Metrics such as the number of installs or LTV can say a lot about your app, revealing how effective your traffic-driving techniques are, how good the traffic turns out to be and whether your promotional efforts are actually paying off. But you can hardly use this information to improve the product as it lacks specificity. What's a new user’s journey like in the app? At what point does the number of users plummet? What purchases are least frequent, and which levels remain unbeaten?
Custom events will give you answers to these and many other questions. They will show how frequently any given cohort of users perform any particular activities in the app.
You can use custom events as beacons to keep track of the specific activities you want to analyse. Has the user added the product to the cart, used a new scenario, shared your app with friends, visited any particular section? You can set these activities as custom events in myTracker and get the necessary stats.
Think carefully what events should be tracked with respect to this or that particular product. At first, you may want to analyse everything across the board. Yet, working with such amounts of data can be inconvenient as it actually complicates decision-making as opposed to simplifying it.
We recommend keeping track only of those events that point to the achievement of your targets. Added a new button? See how often it's clicked. Developed a bonus level? See if it's too hard or too short for the given cohort. Rolled out a new function? Custom events will show whether it resonates with the customers and identify its most frequent users.
Example 1: shops
Without custom events, reports will show installs, launches, session length and device specs. But you won’t find out what exactly the user had done before making the purchase.
It'll be useful to track the following events:
Example 2: games
Here, the task is not only to remove the roadblocks preventing users from making a purchase, but to make sure they don’t miss the functions developed for them. With most games, the following events can be configured:
This information adds more colour to your target audience profile and provides real-world examples of how users interact with the game. Some unusual custom event indicators can even point to a bug or other in-app issues. Much less frequent reporting of certain events after an update could mean you need to double-check everything.
Along with the event name, myTracker is able to collect any additional related data (in the key-value format without quantity limitations). You can track, for example, description of the player’s current status or information on the product viewed by them. In other words, everything that can be useful.
For instance, the event “Adding a product to cart” can have the following additional details:
This means you can add any relevant information and, if necessary, use it to build reports in myTracker going forward.
To view events in myTracker, go to the Report Constructor → Device metrics / User metrics → Custom events. We are also able to count unique events generated by various users (one event per user).
When building a report, you can filter the events to get data on the required user activities only. You can always reach out to your team’s developer to find out event names and parameters. For example, for a purchase, this could be an “ORDER” event with such parameters as “ORDER_ID”, “DELIVERY” and “CASH PAYMENT”.
Specify the name, comparison operator and parameter value in the filter line. The myTracker report will include only those events that meet the given parameters. You can add as many conditions as you want and invert the filter where necessary (for the system to show all records which don't match your selected values).
Several groups of filters can be applied simultaneously to any report.
First of all, make sure you set the customUserID parameter prior to starting the tracking. This is a unique identifier assigned to each user at registration. It's shared with myTracker for each tracked event and remains unchanged even if the user signs in from a different device. This parameter provides for a more accurate measurement of audience activity and prevents the loss of the data accumulated for each user.