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Overview

Website and product interactions are a strong indicator of a visitor’s goal. For example, a visitor to your marketing website who interacts with a pricing calculator is much more likely to be an interested buyer than the average visitor. In Unify, you capture these types of interactions by sending a custom event when buttons or website components are clicked. If a visitor is then identified (e.g., from another form fill or based on company IP matches), their interactions can be viewed in Unify and used to run Plays.

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Prerequisites

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Example

Suppose you have a button that opens your pricing calculator. You can log this interaction with a custom event that includes useful context as properties.

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Send a custom event

Call track when the button is clicked. Include properties that help with attribution and routing later (e.g., button_id, page, placement, or variant). 
unify.track('Pricing Calculator Opened', {
  button_id: 'pricing-calculator',
  placement: 'pricing-page-hero',
});

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Send multiple custom events

There’s no limit on the number of events you can send into Unify, and more data is always better. You can fire off multiple custom events to capture interactions at a more granular level. For example, suppose your pricing calculator contains buttons to select which pricing plan to view (e.g., “Basic,” “Pro,” “Enterprise”). You can send an event each time this button is clicked: 
unify.track('Pricing Plan Selected', {
  button_id: 'select-pro-plan',
  plan: 'Pro',
});
Suppose that the pricing calculator also contains a slider to select the usage quantity they expect to use. This information can be sent as well: 
unify.track('Pricing Quantity Selected', {
  slider_id: 'usage-quantity',
  credits_needed: '5000',
  plan: 'Pro',
});
Now, you can run a Play that segments visitors based on what pricing tier they are most likely to be interested in. Your reps will also know what usage tier

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Identifying the visitor

This example assumes the button click itself does not collect any information about the visitor, such as name or email address. That’s fine—if the visitor is identified later (e.g., via form fill or IP match), Unify will link this event to that person or company. If you do have information about the visitor at click time, you should also send an Identify event. This will immediately link the visitor to the person or company you specify. 
// Send a basic "Identify" event
unify.identify('alice@acme.com');

// Send an "Identify" event with company and person information
unify.identify('alice@acme.com', {
  person: {
    email: 'alice@acme.com',
    first_name: 'Alice',
    last_name: 'Smith',
    title: 'Product Manager',
  },
  company: {
    name: 'Acme Inc.',
    domain: 'acme.com',
  },
});
You do not need to send an Identify event on every click. Send it wherever you first learn the visitor’s identity and then subsequent events will be linked automatically.

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Launch a Play

With this custom event in place, you can create Plays in Unify that react to high‑intent clicks like “Pricing Calculator Opened.” For example, a Play could:
  1. Apply exclusions (competitors, open opportunities, current customers)
  2. Launch an AI agent to research the company or person for ICP fit
  3. Enroll the person in a follow‑up sequence
  4. Prospect more contacts at the same company and enroll them in outreach

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FAQ

Include any information that may help you qualify and route interactions, such as:
  • Button or form identifier
  • Values entered by the visitor
  • Page or component context
  • Variant (for A/B tests)
When in doubt, err on the side of including more properties.