Table of contents
Types of events
User Interface Events
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:
User Flow | Description |
|---|---|
Authentication | Events related to the Sign Up, Sign In and Sign out flow |
Branch | Events that have Branch as a source |
CRM | Related to campaign management (Email Opens, bounces, etc) |
Session | Used for events related to the start and and of a session, flags evaluated, user attributes updates |
Loyalty | Events related to the Loyalty program (transactions claimed, users created, points expiring) |
Offers | Events related to the Offers features (e.g. offer selected, offer added to cart) |
Rewards | Related to the reward flow in the loyalty program (reward selected, reward added to order) |
Marketing | Used for ad-hoc marketing campaigns |
Navigation | Used to understand our users interaction with clickable and viewable components (e.g. Page View, Button Click) |
Orders | Related to transactional events, e.g. add to cart, checkout, purchase |
Deprecated | Used for events that will be replaced by new ones or are related to deprecated features. See more details here: Deprecated Events |
How it works
Amplitude
In Amplitude the event categories appears in charts and dropdown menus:
You can access the descriptions directly in the chart drop-downs or in the “Govern” Menu:
mParticle
In mParticle, you can access the event tags and description by accessing the “Catalog Menu” (Data Master > Catalog):
