Tags and Events

Tags and Events are designed to give you the ability to instrument your web pages and external systems to send data when some kind of Event occurs. This data can include information about the type of Event and parameters that describe information about the Event. You have the flexibility to create your own Events that you would like to capture and use in the Kapitalwise platform. These Events pretty much behave similarly to the other Events that are captured and managed by Kapitalwise, such as Signals, Campaign Events, etc. The only difference is that these are defined by you.

Event based on Triggers

These Events are meant for tracking activities on your web pages. You can choose from a wide range of available triggers and use them to create an Event.
Follow the steps below to create an Event with Triggers:
  1. Click Create Events under the menu Tags.
  2. Enter the Event Name and description.
  3. Check the Webpage checkbox.
  4. From the triggers dropdown, select the triggers you want to associate with this Event. You can select multiple triggers.
  5. Click the Save button.
Once you save the Event, you will see that a script appears just below the save button. Copy that script and add that to the web page you want to track. You need to add this script only once. Now, whenever an action that your triggers are listening to is detected, we will capture this Event and save it on your Kapitalwise app.

Custom Events

These Events are flexible custom Events that you can publish to the Kapitalwise application using a REST API. These are useful if you have some internal Events and you want to make them available in your Kapitalwise application. For example, if you capture branch visits for your customers, you may create an Event in Kapitalwise called “Branch Visit”. And, whenever a contact visits your branch, you may publish that Event in Kapitalwise. You may use this Event to trigger a workflow for sending feedback emails.
Follow these steps to create an Event with schema:
  1. Click Create Events under the Tags menu.
  2. Enter the Name and description.
  3. Keep the webpage checkbox unchecked.
  4. Define the schema (attributes) of this Event. Enter the attribute Name and select the data type of that attribute from the next dropdown. If this attribute is optional, you can check the optional checkbox.
  5. You can click on add new to define more attributes of your Event. Please note that only characters, numbers, and underscores are allowed in attribute Names.
  6. When you are done, click save.
Once you save the Event, you will see that a company key appears just below the save button. Please copy and save it for future references, as this key is required for calling the API to publish the Event on Kapitalwise. Please contact your Kapitalwise Relationship Manager for more information on API.


Goals are special Web Events to track a conversion. Goals are created as Web Events but are triggered when a customer's action ends up in a conversion such as a product checkout or a file download. Goals always have a conversion value. To create a Goal
  1. Click Create Events under the menu Tags.
  2. Enter Goal Name and Description.
  3. Check the Webpage checkbox.
  4. Check the Goal checkbox.
  5. Provide a conversion value.
  6. From the triggers dropdown, select the triggers you want to associate with this Event. You can select multiple triggers.
  7. Click the Save button.
Kapitalwise Journey widget on the Dashboard allows you to assign credit and measure the impact of individual touchpoints while looking at how that unique mix works together cohesively throughout the customer lifecycle.

View an Event

You can view a previously created Event by following these steps:
  1. Click All Events under the Tags menu.
  2. Click the preview icon of the Event you want to view.
  3. You will see the Event details, including the generated script or company key, depending on the type of the Event.

List an Event

For each Event, you can see for which of your contacts it has occurred till now. To list an Event:
  1. Click All Events under the Tags menu.
  2. Click the List icon of the Event for which you want to see the list.


A trigger listens to your web page for certain types of actions like form submissions, button clicks, or page views. The trigger tells an Event to fire when the specified action is detected.
We have different types of triggers available, and for each trigger type, you can select trigger filters that specify when a trigger fires.
  1. Page View
  2. Clicks
  3. Form Submission
  4. Input Textbox
  5. Web Analytics*
*Web Analytics is a special type of trigger. Detailed information on Web Analytics Trigger is included in this guide below.

Web Analytics Trigger

This trigger is used to generate extensive web analytics for your web pages. Below are some important points to know for web analytics trigger:
  1. This is a special kind of trigger that doesn’t need to be associated with an Event.
  2. When you create a Trigger of type web analytics and save it, you will get a script directly. This script needs to be added to each of the web pages you want to track and generate web analytics.
  3. By default, we add this script on each of your web pages published using Kapitalwise Web Page Campaigns.
  4. We generate tracking data such as page views, clicks, user sessions, session duration, etc., using this web trigger. You can visit the Dashboard menu on the Kapitalwise application to see your web analytics.

Create a Trigger

Follow these steps to create a trigger:
  1. Click Create Trigger under the Tags menu.
  2. Enter the name and description for the trigger.
  3. Select a trigger type you would like to create from the dropdown.
  4. If you selected the Web Analytics trigger type, Click Save Trigger Button. A script would appear on the page. You can add this script to your web page directly.
  5. If you selected some other trigger type, choose the filters you want to associate with your selected trigger type. Click Add New to add more filters.
  6. Once you are done, click Save Trigger.
You can use the created trigger to create a web page Event.

View/Edit a Trigger

To view/edit an existing trigger:
  1. Click All Trigger under the Tags menu.
  2. Click the edit icon for the trigger you want to edit.
  3. Edit the field as needed. Click Save Trigger once done.

UTM Builder

Social media marketers need to constantly test strategies if they are to improve their social media success. And in order to accurately test your social media, you need a little extra than what your regular social media and website analytics offer – namely, you need to leverage UTM tracking links. Follow these steps to create a UTM link and track the conversions:
  1. Click Create UTM Builder Tags menu.
  2. Select the Channel. Kapitalwise support various Social Media platforms for UTM tracking
  3. Provide the base website URL for the landing page.
  4. Provide other optional parameters such as Campaign Name, Source, and Medium
  5. Click Copy Link to copy the UTM link with the tracking parameters.
Kapitalwise allows you to track conversions through UTM Links. Please refer to Goals under Tags and Events to learn more.