Snitcher automatically tracks a standard set of website actions: page views, form submissions, clicks, and downloads.
Custom events let you go further and tell Snitcher about the specific moments that matter in your own funnel, in your own words, like "Trial Started", "Demo Booked", or "Quote Requested".
Once those events are flowing in, they show up on each company's activity timeline and become something you can filter and segment on, so you can build a segment like "companies that started a trial" and act on it.
Why you'd use this
A couple of common examples:
Track a key funnel action. Fire an event when someone completes a signup, requests a quote, or books a demo, so you can see which identified companies are taking those high-value actions and follow up.
Filter out low-intent traffic. Fire an event on visits to pages that usually signal low buying intent, for example your careers page, so you can build a segment that excludes that noise and keeps your team focused on real prospects.
Because custom events are just signals you define, what you track is entirely up to your own funnel.
What you'll need
The Snitcher tracker installed and firing on your site.
Someone who can add a small snippet of code to your site. Custom events are never captured automatically, each one has to be fired deliberately at the moment the action happens.
đĄ This is the most important thing to understand before you start (see "Good to know" below).
Setting up a custom event
There are two ways to fire a custom event. Both are documented in full, with code, in the developer guide: Custom Events on the Snitcher docs site.
1. With a line of JavaScript. A developer adds a Snitcher.track() call at the point the action happens, giving the event a name (and optionally some extra detail). For example, firing a "Demo Requested" event when someone submits your demo form.
2. With an HTML attribute (no JavaScript). For simple click tracking, you can add a data-track-event attribute directly to a button or link, which is handy for marketing pages or CMS-managed content where you don't want to touch code.
Click tracking is on by default, so this works out of the box.
đ¨ If someone has switched it off, you'll find it under Settings > Tracker > Features.
After you've added an event, trigger it once on your live site to confirm it works, then open a company that performed the action and check its activity timeline.
Using custom events in segments
Once an event has been seen at least once, its name becomes selectable as a filter. In the filter picker, choose the Custom event condition, then refine it by Event name.
You can use this anywhere you filter companies: the Inbox, Segments, and Exports. So you can save a segment of "companies that triggered Trial Started", and then, using an automation, get notified when a company enters that segment.
đ¨ A quick note on how alerting works: automations run on a segment, not on an individual event.
So "alert me when a company starts a trial" is set up as a segment (Custom event is Trial Started) with an automation attached to it, rather than an alert wired directly to the event.
A worked example
Say you want your team notified in Slack whenever an existing prospect starts a trial:
Add a
Snitcher.track("Trial Started")call to your site, firing when a signup completes.Trigger it once and confirm it appears on a company's timeline.
Build a segment with Custom event, Event name is Trial Started.
Attach an automation to that segment that sends a Slack message.
đĄ You can make this sharper by combining the segment with ICP fit, so you're alerted specifically when a good-fit company starts a trial.
Good to know
Custom events are never automatic. Nothing appears until you fire the events yourself. Installing the tracker and waiting will not surface any custom events, and there's no backfill, they count only from the moment you start firing them.
Naming matters. When you refine by Event name you can match with equals, does not equal, contains, does not contain, starts with, ends with, is known, or is not known. Consistent naming keeps your segments predictable, and "contains" or "starts with" is useful when you have a family of related names, for example everything beginning with "Trial".
New names take a moment to appear in the filter picker after an event first fires.
Events inside third-party embeds aren't captured. If you use an embedded widget like a Calendly-style booking tool, the tracker can see the page it sits on, but not what happens inside that widget.
Troubleshooting
I fired an event and nothing shows up. Check that it fires on your live site and that the tracker is installed. Allow a moment for the name to appear in the filter picker.
Also confirm the visitor's company was actually identified, an unidentified visitor has no company timeline for the event to appear on.
My event name isn't in the filter list. Confirm the event has fired at least once on your live site, then check again shortly. If it still isn't listed, get in touch and we'll take a look.
As always, send us a message if you have any questions! đđź