Events are a way to track user interactions in your app and offer more insight on how customers manoeuvre through it. There are a lot of ways to utilise events and we’d like to give you an impression of the possibilities.
How do events work?
Throughout the app there are many bits of code that register user interactions which can be tracked separately and form the events that are shown in Google Analytics. Events are build up in multiple layers that are associated to each other. Top down the events consist of a Category, an Action and a label (optional). For example, when a customer uses the navigation to go to the category Men:
Event Category: Navigation
Event Action: Menu_item
Event Label: Men
Another example is when a customer successfully places an order, in which case there isn’t a label:
Event Category: checkout
Event Action: success
In Google Analytics you can find events by going to: Behaviour > Events > Top Events.By setting the Explorer to E-commerce you can see the sessions and revenue related to the events. You can change the dimension to Action or Label to narrow the information you are looking for.
For more information on events, visit: https://support.google.com/analytics/answer/1033068
There are several events that can teach you a lot about the behaviour of customers in the app. Monitoring these events closely and adjusting your content or merchandising can give your app revenue a boost.
The performance of your categories
Some events are shown in the form of screens. In Analytics you can find your categories by going to: Behaviour > Events > Screens
In this view you can check how many sessions went through a specific category and how many transactions and revenue came out of that category. Keeping an eye out for this view can give you more information on customer trends. For example, when you see a strong increase in visits of the T-shirt category, you could give this category a more prominent place on your Home Experience.
Note: You should always keep in mind that these numbers can alter with different countries and storefronts.
How to find the most searched keywords
Go to Behaviour > Events > Top Events > Event Category: catalog_discovery > Event Action: search_execute
Just like keeping an eye on the most visited categories, looking at the most searched keywords can give you insight in the current trends. Products that are often searched for are either very popular or aren’t easy enough to find. In any way, these products deserve some love and can be merchandised to the top of a category to boost their sales.
How well did my Push Notification do?
You can get a detailed view of how well you Push Notification did by going to:
Behaviour > Events > Top Events > Event Category: launch > Event Action: push_opened
In this view (when set to Explorer: E-commere) you can check out how many sessions and transactions your push notifications produced. By changing the date range you can narrow your search and look for the performance of specific push notifications. Please note that it might take a while for the data to appear in Analytics.
Creating a funnel
For Google Analytics 360 users it’s possible create a funnel with events. For an all out guide on how to set this up, check this article.
For more information on how to find other events, check out this article.