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Events allow you to track unique actions that matter most to your business. Whether it's tracking when someone visits a special page, adds a new deal to your pipeline, or when a lead gets that all-important qualified status, events will enable you to track the action.
How do Events work?
Every Cometly space comes equipped pre-configured events and the ability to create up to 25 events through the Events Manager.
Pre-Configured Events
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If you are using the Cometly API, you can find the event_name values for each standard event in our developer documentation.
Learn more about pre-configured events, please visit this article.
Creating Events
When an event is created in Cometly, the following metrics are automatically generated:
Custom Event: Indicates the number of occurrences of the custom event.
Custom Event Value: Reflects the total value associated with the custom event.
Cost per Custom Event: Shows the average cost to generate the custom event.
Custom Event ROAS: Displays the return on ad spend for the custom event.
Example: If you create a custom event called "Deal Created," the following metrics will appear in your Cometly reporting:
Deal Created
Cost per Deal Created
Deal Created Value
Deal Created ROAS
How to Create and Manage Events
Navigate to the Events Manager in Cometly and scroll down to the Custom Event Management section.
You can configure up to 25 custom events for each space in your Cometly account.
Custom events (events that you create) use an event_name like the examples below:
custom_event_1
custom_event_2
custom_event_3
etc.
This is relevant when you are sending events to Cometly via the Cometly API or Zapier.
You have the following options when configuring an event:
(optional) Include the custom event value in the “Gross Revenue” metric.
Select this option if you want the value of this event to be included in the 'Gross Value' metric in Cometly. For example, you might use this for events like 'Purchase' to ensure the revenue reflects actual sales. However, for events like 'Deal Created,' where the value is only potential or not yet realized, you would not want to include it. This helps keep your 'Gross Value' metric accurate by only counting confirmed revenue rather than forecasted or anticipated amounts.
The Purchase event in Cometly tracks the value of purchases using the Gross Revenue metric, which is the total revenue generated before any deductions. This Gross Revenue is the foundation for calculating important metrics such as:
ROI (Return on Investment): How much profit you made compared to what you spent.
ROI%: The percentage return on your investment.
ROAS (Return on Ad Spend): How much revenue you earned for every dollar spent on ads.
Net Profit: The amount of profit left after subtracting costs from Gross Revenue.
These metrics help you understand the performance of your marketing campaigns and make smarter decisions to improve profitability.
(optional) Map the custom event to one of our standard events to send this data back to the ad platform as a ‘Standard event.’
Choose how to send custom events to the ad platforms. You can send them with their original custom event names or map them to 'Standard Events' (like 'Lead' or 'Purchase') within the ad platforms. Mapping is helpful when your ads are optimized for a specific event—like 'Lead.' For example, if you're using Cometly's Conversion API to send data, mapping a custom event to the 'Lead' standard event ensures that the platform recognizes it and uses it to optimize your campaign performance for that conversion goal.
By default, Cometly will send your custom event back to the ad platform as a custom event.
When an event is configured, you will be able to start sending event data (as outlined in the next step) to start tracking data for the custom event. You will see the 'configured' text next to the event name when properly configured:
Sending Event Data Into Cometly
Send events server-side from a payment platform, CRM, or any other back-end system. The event_name for server event should be the name of the custom event.
For example, if you have configured Deal Created as your dynamic custom event name, you will send the server event using the Cometly API or Zapier as: custom_event_1
Here are your options for sending Event data to Cometly:
Send events using Cometly Webhooks (Recommended)
Sending Events to the ad platforms
You can send events to the ad platforms as the custom event name or you can map custom events to standard events within Cometly, and send to the ad platforms as a 'Standard event'. Standard events in Meta (formerly Facebook) are predefined actions used for tracking and measuring user interactions on your website or app.
Set up the Conversion API to help Cometly send data to Facebook, Google, LinkedIn, and TikTok, improving ad performance.
Analyzing Event data
Once you've configured your events, Cometly makes it simple to monitor their performance. These events can be viewed within the Cometly Ads Manager columns or on your dashboard, providing a clear and accessible overview of each event's metrics, including the count of events, cost per event, the event value, and the event ROAS.
This level of detail enables you to make informed decisions about your marketing and sales strategies, ensuring you're focusing your efforts where they're most effective.
When you are using a pre-configured event or have created a new event, you will find the event data easily accessible and located in all reporting areas of your Cometly account.
Resetting a Custom Event
If you want to reset and clear all data on a custom event, click into the custom event you want to reset and then click Reset.
WARNING: Resetting a custom event will delete all of its data. This can not be recovered.
