# Global events

> CRM updates, Google postbacks and suppression lists that fire across many routings at once.
> Source: https://www.eventsiq.io/docs/global-events


An event is something EventsIQ does after a lead's waterfall finishes: tell Meta the lead became a
customer, report the sale to a Google conversion action, add the person to a suppression list, or
post the outcome to your own system. A **global event** is one you set up once and use across many
routings, so changing it in one place changes it everywhere.

You'll find them under **Settings → Delivery and tracking → Events**. The same section has
[Form scripts](#form-scripts), the tags and snippets your website forms load.

:::tip{title="Global event or a routing's own event?"}
Every routing has an **Events** tab with **CRM events**. You can configure an event right there, just
for that routing. Make it a global event instead when several routings should do the same thing,
for example every solar routing adding people who bought to the same suppression list.
:::

## Conversions and CRM events

A routing's **Events** tab has two tabs:

-   **Conversions** is read only. It lists the [campaigns](https://www.eventsiq.io/docs/campaigns) whose form routes here and
    the conversion integration each one picked. Those fire when your CRM sends a
    [postback](https://www.eventsiq.io/docs/postbacks), and are set up on the campaign, not here.
-   **CRM events** fire when the waterfall finishes. This is what this page is about.

## The list

![Global events](https://www.eventsiq.io/docs-media/global-events/01-list.png "Settings, Events, with a few global events of different providers listed.")

| Column           | What it tells you                                                     |
| ---------------- | --------------------------------------------------------------------- |
| **Event**        | Its name                                                              |
| **Provider**     | Where it goes, for example Google postback or Meta suppression list   |
| **Where it goes**| The audience, conversion action, pixel or address                     |
| **Used in**      | Which routings use it                                                 |

A global event that a routing still links to cannot be deleted. The dialog names the routing so you
can unlink it first.

## Creating a global event

Click **New global event**. A sheet opens with two parts: **Name and where it applies**, then
**Where it goes**.

![A new global event](https://www.eventsiq.io/docs-media/global-events/02-new-event.png "The New global event sheet: Name Meta - Sold, Every routing setup, Only when a destination accepted, and Meta postback picked with its account and event name.")

| Field                | What it does                                                                                          |
| -------------------- | ----------------------------------------------------------------------------------------------------- |
| **Name**             | How it appears in pickers, for example `Meta - Sold`                                                  |
| **Where it applies** | **Link by hand on each routing setup**, **Every routing setup**, **Every routing setup except…** or **Only these routing setups…** |
| **Fires**            | When it fires. Shown for every choice except manual linking. See below                                |
| **Provider**         | Where it goes. Each provider then asks for its own details                                            |

:::warning{title="Every routing is the default"}
A new global event starts on **Every routing setup**, and the button says **Create and switch on**.
One click applies it to every routing you have, and to every one you add later. Pick **Link by hand
on each routing setup** first if you want to choose where it runs.
:::

### Where it applies

-   **Link by hand on each routing setup**: it only fires where a routing's CRM event picks it under
    **Global event**. Each routing decides its own **Only for** and **Fires**.
-   **Every routing setup**, **Every routing setup except…**, **Only these routing setups…**: it fires on those
    routings automatically, without anything added to them. Each of those routings lists it under
    **Also fires here**, where you can still limit it with **Only from**.

### Fires

| Option                                     | Fires when                                       |
| ------------------------------------------ | ------------------------------------------------ |
| **Only when a destination accepted**       | The lead sold                                    |
| **Only when every destination declined**   | Nobody bought it                                 |
| **Only when the visitor tapped to call**   | The visitor tapped a call button                 |
| **Every lead, whatever happened**          | Always                                           |

