Events

Events captures customer activity across commerce, digital channels, and external systems, then turns it into loyalty triggers, audience conditions, challenge progress, and analytics. It is the bridge between raw behavior and campaign activation.

It covers three data types:

Event type	What it represents	Main uses
Cart	Every completed purchase in-store, online, or mobile	Discounts, points campaigns, cashback, challenges, Instant Win, ROI, purchase history
Custom Events	Non-purchase behavior sent by an app, partner, CRM, or external platform	Trigger points, update audiences, track challenge actions, enrich the customer profile
Triggers	Manual or automated signals that fire loyalty mechanics outside of a cart or custom event	Award points manually, run birthday campaigns, fire rule-based actions from any configured moment

Use Cases

Use Case
→ Trigger a points campaign whenever a customer spends over 50 EUR in a single cart.
→ Track category-level spend for challenge progress (e.g., buy fresh produce 5 times this month).
→ Fitness app integration: award 1 point per km run synced from a third-party tracker.
→ Product registration: 50 points when a customer registers a purchased product in the brand portal.
→ Referral: 300 points when a referred friend completes their first purchase.
→ NPS survey: 20 points for submitting a post-purchase satisfaction survey.
→ Use cart data as an audience condition to find customers who bought Product A but never Product B.
→ App-based sport challenge: complete a running challenge in a partner app and earn 100 points.

How It Works

Events flow into Loyal Guru via the Streaming API in real time:

1. Cart events arrive via POST /carts or POST /carts/realtime — the platform evaluates active discounts, points campaigns, cashback, challenges, and Instant Win mechanics against the cart.
2. Custom events arrive through the custom events endpoint — matched points campaigns or challenge mechanics can fire from non-purchase behavior.
3. Events are linked to the customer profile, when the customer can be identified.
4. Calculated attributes aggregate historical events into reusable customer-level KPIs.
5. Audiences, personalization campaigns, loyalty mechanics, and dashboards consume the same event history.

Configuration

Sub-section	Description
Cart	Purchase transactions: schema, API endpoint, rule triggers
Custom Events	Behavioral signals: types, API endpoint, audience conditions
Triggers	Manual and automated trigger events: configuration, moments, and use cases