Events Events represent actions or occurrences in your application that are associated with a subscriber. They’re the foundation for behavioral automation and analytics.
What Are Events? Events are timestamped records of something that happened:
{ "email" : "[email protected] " , "event" : "purchase_completed" , "properties" : { "orderId" : "order_12345" , "amount" : 99.99 , "product" : "Pro Plan" , "currency" : "USD" } } Unlike tags (which represent current state), events represent what happened and when .
Aspect Events Tags Purpose Track occurrences Categorize subscribers Multiple Can have many of same event Only one instance per tag Time Timestamped No timestamp Data Can carry properties No additional data Use case ”User purchased 3 times" "User is a customer”
Use events when:
The action can happen multiple times
You need to track when it happened
You want to attach properties/metadata
You’re building analytics
Use tags when:
You’re categorizing subscribers
You need to segment for campaigns
You want simple presence/absence logic
Built-in Events Sequenzy recognizes these built-in event types:
SaaS Events Event Description saas.purchaseCustomer made a purchase saas.payment_failedPayment attempt failed saas.cancelledSubscription cancelled saas.churnCustomer churned (end of cancelled period) saas.refundRefund processed saas.upgradePlan upgraded saas.downgradePlan downgraded saas.trial_startedTrial period started saas.trial_endedTrial period ended
Event Description contact.subscribedSubscribed to communications contact.unsubscribedUnsubscribed from communications
Email Events Event Description email.openedOpened an email email.clickedClicked a link in email email.repliedReplied to an email email.bouncedEmail bounced
Built-in events automatically apply sync rules when triggered.
Custom Events Create your own events for any action in your application:
curl -X POST "https://api.sequenzy.com/api/v1/subscribers/events" \ -H "Authorization: Bearer YOUR_API_KEY" \ -H "Content-Type: application/json" \ -d '{ "email": "[email protected] ", "event": "feature_used", "properties": { "feature": "export", "format": "csv", "rowCount": 1500 } }' Common Custom Events Product engagement:
feature_usedproject_createdfile_uploadedreport_generated
User lifecycle:
onboarding_completedfirst_value_momentinvited_team_member
E-commerce:
product_viewedcart_updatedcheckout_startedreview_submitted
Content:
article_readvideo_watchedcourse_completed
Event Properties Properties are key-value data attached to events:
{ "event" : "order_placed" , "properties" : { "orderId" : "ord_abc123" , "total" : 149.99 , "currency" : "USD" , "items" : [ "Product A" , "Product B" ], "couponUsed" : "SAVE20" , "isFirstOrder" : true } } Property Types Properties can be:
Strings : "product": "Pro Plan"Numbers : "amount": 99.99Booleans : "isFirstPurchase": trueArrays : "tags": ["new", "featured"]Objects : "metadata": { "source": "web" }
Using Properties in Sequences Properties can be accessed in sequence conditions and personalization:
Condition: event.properties.amount > 100 Action: Send "high-value-purchase" email Triggering Events Single Event curl -X POST "https://api.sequenzy.com/api/v1/subscribers/events" \ -H "Authorization: Bearer YOUR_API_KEY" \ -H "Content-Type: application/json" \ -d '{ "email": "[email protected] ", "event": "purchase_completed", "properties": { "orderId": "order_123", "amount": 99.99 } }' Multiple Events (Bulk) curl -X POST "https://api.sequenzy.com/api/v1/subscribers/events/bulk" \ -H "Authorization: Bearer YOUR_API_KEY" \ -H "Content-Type: application/json" \ -d '{ "email": "[email protected] ", "events": [ { "event": "page_viewed", "properties": { "page": "/pricing" } }, { "event": "feature_used", "properties": { "feature": "calculator" } } ] }' Auto-Creation When you trigger an event:
Subscriber is created if they don’t existEvent definition is created if it’s newSync rules are applied (tags added/removed)Automations are triggered if matching
