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Activity & events

Purchases, custom events, and tracking events from your app follow different paths depending on event type and configuration. Not every event updates the wallet or audience membership.
Journeys are queued as soon as a matching event arrives. Audience re-evaluation runs after the loyalty commit. Both can happen from the same event, but not always in that order.

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Two event paths

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Loyalty events (full processing)

Reserved types such as PURCHASE and REGISTRATION, plus custom events configured to trigger campaigns, run the full pipeline:
  • Campaign matching (behavior, punch cards, score streaks, referrals)
  • Wallet and tier updates
  • Metrics, RFM, and computed traits on the profile
  • Audience membership changes (identified customers only)
  • Webhooks (CUSTOMER_ACCUMULATION, CUSTOMER_REDEMPTION, TIER_UPGRADE, etc.)
  • Destination sync and dashboard analytics
Events are rejected with no loyalty processing when the customer has behavioral_campaigns: false in consent (see Privacy & consent).

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Tracking-only events

Custom events marked as tracking-only (or default tracking triggers) do not update the wallet or run loyalty campaigns. They still feed:
  • Dashboard analytics
  • Real-time destination sync (when integrations are connected)
  • Journey evaluation if the event type is used as a journey trigger
Use tracking-only events for high-volume behavioral signals (page views, app opens, button clicks) without affecting points or tiers.

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Typical events

Event typeExamplesTypical path
CommercePurchase, checkoutLoyalty (full)
EngagementApp open, page view, button clickTracking-only or custom
LoyaltyRegistration, tier change, referralLoyalty (full)
CustomAny event you defineDepends on your configuration

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What Masivo updates (loyalty path)

  • Wallet and tier — points, balances, and level changes from your program rules.
  • Profile attributes — metrics, RFM, and computed traits used in audience conditions (e.g. last purchase date, total spend).
  • Audience membership — identified users enter or leave segments in near real time; scheduled jobs also remove members who no longer match.
  • Journeys — automated messages when entry conditions match the event or audience rules.
  • Connected tools — purchase and behavioral data can flow to ad platforms, CRM, or your data warehouse.
  • Your webhooks — reward and tier change notifications to your backend.

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Anonymous users

Anonymous customers can emit events and earn loyalty rewards, but realtime audience evaluation is skipped until they identify themselves. Plan segmentation and journeys accordingly. ← Back to overview