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Custom events are actions taken by your customers, such as abandoning a cart, submitting a review, or completing a tutorial. By tracking these behaviors, you can create dynamic, behavior-driven campaigns that react to real-time activity instead of relying on static customer attributes. With custom events, you can:
  • Personalize incentives based on customer behavior.
  • Run automated distributions.
  • Limit redemptions using event-based rules.
  • Award loyalty points when specific actions occur.
Developer setupCustom events require developer work. Events must be sent to Voucherify explicitly using the Track custom event API endpoint.

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Custom event workflow overview

The Custom event workflow consists of the following main steps:
1

Enable tracking

Configure your application to call the Voucherify API whenever a customer performs a specific action. Coordinate with your development team to identify the exact triggers for these API calls.
Tracking ensures that customer behavior is captured in real-time to trigger rewards or messages.
2

Define the event schema

Go to Project settings > Event schema and add the custom event. You can also include optional metadata fields to provide additional context for the custom event.
Defining a schema is needed for Voucherify to validate and process incoming event data accurately.
3

Pass event data

Send the specific event data from your system to Voucherify using the Track custom event API endpoint. Ensure the data payload matches the schema defined in the previous step.
4

Automate workflows

Use the logged events to power various automation features:
  • Segmentation: Group customers based on event frequency.
  • Validation rules: Restrict promotions based on event metadata.
  • Distributions: Trigger emails, SMS or other notifications when an event occurs.
  • Loyalty: Set earning rules based on custom customer actions.
Verify that Voucherify is receiving the data by checking the Activity log in the dashboard.

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Define new custom event

Custom event definition permissionsOnly users with the Admin role and the Add and modify Custom event schema and Delete Custom event schema can add, edit, and manage metadata schemas.
In Home, go to Project settings > Event schema and Create new event definition.
1

Add new schema

Enter the event name and add optional or mandatory metadata together with its type.Metadata properties are key-value pairs that extend the event structure.
2

Connect to the API

Once the event is defined, developers can use the Track custom event API endpoint to log customer actions. Each logged event is automatically linked to a specific customer profile.
The custom event is now ready to be used with other Voucherify features. You can use custom events with the following features for better incentive optimization.
You can create dynamic customer segments which group customers according to the occurrence of a chosen custom event.You can set criteria for when the event occurred or how many times.Then, you can use the customer segment with other features.
You can use event-based segments and event metadata to limit incentive validation and redemption.For example, you can restrict redemptions based on customer behavior by:
  1. Creating a dynamic segment based on a custom event, like customers who submitted at least two reviews.
  2. Adding a validation rule to a campaign that allows redemption only for that segment.
As a result, you can run incentives that can be redeemed only when customers’ behavior meet defined conditions.You can also build validation rules directly using custom event metadata, for example:
  • Allow redemption only if review_type = "video"
  • Block rewards if device_type = "test"
Validation rules using custom event metadata are available in:
  • Distributions
  • Loyalty earning rules
Read the Validation rules article to learn more.
With distributions, you can set up automatic messages in response to event-related actions.Your message distribution can combine custom events with the following triggers:
  • Custom event: Sends a message immediately when a specific event is logged.
  • Segment entered: Sends a message when a customer enters an event-based segment.
  • Segment left: Sends a message when a customer no longer meets the segment criteria.
You can refine distributions further by adding validation rules based on customer metadata or custom event metadata.
Custom events can be used to add loyalty points to customers’ loyalty cards.This is useful to award points for customer behavior, like leaving a product review.Read the Earning rules article to learn how to configure an earning rule.
Custom events can be used as a in a referral campaign. A new customer is successfully referred when they perform a defined action, meaning the custom event occurs.Read the Create referral campaign article to learn how to create referrals with custom events.
In addition to custom events, Voucherify tracks over 50 internal customer events out of the box, such as successful redemptions or loyalty point assignments. These events can be used for segmentation, validation rules, and automation without additional development.To check internal events for a given customer, go to the detailed view of a given customer > Activity tab.
Last modified on February 12, 2026