If you feel like you’re drowning in technographic, firmographic, psychographic, behavioral data and more - you’re not alone; in our increasingly metric-driven marketplace, most businesses – from tiny tech startups to publicly traded behemoths – know that compiling relevant data can provide a better understanding of how consumers engage with their brand or product. Most agree that diamonds are buried in the underlying data lake sand, but aren’t sure where to begin the search – or what to do after unearthing these gems.
Data derived from custom events are no exception. Tracking installs and session durations is great, but how do you identify which events beyond the basics are most meaningful to your business? More importantly, how should you use that information to build meaningful features and improve the user experience?
Properly monitoring custom events will not only change the way you think about your product from a design and interaction standpoint, but will also force you to adjust the strategies used to drive customer acquisition, user engagement and retention.
Consider this guide a starting point for developers and marketers to determine what custom events you should be tracking in Woopra to grow closer to your users and design better customer experiences.
Recognizing Significant Events
We don’t have to tell you that different organizations have different definitions of success. Logins, purchases, upgrades, engagement – whichever events you choose to track, they should accurately reflect your goals (or KPIs) and shed light on potential problems.
Recognizing and identifying which events to track is the most important step prior to sending any data to Woopra. Issues such as inconsistent naming, forgotten properties or missing events can cause confusion and hinder you from getting the full value of the Woopra platform.
So, before writing any code to begin tracking custom events, we recommend all relevant parties sit down and take a little time to think about the key events you want to track and the properties associated with those events you’ll want to collect.
Questions you want to ask yourselves may include:
- What percentage of new users churn?
- What actions do users take prior to making a purchase?
- What does an engaged user/customer look like?
- Are users engaging with one feature more likely to upgrade than those engaging with another?
- Where are users falling off on the path to purchase?
These questions will vary depending on your business model but understanding your goals, what event and user properties need to be tracked to report on those goals and what events will set the stage for future predictive assumptions is a great foundation.
Aligning Events to Customer Journeys
In, “How to Leverage Funnels to See the World as Your Customers Do,” we describe how, “customers take a multitude of different, distinct paths when finding your company, engaging with your product and evolving with your brand throughout the customer lifecycle. Regardless of vertical or industry, this journey can be summarized into a series of pivotal, defining moments that (hopefully) blossom into a mutually beneficial, long-term relationship.”
After mapping out your goals, a great next step is to identify the various paths users follow to achieve these goals. Using a SaaS company as an example, this path could be: Visitor comes to your website through a marketing campaign and signs up for a free account. After signing up for a free account, they take a series of actions within your application (downloads a report, views a video, verifies their account, etc.). After taking these steps, an email is triggered to provide guidance documentation.
By breaking down these paths into separate events, you’ll gain a clear understanding of which events and user properties should be tracked to map out the funnels you need in Woopra.
Deciding How Many Events to Track
Some Woopra customers might only be tracking 30 custom events, while others are tracking hundreds. As a best practice, we recommend tracking any events critical to outlining the path users take in meeting the goals identified above.
For additional guidance, check out the below documentation outlining some of Woopra’s most popular features. By understanding what’s possible, you’ll be better prepared to identify the events that will produce the most value.
- Segmentation – The custom events you are tracking will become filtering options, allowing you to segment based on this criteria
- Analytics Reports – Woopra will automatically pre-generate analytics reports based on your actions
- Funnel Goals – You will be able to use the actions you are tracking as goals in your funnels
- Retention Reports – You will be able to use the actions you are tracking as initial and secondary events in Retention Reports
Start Sending Events to Woopra
For more information on how to send custom events to Woopra, check out the below resources:
- Woopra Custom Events and Visitor Data
- Woopra's SDKs can be found here
- The Woopra HTTP Tracking API - Our SDKs use this HTTP Tracking API. You can use this document as a reference if you want to build your own SDK
- Segment.io: How to leverage the Segment+Woopra integration
Once you’ve identified the point (or points) at which users are losing interest, it's time to engage and optimize. The raw data will indicate when users start to fall off, but won’t always convey why they’re disengaging. Human emotion is (literally) lost during the translation of event data, and how effectively a dev team handles pain points can be the difference between widespread adoption and missed opportunities. Eliminate the guesswork by maintaining a constant customer feedback loop and re-evaluate the events your tracking regularly.By treating each new piece of data as an opportunity you'll begin to understand the driving forces behind user behavior. And with each step, you’ll be better positioned to increase new user acquisition, optimize marketing strategies and maximize engagement. So, get tracking!