Types of Events

You can use events to complete these actions:

Create an uploaded data segment. For more information, see About Uploaded Data Segments and Targeting with Segments.
Add targeting to a task. Event data is available in the Customer Behavior folder of the Targeting tab.
Trigger a real-time journey, a triggered push notification task, a triggered email task, or an external system task.
Create a data view. Data views are used when adding target audiences to a task or setting metrics in tasks and real-time journeys. For more information, see About Data Views.
Collect and download data to run your own analysis. For more information, see Exporting Data in SAS Customer Intelligence 360: Administration Guide.
Define event attributes that can be tracked in a task. For more information, see How to Forward Event Attributes to Other Items.

There are several types of events that are used in different ways. Some events apply to specific channels, such as email, web, or mobile.

Note:

Event names must be unique across all event types, including across subfolders. In addition, events cannot have the same name as rules in global settings (such as Traffic Sources or Page URLs).
The attributes that you create cannot have the same name as standard attributes in SAS Customer Intelligence 360. You cannot use the reserved names with a different case because the check is not case sensitive. For example, detail_id is a reserved name. You cannot use detail_ID or DETAIL_ID as attribute names, but you can use my_detail_id or detail_id1.
For more information, see a list of reserved attribute names.
Review the topic Limitations on Data Collection with Web Events before configuring any web events.

These are the event types:

Standard events

Standard events are defined by SAS Customer Intelligence 360. To specify the events that you want to monitor, navigate to Administration AdministrationTasks. Click Event Tracking in Digital. For more information, see Event Tracking in SAS Customer Intelligence 360: Administration Guide.

When a standard event is collected, the data appears in Customer BehaviorStandard in your task or segment. Default standard events include click-through, document download, new session, and media play.

Task events

Some standard events such as impressions, impressions viewable, and click-through are associated with a task. These task events occur when a user completes the conditions for a task. You can select a task event when you create a primary or secondary metric for a task.

Global events

Global events are a combination of user-defined events. For example, if you create three different product view events, the product views are rolled up into one event. You can select a global event when you add targeting to a task and when you create a data view.

Email events

Email events are user-defined events that capture specific information about how your recipients interact with email content. Data for email events appears in Customer BehaviorStandard on the Targeting tab for your task or segment. For more information about email events, see Email Events.

Types of Email Events
Name	Description
Send	Defines an event when an email is sent to a recipient.
Open	Defines an event when an email recipient opens the email.
Click	Defines an event when a call-to-action link is clicked by an email recipient.
View	Defines an event when an email recipient views the web version of the email content.
Reply	Defines an event when an email recipient replies to an email.
Complaint	Defines an event when a complaint is registered by an email recipient.
Hard Bounce	Defines an event when a recipient does not receive the targeted email and the email bounces back.
Opt-out	Defines an event when a recipient clicks the unsubscribe or opt-out link in the email to discontinue receiving further emails.

External events

External events are user-defined events that interact with one or more specified external applications. These events are injected into SAS Customer Intelligence 360 to trigger a task to use channels such as websites, email, or mobile applications to target customers. For more information, see Creating External Events.

Mobile events

Mobile events are user-defined events that capture information about how users interact with a mobile application. Default mobile events include focus and defocus. For more information, see Mobile Events.

Types of Mobile Events
Name	Description
Add to Cart	Defines an event when a user adds a product to a cart.
Cart View	Defines an event when a user views a cart.
Checkout View	Defines an event when the user views your online store's checkout page and the elements within it.
Custom	Defines an event that is not represented by standard events in SAS Customer Intelligence 360.
Internal Search	Defines an event when a user uses the internal search function to find information in your mobile app.
Product View	Defines an event when a user views a product in your mobile app.
Promotion	Defines an event to collect information about how a user interacts with the promotions in your mobile app.
Purchase View	Defines an event that collects data on a user’s shopping experience.

Web events

Web events are user-defined events that capture information about how visitors interact with web content.

For more information, see Web Events.

Types of Web Events
Name	Description
Add to Cart	Defines an event when a user adds a product to a cart.
Business Process	Defines an event that follows a sequence of steps that the user takes.
Cart View	Defines an event when a user views a cart.
Checkout View	Defines an event when the user views your online store's checkout page and the elements within it.
Custom	Defines an event that is not represented by standard events in SAS Customer Intelligence 360.
Internal Search	Defines an event when a user uses the internal search function to find information about your website.
Product View	Defines an event when a user views a product on a web page.
Promotion	Defines an event to collect information about how a user interacts with the promotions on your website.
Purchase View	Defines an event that collects data on a user’s shopping experience.

Last updated: August 11, 2026