> ## Documentation Index > Fetch the complete documentation index at: https://docs.instantcampaign.ai/llms.txt > Use this file to discover all available pages before exploring further. # Events and goals > Record what contacts do on your website or in your product, mark conversions as goals with a value, and use them in segments, automations and contact profiles. 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](/guides/audience-and-campaigns/segments) such as "bought in the last 30 days" or "spent over 1,000 this year" * start [automations](/guides/audience-and-campaigns/automation-triggers) when an event happens ## Goal types | Goal type | Value | | --------------------------------------------- | -------- | | `purchase` | Required | | `subscription` | Required | | `lead`, `signup`, `booking`, `trial`, `other` | Optional | A negative value records a refund, which lowers the contact's lifetime value. ## Ways to record events ### From your server (recommended for goals) Send events to the public API with the contact's email address. Each event can include: | Field | Notes | | ------------------- | ---------------------------------------------------------------------------------------------------------------------------------------- | | `event` | Required. Lowercase letters, digits, `.` `_` `/` `-` (for example `order_completed`) | | `email` | Links the event to the contact with this address | | `goalType` | Makes the event a goal | | `value`, `currency` | Amount and 3-letter currency code (for example `GBP`) | | `externalId` | Your own ID, such as an order number. An event with an `externalId` that was already recorded is ignored, so retries never double-count. | | `properties` | Any extra data. Properties can be used in automation emails but don't change totals. | | `occurredAt` | When it happened, if not now | You can send up to 50 events in one import call. Endpoints, authentication and examples are in the [API reference](/api-reference/introduction). 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. ### From your website 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. 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 `` of your site: ```html theme={null} ``` Use the exact snippet from the dialog, as the address may differ for your workspace. ```html theme={null} ``` The snippet records a `page_view` event on every page load. `ICTrack.goal(type, { value, currency, externalId })` records a goal named `goal.` 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. ### 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. ## Where events and goals appear | Place | What you see | | ------------------------------ | -------------------------------------------------------------------------------- | | Contact page header | **Lifetime value**, **Purchases**, **Last goal** | | Contact **Activity** tab | Each goal (`Goal: …`) and event (`Event: …`) | | **Analytics → Website Events** | Events sent by the website snippet, filterable by name | | Segment builder | **Goals (purchases, sign-ups…)** and **Custom Event** rules | | Automations | Event triggers, with `goalType`, `value` and `currency` available to later steps | ## 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`.