Events and Sync Rules Events can automatically modify tags through sync rules:
Event: saas.purchase → Add tags: "customer" → Remove tags: "lead", "trial", "past-due"
Configure Sync Rules Set up automatic tagging based on events
Events in Sequences Trigger: Event Received Start a sequence when an event occurs:
Trigger: event_received "purchase_completed" │ ▼ ┌─────────────────┐ │ Thank You Email │ └─────────────────┘ │ ▼ ┌─────────────────┐ │ Wait 3 days │ └─────────────────┘ │ ▼ ┌─────────────────┐ │ Feedback Email │ └─────────────────┘ Wait For Event Pause execution until an event occurs:
┌─────────────────────┐ │ Send Onboarding │ │ Email #1 │ └─────────────────────┘ │ ▼ ┌─────────────────────┐ │ Wait for Event: │ │ "onboarding_done" │ │ Timeout: 7 days │ └─────────────────────┘ │ ├── Event received ──────┐ │ │ ▼ ▼ ┌─────────────┐ ┌─────────────┐ │ Send Tips │ │ Send Help │ │ Email │ │ Email │ └─────────────┘ └─────────────┘ Condition: Check Event Properties Branch based on event data:
┌─────────────────────────┐ │ Condition: │ │ event.properties.amount │ │ > 500 │ └─────────────────────────┘ │ ┌────┴────┐ │ │ Yes No │ │ ▼ ▼ ┌─────────┐ ┌─────────┐ │ VIP │ │ Standard│ │ Email │ │ Email │ └─────────┘ └─────────┘ Integration Examples E-commerce Purchase // After successful payment await fetch ( "https://api.sequenzy.com/api/v1/subscribers/events" , { method: "POST" , headers: { Authorization: `Bearer ${ API_KEY } ` , "Content-Type" : "application/json" , }, body: JSON . stringify ({ email: order . customerEmail , event: "saas.purchase" , properties: { orderId: order . id , amount: order . total , currency: order . currency , products: order . items . map (( i ) => i . name ), isFirstOrder: customer . orderCount === 1 , }, customAttributes: { lastOrderDate: new Date (). toISOString (), totalSpent: customer . totalSpent , }, }), }); Feature Activation // When user completes onboarding await fetch ( "https://api.sequenzy.com/api/v1/subscribers/events" , { method: "POST" , headers: { Authorization: `Bearer ${ API_KEY } ` , "Content-Type" : "application/json" , }, body: JSON . stringify ({ email: user . email , event: "onboarding_completed" , properties: { completedSteps: [ "profile" , "integration" , "first-project" ], timeToComplete: "2 days" , }, }), }); Subscription Lifecycle // Stripe webhook handler switch ( event . type ) { case "customer.subscription.created" : await triggerEvent ( email , "saas.purchase" , { plan: subscription . plan . nickname , amount: subscription . plan . amount / 100 , interval: subscription . plan . interval , }); break ; case "customer.subscription.deleted" : await triggerEvent ( email , "saas.cancelled" , { reason: subscription . cancellation_details ?. reason , feedback: subscription . cancellation_details ?. feedback , }); break ; case "invoice.payment_failed" : await triggerEvent ( email , "saas.payment_failed" , { invoiceId: invoice . id , attemptCount: invoice . attempt_count , }); break ; } Event Analytics Events are stored and available for analysis:
Event counts : How many times an event occurredTime series : Events over timeSubscriber timeline : All events for a subscriberFunnel analysis : Conversion between events
Best Practices 1. Use Consistent Naming ✓ "order.placed", "order.shipped", "order.delivered" ✓ "feature.used", "feature.activated" ✗ "order_placed", "OrderShipped", "order-delivered" 2. Include Relevant Properties ✓ Event: "purchase_completed" Properties: { orderId, amount, products, isFirstOrder } ✗ Event: "purchase_completed" Properties: {} (missing context) 3. Don’t Over-Event Track meaningful actions, not every click:
✓ "checkout_started", "checkout_completed" ✗ "button_clicked", "page_scrolled" (too granular) ✓ Event: "feature_used" (track usage patterns) Tag: "power-user" (segment for campaigns) ✗ Tag: "used-feature-jan", "used-feature-feb" (tag per occurrence) 