

Wishlist

Track when users add an item to their wishlist.

Armanet.sendEvent('addedToWishlist', {
  customer: {
    id: 17,
  },
  itemId: 123456,
  upc: '123456',
  price: 249.00
});

Search Activity

In order to track searches with richer metadata:

Armanet.sendEvent('search', {
  q: 'user query here',
});

In order to track browsing or filtering search results:

Armanet.sendEvent('filter', {
  page: 'search',
  filter: 'brand',
  value: 'BCM'
});

These events help Armanet understand user intent and improve recommendations and targeting.

Newsletter Subscriptions

In order to track newsletter signups:

Armanet.sendEvent('newsletterSignup', {
  email: sha256(email),
});

This links the email to the user’s profile for cross-channel personalization.

Logins

When a user logs in:

Armanet.sendEvent('login', {
  id: 17,
  timestamp: '2025-01-01 12:00:00',
});

Signups

When a new user creates an account:

Armanet.sendEvent('signup', {
  id: 17,
  source: 'homepage-promo'
});

Create Custom Events

If you want to track unique interactions not included in the standard list, you can define custom events.

Examples:

Armanet.sendEvent('ratedProduct', {
  itemId: 123456,
  rating: 5
});

Armanet.sendEvent('joinedVIPClub', {
  id: 17,
  tier: 'Gold'
});

Custom events can be anything that matters to your business: donations, reviews, loyalty actions, etc. In addition to powering personalization and analytics, custom events can also be used to create retargeting audiences directly within Armanet.

Every custom event you define becomes an actionable signal that can trigger inclusion (or exclusion) in a dynamic audience. This allows you to build behavior-based retargeting segments that respond instantly to what users do on your site or app.