Document Type: Framework
Status: Active
Authority: Data Brain
Applies To: Ads Brain, Affiliate Brain, Experimentation Brain, Research Brain, Conversion Brain
Parent: Data Brain
Version: v1.1
Last Reviewed: 2026-04-23

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Purpose

Defines how custom events are designed to ensure meaningful behavioural signal capture across MWMS environments.

Custom events translate important user interactions into structured signals that support:

• experiment interpretation
• conversion diagnostics
• funnel understanding
• behavioural analysis
• opportunity evaluation
• signal comparability
• decision confidence

Custom event design ensures MWMS tracks meaningful behaviour rather than collecting arbitrary activity data.

Signal clarity improves decision quality.

Decision quality improves capital allocation.

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Scope

Applies to:

event naming design
parameter structure design
behavioural interaction definition
conversion signal construction
custom tracking architecture
signal standardisation across environments
event payload structure
event capture consistency across environments

Does not govern:

technical tag deployment method
platform-specific interface configuration
dashboard layout design

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Core Principle

Custom events exist to capture behaviour that is important to business decision-making.

Custom events should:

represent meaningful user interactions
support interpretation of intent
enable experiment learning
improve signal comparability across campaigns

Custom events should not exist merely because tracking is technically possible.

Tracking capability does not justify tracking complexity.

Signal usefulness determines tracking priority.

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🔴 NEW — Behavioural Signal Expansion Principle

Custom events must extend beyond final outcomes and capture pre-conversion behaviour.

Pre-conversion signals provide:

• intent visibility
• friction detection
• behavioural progression insight
• earlier optimisation opportunities

MWMS event design must prioritise behavioural signal depth, not just outcome tracking.

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Event Hierarchy Logic

(UNCHANGED)

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Custom Event Design Criteria

(UNCHANGED)

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🔴 NEW — Form Interaction Signal Layer

Forms represent critical conversion surfaces.

Custom event design must include:

• form_start (field focus)
• form_interaction (field change)
• form_exit (field blur)
• form_submit
• form_abandon

These signals allow MWMS to detect:

• hesitation
• friction
• drop-off points
• engagement depth

Form interaction signals are required for meaningful conversion diagnostics.

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Event Naming Structure

(UNCHANGED)

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Parameter Design Logic

(UNCHANGED)

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🔴 NEW — Standard Event Payload Structure

All custom events should align with a consistent payload structure.

Example:

event: custom_eventevent_type: (click / focus / blur / submit / abandon / scroll)
event_category: (form / button / navigation / content)
event_label: (specific interaction)
event_value: (optional)element_id: dynamic
element_text: dynamic
location: dynamic
interaction_context: dynamic
timestamp: event time

A standard payload ensures:

• cross-system compatibility
• consistent querying
• signal comparability
• scalable data processing

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🔴 NEW — Event Delegation Principle

Event capture must be scalable.

Instead of attaching listeners to every element:

→ use delegated event capture where possible

Benefits:

• scalable tracking
• reduced implementation overhead
• consistent event capture across dynamic environments

Event design must consider scalability, not just correctness.

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Parameter Usage Discipline

(UNCHANGED)

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Required Parameter Awareness

(UNCHANGED)

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Behavioural Intent Mapping

(UNCHANGED)

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Event Consolidation Logic

(UNCHANGED)

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🔴 NEW — Data Layer Transport Rule

All custom events must be transported through a structured signal layer.

Example:

dataLayer.push({
  event: "custom_event",
  event_type: "cta_click",
  event_category: "button",
  event_label: "primary_cta"
})

The data layer acts as:

→ the signal transport layer between behaviour and measurement systems

Consistent transport ensures:

• reliable signal flow
• integration across systems
• traceability

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Relationship to Conversion Design

(UNCHANGED)

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Relationship to Experimentation Brain

(UNCHANGED)

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Relationship to Data Brain Signal Integrity

(UNCHANGED)

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🔴 NEW — Event Quality Rule

Custom events must be:

• meaningful
• consistent
• interpretable
• non-duplicated
• context-aware

Low-quality events degrade:

• signal clarity
• experiment interpretation
• decision quality

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Architectural Intent

Custom events allow MWMS to observe behavioural signals specific to its operating environment.

Behavioural specificity improves decision accuracy.

Decision accuracy improves capital efficiency.

Event design discipline improves long-term system intelligence quality.

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Governance Rules

Custom events must:

represent meaningful behaviour
use consistent naming structure
avoid duplication of recommended events
avoid unnecessary complexity
support interpretation clarity
capture pre-conversion behaviour where relevant
follow standard payload structure

Event creation should prioritise:

clarity over quantity
structure over improvisation
reuse over fragmentation

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Change Log

Version: v1.1
Date: 2026-04-23
Author: Data Brain

Change:

Added operational signal design layer including:

• form interaction signal tracking
• pre-conversion behavioural capture
• standard event payload structure
• event delegation principle
• data layer transport rule

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Change Impact Declaration

Pages Created:
None

Pages Updated:
Data Brain Custom Event Design Framework

Pages Deprecated:
None

Registries Requiring Update:
No

Canon Version Update Required:
No

Change Log Entry Required:
Yes