Hull’s Architecture


Organizations are the top-level grouping paradigm in Hull. They are completely isolated from one another.

Most customers will use either just one organization, or one staging and one production organization.

When you set up a billing plan, you set it up for a specific organization.


They extend hull by connecting it to external services, reading and writing data from them and in Hull in realtime.

Examples of Server-side connectors

Connectors that receive and send data to Hull in realtime. For example:

  • Segment connector to receive data from your app and segment it in Hull
  • Intercom connector to sync audiences with Intercom and enrich intercom Leads and Users
  • Clearbit connector to enrich customer data when it enters Hull

Many more are available on our Github Organization. You can install them easily from the Connectors page in your Dashboard.


Platforms are web destinations where you can insert the Hull.js library. They can be different web sites, and even domains. We support cross-domain tracking.


Users are the people who register to your app, either via one of our Social Login providers, with an Email and Password combination using our Registration as a Service or with your own login system, with Bring your own Users. For each user you can store custom properties and Events.


Events are “Things that happen” in relationship with a user. They are anything from Page visits, Product usage, Email activity (Sent, Received, Opened, clicked…), Entering and Leaving Segments in Hull etc.


Hull lets you define Audience Segments which Users enter and exit in realtime based on their activity. Those segments are the basis of the logic that happens in Hull.

For instance, you can build a segment that will identify which users can be sent to Salesforce through it’s connector, or which users will be posted on Slack when they enter or leave this specific segment.

But segments can also be used by certain connectors to build matching audiences on external services. in Mailchimp or Facebook audiences for instance, those lists will be kept up to date in realtime as users enter or leave segments.