Events are the foundation of all conversion-related metrics in Marketing Attribution. They allow GrowthOptix to understand what users do, not just that they visited your site.
It answers the question:
👉 “What meaningful actions are users performing on my website?”
How Events Work in GrowthOptix.
Events are captured through the GrowthOptix Tracking Script, which is installed on your website.
When a predefined action occurs (for example, submitting a form or completing a purchase), the script sends an event containing:
Event type.
Timestamp.
Visitor and session context.
Attribution data (Source, Medium, Campaign, Referrer, Device, etc.).
Each event is then stored and used to calculate metrics such as:
Conversions.
Conversion Rate.
Revenue.
CAC.
ROI.
Types of Events in GrowthOptix
GrowthOptix supports different event types, each representing a specific stage of the user journey.
The available event types are:
Signup Events
→ Represent user registration actions, such as account creation or newsletter signups.Lead Events
→ Represent lead-generation actions beyond signups, such as form submissions or contact requests.Sale Events
→ Represent completed purchases or primary revenue-generating actions.Upsell Events
→ Represent additional purchases or upgrades made by existing customers.
Each event type impacts metrics such as Conversions, Conversion Rate, Revenue, CAC, and ROI in different ways.
Events vs Visits
It is important to distinguish between Visits and Events:
Visits
→ Represent sessions on your website.
→ Indicate traffic volume.Events
→ Represent actions taken during a visit.
→ Indicate engagement and conversion.
A single visit can generate multiple events, or none at all.
How Events Affect Metrics
Events are used to calculate several key metrics:
Conversions
→ Derived from Lead, Sale, and Upsell events.Conversion Rate
→ Calculated as conversions divided by visits.Revenue
→ Calculated from Sale and Upsell events.CAC
→ Calculated using conversion events and marketing spend.
Without events, GrowthOptix can measure traffic, but not performance.
Where the Data Comes From
Events
→ Collected entirely from the GrowthOptix Tracking Script
Marketing integrations do not create events; they only provide spend and campaign metadata.
Important Considerations
Events must be explicitly defined by the user in the tracking script.
Poorly defined events can lead to misleading metrics.
Event naming and classification directly impact reporting accuracy.
Events are attributed based on the session and attribution data at the time they occur.
Limitations
Script blockers may prevent events from being recorded.
Incorrect event setup may cause missing or duplicated data.
Events reflect tracked actions, not user intent.
Events depend on the correct implementation of the tracking script.
Where This Concept Is Used
Events are used across all Marketing Attribution views and metrics related to conversions and revenue.
