The Adjust
Mobile Measurement Glossary

Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!

Events

Definition

What Are Events?

Events (or in-app events) are actions performed by users within an app. Whether it be passing level one, completing a purchase, or even clicking an icon, any and all actions within apps are known as ‘events,’ but only if they’re defined as such.


Why Are Events Important?

The importance of events depends on which events you choose to track. As any action could be an event, it’s important to get setup with the right ones early. Once you’ve started receiving data, you’ll find out much more on how users navigate and interact with your interface, including what they like, and where the friction is.

Events also have a purpose in how you attribute a chain of events, known as a ‘conversion chain,’ which lead to ‘revenue events’ (the actions that exchange money for in-app value.) Conversion chains prove engagement and allow you to understand the events that could be optimized, and the places that could give you more opportunities to add further revenue events. Without tracking events which lead to conversions, you could lose out on the data that informs critical decisions.

Contrarily, it’s easy to get bogged down with too much irrelevant data. Therefore, it’s important to track specific milestones or actions. For example, in a gaming app, you may want to track finishing the first level, or first few chapters, or even the first achievement, as opposed to the fifth or sixth level, as understanding why users drop off early could be more valuable than why they disappear later.


Events and Adjust

With Adjust, you’re able to track as many events as you want - in-app events are cost-free and flexible. You’re able to set events manually within the platform too, in order to track whatever you’d like. From there, we take care of the technology behind tracking, tallying points scored and purchases made, and the entire chain in between. With our data clearly organized in the dashboard, you can download and manipulate as you please, figure out the places that might need optimization, and gauge just how successful your app is, and what you can improve to make it better.

To find the full documentation on event tracking, and how to setup custom events in our dashboard, click here.

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