---
title: "Event Builder: Definitions"
description: "Learn about the event builder you'll use when creating events (conversions or actions)."
url: https://help.knotch.com/en/articles/115-event-builder-definitions
collection: "Conversions"
updated: 2025-07-23
language: en
---

# Event Builder: Definitions

Learn about the event builder you'll use when creating events (conversions or actions).

**Event Builder** gives you greater control and clarity when creating Conversions and Actions by allowing you to target specific elements across one or more pages.

![](https://staticfiles.gleap.io/ghelparticle/uIRlLkmwr7RGODyiHYZo1TxANcuy1E06D6d43iNx7EffeBaPh4hGMDoe5H3ucfkbkV7v7oTJwjQ.png)

-   **Event**
    
    -   **Definition**: An Event is a trackable user interaction—typically a click—that can be used to measure engagement or define touchpoints within journeys and funnels.
        
    -   **Types**: An Event can be a Conversion or Action.
        
-   **Event Category (Conversion vs Action)**
    
    -   **Definition**: Defines the type of user behavior being tracked.
        
    -   **Types:**
        
        -   Conversion = meaningful goal (e.g., form completion).
            
        -   Action = interaction that shows engagement but not necessarily goal completion.
            
    -   **Notes**:
        
        -   Affects how the event is categorized and analyzed in reports.
            
        -   Switching the category mid-setup does not clear your rules.
            
-   **Includes Rules**
    
    -   **Definition**: Creating inclusion rules allows you to search for matching elements that meet certain criteria.
        
    -   **Notes:**
        
        -   Users can add several includes rules until their matching elements reflect the correct elements for their event.
            
-   **Element Attributes**
    
    -   **Definition**: The attributes that must be present for an element to be tracked—like text, class, ID, or URL.
        
    -   **Types:**
        
        -   Element Text - searches the Element Text of elements (existing – previously labeled “text”)
            
        -   Page URL - searches the page URL where the element exists/is clicked (NEW)
            
        -   Destination URL - searches the destination/Destination URL where the visitor is taken after clicking (existing, previously labeled URL)
            
        -   Class - searches the the content of all element classes (existing)
            
        -   Element ID - searches the the content of all element IDs (existing - previously labeled “ID”)
            
    -   **Notes:** Users can use multiple Element Attributes to surface the correct matching elements.
        
-   **Logic**
    
    -   **Definition**: Specify whether the attribute value must exactly equal the input or simply contain it. Use equals for exact matches and contains for partial matches.
        
    -   **Types:** Equals, Contains
        

-   **Value**
    
    -   **Definition**: The specific text or value for the Element Attribute that must be matched for this rule to apply.
        
    -   **Types:** text field – for example, “get started”
        
    -   **Notes:** user will enter a value based on the Element Attribute they select
        
-   **Excludes Rules**
    
    -   **Definition**: Use exclusion rules to filter out matching elements that meet certain criteria. When these exclusion rules are applied, any matching elements are ignored by the Conversion/Action event and not included in measurement.
        
    -   **Types:** Exclude rules use the same format as Includes: Element Attributes, Logic, Value
        
    -   **Notes:**
        
        -   These rules take priority over includes.
            
        -   Exclusion Rules (as a group) are tracked using OR logic.
            
-   **Matching Elements**
    
    -   **Definition**: All of the elements that match your rules.
        
    -   **Notes:**
        
        -   All of the matching elements that are **not currently in use** will be included in your Event.
            
        -   To adjust the matching elements list, add or remove rules before saving.