Event data is data generated by actions, such as clicks, page views, purchases, logins, and searches.
Category
Data Types
Also known as
events; behavioral events
It is the fresh, granular signal that segmentation, personalization, and AI need to act on current context.
In practice
Event data is only useful if it is complete and tied to an identity. Events firing without identity context are much harder for segmentation, personalization, and AI to use. Aproduct_viewedevent, for instance, is useful only if it carries the product ID, timestamp, customer or visitor ID, and consent context.