Events in a journey are a user event, also known as entry trigger, wherein the customer enters the journey based on any transactional or non-transactional activity (behavioral events). You can further add conditions based on the selected event to define which customers qualify to enter the journey. With the help of user events, brands can include multiple paths within a journey depending on customer activity.

There are two types of user events -

• Transactional events - This refers to customer activity related to a purchase, transaction, registration, or coupon redeemed which can be used to trigger or personalize customer journeys. When adding a transactional event, the brand must select specific events that define when customers will enter the journey.
• Behavioral events - This refers to user activities that can be tracked and used to trigger or personalize journeys. These events include both standard events and custom events.
  1. Standard events are predefined and based on common attributes such as price, quantity, productType, cardId, and productName.
  2. Custom events can be created to track specific user actions that are not covered by standard events. For steps to create custom events, refer to the Add and Map Custom Event documentation.

You can also use behavioral events to define conditions, filter your audience, and create different journey paths based on user behavior.

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Notes

• Newly created Behavioral Events (BE) will appear in the Journeys dropdown one day after creation.
• When configuring a Behavioral Event, make sure to select the “Loyalty” checkbox.

Adding transactional events

To add a transactional event perform the following:

1. Create a new journey.
2. On the journey canvas, select Entry Trigger.
3. Choose User Event as the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Transactional.
5. From the list of available transactional events, select the one that best matches the action you want to trigger the journey. The table below lists the available events along with their descriptions.

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Note

Customer registrations performed via Connect+ triggers the standard customer registration event, as Connect+ internally uses the Customer Add API. This means such events can be used as entry conditions in Journeys.

However, registrations performed through the Data Import Framework do not trigger events and therefore cannot be used to initiate Journeys.

Adding behavioral events

To add behavioral events perform the following:

1. Create a new journey.
2. On the journey canvas, select Entry Trigger.
3. Choose User Event as the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Behavioral.
5. From the list of available behavioral events, you can either select from the existing custom events (if they meet your requirements) or create your own custom events.

Adding conditions in user event

Conditions in a User Eventallow you to define which customers can enter a journey based on specific criteria.
For example, if you want to send an engagement offer only to customers who haven’t made a purchase in the past month, you can set a condition to include only those customers. This ensures that your journey targets the right audience.

You can set conditions based on either Transactional Events or Behavioral Events. When you select a Transactional Event, a list of available events appears from which you can choose the specific customer action to track. Similarly, when you select a Behavioral Event, you can choose from relevant customer interaction events to define your entry conditions.

Adding conditions for transactional events

To add conditions for Transactional Events, perform the following:

1. Create a new journey.
2. On the journey canvas, selectEntry Trigger.
3. Choose User Eventas the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Transaction event.
5. Select +Add entry paths to define further criteria for the customer to enter the journey.
6. Select +Conditions to add further conditions. For transactional event types, you can define conditions using various attributes based on the selected transactional type. These attributes help segment and direct customers through different paths based on specific characteristics or purchase details, such as loyalty status or engagement patterns.

Event Profiles and Attribute

The table below lists the available attributes for all transactional and behavioral event types along with their descriptions.

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Note

Date range conditions in Journey entry filters include customers whose date values exactly match the selected start and end dates.

For example, if you create a Journey on 10 March 2026 and set the condition as registration date between 10 March 2026 and 15 March 2026:

• Customers who register on 10 March 2026 will be included
• Customers who register between 11 March and 14 March will be included
• Customers who register on 15 March 2026 will also be included

In other words, customers are considered from the start date itself.

Select the appropriate date field (such as registration date or promotion Start Date), as these refer to different stages of a customer’s journey.

Transactional event

• Customer profile ( This applies to all the transaction event type )

• Transaction profile (This applies to Current transaction event type)

• Store profile (This applies to Current transaction, customer update , coupon issued and coupon redeem event type)

• Customer Registration Event Profile (This applies to Customer registration event type)

Note: Only customers whose registration date is strictly between the journey's start date and end date are eligible to enter the journey. Customers whose registration date matches the journey's start date or end date are not eligible.

