Custom Events

Custom Events help you track important actions your contacts take across your product, website, or offline systems. These events become part of a contact’s profile and can be used across your marketing workflows—such as segmentation, journey triggers, conditions, and personalization.

This guide walks you through what Custom Events are, how to create and manage them, and ways to use them effectively.

What Are Custom Events?

Custom Events represent specific actions or activities performed by a contact. Examples include:

Contact viewed a product
User added item to cart
Lead completed KYC
Customer booked a service
User hit a feature milestone
Offline event like store visit or purchase

Each event can include attributes (metadata), such as:

product_id
amount
location
plan_type
timestamp (auto-captured or supplied)

Once ingested, events appear in the Contact’s Event Timeline, and can be used in segmentation, journeys, and content personalization.

Creating Custom Events

You can create Custom Events in multiple ways:

Go to CRM > Custom Events and click on Create custom event

You would then see the 4 ways of creating a custom event

Discover recently sent events

You can send custom events for a contact using Bird SDK or API and then discover them here to add it to the custom event list. Once discovered, they would appear under Contacts Events page, segmentation, journey triggers and conditions.

To learn about how to send custom events using API, refer to the following documents

Send custom event using Events API
Send custom event using Bird SDK

Import from a JSON File

You can directly import a json file with the event payload to create a custom event.

Learn more about the custom event JSON schema: Custom events API

Click on Import from a JSON file
Upload the JSON file. You can download an example JSON in this step to understand the expected JSON format.
Here is a sample JSON format

events-example.json

You can import JSON for one or more events as part of the file
Once imported, click Continue
You will see the preview of the events in the JSON

You can expand each event to view and edit its configuration

Once done click on Import Events

Enter event JSON manually

Learn about the custom event JSON schema: Custom events API

Create via UI

This will take you through a step-by -step configuration of a custom event.

Click on Create via UI
Provide the following details:
- Display Name (e.g., Visited Store): This is how it would display in the UI
- Internal Name: (e.g., visitedStore) : This is a unique name for this event
- Description (optional)

Click on Create
Once created you will be taken to the custom event Settings page

Under Associations, you can see that the event is already associated with the Contacts object

You can now add custom event properties under the Attributes tab

You can add custom attributes to your event to define the schema for additional details like Store Name, City and so on

Manage Custom Events

Once a custom event is created, it will appear on the Custom event list view page where you can view, edit or delete them