Understanding Segmentation

Segmentation means diving your audience into various buckets with a common parameter. For example - subscribers who viewed page 'X'.

By segmenting your audience, you can send contextual notifications to your subscribers related to their activity on the website or their preferred interests and hence engage more.

Event and Event Properties

An event is an action that a user performs on the website. It could be opening a certain page, clicking on a call to action (CTA) button like add to cart, filling a certain form or making a purchase.

There could be many events that can occur on your website. However, it is crucial to identify the important ones and track only those. This will ensure that your focus remains on the actions essential for your business.

Event properties can be defined as details that are related to a certain event. These properties help to make the event more valuable and insightful by providing more context. Here is an example:

Event Name: Add to Cart

Event Properties:

  • Product Title: Bose Earphones X123JK
  • Product Category: Accessories
  • Product Price: 2500
  • Product ID: BEA1290
  • COD Available: Yes

iZooto supports 5 data types for Event Properties - String, Numeric, Date, Float, and Boolean. Let's understand the syntax and operational filters for each one of them.

1. String Data type:

<script> window._izq.push(["event","added_to_cart",{ 
"product_title":"Bose Earphones" 

Operational filters available:

  • Is any of
  • Is none of

2. Numeric Data type:

<script> window._izq.push(["event","added_to_cart",{ 

Operational filters available:

  • Equals
  • Not equals

3. Date Data Type:

"delivery_date":"2018-04-19 00:00:00" 

Operational filters available:

a. Absolute Filters

  • Before
  • After
  • On

b. Relative Filters

  • Between
  • In past ‘x’ days
  • Was exactly ‘x’ days ago
  • Today

4. Boolean Data Type

<script> window._izq.push(["event","added_to_cart",{ 
}]); </script>

Operational filters available:

  • Is any of
  • Is none of

To know how to create audiences based on the above, check this article.

For more tracking on user activities based on your domain, check this article.

User Properties

User properties allow us to capture a subscriber's interests and demographics thus helping us with profiling. Attributes like age group, gender, brand affinity, etc. can be passed as user properties. Below is the syntax for the same:

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

Predefined Properties

Along with capturing subscribers iZooto also captures a few additional properties that give us some basic intel about the subscribers. Here are the properties that the system captures by default:

Device: The device they have subscribed from - Desktop, Mobile and Tablet

Location: The location of the device they have subscribed from

Subscription Date: The day when he/she subscribed

If a subscriber moves to a different location, his/her location is still marked as the original location from where he/she had subscribed.


  • The maximum number of events supported are 8.
  • Max length supported for event name are 32 characters. In case the characters exceed, the excess would get trimmed.
  • Max length allowed for events key/values are 32/64 characters. In case the characters exceed, the excess would get trimmed.
  • If the key/value exceeds 32/64 characters, it will be trimmed as per the limit and then sent.
  • Maximum number of values possible in a multi-value array is 64 (Each value has a characters limit of 64)
  • The maximum number of properties supported per event is 16.
  • The maximum number of customer-defined User-Properties is 64.
  • Values for String type User-Properties support a maximum of 64 characters.
  • Data types supported are String, Numeric, Date, Boolean.
  • There is no language restriction.
  • 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 a '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:


Understanding Segmentation

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