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Types of events

User Interface Events

Conversion Events

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User Interface (UI) events, also called User Interactions, are triggered by the web, iOS and Android apps. They correspond to, in most cases, interactive UI components or patterns that are visible in the application. These allow us to:

• Keep the list of events limited and intuitive.

• Create micro funnels based on component-to-component interaction.

• Quantify the overall error rate of the application and also the breakdown per flow, page, and component.

User Interface events are documented here: User Interface Events

Conversion Events

These events are have less detail since they don’t know which UI component was used to trigger the event, but they are more reliable since they are only captured once a request has actually been processed by the RBI platform (while some User Interaction events may be lost in case the web/app loses connectivity). Examples of Conversion events are:

• Sign Up Complete

• Order Complete

• Item Added to Cart

• Offer Redeemed

• Reward Redeemed

Conversion events are documented here: Conversion Events

Categories

In addition to the above, we group events according to the user flow they belong to. In Amplitude these are called Categories, while in mParticle they are called Tags. Events are categorised as follows:

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