Send Custom Event is an action that records an event of your choosing, under a name of your choosing, at any point in a Workflow. Things you want to analyze later — a catalog request, a completed assessment, a store reservation — stay on the friend's activity timeline in Lumo and are sent to HubSpot and Klaviyo as the same event. This article covers the settings, how to name your events, and how to put them to use in those external services.
What You Can Do with Send Custom Event
The Send Custom Event action records one event in up to three places at once.
| Destination | How it is recorded |
|---|---|
| Lumo friend activity | Always recorded. It appears on the timeline in the friend's details |
| HubSpot | Recorded as the contact event Lumo Custom Event (when HubSpot is integrated; can be turned on and off) |
| Klaviyo | The event name you set becomes the Klaviyo metric name as is (when Klaviyo is integrated; can be turned on and off) |
For example, you can record Completed Assessment for friends who finished answering an assessment, or Received Coupon for friends who received a coupon. The events you record can be used in HubSpot and Klaviyo custom reports and segments, and as triggers for workflows and Flows.
If the event has a monetary value, you can record a value and a currency along with it. In Klaviyo the value is treated as the event's value, so it feeds revenue metrics as well.
Configuring the Action
When you choose "Send Custom Event" as the action in the Workflow editor, you can configure the following items.
| Setting | Description |
|---|---|
| Event name | The name of the event to record. You can use variables with {{ }} (required) |
| Value (optional) | A number such as an amount. You can also specify a variable, like {{ answers.budget }}. If it cannot be parsed as a number, the event is sent without a value |
| Currency (optional) | A 3-letter ISO 4217 code (for example, JPY) |
| Destinations | Turn sending to HubSpot and Klaviyo on and off individually. Only connected integrations are shown |
The event is always recorded on the Lumo activity timeline, regardless of the destination settings. For a friend who is not linked on a destination — one who has no matching HubSpot contact, for example — recording to that destination is skipped.
How to Name Your Events
An event name is an outward-facing name: it becomes a filter condition in reports and a metric name in Klaviyo. We recommend the following rules.
| Rule | Example |
|---|---|
| Start with an English verb in the past tense | Requested Catalog, Completed Assessment |
| Always use the same name for the same event | Use Requested Catalog for a catalog request, whichever Workflow it comes from |
| Do not change a name once you are live | If you change the name, external services count it as a separate event |
An English past-tense verb is the same naming style as the standard events Lumo records in HubSpot and Klaviyo (Sent LINE Message, Clicked LINE Rich Menu, and so on). Matching that style keeps things readable when your events sit next to them in a metrics list or a report.
Once you start using an event name, it gets built into the conditions of your reports and segments. Changing it partway through splits the totals from the earlier data, so decide on the name before you start.
Putting It to Use in HubSpot
In HubSpot, the event is recorded as the contact event Lumo Custom Event and appears as a card on the timeline. The event name you set goes into the event's event_name property.
In custom reports and workflow enrollment triggers, choose the Lumo Custom Event event and then filter by the event_name property. Setting "contacts whose event_name is Requested Catalog" as the condition, for example, targets only the friends who requested a catalog.
The event also records which step of which Workflow it came from (the Workflow name and so on), along with the value and currency.
Putting It to Use in Klaviyo
In Klaviyo, the event name you set is recorded as the metric name as is. The metric is created automatically on the Klaviyo side when the first event arrives.
Because it is treated as a metric, you can use it directly in segment conditions — people who did Completed Assessment at least once, for example — and as a Flow trigger. If you set a value, it is recorded as the event's value, which you can use for revenue and outcome analysis.
Relationship to the Previous "Send Klaviyo Event"
The Send Klaviyo Event action offered previously has been merged into this Send Custom Event action. Use Send Custom Event when you add a new action.
Existing Send Klaviyo Event actions you have already configured keep working as they are. Replacing one with Send Custom Event adds recording to the Lumo activity timeline, sending to HubSpot, and the value and currency fields.
Frequently Asked Questions
Common questions about when events are recorded, and why they may not reach an external service, are answered below.
When is the event recorded?
It is recorded at the moment the Workflow runs this action. It usually reaches HubSpot and Klaviyo within a few seconds to a few minutes.
What happens if the same friend goes through the same Workflow twice?
One event is recorded each time it runs. Duplicate sends within the same run are prevented automatically.
Some friends are not recorded in HubSpot or Klaviyo.
The friend needs to be linked to a contact or a profile on the destination service. Friends who are not linked are skipped (they are still recorded on the Lumo activity timeline).
Can I use event names in Japanese?
You can, but we recommend an English verb in the past tense. Consistent naming is easier to manage when your events sit next to the standard events in an external service's metrics list.