Event Classification Reference Guide
October 2, 2025
This article outlines the standardized event classification system used across all data sources. Events are categorized by Event System (data source), Event Class (high-level categorization), and Event Type (specific activity type).
Event Systems Overview
| Event System | Description | Primary Data Source |
| AnalyticsJS | Website tracking and visitor behavior | Customer website interactions |
| Salesforce | CRM activities and object changes | – Leads – Contacts – Accounts – Opportunities – Tasks – Campaign Members |
| Eloqua | Marketing automation platform activities | – Email campaigns – Form submissions – Landing pages |
| HubSpot | Marketing automation and CRM activities | – Email events – Form submissions – Contact management |
| Marketo | Marketing automation platform activities | – Lead activities – Email interactions – Program engagement |
| Pardot | B2B marketing automation activities | – Prospect activities – Visitor tracking |
| Professional social media advertising | – Ad impressions – Lead generation forms | |
| Social media advertising | Lead generation forms |
Event Class Definitions
| Event Class | Purpose | Typical Sources |
| Inbound Activity | Prospect-initiated engagement | – Website visits – Content downloads – Form fills |
| Inbound Marketing | Marketing-driven inbound activities | – Campaign responses – Lead generation forms |
| Inbound Sales | Sales-driven inbound activities | – Email replies – Meeting responses |
| Outbound Marketing | Marketing communications sent | – Email sends – Campaign activities |
| Outbound Sales | Sales communications sent | – Sales emails – Calls – Meetings |
| Disengagement | Negative engagement | – Unsubscribes – Bounces – Spam complaints |
| Operational | System/administrative activities | – Data processing – Bot traffic |
| Inbound – Paid Social Engagement | Paid social media engagement | LinkedIn/Facebook ad interactions |