Overview

You can use custom events to measure user behavior during experiments that are not covered by built-in metrics. Events can be created and managed in the Events Manager.

There are two categories of custom events: those that track page visits, and those that track other user interactions on the site.

They measure different things — and, importantly, they differ in when you can add them to a test:

	Page visit events	User interaction events
Measures	Visitors who viewed specific pages	Actions on a page (clicks, scrolls, element visibility)
Built on	Intelligems' page-view tracking	A live listener on the page
Retroactive?	Yes — covers traffic that already happened	No — only captures interactions that occur while it's live
When to set up	Anytime, even after a test has started	Before the traffic you want to measure

Page visits

These events measure or filter to visitors who visited specific pages. Because they use Intelligems' built-in page view tracking, they are retroactive — the data already exists, so you can add them to an experiment even after it has started and still see results for earlier traffic.

User Interaction

These events measure user interactions on your site — for example, clicks or scrolls on a page. They rely on a listener that records interactions only while the event is live, so they are not retroactive: set them up before the traffic you want to measure, or interactions that happened earlier won't be captured.

Separately, the targeted element itself doesn't need to exist when the page first loads. Elements created dynamically afterward (for example, by an app) can still be tracked — that's about where the element appears, not when you configure the event.

Custom Metrics can be added to Tests and Personalizations via the Configure Analytics tab