In-App Events: Which Ones You Should be Measuring and Why

The install is not the end-all and be-all of mobile app analytics and if you thought it was, you are in for a very big surprise; a surprise which will not only revolutionize the way you think about your app’s functionality from a design/interaction perspective, but in the strategies you use to drive user acquisition, engagement and retention.

By measuring a wide variety of in-app events, or at least those events that are the most meaningful to you (and if you’re not sure which events those are yet, not to worry, we will share that with you later in this article), you can more efficiently optimize both the functionality of your app and your advertising strategies. Bottom line? Measuring in-app events and understanding how your users interact with your app directly impacts your ability to build effective and ROI positive advertising campaigns by enabling you to compare retention, engagement and LTV to your costs.



What In-App Events Should You be Measuring?

The answer to this question varies greatly, because not all apps are created for the same purpose/target audience and therefore comprise of a large variety of situational events. That being said, there are a handful of basic events that are shared across most, if not all, apps that you should start measuring.


Ultimately, you want users to keep coming back to your app day in and day out. One way to determine whether or not you are engaging existing users is to measure app opens. If you have tons of downloads, but users are not opening the app to use it after the first time, what does that say about your app? The more a user opens your app, the more easily you can sleep at night knowing that users are engaging with your app—and remember, engaged users quickly translate to loyal users which does wonders for your retention rates! By keeping an eye on your app’s open rates, you will have a strong idea of how many users continue to use your app and any fluctuation in this number directly corresponds to a change in your user retention.

Tip: The TUNE SDK measures app opens by default, so you don’t need to set these up as a separate event.


Especially apps that require a user to first register, i.e. create a user profile, before enabling the full functionality of the app, measuring the completion of the registration allows you to distinguish users who have a genuine interest in using your app, and therefore a greater likelihood of generating in-app revenue later on, from those who don’t want to invest the time (as well as their hard-earned money) into the app. Registration rates can also provide you with insight into the flow or “ease of use” of your app. A high number of app opens but low number of registrations can indicate a poorly designed user experience or a complicated interface.


Users are making in-app purchases in your app? Great! While we are thrilled for you, we’d be even happier if you were measuring all of those in-app purchases too. A user’s purchasing behavior is vital information and you can leverage this knowledge in your app’s favor—retailers the world over will tell you no different. Knowing what users have bought in the past can help you guide them towards future purchases and ensure that they keep doing so.

Attribution Analytics Native Event Types

The list of potential in-app events to be measured is a lengthy one and we certainly recommend measuring, at the very least, a few of them to begin with. Below is a list of all of the event types Attribution Analytics supports natively. If you don’t see the exact event you are interested in measuring, not to worry. We support the ability for you to define your own particular event too using the event type “event” which you can define in the SDK as whatever particular event you are interested in measuring!

NOTE: For the Attribution Analytics solution only, there is a maximum event limit per mobile app of 100 events.

Remember that the compilation of events you measure is unique to your app and that each event in your app is an opportunity to glean valuable information that enables you to better understand the behavior of your app’s users, which in turn enables you to improve your user experience and optimize your app.

While self-improvement is great, let’s not forget that measuring in-app events provides another benefit; namely, data you can use to optimize your advertising strategies (e.g. re-engagement) so you can increase user acquisition, engagement and retention.



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