Event vocabulary reference

Use this reference when integrating events into your application. Sending the correct type, action, status, and source values is what triggers tag assignment and workflow automation in MailerPath.

Event types

Type string	Description
`signup`	A new user signed up or was created.
`purchase`	A purchase, subscription change, or billing event.
`core_activity`	General product usage: logins, feature actions, content creation.
`referral`	A referral was generated or completed.
`feature_used`	A specific product feature was accessed or used.
`support_ticket`	A support interaction was created or escalated.
`cart`	A cart was created, updated, or abandoned.
`re_engagement`	A re-engagement signal was detected by your system.

Event payload fields

Field	Type	Required	Description
`email` or `uid`	string	Yes (one of)	Identifies the contact. Use `email` when you have it; `uid` for anonymous or internal IDs.
`type`	string	Yes	The event category from the table above.
`action`	string	No	The specific action within the event type.
`status`	string	No	The outcome or state of the event.
`source`	string	No	Where the event originated (e.g., `api`, `organic`, `cold_outreach`).
`feature`	string	No	The product feature involved.
`plan`	string	No	The subscription plan involved (e.g., `trial`, `pro`, `enterprise`).
`amount`	number	No	Monetary amount for purchase events.
`upgrade`	boolean	No	Whether the event represents an upgrade.
`idempotency_key`	string	Recommended	Prevents duplicate processing on retries.
`ts`	string (RFC3339)	No	Event timestamp. Defaults to ingestion time if omitted.

Canonical action values

These are the action values used by MailerPath’s tag rules. Use them exactly as shown. core_activity

login
email_sent
campaign_created
automation_created
profile_updated
onboarding_started
onboarding_step_completed
demo_requested

feature_used

preview
explored
first_use
upsell_prompt_shown

re_engagement

dormant_detected
no_response
returned

cart

abandoned

support_ticket

multiple_tickets

Canonical status values

purchase

success
failed
cancelled
trial_started

re_engagement

at_risk
dormant
churned
low_frequency
success

core_activity

incomplete

feature_used

trial_started
advanced
single_feature

cart

abandoned

Canonical source values

organic
cold_outreach
api
referral

Source is free-form — use consistent values across your integration to keep filtering reliable.

Tag trigger reference

Each event type, action, and status combination can trigger tag assignment. Here are the most important mappings:

Event	Triggers tag
`type: signup`	`Lead`, `New Signup`, `Onboarding`
`type: signup, source: organic`	`Organic Lead`
`type: signup, source: cold_outreach`	`Cold Lead`
`type: purchase, status: trial_started, plan: trial`	`Trial User`
`type: purchase, status: success`	`Converted`
`type: purchase, status: failed`	`Failed Payment`, `Churn Risk`
`type: purchase, status: cancelled`	`Churned`
`type: core_activity, action: login`	`Active User`
`type: core_activity, action: demo_requested`	`Hot Lead`
`type: feature_used, action: explored`	`Feature Explorer`
`type: feature_used, status: advanced`	`Power User`
`type: cart, status: abandoned`	`Cart Abandoner`
`type: re_engagement, status: at_risk`	`Churn Risk`
`type: re_engagement, action: dormant_detected`	`Dormant User`
`type: re_engagement, action: returned`	`Re-Engaged`
`type: support_ticket, action: multiple_tickets`	`Frequent Support Contact`

For the full tag rule set, see Tags and segmentation.

Minimal valid payloads by type

{ "email": "user@example.com", "type": "signup" }

{ "email": "user@example.com", "type": "purchase", "status": "success" }

{ "email": "user@example.com", "type": "core_activity", "action": "login" }

{ "email": "user@example.com", "type": "cart", "status": "abandoned" }

{ "email": "user@example.com", "type": "re_engagement", "action": "returned" }

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Troubleshooting

Event types

Event payload fields

Canonical action values

Canonical status values

Canonical source values

Tag trigger reference

Minimal valid payloads by type

​Event types

​Event payload fields

​Canonical action values

​Canonical status values

​Canonical source values

​Tag trigger reference

​Minimal valid payloads by type

​Related pages

Event types

Event payload fields

Canonical action values

Canonical status values

Canonical source values

Tag trigger reference

Minimal valid payloads by type

Related pages