Truly Analytics introduces Event Hooks: Tie your audience’s activity directly to your business systems ¶

Most analytics platforms are designed to record activity and report on it later. Truly Analytics goes further by allowing important activity to trigger actions across the rest of your systems.

These triggers are called Event Hooks.

An event hook watches for a notable event, evaluates its characteristics and passes that event to one or more downstream systems. The event will still be recorded in Google Analytics, but it can also be sent to a CRM, messaging platform, sales workflow, customer success system, data warehouse or another internal service.

This turns analytics from a passive reporting tool into an active part of your sales, marketing and customer management processes.

Which Events? You get to pick! ¶

Event Hooks are specifically configured based on what’s important to you. This means that you can take specific events based on any specific parameters and choose where that data should go.

This could include:

• Custom events such as attempt_purchase can result in emails, updates to CRMs and more
• Visits for signed in users to specific pages such as /cancel can update your CRM that that user has visited the cancellation page
• Alerts for high basket values from known customers
• Repeated pricing or upgrade page views from known customers can alert or update account managers
• Unique pages are visited by target clients letting your outreach teams know that their contact has landed

When combined with Network Intelligence you can have specific activities from specific networks sent directly to your CRM and GTM systems such as:

• Know when your whitepapers have been downloaded from Government or large company accounts
• Know the activity across your target accounts, from page_views to download_file events, every bit of activity from your target network can be reflected to your systems
• Updates on when Anthropic or OpenAI networks access your content for parsing & response

Sending Events to Multiple Systems ¶

When an event matches the configured conditions, Truly Analytics can pass it to several systems at once.

The same event could:

1. Be recorded in Truly Analytics
2. Be passed into Google Analytics
3. Update an account or contact in the CRM
4. Notify a sales or customer success channel
5. Start an internal automation
6. Be added to a data warehouse or reporting system

This avoids the need to install separate tracking products for each department or workflow. Truly Analytics becomes the central source of activity, while each connected system receives the information it needs.

Tracking Targeted Links and Content ¶

Event hooks are particularly useful when distributing targeted links. A link can include a unique parameter associated with a campaign organisation, account, sales conversation, event, document or individual outreach activity.

For example:

https://example.com/research/network-intelligence/?ref=account-xyz

The page itself can remain public, searchable and discoverable. The parameter simply provides additional context when the link is used. When someone opens the link with this parameter attached, Truly Analytics would recognise the page_view parameter and trigger an event hook. That event can immediately:

• Record that the targeted link was used
• Capture the time of the activity
• Connect it to the visitor’s session
• Check whether Network Intelligence identified an organisation
• Update the relevant CRM account
• Notify the account owner
• Provide a direct link back to the session activity

The parameter does not necessarily prove who opened the link. Links can be forwarded, copied or accessed from unexpected networks. It does, however, provide a strong indication that the targeted content has generated activity.

That information can help a sales or marketing team decide when and how to follow up.

Connecting Go-to-Market Activity to Content ¶

Content is often treated as a separate marketing channel. It attracts search traffic, educates potential customers and supports brand visibility, but it is frequently disconnected from the systems used by sales teams.

Event hooks close that gap. The same article can serve several purposes:

• Attract new visitors through search
• Support an advertising campaign
• Be sent directly to a target account
• Be included in an outbound sales sequence
• Help an existing customer solve a problem
• Provide supporting material during a sales conversation

Truly Analytics can identify the context in which that content was accessed and pass the resulting activity into the appropriate systems. This allows you to connect go-to-market activity back to the content that supported it without creating duplicate pages, private content portals or separate tracking infrastructure.

Now you can have one solid base of content with context built around event parameters that tell you how that content is being consumed as part of your funnel and GTM strategy.

Working With Known Users ¶

Event hooks become more useful when activity can be associated with a known user or customer account.

For logged-in products, Truly Analytics can receive a stable internal user or account identifier. This makes it possible to connect product, documentation, support and account activity.

For example:

A known user from account XYZ viewed the “How to cancel your plan” page.

That event could:

• Update the customer’s CRM record
• Notify the account manager
• Create a customer success task
• Add the activity to a retention risk model
• Provide the relevant session history
• Trigger a helpful in-product or email response

This visibility is waiting to be captured to ensure the best results for your customers and business, Truly Analytics makes it visible and leads it to the right place for it to be actioned.