posted by Tasmin Singh
While DAUs (daily active users) and sessions remain important indicators of app engagement, events allow us to dive deeper into understanding users’ repeated behavioral patterns. This can help inform things like where feature improvements can be made or ensuring we’re only targeting relevant users for a particular message.
So what is an event, exactly? Localytics has a 2-level event structure where an event is a “timestamped record that captures important actions typically performed by the user while using the app” and optional event attributes can provide more context about the event.
A special note for e-commerce customers: When tagging events associated with checkout, we recommend adding both a “Purchased” and “Checkout Completed” event to each transaction.
(You can read more here about how Localytics’ standard events can help track these here.)
Finding the right number and types of events to tag can sometimes feel like a Goldilocks quest. Too few events make for a less meaningful understanding of a user’s journey and too many may cause confusion (and data point overages).
When thinking about what to tag consider the following questions:
Once you’ve set up your events, there are 3 key places on the Localytics dashboard where you can make them work for you.
As you can imagine, a loyal user who received a coupon only intended for new users may not react well to receiving a discount if they aren’t eligible.
Similarly, a user who has shown interest in cosmetics in the last week is likeliest to respond to a push or in-app message about new cosmetics than men’s outerwear. In this way, if eventing and event attributes are used correctly, the possibilities are endless to getting the right messages in front of the right customers.
How have you used event tagging to understand your users better? Let us know in the comments!
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