Main purpose of this guide is to explain how to create an event structure that can be used in Exponea. If you want to find the list of events you should track, see our guide with list of basic events.
Why should I track events?
Customers in your business make various actions. We call these actions events. If you want to have detailed overview of customer behaviour, you need to track these events. By tracking the most significant events you can define your customer’s journey and respond to them with specific actions. For instance, send an email after registration or show a banner after second visit. You can also create segmentations based on your customers’ behaviour and then create a specific campaign for each segment.
Which events should I track and why?
You can define any event types for each of your project based on your business model or your current goals. If you have product e-commerce website, your basic customer journey will probably/most likely be:
- Visiting your website
- Searching for specific product
- Product page
- Adding product to the cart
- Going through ordering process
So the possible events for tracking will be: ‘search’, ‘product view’, ‘add product to cart’, ‘checkout’, ‘purchase’. Remember that you can define any event names you wish. Our recommendation is to make them self-descriptive and human understandable.
What are event attributes?
Each event can have numerous attributes. Usually an attribute is used for enhancing the event data, e.g. for each purchase event you would want to track total price. If you have total price as an attribute, you can easily create analysis with revenue, average order price or event compute CLV. Another usage of attributes is that you can drill-down report by them: for instance, drill-down purchases by countries, or products by categories or visits by UTM campaigns.
Which event attributes should I track?
We recommend to track all attributes that enrich the information about the event. Example of adding more detail into event for purchase_item event will be product name, category, or purchase ID. You should add attributes that can be aggregated for a customer or to create a metric. Usually numbers or counts, such as item price, total price or count of items.