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Overview

Event Management lets you define and track actions that happen after a lead is submitted — things like a sale closing, a user completing a signup, or a lead being qualified by your team. These events give you a full picture of the lead lifecycle, not just the moment of submission. Events configured here are available across all campaigns in your organization and can be customized per campaign as needed.

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What Are Events?

An event represents a meaningful action that occurs after the initial lead submission. Unlike a lead submission (which is captured automatically), events are triggered by external systems, your team, or automated postback URLs. Common examples:
Event NameWhat It Represents
saleA lead converted into a paying customer
qualifiedA lead was reviewed and marked as qualified
callbackA callback was scheduled with the lead
signupThe lead completed a downstream signup flow
rejectedThe lead was reviewed and rejected

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Creating a Custom Event

  1. Navigate to Settings > Event Management.
  2. Click + New Event.
  3. Enter a unique event name (e.g., sale, qualified_lead).
  4. Optionally add a description to help your team understand the event’s purpose.
  5. Configure conversion tracking options (see below).
  6. Click Save.
Tip: Use short, lowercase, underscore-separated names for event identifiers. These names are used in API calls and postback URLs, so consistency matters.

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Conversion Tracking

Each event can be marked as a conversion event. When enabled, the platform will count that event toward your conversion metrics in reports.
SettingDescription
Conversion EventMarks this event as a primary conversion for reporting purposes
Affiliate Conversion EventSignals conversion to affiliate platforms via postbacks
Multi-TriggerAllows the same event to fire more than once for the same lead
Enable these options when creating or editing an event to start tracking conversions automatically.

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Configuring Event Postback URLs

Postback URLs let you notify external systems in real time when an event fires. This is useful for syncing data with CRMs, affiliate platforms, or analytics tools.
  1. Open the event you want to configure.
  2. Click Add Postback URL.
  3. Enter the destination URL. You can use dynamic macros like {transaction_id}, {lead_id}, {event_name} in the URL.
  4. Set the HTTP method (GET or POST).
  5. Save the postback configuration.
When the event is triggered, Pingtree will fire a request to your URL automatically.
Tip: Test your postback URL using the Send Test option before going live. This sends a sample payload to verify the connection is working.

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Triggering Events Manually

For offline conversions — where the sale or action happens outside your digital funnel — you can trigger events manually from the platform.
  1. Go to the lead record you want to update.
  2. Click Trigger Event.
  3. Select the event from the dropdown.
  4. Confirm the action.
This is especially useful for call center teams who close deals over the phone and need to record those conversions against the original lead.

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Custom Event Fields per Campaign

Some campaigns may need additional data captured with an event. You can define custom fields that must be submitted alongside the event.
  1. Open a campaign and go to Settings > Event Manager.
  2. Select the event you want to customize.
  3. Click Add Custom Field.
  4. Define the field name, type (text, number, date), and whether it is required.
These fields appear in event logs and can be included in postback payloads.

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Event Lists

Event Lists let you group related events together and assign them to campaigns in bulk. Instead of assigning individual events to each campaign, you create a list once and reuse it.
FeatureDescription
Create a ListGroup multiple events under a named list
Assign to CampaignAttach the entire list to one or more campaigns
Update Once, Apply EverywhereChanges to the list automatically apply to all campaigns using it
Tip: If your organization runs multiple campaigns in the same vertical (e.g., auto insurance), create a shared event list so all those campaigns track the same events consistently.

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Viewing Event History and Logs

Every event that fires is logged with a timestamp, the associated lead, and the event payload. To view event logs:
  1. Go to Settings > Event Management.
  2. Click View Logs next to the event you want to inspect.
  3. Use the date range filter to narrow results.
  4. Click any log entry to see the full payload and postback response.
The log shows:
ColumnDescription
TimestampWhen the event was triggered
Lead / Transaction IDThe lead this event is associated with
CampaignWhich campaign the lead belongs to
StatusWhether the postback fired successfully
Response CodeThe HTTP response from the postback endpoint