Events best practices
EARLY ACCESSWhen creating and tracking events, follow these best practices to ensure effective event management and targeted communication.
How events help businesses
When tracking user actions (events), there are a few things that make the difference in relevant messaging and hyper-personalized communication.
Before implementing events:
- Determine which events you want to capture to elevate communication with customers.
- Think of user actions on your mobile app or website as a story involving meaningful interactions between customers and your products.
- Pick only those interactions that reflect critical points in the customer journey. Including too many events can overwhelm the communication.
Key events of the customer journey
Acquiring new customers and nurturing relations with existing ones is a challenging and often rewarding process. If you do it right and they like how they are being treated, your customers will tell others about you.
When selecting events that will serve as triggers in your communication with customers:
- Focus on the most significant ones and on relevant goals for that specific campaign.
- You do not have to use every single event in the sequence.
For example, to ensure customer activation soon after registration, you can use the Registration event to trigger a welcome message prompting them to complete their first action.
Naming your events
Once you decide which events to use in communication with your registered users, think about names - they are as important as the events themselves.
The event has a name and an event ID:
- Event name - Used on the Infobip web interface and can be written in any language
- Event ID - Helps developers implement tracking
Keep the names simple and stick to the same form. If you use a present tense verb and a noun in an event name, use the same logic for each event in your communication.
For example, choose between "Play Song" or "Song Played." Always think about what might be more logical for people in your organization who will use Journeys to create communication with customers.
Event properties
Event properties provide additional information about an event. For a music streaming company that wants to use the event "Play Song," the event properties could be songName, artist, genre, length.
Event properties should start with a lowercase letter or a number.
Sometimes this additional information is even more significant than the event itself. This is especially true when you want to start an engagement campaign based on a specific amount of money.
For example, you might create an event property involving a purchase amount of 1000 USD because you want to offer something extra to that customer. That amount becomes the event property around which you build the communication.
Try to select event properties that will be essential for the campaign. Think through what you really need for engagement campaigns, segmentation, and analytics.
Event properties differ from person custom attributes, which describe your user's characteristics rather than their actions.
Common event examples by industry
Different industries benefit from tracking specific events:
| Industry | Common events |
|---|---|
| E-commerce | Registration, Login, Add To Cart, Start Checkout, Complete Purchase, Remove From Cart, View Category, Add To Wish List, View Item, Search, View Promotion |
| On-demand delivery | Registration, Login, Search, View Category, View Restaurant, Add To Cart, Remove From Cart, Start Checkout, Complete Payment, Rate Order |
| Banking and insurance | View Mortgage Page, Filled Mortgage Form, Registered, Login To Web, Install Mobile App, Loan Preapproved, Payment Overdue, Viewed Insurance Offer, Insurance Renewed |
For detailed examples with event properties and use cases, see the Customer Profiles events best practices page.