RetentionMaster Taxonomy: Events, Triggers, Signals, and Retention Assets

Event

An event is a persisted fact that happened on a tracked site. Examples include page_view, registration, deposit_confirmed, popup_shown, popup_cta_click, lead_submit, or a customer-owned custom action.

Events are sent through the snippet runtime, RMTrack, GTM action tags, retention asset telemetry, or automatic runtime collection. They are the raw material behind Reporting, Data Explorer, Lead Collection, Retention, and Forecast.

Action code

An action code is the normalized event name stored with an event. It should be lowercase, stable, and business-readable. RetentionMaster uses action codes to group charts, map canonical metrics, price chargeable conversions, and bind runtime behavior.

Trigger

A trigger is runtime logic that decides something should fire. Examples include exit_intent, leave_attempt, rapid_scroll, inactivity, first-visit exit intent, or a GTM trigger that fires an RMTrack action tag.

Some triggers create events, some triggers request a retention asset, and some do both. The snippet emits trigger diagnostics and then sends the configured event or attempts to show the configured retention asset.

Signal

A signal is an interpretation of behavior that may indicate intent, risk, friction, or value. Exit intent can be a risk signal, a completed calculator can be an intent signal, and repeated deposit attempts can be a value signal.

Signals become useful when they are translated into action codes, mapped metrics, audience rules, or campaign decisions. Do not track every weak signal; track the ones that can change reporting or intervention strategy.

Retention asset

A retention asset is the user-facing intervention RetentionMaster can show, usually a retention asset package created from the Retention Library, Designer, templates, or AI generation.

Assets have stable retention asset identity across versions so popup_shown, popup_closed, popup_cta_click, popup_form_submit, and influenced downstream events can be attributed to the right asset family.

Campaign and metric

A campaign binds a retention asset to a website, trigger list, runtime window, cooldown, page scope, and status. A metric is the reporting-level interpretation of one or more action codes, such as registrations, deposits, purchases, or lead submissions.