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Flexible data model

You decide what to track, and what to call it.

We do not arrive with a fixed list of fields you have to fit into. You name what matters in your business: money spent, visits, tier. Any mission, streak or targeting rule can then use those names, with no code release.

See the rules engine
What you can store

Two kinds of data: facts that change, and numbers that add up.

A fact about the customer is an attribute: their country, or their tier. Send a new value and it replaces the old one. A number you count is a metric: money spent, or visits. Send a value and it is added to the total.

customer attributes
Replaces the old value String · Number · Boolean · DateTime

Send a new value and it writes over the old one. Use it where only the latest answer matters: their tier, their country, whether their email is verified.

tierString · “Gold”
countryString · “DE”
email verifiedBoolean · true
account openedDateTime · 2026-03-14

Send Silver, then Gold. The tier is Gold. The Silver message is still on record.

metrics
Adds to the total Number · Currency

Send a value and it is added to the running total. Use it for anything you count: money spent, visits, lessons finished. For a refund, send a negative value and the total comes down.

money spentCurrency · 1,240.00
order totalCurrency · 8,905.50
visitsNumber · 214
signed upNumber · 1

Send 40, then 60. The total is 100, and both messages are still on record.

There is no way to overwrite a total. You can only add to it or take from it, so one bad request cannot wipe out a customer's history. If you sell in several currencies, every amount is converted to one chosen currency as it arrives, so euro and pound customers can be compared.
Totals and history

A customer spends 50, then 40. You get the total and both purchases.

We keep the running total and, separately, every purchase behind it. Nothing is ever edited or deleted.

one purchase, counted once and remembered forever
What we keep when a customer spends money A customer makes a 50.00 purchase, then a 40.00 purchase, then gets a 15.00 refund. Gemifier keeps a running total of 75.00, and separately keeps all three events with their dates. A campaign can then ask for the total, ask about a particular month, or count how many times it happened. WHAT YOU SEND US WHAT WE KEEP WHAT A CAMPAIGN CAN ASK A 50.00 purchase 12 July A 40.00 purchase 14 July A 15.00 refund 15 July A running total adds up money spent 75.00 one number per customer, always up to date Every event, kept nothing is ever edited or deleted +50.00 12 July +40.00 14 July −15.00 15 July How much in total? 75.00 How much this month? 75.00 How many purchases? 3 You can narrow any of these, to card payments only, say.

Reading the diagram: the customer makes a 50 purchase, then a 40 purchase, then gets a 15 refund. We keep one running total, 75, and separately all three events with their dates. A campaign can then ask for the total, ask about one month only, or ask how many purchases there were.

Event details

Send how they paid, then run a campaign for card payments only.

A purchase does not have to be just an amount. You can attach details: how they paid, which category the item was in, whether it was their first order. A campaign can then count only the purchases that match, such as card payments in the shoes category.

  • Ask it several ways. How many times, how much in total, the average, the smallest, the largest.
  • Over whatever period you want. This week, this month, the last thirty days, or everything since they started.
  • A typo cannot break a campaign. A detail you never set up is refused, rather than quietly stored where no rule will find it.
How these become campaign rules
a purchase, and the details you send with it
payment methodString · required
product categoryString · optional
is first orderBoolean · optional
Questions a rule can ask
Match all of the 3 rules below
Total spent all time
Number of orders paid by card last 7 days
Biggest single order this month

Send us your field list. We will set it up on the call.

Send us the numbers and facts you track. We will set them up while you watch and show you the campaigns they make possible.

Contact sales