Oribi's cutting-edge Magic Events technology automatically identifies and tracks your site's most important conversions. Just by connecting your site with Oribi, every button click, page visit, and form submission will be tracked instantly—no coding required.

In this article, you'll learn about:

What Are Magic Events?

Set Up Your Main Conversions

Magic Events are at the heart of Oribi's unique technology. They represent your most critical actions—the top conversions and events you want to keep an eye on, such as signups, purchases, contact clicks, or downloads.

As soon as you install Oribi, it uses AI to scan your website, identify your most important events, and automatically highlight the key actions you'll want to focus on.

And above all - not only can you set Oribi's suggestions as Magic Event or create Magic Events from scratch using any individual button or page - you can set up a Magic Event to group buttons or pages with the same purpose in your conversion funnel: such as all of your "Add to Cart" buttons, all "Product Pages", or all "Subscribe" buttons.

Once you create a Magic Event, it will then appear in your Explore pages.

You can create new Magic Events at any time. Once a Magic Event is set, you'll see all of its historical data as well.

Next: learn how to use Magic Events!

How to Use Magic Events

Magic Events are at the core of every single one of Oribi's features. Just like letters are the building blocks of words and sentences, Magic Events are the building blocks of Oribi’s analytics. By the end of this 3-minute tutorial, you'll know how to use them to increase your company’s conversions.


Oribi tracks all your page visits and button clicks, starting from the moment you connect Oribi to your site. From then on, Oribi’s Magic Events technology continuously scans your site and uses AI to highlight the key conversions your site should be focusing on.

As an example, let’s say you have several “signup” buttons across your site. Magic Events will not only identify ‘signup’ as one of your main conversions but will then group these buttons together into an event you can use to optimize your signup process.

You’ll be able to use this Magic Event with all Oribi’s features—such as using it as a funnel step, including it in Event Correlations, and more.

Let’s find out how to create Magic Events using Oribi's event catalog.

*If you'd prefer to create Magic Events from scratch, you'll find step-by-step instructions here.

Creating Magic Events from the Catalog

  1. Click 'Choose from Events Catalog'. Then, select an event you care about from the event catalog that Oribi has tailored to your site.

    In this catalog, Oribi will recommend the events you should be focusing on, based on both your site and sites similar to yours. Oribi will also suggest other popular events that could be relevant. Both the recommended and popular events will appear under the Key Events tab.

    Screenshot of Key Events button - Magic Events

    In the example below, Oribi recommends tracking the signup action, which is often a meaningful part of the conversion funnel.

    When hovering over the signup event, you’ll see example buttons that perform that particular action (“Create your free account”, “Try Oribi For Free”, etc.).

    Screencast of signup buttons example - Magic Events

    In the catalog, you’ll find different types of events under different categories. For example, under Account related actions, you’ll find signup buttons, events that complete a registration, or events related to login. Under the Social category, you’ll find social share buttons and other similar events. Feel free to explore the different categories.

    Screencast showing the various Magic Events categories

    Oribi captures Magic Events for different types of businesses. You can choose the type of business using the drop-down menu in the title.

    Screenshot indicating the business type dropdown - Magic Events

  2. Review your event before saving it.

    Once you choose the event you care about, you’ll be able to review and edit it before saving it as a Magic Event. Don’t worry, though—you can still delete or edit a Magic Event after you save it.

    In the example we saw in Step 1, the signup event was selected. As you can see, Magic Events found 38 different buttons across the site that match the signup action.

    A screenshot showing all the buttons Magic Events found on the site

    Click Show Me!, and you’ll be able to see all the buttons across your site that Magic Events associates with the signup action.

    A screencast showing all the different buttons in a Magic Event

    If for some reason, you see a button that doesn’t belong in the Magic Event, or if you want to add a button that Oribi didn’t automatically add, you can do that here manually.

    A screencast showing how to manually add events to your Magic Event

    You can also filter your Magic Events.

    For example, you can exclude or include buttons on specific pages from the Magic Event. For example, a company like Airbnb might create a Magic Event for traveler sign-ups. In this case, you’d want to exclude sign-ups coming from the property owners’ FAQ pages.

    Another filter you can apply is tracking only form submissions. This filter will include in your Magic Event only buttons that submit a form, excluding any other buttons or links.

    A screencast showing how to apply filters to your Magic Events

  3. Click “Finish” and start using your Magic Event to increase conversions.

    Just click Finish, and you’ll be able to start using your Magic Event all across Oribi’s features! This will allow you to better understand what drives some of your visitors to convert and others to drop off.

    Create funnels that include your Magic Events, discover how your content affects their conversion rates, and more.

    A screencast that shows the process of naming & saving your Magic Event

Next: Learn how to create magic events from scratch!

Creating Magic Events From Scratch

If you can’t find a certain event in Oribi's Magic Events catalog, you can also create a Magic Event manually.

  1. Click Start From Scratch, and then Start Building Your Event.

    A screenshot of the start from scratch button in Magic Events

  2. Click + in the center of the Magic Event Builder. A list of your site's events will appear. Buttons will be shown by default, but you can easily see the list of pages by clicking Pages on the left side menu.

    Screenshot showing the Buttons & Pages section of Magic Events

  3. Start typing in the text box to search for your desired event.

    To search for buttons by label, make sure Text on Button is selected. To search for buttons by the link they lead to, click Button's Destination Link.

    If you want your Magic Event to include a button with only one specific label or link target, or a page with only one specific URL, leave the Any button containing this phrase in its text unchecked. If, however, you'd like to include all buttons or pages containing a certain phrase in their label, link target, or URLs, check this box.

    To add an event from the list to your Magic Event, just click Add to the right of the event. You can add as many events as you like.

  4. Once you're satisfied with your Magic Event, click Finish.

    Screenshot showing the Finish button in the Magic Event Builder

  5. Give your new Magic Event a name and click Save.

Next: check out how to import & send custom events to Oribi, and set them up as Magic Events!

Custom Events as Magic Events

Magic Events automatically captures all button clicks, form submissions, and page visits on your site so you can follow conversions and visitor activities without using code.

For more advanced actions, such as third-party embedded content (chat windows, Youtube videos, order forms, etc.), you can use custom events.

A few examples of what you can use custom events for:

  • Events that occur in an iFrame - an embedded element that isn’t tracked by Oribi’s script, such as a payment form, chat component, or a YouTube video.

  • Events coming from a different site, such as a checkout process that ends on an external site.

  • Form submissions with no thank you page. While Oribi tracks all clicks on the submitting button, you can use custom events to track successful form completion.

A screencast showing how to import custom events to Magic Events

To send new custom events to Oribi, you can utilize Oribi's Javascript API. Your developer can read more about it in the Oribi Javascript API section.

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