What Are Events?

Events (or in-app events) are actions performed by users within an app. Whether it be passing level one, completing a purchase, or even clicking an icon, any and all actions within apps are known as ‘events,’ but only if they’re defined as such.

Why Are Events Important?

The importance of events depends on which events you choose to track. As any action could be an event, it’s important to get setup with the right ones early. Once you’ve started receiving data, you’ll find out much more on how users navigate and interact with your interface, including what they like, and where the friction is.

Events also have a purpose in how you attribute a chain of events, known as a ‘conversion chain,’ which lead to ‘revenue events’ (the actions that exchange money for in-app value.) Conversion chains prove engagement and allow you to understand the events that could be optimized, and the places that could give you more opportunities to add further revenue events. Without tracking events which lead to conversions, you could lose out on the data that informs critical decisions.

Contrarily, it’s easy to get bogged down with too much irrelevant data. Therefore, it’s important to track specific milestones or actions. For example, in a gaming app, you may want to track finishing the first level, or first few chapters, or even the first achievement, as opposed to the fifth or sixth level, as understanding why users drop off early could be more valuable than why they disappear later.

Reference: “Adjust,” Retrieved – 23 April 2018