## Providers

| Provider                     | What it does                                                                        |
| ---------------------------- | ----------------------------------------------------------------------------------- |
| **Meta postback**            | Tells Meta the lead's stage, for example `sold`, as a CRM event. Listed as **Meta CRM** |
| **TikTok postback**          | The same for TikTok                                                                 |
| **Google postback**          | Reports the outcome to a Google Ads conversion action                               |
| **Snapchat postback**        | Tells Snapchat what became of the lead, as an offline event on a Snap Pixel. Pick the account, ad account and Pixel, then an event from Snapchat's list or **From the lead's data** |
| **Microsoft Ads postback**   | Reports the outcome to a Microsoft Ads offline conversion goal. See [Microsoft Ads](https://www.eventsiq.io/docs/microsoft-ads) |
| **NewsBreak postback**       | Reports the outcome to a NewsBreak Postback event. See [NewsBreak](https://www.eventsiq.io/docs/newsbreak) |
| **AppLovin conversion**      | Sends sales to your AppLovin pixel as `generate_lead`. See [AppLovin](https://www.eventsiq.io/docs/applovin) |
| **ClickFlare**               | Reports the conversion to ClickFlare                                                |
| **Webhook**                  | Posts the outcome to any address you give it                                        |
| **Meta suppression list**    | Adds the person to a Meta customer list audience                                    |
| **TikTok suppression list**  | Adds the person to a TikTok customer file audience                                  |
| **Google suppression list**  | Adds the person to a Google Ads customer list                                       |
| **Snapchat suppression list** | Adds the person to a Snapchat customer list                                        |
| **Microsoft Ads suppression list** | Adds the person to a Microsoft Ads customer list                             |
| **NewsBreak suppression list** | Adds the person to a NewsBreak custom audience                                    |

For Meta, TikTok and Webhook you also set **Stage on sale** and **Stage on decline**: the words sent
for each outcome, `sold` and `unsold` by default.

### Google postback

The Google postback reports what happened to the lead to a Google Ads **conversion action**. Google
has no stage field, so each outcome names the action that stands for it.

| Field                                   | What to put                                                                                         |
| --------------------------------------- | --------------------------------------------------------------------------------------------------- |
| **Account**                             | Your Google [connection](https://www.eventsiq.io/docs/connections)                                                         |
| **Google Ads account**                  | The account the conversion actions belong to. Leave empty and a Google lead form's own account is used |
| **When a destination bought the lead**  | Usually a **Converted lead** action. The sale price is sent with it                                 |
| **When no destination bought it**       | Almost always empty. **Leave empty (recommended)**                                                  |

Only **Import from clicks** conversion actions are listed, because those are the ones Google accepts
uploads for. Create one in Google Ads under **Goals → Conversions** if the list is empty.

Each conversion carries the lead's `gclid` when it has one, and the hashed email, phone and address,
so Google can match it either way. The `gclid` comes from a [Google lead form](https://www.eventsiq.io/docs/google-lead-forms),
the landing page's address, or an [inbound webhook](https://www.eventsiq.io/docs/inbound-webhook) that sent it.

:::caution{title="Leave the decline action empty"}
If you pick an action for **When no destination bought it**, make it a separate action set as
**Secondary** in Google Ads. Reusing your sale action would tell Google that unsold leads are wins,
and its bidding would chase more of them.
:::

With **Fires** on **Every lead, whatever happened** and no decline action, an unsold lead sends
nothing and writes no log row. That is expected.

### Suppression lists

A suppression list is an audience your ads exclude, so you stop paying to reach people who already
converted. These providers add each lead's email and phone to an existing list. A lead with neither
is skipped, and its log says so. Microsoft Ads and NewsBreak take only the email, so for those a lead
with no email is skipped.

| Network    | Fields                                                     | Which lists         | When it is sent                                                                 |
| ---------- | ---------------------------------------------------------- | ------------------- | ------------------------------------------------------------------------------- |
| **Meta**   | **Account**, **Ad account**, **Audience**                  | Customer list audiences. **Create a new audience** makes an empty one | Straight away. Meta takes up to 24 hours to update |
| **TikTok** | **Account**, **Advertiser account**, **Audience**          | Customer file audiences | Queued, then uploaded on the **Send to TikTok** schedule (every 6 hours by default). **Sync now** sends it immediately. TikTok takes 24 to 48 hours |
| **Google** | **Account**, **Google Ads account**, **Customer list**     | Customer lists built from contact details. **Create a new customer list** makes an empty one | Straight away. Google takes up to 48 hours |
| **Snapchat** | **Account**, **Ad account**, **Customer list**           | Customer lists already on that ad account | Straight away, email and phone separately. Snapchat can take a few hours to match a new person |
| **Microsoft Ads** | **Account**, **Microsoft Ads account**, **Customer list** | Customer lists on that ad account. **Create a new list** makes an empty one | Straight away. Microsoft takes up to 48 hours, and uses a list once about 300 people are matched |
| **NewsBreak** | **Account**, **NewsBreak ad account**, **Custom audience** | Custom audiences made from an email file. **Create a new audience** makes an empty one | Queued, then uploaded every hour. **Upload now** sends it immediately. NewsBreak takes 24 to 48 hours |

A TikTok or NewsBreak lead that is waiting for the next upload shows as **Pending** in
[Logs](https://www.eventsiq.io/docs/logs), then **Success** once it is sent.