• Cart promotion / Gift voucher redemption (This applies to Cart promotion / Gift voucher event type which is triggered when a user performs the entry action)

• Target Profile (This applies to Target enrollment, Target value achieved and Promotion issued event type)

• Partner Program Profile (This applies to Partner program linked event type)

• Promotion Profile (This applies to Promotion issued event type)

• Customer Updated Profile (This applies to Customer update event type)

• Reward Issued Profile (This applies to Reward issued event type)

• Points issued Profile (This applies to Points issued event type)

• Coupon Series Profile (This applies to Coupon issued and coupon redeem event type)

• Coupon Redeem Profile ( This applies to Coupon reedem event type which is triggered when a user performs the entry action. )

• Tier Upgraded Profile (This applies to Tier upgraded event type)

• Tier downgraded Profile (This applies to Tier downgraded event type)

Behavioral event

For behavioral event type you can define conditions using three key attributes. The available attribute categories are Customer Profile, Store Profile and Behavioral Event Profile. The Customer Profile and Store Profile attributes are the same as those used for transactional events. However, for the Behavioral Event Profile, you need to configure the attributes based on your specific requirements.

Operators

When you add a condition in the Entry Trigger or Event-based Wait block, you select an attribute and then choose an operator to define how that attribute value is evaluated. The operators available depend on the attribute type.

String operators

Number operators

Matches Regex operator

The Matches Regex operator lets you filter customers using a pattern rather than an exact word or phrase. It's available for string-type attributes only and works in both the Entry Trigger and Event-based Wait blocks.

What is regex?

A regex pattern is a rule used to check whether a value follows a specific format or contains specific words. Its like a search rule instead of looking for an exact word, you define what a value should look like. Use it when a single attribute stores complex values like coupon codes, tier names, or transaction numbers that standard operators like contains and others can't match with enough precision.

For example, you can write a rule that says: "this value must start with FEST", in regex that looks like ^FEST or "this value must contain either GOLD or PLATINUM", in regex that looks like .*GOLD.*|.*PLATINUM.* .

Understanding regex pattern reference

A regex pattern is a rule that checks whether a value follows a specific format. Here are the most common symbols:

Combine these for more specific patterns. For example, ^FEST.*2024$ matches any value that starts with FEST and ends with 2024.

Difference between Regex and other operators

Standard operators like Contains, Starts with, and Ends with work well for simple conditions but fall short when you need to match multiple values or complex patterns in a single condition. Matches Regex gives you that precision.

Example: A brand wants to target customers who shopped at stores in Mumbai, Delhi, or Bangalore. Store codes are stored as STORE_MUM_001, STORE_DEL_002, STORE_BLR_003.

Example use cases

1. Engage customers who redeem specific coupon formats

A brand runs multiple promotional offers and each offer has its own coupon code format — for example, FEST2024-XXXX for festive offers or WELCOME-XXXX for new customer offers. The brand wants to trigger a journey only for customers who redeem coupons from specific offers.

In the Entry Trigger block, the brand selects Current Transaction as the event and adds a condition where the Transaction Number matches the regex pattern .*FEST2024.*|.*SUMMER24.*|.*WELCOME.*|.*BDAY.*. When a customer makes a transaction using a coupon that matches any of these patterns, they enter the journey and receive a follow-up SMS.

2. Move customers forward based on the loyalty tier they enroll into

A brand wants to send a personalized reward SMS to customers who enroll into specific loyalty tiers. After a customer enters the journey, the brand adds a Wait Until Event block and selects Target Enrollment as the event. The brand adds a condition where the Target Group Name matches the regex pattern .*GOLD.*|.*PLATINUM.*|.*ELITE.*|.*PREMIUM.*. Only when the customer enrolls into a tier whose name matches any of these patterns do they move forward in the journey and receive the reward SMS.

Supported attributes

The table below lists the profiles and their corresponding fact names that support the Matches Regex pattern.

Use the Matches Regex operator

This operator is available in the Entry Trigger block and the Event based wait block.

To use regex operator in the entry trigger block follow the given steps below:

1. Open your journey and select the Entry Trigger block.
2. Select an event, For example - Current Transaction
3. Under Add Condition, select a string-type attribute.
4. In the operator dropdown, select Matches Regex.
5. Enter your regex pattern in the input field. If the pattern is invalid, an error message appears below the field. Once you correct the pattern, the error clears automatically.
6. Select Done to save the condition.

To use regex operator In the in the Wait Until Event block

1. Open your journey and select the Wait Until Event block.
2. Select Configure Event and choose an event.
3. Select a string-type attribute from the attribute list.
4. In the operator dropdown, select Matches Regex.
5. Enter your regex pattern in the input field. If the pattern is invalid, an error message appears below the field. Once you correct the pattern, the error clears automatically.
6. Select Done to save the condition.