In-app events

In-app events are actions users take after installing an app (e.g. a purchase, level achievements, tutorial completion, etc.)

What are in-app events?

In-app events are a subset of events that specifically refer to user activity once an app is installed.

They can be loosely categorized into two main categories: standard in-app events and rich in-app events.

Standard in-app events include actions such as registration, add-to-cart, purchases, and opens.

Rich in-app events refer to activities such as level achievements, tutorial completion, user invites, and social shares.

While standard in-app events help you understand the overall behavior of users inside your app, rich in-app events help you go a bit deeper. They are essential in determining the real value of your users and the performance of your user acquisition efforts.

For each app category (e.g. Gaming, Entertainment, Health, etc.) and monetization model (e.g. subscription vs. freemium), there will be a slightly different set of in-app events, but in general, it’s best to align in-app events with your app’s KPIs.