Mobile App Terminology

In-app events

What are in-app events?

In-app events are actions that people take after they install an app on their device. In-app events can include everything from playing a game to making a purchase, adding a product to a shopping cart to completing a tutorial, and so on.

In-app events refer to any activity that occurs after an app is installed, but they can fall into multiple categories. Some are just standard events that happen in any app: flipping through screens, tapping on tabs, reading or viewing content. Others are higher-value events like completing tutorials, registering an account, sharing the app with friends, and engaging over long periods of time. These events help you understand the potential value of your new users over time.

Finally, you have extreme high-value events like purchases.

Each vertical has slightly different events to optimize for, and each app can be different from others as well. Especially now in the age of privacy and SKAdNetwork, it’s important to quickly find those events that are predictive of high-LTV users and use them to help evaluate the quality of your ad spend and the future value of each cohort.

How Singular's analytics platform can help optimize your marketing based on in-app events?

Learn how Singular’s analytics platform can help

How are in-app events used?

In-app events are tracked and measured in order to provide businesses with insights into how users are interacting with their app. In addition, analyzing in-app events can provide valuable insight into optimization opportunities, whether that’s for increasing monetization efforts, improving user retention, and reducing churn, or improving ad targeting or creative.

As many app businesses know, attracting users to download an app is only part of the equation. In order to maintain a high-retention rate, app businesses must analyze which features people are using and how they can be optimized to improve.

You can think of analytics for in-app events as the mobile equivalent of website analytics: they tell you what people are doing, what flows or customer journeys they’re following, and what they’re avoiding.

As Rudderstack says:

To ensure that the user comes back to the app, it is important to give the best experience to the user during this short period of time. Perfecting that experience for the user demands understanding the user’s pain points and what keeps them engaged. So, what’s the key to understanding these things? In-app event tracking! By collecting and analyzing event data, you’ll be able to optimize your in-app experience to create more value for your users and for you.

All of this provides a huge amount of data informing not just marketing activity but also future product development.

How does Singular track in-app events?

As a leader in marketing analytics and mobile attribution, Singular enables developers to track in-app events with the Singular SDK. As mentioned in our Knowledge Base:

By tracking the right in-app events in your app, you can measure the success of your organization’s marketing efforts through the KPIs that are important to you.

In order to get maximum value from understanding in-app events with Singular’s SDK, it’s recommended to follow these steps:

  • Understand in-app events so you can evaluate the success of your marketing efforts based on the KPIs that are important to you
  • Create a list of important in-app events that are important to you and your industry vertical
  • Add custom events if needed
  • Share the event list with your developers so they can incorporate them into the Singular SDK integration

In summary, by tracking and analyzing in-app events, Singular enables developers and app businesses to improve the performance of their app, attract the right users, and retain users by highlighting optimization opportunities.

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