Google only allows customer lists on ad accounts that are eligible for **Customer Match**, which
Google decides from the account's policy and payment history. On an account that is not, creating a
list fails with a message saying so. Pick another ad account for the list.

:::important{title="Make sure the ads actually exclude it"}
Adding people to a list does nothing until your ad sets exclude that list. Meta's audience picker
warns you when no live ad set excludes the one you picked. On Snapchat, add the list under
**Exclude** in each ad set's audience settings in Snapchat Ads Manager. On Microsoft Ads, add the
list as an **exclusion** in each campaign's audience targeting, and on NewsBreak in each ad set's
targeting.
:::

## Using a global event on a routing

On a routing's **Events** tab, open **CRM events** and click **Add a CRM event**. Under **Global
event**, pick it by name. The card then shows only:

-   **Only for**: **Any destination**, or one destination in this routing.
-   **Fires**: when it fires on this routing.

Edits to the global event change every routing that uses it. To change it for one routing only,
click **Make this routing's own copy**.

The reverse also works: configure a CRM event inline with **Configure inline**, then open **Save as
global event**, give it a name and click **Save**. It becomes a global event and the lane links to
it.

### Only from

On an inline event, and on events listed under **Also fires here**, **Only from** limits it to leads
from certain places: **EventsIQ form**, **Facebook Lead Ads**, **TikTok Instant Forms**, **Google Ads
lead form**, **Snapchat Lead Ads** or **Inbound webhook**. Nothing ticked means every platform.

A lead from somewhere else is skipped with the reason in its log, for example "this lead arrived from
Google Ads lead form, and the event is set to EventsIQ form only". That is the rule working.

## Form scripts

A form script is a tag or snippet, such as TrustedForm, reCAPTCHA or Google Tag Manager, that you
set up once and that many of your [website forms](https://www.eventsiq.io/docs/website-form) load. You'll find them under
**Settings → Delivery and tracking → Form scripts**.

![Form scripts](https://www.eventsiq.io/docs-media/global-events/03-form-scripts.png "Settings, Form scripts, with one script listed: On, With the form, All forms.")

| Column           | What it tells you                                                          |
| ---------------- | -------------------------------------------------------------------------- |
| **Script**       | Its name, and whether it is inline code or loaded from an address          |
| **Status**       | **On**, **Off** (saved, loads on no form) or **Not finished**              |
| **Loads**        | When it loads                                                              |
| **Applies to**   | Which forms load it, with a count                                          |
| **Last changed** | When it was last saved                                                     |

**Not finished** means the script still holds a preset's placeholder, so it loads and does nothing
until you paste your own snippet or key.

### Adding a form script

Click **New script**.

![A new form script](https://www.eventsiq.io/docs-media/global-events/04-new-script.png "The New form script dialog: Which forms load it set to Every form, the five presets, Script name, and What kind of script.")

| Field                    | What it does                                                                                     |
| ------------------------ | ------------------------------------------------------------------------------------------------ |
| **Which forms load it**  | **Every form**, **Every form except the ones I pick**, **Only the forms I pick** or **Only forms that add it themselves** |
| **Start from a preset**  | **TrustedForm**, **reCAPTCHA v3**, **Google Tag Manager**, **ClickFlare** or **Blank script**. A preset fills in the name and when and where it loads. Each says what you still need, for example your site key |
| **Script name**          | So you can find it later                                                                          |
| **What kind of script**  | **Inline script** to paste a snippet, or **Script from a URL** to load a hosted file              |
| **When to load**         | **Before the form starts**, **With the form** or **After the form shows**                         |
| **Where to add it**      | **Head** or **Body**. When and where are independent, so any pair works                           |
| **On**                   | A script that is off stays saved but never loads                                                  |

**Insert token** above the code adds a value from the visit, such as a query parameter from the
page's address, for example `utm_source`.

**Every form** includes every form you publish later, without anybody adding it. With **Every form
except the ones I pick**, a new form is included unless you exclude it too. With **Only the forms I
pick**, a new form is left out until you add it.

EventsIQ ships no third-party code and no keys, and does not change what a script does: paste what
the provider gave you. TrustedForm and reCAPTCHA need to load **Before the form starts**, which is
what their presets pick.

## Related

-   [Routing](https://www.eventsiq.io/docs/routing): the Events tab in context.
-   [Website form](https://www.eventsiq.io/docs/website-form): the forms that load form scripts.
-   [Postbacks](https://www.eventsiq.io/docs/postbacks): conversions your CRM reports later.
-   [Logs](https://www.eventsiq.io/docs/logs): checking that an event fired.