Overview

Follow this guide to learn more about what custom events are, how to define and request them with Elevar, and real world examples from other brands to inspire you. Custom events allow you to track interactions or conversions that go beyond standard purchase, add to cart, or page view actions. With Elevar, you can define custom events based on your unique business logic and send them to specific marketing destinations like Meta, TikTok, and others.

What Are Custom Events?

Custom events are user interactions on your site that are important to your business but may not be captured by default in platforms like Google Analytics or Meta Ads. These events are configured based on your specific logic and can be used to improve tracking, segmentation, and ad performance.

Examples:

• A customer purchases from a specific product line
• A user completes a multi-step form
• A repeat buyer places their second order

How to Access Custom Events in Elevar

Access Custom Events Form:

• Log into your Elevar app.
• Use the left-hand navigation menu to click on the "Custom Events" tab.
  • (See Figure 1)

_Figure 1_

How to Request Custom Events

When requesting a custom event setup from the Elevar team, provide the following:

Event Name:

A clear name for the event you want to track. (e.g., ProteinCoffeePurchase, BaseFramePurchase, NewCustomerPurchase)

Event Trigger Logic:

Define when this event should trigger. This can be based on product type, customer behavior (e.g., repeat purchase), or any condition visible in Shopify.

Destination(s):

• Specify where the event should be sent. Common destinations include:
  • Meta (Facebook/Instagram)
  • TikTok
  • Google Ads
  • Klaviyo
  • GA4

Optional Custom Mappings:

If the destination platform requires a specific event name or parameters (e.g., TikTok’s AddToWishlist), include that as well.

Inspiration: What Other Brands Are Doing

Here are some examples of how brands are leveraging custom events through Elevar:

Coffee Brand:

Events Tracked:

• ProteinCoffeePurchase: Fires when a customer buys from the protein coffee product line.
• NewCustomerPurchase → sent as AddToWishlist in TikTok to improve ad targeting.

Why It Matters:

• Using custom product-based events allows TikTok to better optimize for high-value behaviors specific to the brand’s unique offerings.

Eyewear Brand:

Events Tracked:

• BaseFramePurchase: Fires on a second purchase when a new customer orders a Base Frame.

Destination: Meta

Why It Matters:

• Meta uses this event to refine its new customer targeting, especially for foundational SKUs like the Base Frame.

Supplement Brand:

Events Tracked:

• Custom purchase events broken down by product category: SupplementPurchase, LaserPurchase

Destination: Meta

Why It Matters:

• By separating events by category, Meta can optimize campaigns individually for different product types and audiences.