Introducing the AI event inbox: autocapture that proposes its own event names

Every tracking plan starts with good intentions and stalls at the same place: someone has to name the events, agree the names with three teams, and get an engineer to add them. Meanwhile the site changes. Autocapture solved the engineering half by recording every click and form submission without code. The AI event inbox, shipping today, solves the naming half: it reads the autocaptured stream, proposes event names, groups the duplicates and puts them in a list you can approve in minutes.

Naming is where tracking plans stall

Ask any team with a half-finished tracking plan where it stopped and the answer is the spreadsheet: forty rows of proposed events, half named three different ways, waiting for a meeting. Autocapture removed the engineering dependency by recording interactions automatically, but it created a new problem. The data is there, under names like click: button.btn-primary "Start free", and nobody wants to build a funnel on a CSS selector.

The inbox exists to turn that stream into a vocabulary. It does the first draft so the meeting is about approving names, not inventing them.

What the inbox does

Every day the inbox looks at the autocaptured interactions from the previous day and asks three questions. Which interactions look like the same action, even if the selector or page differs (the “Start free” button on five pages is one event)? What would a human call it, based on the button text, the page, the form name and the URL it leads to? And how important is it, measured by volume and by how often it precedes a conversion? The result is a ranked list of proposals, each with a suggested name, the pages it occurs on, yesterday’s count and the evidence.

Approve, rename, ignore

Each proposal has three buttons. Approve creates a named event with the grouping rule attached, so future interactions matching the rule are counted under the name immediately, and historical autocaptured data is backfilled. Rename lets you fix the name before approving, and the inbox learns your conventions (snake_case, verb-first, whatever you use) from the renames. Ignore hides the proposal and anything that looks like it; a decorative link you never want to track stays gone.

Approval is deliberately a human step. The inbox will not create events on its own, because an event vocabulary is a shared language and every team member should be able to trust that a named event means what it says. In practice a workspace approves ten to twenty events in the first week and then a handful a month as the site changes, which is a few minutes of review rather than a planning meeting.

Approved events are ordinary events: they appear in funnels, segments, alerts and the API like events sent from code. The definition is stored as a rule you can read, not a model you have to trust:

{
  "name": "start_free_clicked",
  "match": {
    "type": "click",
    "element": "a, button",
    "label": ["Start free", "Start for free"],
    "href_contains": "/register"
  },
  "pages": "any",
  "approved_by": "[email protected]",
  "backfill_from": "2026-07-01"
}

What the inbox never sees

Autocapture records the interaction, not the content. It stores element type, visible label, page and destination, never the values typed into inputs, never passwords, never anything inside fields marked sensitive. The inbox works from the same data, so proposals are built from labels like “Start free” and “Subscribe”, not from what visitors wrote. Form submissions record that a form was submitted and which one, not the fields. If you need a value (an order total, a plan name), send it explicitly with track() from your code, where you control exactly what leaves the page. The data platform page lists exactly what autocapture collects, and the security page covers retention.

Availability and what is next

The inbox is rolling out to all workspaces with autocapture enabled over the next two weeks; no configuration is required and nothing is approved without you. It lives under Insights as a new tab next to events. Next on the list: proposing funnels from approved events that frequently occur in sequence, and flagging an approved event whose volume drops to zero after a site deploy, which is usually a broken button. Follow the changelog for both, and read the autocapture overview for the four-step flow.

If you already have a tracking plan in a spreadsheet, keep it: approve the inbox proposals that match it under the names you already use, and treat the rest as a list of interactions your plan did not know about. Most teams find that list is the more interesting half.