Events

Events track what your customers do — purchases, store visits, check-ins, and any other activities. This data powers your segments and helps you understand customer behavior.

What Are Events?

Events are records of customer activity tied to their pass. Every time a customer does something worth tracking, you record an event.

Common Event Types

Event	When to Record	Example Data
Purchase	Customer buys something	Amount: $45.00, Items: 3
Visit	Customer visits your location	Store: Downtown, Time: 2:30 PM
Check-in	Customer scans their pass	Location: Main Entrance
Check-out	Customer leaves your location	Duration: 1h 15m
Redemption	Customer uses a reward	Reward: Free Coffee
Scan	Pass barcode is scanned	Register: #4, Action: Lookup

You can track any activity that matters to your business.

All Activity Event Types

Here's the complete list of activity event types you can track:

Type	Description	Use Case
check_in	Customer checks in at a location	Gym entries, store visits, event attendance
check_out	Customer checks out from a location	Gym departures, session end tracking
visit	General visit without formal check-in	Store browsing, location tracking
scan	Pass barcode/QR code scanned	POS lookups, access control
app_open	User opens the wallet app	App engagement tracking
link_click	User clicks a link on the pass	Web traffic attribution
notification_received	Push notification delivered	Delivery confirmation
notification_opened	User opens a notification	Engagement measurement
pass_installed	Pass added to wallet	Onboarding tracking
pass_uninstalled	Pass removed from wallet	Churn tracking
pass_registered	User completes registration	Signup funnel tracking
custom	Any custom activity type	Flexible tracking

Segment Examples Using Activity Events

Use these event types to create powerful segments:

Segment Goal	Event-Based Criteria
New signups this week	pass_registered in last 7 days
Recently installed	pass_installed in last 30 days
Uninstalled passes	Has pass_uninstalled event
Clicked offers	Has link_click event
Opened notifications	notification_opened in last 7 days
Gym regulars	check_in count >= 12 in last month
Session trackers	Has both check_in and check_out events

Why Track Events?

Build Smarter Segments

Use event data to target customers precisely:

• "Customers who made 5+ purchases"
• "Customers who spent over $500 total"
• "Customers who visited in the last 30 days"
• "Customers who haven't purchased in 60 days"

Understand Behavior

See patterns in how customers interact:

• Which days are busiest?
• How often do customers return?
• What's the average purchase amount?
• Who are your most valuable customers?

Trigger Actions

Automatically respond to customer behavior:

• Send a thank-you after their 10th purchase
• Offer a discount to win back inactive customers
• Celebrate milestones (100 points, 1 year anniversary)

How Events Work

Recording Events

Events can be recorded in several ways:

Point of Sale Integration Your checkout system automatically records purchases when customers scan their pass.

Manual Entry Staff can record events through the dashboard when customers visit.

Import Upload event data from spreadsheets or other systems.

Event Data

Each event includes:

Field	Description	Example
Customer	Which pass the event belongs to	John Smith's loyalty card
Type	Category of event	"purchase"
Data	Details about the event	Amount: $45.00
When	When it happened	Today at 2:30 PM

Using Events in Segments

Events make your segments much more powerful.

By Number of Events

Target customers based on how many times they've done something:

Segment Criteria	Who's Included
Purchases ≥ 5	Customers who bought 5+ times
Visits ≥ 10	Customers who visited 10+ times
Redemptions = 0	Customers who never redeemed a reward

By Total Value

Target customers based on their total spend or accumulated value:

Segment Criteria	Who's Included
Total spend ≥ $500	High-value customers
Total spend < $50	New or occasional customers
Total points earned ≥ 1000	Engaged loyalty members

By Recency

Target customers based on when they last did something:

Segment Criteria	Who's Included
Purchased within 30 days	Active customers
No purchase in 60 days	At-risk customers
No activity in 90 days	Lapsed customers

Event Examples

Retail Store

Event Type: Purchase
━━━━━━━━━━━━━━━━━━━━
Customer: Sarah Johnson
Amount: $127.50
Items: 4
Store: Mall Location
Date: Today, 3:45 PM

Coffee Shop

Event Type: Visit
━━━━━━━━━━━━━━━━━━━━
Customer: Mike Chen
Location: Downtown Cafe
Drink: Large Latte
Points Earned: 15
Date: Today, 8:22 AM

Event Venue

Event Type: Check-in
━━━━━━━━━━━━━━━━━━━━
Customer: Emily Brown
Event: Summer Concert
Gate: Main Entrance
Date: July 15, 7:30 PM

Gym

Event Type: Visit
━━━━━━━━━━━━━━━━━━━━
Customer: David Wilson
Facility: Main Gym
Duration: 1 hour 15 min
Date: Today, 6:00 AM

Viewing Events

Customer Event History

See all events for a specific customer:

Sarah Johnson - Event History
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Jan 15  Purchase   $127.50   Mall Location
Jan 10  Purchase   $45.00    Downtown Store
Jan 3   Visit      —         Mall Location
Dec 28  Purchase   $89.00    Downtown Store
Dec 15  Redemption Free Item Mall Location
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Total Purchases: $261.50 (4 orders)

Event Summary

See aggregate statistics across all customers:

January 2025 Summary
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Total Events:     12,450
Purchases:         8,230
Total Revenue:   $156,789
Visits:            3,890
Redemptions:         330
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Common Use Cases

Loyalty Point Tracking

Record purchases to track points:

1. Customer makes a purchase
2. Event recorded with amount
3. Points calculated (e.g., $1 = 1 point)
4. Pass updated with new balance

Visit Counting

Track how often customers come in:

1. Customer visits store
2. Staff scans their pass (or auto-detects)
3. Visit event recorded
4. Visit count updates on pass

Spend Tiers

Move customers to higher tiers based on spending:

1. Track all purchase events
2. Create segment: "Total spend ≥ $500"
3. Run campaign to upgrade tier
4. Customer gets new benefits

Re-engagement

Win back customers who stopped coming:

1. Track visit/purchase events
2. Create segment: "No activity in 60 days"
3. Run campaign with special offer
4. Measure who comes back

Best Practices

What to Track

✅ Track	❌ Skip
Purchases (for loyalty programs)	Page views on your website
Store visits	Every click or tap
Reward redemptions	Internal system events
Key milestones	Duplicate events

Keeping Events Clean

• Be consistent — Use the same event types everywhere
• Include useful data — Record what you'll actually use
• Avoid duplicates — Don't record the same event twice
• Keep it relevant — Only track meaningful activities

Privacy Considerations

• Be transparent — Tell customers what you track
• Collect what you need — Don't track unnecessary data
• Secure the data — Keep event history protected
• Respect requests — Honor data deletion requests