Tracking custom events that happen on your site is very easy with Ecomail, just use this short piece of code:
window.ecotrack('trackStructEvent', 'category','event','label','property','value');
Here is a specific example of an event, a video playing on your page:
window.ecotrack('trackStructEvent', 'Videoplayer', 'Play', 'Wedding-video.mpg', '', '0.0');
You can use custom events in segmentations (User Activity -> Custom Event) and automations (Custom Event trigger).
In segmentation you can set a condition to display only specific categories from your e-shop if you send us custom events with adequately filled fields (see table above).
To automate or trigger a custom event, the following values are needed: category, event, label.