> ## Documentation Index > Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt > Use this file to discover all available pages before exploring further. # Events > Understanding how events work in Masivo's Customer Data Platform # Events Events are the actions that your customers take that can trigger automated campaigns and track their behavior. Think of events as the building blocks that help you understand what your customers are doing and when they're doing it. ## What are Events? An **Event** in Masivo represents any action performed by a customer that you want to track or use to trigger automated responses. Events help you understand customer behavior and create personalized experiences. ### Event Examples: * **PURCHASE**: When a customer makes a purchase * **REGISTRATION**: When someone signs up for your platform * **BIRTHDAY**: When it's a customer's birthday * **TIER\_ADJUSTMENT**: When a customer's tier level changes * **ABANDONED\_CART**: When a customer leaves items in their cart (coming soon) Each event captures important moments in your customer's journey with your brand. ## How Events Work ### Event Collection Events are automatically collected when customers interact with your brand: * **Website actions**: Page views, form submissions, button clicks * **Mobile app interactions**: App opens, feature usage, in-app purchases * **Email engagement**: Opens, clicks, unsubscribes * **Purchase activities**: Orders, returns, refunds * **Support interactions**: Ticket creation, chat sessions ### Event Processing When an event is received, Masivo: 1. **Validates the event** to ensure it's properly formatted 2. **Links it to the customer** using their unique identifier 3. **Checks for matching campaigns** that should be triggered 4. **Processes rewards** if the event qualifies for any campaigns 5. **Updates customer profiles** with the new behavior data ## Event Types in Masivo ### Default Events These are the most common events that businesses track: **PURCHASE** (Recommended) * Tracks when customers make purchases * Includes order details, products, and value * Triggers reward accumulation campaigns **REGISTRATION** * Captures new customer sign-ups * Often triggers welcome campaigns * Helps track customer acquisition **BIRTHDAY** * Tracks customer birthdays * Perfect for birthday campaigns and special offers * Creates opportunities for personalized outreach **TIER\_ADJUSTMENT** * Monitors when customers move between loyalty tiers * Triggers tier-specific campaigns * Helps track customer progression **ABANDONED\_CART** (Coming Soon) * Will track when customers leave items in their cart * Enables cart abandonment recovery campaigns * Helps recover lost sales ### Custom Events You can also create custom events for specific business needs: * **Product views** for recommendation campaigns * **Video completions** for content engagement * **Survey submissions** for feedback collection * **App feature usage** for product adoption * **Event attendance** for offline engagement ## How Events Connect to Campaigns ### Behavior-Based Campaigns Events are the foundation of behavior-based campaigns: * **Purchase events** trigger reward accumulation * **Registration events** start welcome sequences * **Birthday events** activate special offers * **Tier changes** trigger tier-specific communications ### Journey Triggers Events can also trigger customer journeys: * **Welcome Journey**: Starts with registration event * **Purchase Journey**: Begins with first purchase event * **Re-engagement Journey**: Triggered by inactivity events * **Upsell Journey**: Activated by specific purchase patterns ### Real-Time Responses Events enable immediate customer responses: * **Instant rewards** for qualifying purchases * **Immediate confirmations** for important actions * **Real-time notifications** for engagement * **Automatic follow-ups** based on behavior ## Why Events Matter for Your Business ### Complete Customer Understanding Events help you see the full picture of customer behavior: * **What customers do** across all touchpoints * **When they do it** and how frequently * **Why they do it** based on context and timing * **What happens next** in their journey ### Personalized Experiences Events enable you to create relevant experiences: * **Right message** at the right time * **Appropriate rewards** for specific actions * **Targeted campaigns** based on behavior patterns * **Proactive support** when customers need help ### Better Business Decisions Events provide valuable insights: * **Customer behavior patterns** across your business * **Most valuable customer actions** and touchpoints * **Campaign effectiveness** and engagement rates * **Opportunities for improvement** and optimization ## Related architecture * [Activity & events](/resources/data-architecture#activity-events) — Loyalty vs tracking-only paths and what each event updates * [Marketing & destinations](/resources/data-architecture#marketing-destinations) — How events trigger journeys and destination sync ## Next Steps Now that you understand how events work, you're ready to: * [Set up Identity Resolution](/guides/CDP/unify/overview) - Connect events to unified customer profiles * [Learn the onboarding process](/guides/CDP/unify/onboarding) - Get started with event tracking * [Explore use cases](/guides/CDP/unify/use-cases) - See practical examples of event-driven campaigns *** **Ready to track customer behavior?** Start capturing events that drive better customer experiences and business growth.