Learn how you can segment subscribers basis their behavior on the website, location, device, platform and subscription date.

Segmenting your audience allows you to send contextual notifications to your subscribers based on their activity and interests thus making them relate to your campaigns more and more.

Types of Segmentation

On iZooto we can segment our users using two major attributes - Predefined Properties and Behavioral Properties.

Predefined Properties
The moment you go live with izooto you start gathering subscribers on your iZooto account. Along with capturing subscribers our system also captures a few additional properties that give us some basic intel about our subscribers. Here are the properties that system captures by-default:

The device they have subscribed from: Desktop, Mobile, Tablet

The location of the device they have subscribed from. However, if a subscriber changes cities, the location doesn’t get updated automatically.

Subscription Date
The day when the subscription occurred.

Behavioural Properties

In order to make a notification more personalized, predefined properties play a vital role but for better retargeting we need Behavioural Properties so that you understand a user’s activity on the website. Behavioural Properties help you understand the various stages of a user’s journey on your website and create targeted and personalized notifications for better results. Two types of Behavioural Properties can be captured on iZooto - Events & Event Properties and User Properties.

User-Events & Event Properties
User-events let you capture specific user actions on your website. For instance, events like Page Visits, Items Added to Cart and Successful Transactions can be captured for an e-commerce website. You can pass User-Events with or without Event-Properties.

iZooto system supports 5 data types for Event Properties- String, Numeric, Date, Boolean,Float

1. String Data type:

<script> window._izq.push(["event","add-to-cart",{
	                "product_name":"Earphones"  /*Name of the product*/

Operations in Create Audience:

  • Is any of
  • Is none of

2. Numeric Data type:

<script> window._izq.push(["event","add-to-cart",{
	                "price":25000  /*Price of the product*/

3. Boolean Data Type:

<script> window._izq.push(["event","add-to-cart",{
	               "cash_on_delivery":"true"  /*Is it cash on delivery*/
                     }]); </script>

Operations in Create Audience:

  • Equals
  • Not equals

4. Date Data Type:

	               "delivery_date":"2018-04-19 00:00:00"  /*The date of delivery 
                     }]); </script>

Operations in Create Audience:

  1. Absolute Filter

    • Before
    • After
    • On
  2. Between

    • Relative Filter
    • In past ‘x’ days
    • Was exactly ‘x’ days ago
    • Today

5. Float Data Type:

<script> window._izq.push(["event","add-to-cart",{
	                "Price":191.5  /*Price of the product*/

Operations in Create Audience:

  • Greater than
  • Less than
  • Equals
  • Not equals


User Properties

The user properties let you capture data which can be permanently associated with a user for better personalization. You may capture user properties like Name, Email ID, Gender and Language preference for making your communication more personalized with the

Tracking User Activities and Properties

Capturing User Activities
User actions, for instance - page visits, button clicks, form submissions, etc. can be captured in the form of events using custom JavaScript codes. Additionally, properties related to that event can be passed too for better identification. For instance, on an ecommerce website the clicks on the add to cart button can be captured as an event while the product name, category, ID, price, size and quantity can be captured as event properties.

<script> window._izq = window._izq || []; </script>
<script> window._izq.push(["event","add to cart",{
                   "product name":"Earphones",
           }]); </script>

After the codes are fired after the activity is performed( for e.g. button clicked), you can implement via Google Tag Manager or with the help of your developers, you can create an audience by choosing your required the recency and frequency filter for that particular event.

You can even play with multiple events to create a segment. For example, in order to track abandoned cart, you would set up your audience as below.

The above audience will target those subscribers who had added items to cart yesterday but haven't purchased till today (1 day later).

Capturing User Properties

User properties allow us to capture a subscriber's interests and demographics thus helping us in profiling. Attributes like age group, gender, brand affinity, etc. can be passed as user properties with the help of simple JavaScript codes.

<script> window._izq = window._izq || []; </script>
<script> window._izq.push(["userProfile",{"add":{ "Gender":"Female" } }]); </script>

Once these codes get implemented, an audience can be created for the same so that campaigns specifically to that profile can be send.

Verifying tracking implementation

Once you are done with the required implementation for tracking user activities and properties, you can verify the implementation using Google Tag Manager or using the browser console.

Verifying Using GTM

  • Open your website linked with GTM in Preview mode.
  • Imitate the user activity you want to verify.
  • If the implementation is done correctly, you will be able to see the events fired in the GTM preview panel.

Follow this link to know in detail.

Verify using web-browser console.

  • Open your website on a browser.
  • Right-Click and select Inspect Element.
  • Click on Network on the menu tab of console.
  • Search for ev.php.
  • Imitate the user activity you want to verify.
    If, the implementation is done correctly, you will be able to see the activity in the network logs.

Follow the below sample images for steps to verify if the activity is being tracked correctly.

Good To Know

  • The maximum number of events supported are 8.

  • The maximum number of properties supported per event are 16.

  • The maximum number of customer-defined User-Properties is 64.

  • Values for String type User-Properties support a maximum of 32 characters.

  • Data types supported are String, Numeric, Date, Boolean.

  • Property name and values should be defined in English only.

  • The data type for existing User-Property will be modified as per the last entry. For instance, if you define a User-Property as 'Numeric', and pass 'String' value to it, the data type will be changed to 'String', and operation filters in Audience Builder will be changed accordingly. You won't be able to see older data sent with the previous data type in 'Audience Builder' anymore.

  • Below mentioned are system properties reserved for internal use only. Please refrain from using these properties while defining user-properties at your end.

    1. '_id'
    2. 'btype'
    3. 'pid'
    4. 'country'
    5. 'state'
    6. 'city'
    7. 'device’
    8. 'os'
    9. 'bver’
    10. 'ip'
    11. 'url’
    12. 'created_on'
    13. 'timezone'
    14. 'unique_id'
    15. 'auth_key'
    16. 'public_key’
    17. 'status'
    18. 'tags'
    19. 'auth_status'
    20. 'country_id'
    21. 'state_id'
    22. 'city_id'
    23. 'updated_on'
    24. 'bkey'


Q1. I used 'Tags' but now I see events, why should I use Events?
Ans. 'Events' are very powerful than 'Tags' because with 'Events' you can filter out audience based on different 'Event Properties'. Also, with 'Events' you can track a subscriber's actions and use it to create different segments of your audience.

Q2. Do we support 'Tags'?
Ans. No, we don't support 'Tags' anymore.


Learn how you can segment subscribers basis their behavior on the website, location, device, platform and subscription date.