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An event is something a contact did, such as trial_started or order_completed. A goal is an event that counts as a conversion, like a purchase, sign-up or booking. A goal can carry a money value. Events and goals let you:
  • see a contact’s Lifetime value, Purchases and Last goal on their contact page
  • build segments such as “bought in the last 30 days” or “spent over 1,000 this year”
  • start automations when an event happens

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Goal types

A negative value records a refund, which lowers the contact’s lifetime value.

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Ways to record events

Send events to the public API with the contact’s email address. Each event can include: You can send up to 50 events in one import call. Endpoints, authentication and examples are in the API reference. You need an API key with permission to write events.
An event is linked to a contact only if a contact with that email address already exists. Events for unknown addresses are stored without a contact and don’t count towards anyone’s lifetime value or segments.

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From your website

1

Create a tracking token

Go to Settings → Tracking Tokens, click New Token and create the token. Tracking tokens (ict_…) can only send events, so they are safe to put in public pages.
2

Add the snippet

After you create the token, the dialog shows the token and its Embed Snippet. Copy them now: the token is shown only once. Paste the snippet into the <head> of your site:
Use the exact snippet from the dialog, as the address may differ for your workspace.
3

Send events

The snippet records a page_view event on every page load. ICTrack.goal(type, { value, currency, externalId }) records a goal named goal.<type> unless you pass a name. After ICTrack.identify("jane@example.com"), every event and goal sent from that page carries Jane’s address, so it is credited to her contact: goals add to her lifetime value and goal segments, and events can start event-triggered automations. To credit one goal to someone else, pass email in its options: ICTrack.goal("lead", { email: "bob@example.com" }). ICTrack.reset() forgets the identified visitor, for example when they log out.
The snippet keeps no cookie or local storage, so it forgets the visitor when the page unloads. Call ICTrack.identify() on every page where you know who the visitor is, before the events you want credited. Events sent before identify(), or on pages without it, are recorded without a contact: they appear under Analytics → Website Events only. As with events from your server, the address must belong to an existing contact.
Website events are limited to 100 per minute per workspace.

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From Shopify

With the Shopify integration connected, each paid order is recorded as a purchase goal named order.completed with the order total. When a cancelled order has refunds, an order.refunded goal with the negative refunded amount is recorded. Both use the Shopify order ID for de-duplication, so an order is never counted twice.

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Where events and goals appear

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Troubleshooting

Check that the event was sent with an email that matches an existing contact. From the website snippet, that means ICTrack.identify() ran on the same page before ICTrack.goal(), or the goal was given its own email.
Common causes: the event name has capitals or spaces; a purchase or subscription goal has no value; a value was sent without a goalType; the currency isn’t a 3-letter code.
The rule matches the event name exactly, including dots and capitals. Type it as it appears under Analytics → Website Events or on the contact’s Activity tab, for example order.completed.