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HomeMobile MarketingWhat Cell App Occasions Ought to You Monitor With Your MMP?

What Cell App Occasions Ought to You Monitor With Your MMP?


With the rise of cellular apps and the numerous privateness adjustments delivered to the promoting ecosystem by Apple, it’s more and more necessary to measure extra than simply advert views. Now, manufacturers ought to measure the conversions and return on funding (ROI) for his or her advert campaigns. That is the profit that partnering with a Cell Measurement Companion (MMP) offers. Whilst you have a alternative of a number of MMPs available in the market, Department is a unified linking and expertise platform — offering each measurement and non-obligatory cross-platform experiences. Customers coming from advertisements, social, or any channel may be pushed from the advert on to the merchandise or promotions within the app (whether it is put in). Or, in the event that they don’t have the app put in, they’ll be pushed to the app retailer after which to the merchandise proper after set up. As soon as a person has put in your cellular app, you need to use the Department SDK to trace occasions and the Department dashboard to achieve perception into person app exercise.

One of the vital frequent questions shoppers ask me is what occasions they need to observe with Department to essentially benefit from the MMP capabilities. The actual energy of an MMP, and Department particularly, lies in monitoring downstream occasions that paint an image of the person journey. This helps you acquire perception into which person carried out occasions throughout varied units and platforms and focuses on occasions used for advertisements optimization, all of which must be the important thing occasions that decide worth for the shopper and their enterprise.

Image of various logos such as Google Analytics, Marketo, and databases linked with the Branch logo in the middle.

Visualize a person’s journey throughout platforms

Since Department is a cellular linking and attribution platform, it may be extremely helpful for stitching collectively the person journey from after they land in your cellular web site, work together with the content material, and proceed to put in your app. As soon as they land inside your app, the downstream occasions that they carry out may give you nice perception into what customers are doing instantly after putting in the app. 

Department’s Occasion Ontology is a common knowledge schema that’s shared throughout all Department merchandise. It additionally incorporates some predefined normal occasions you can observe with Department, which fall into three essential classes:

  • Commerce occasions
  • Content material occasions
  • Person lifecycle occasions

Commerce occasions

Occasions Department offers you to trace necessary eCommerce occasions in your web site and app

Diagram of various commerce events, including click ad, initiate purchase, add to wishlist, and add to cart, that can be tracked on a website and app.

One of the vital necessary KPIs for a lot of shoppers is buy income from their web site and app. This particularly holds true for any retail shopper, as you may think about. Commerce occasions may be highly effective in delineating the conversion worth of a person coming into the app. When contemplating which commerce occasions to trace, it may be useful to think about the next questions:

  • Can a person make in-app purchases?
  • What are the important thing income streams for my app?
  • Which channels and campaigns are driving probably the most purchases within the app?

Monitoring commerce occasions primarily applies to any app (or web site) that enables a person to make financial transactions, similar to purchases. The aim of commerce occasions is to supply you knowledge about what’s making your organization cash, which you’ll be able to then analyze. Subsequently, you will need to think about what key income streams are necessary to your app. If most of your income comes from in-app gross sales, then ‘Add To Cart’, ‘Provoke Buy’, and ‘Buy’ are three occasions that you’ll probably wish to observe. Nevertheless, in case your app is predicated on a free-to-play mannequin that generates the vast majority of its income from customers viewing advertisements, then ‘View Advert’ and ‘Click on Advert’ will in all probability take advantage of sense to trace. 

One other advantage of monitoring commerce occasions is that they’ll present perception into which channels and campaigns are driving probably the most purchases within the app. When you use utm parameters like utm_campaign, utm_feature, and utm_tags, Department will ship these with the occasion. Additionally, should you don’t use utm parameters, you may nonetheless see the marketing campaign, characteristic, and tags by utilizing the question parameters ~marketing campaign, ~characteristic, and ~tags

Content material occasions

Occasions Department offers you to trace how customers work together along with your app’s content material

Diagram of various content events, such as search, share, view item, and rate, that can be tracked in the app.

No matter what kind of app or web site you might have, it’s created with content material that you just’ve added to it. Gaining a greater understanding of what content material is getting probably the most (or least) consideration from customers is a good way to grasp how customers are partaking along with your app. When eager about what content material occasions you’ll observe utilizing Department, listed below are some questions to think about:

  • Are there lists of things or merchandise element pages?
  • Can a person share content material on social media?
  • Is a person capable of stream video or audio?
  • Does my app or web site have a search bar?

Many trendy cellular apps show gadgets in an inventory and permit the person to click on on an merchandise within the listing to view extra particulars. If that seems like your app, you might be in all probability thinking about what gadgets customers are clicking on and interacting with. For that objective, Department offers occasions like ‘View Merchandise’ and ‘View Objects’. If a person can share content material exterior of the app, similar to on social media platforms, then you might wish to see how usually customers are sharing content material, or which content material they’re sharing most continuously, by utilizing Department’s Share occasion. 

Streaming is standard as of late, whether or not on social apps or leisure apps. In case your app or web site permits customers to stream content material, you need to use ‘View Merchandise’ to achieve perception into what content material they’re viewing, ‘Provoke Stream’ to find out after they began streaming, and ‘Full Stream’ to know after they completed streaming the content material. 

Most apps and web sites characteristic a search bar. In case your app suits this class, you might be thinking about leveraging Department’s Search occasion to achieve perception into person searches. For instance, you may observe the Search occasion when the person performs a search and add metadata to this occasion to see what the person looked for. That is an instance of how you could possibly study what customers are looking for most frequently in your app and which key phrases are the preferred in these searches. 

Lifecycle occasions

Occasions Department offers you to trace the person lifecycle after set up

Some occasions don’t relate on to the app content material however reasonably the person lifecycle within the app, such because the person registering an account or logging in. Department offers eight such lifecycle occasions you can observe: Begin Trial, Full Registration, Subscribe, Full Tutorial, Obtain Degree, Unlock Achievement, Invite, and Login. Some key concerns to ponder when contemplating which lifecycle occasions to trace through Department are:

  • Does the app characteristic some type of degree or development system?
  • Do you supply a trial model of the app, or a premium characteristic within the app?
  • Is there a First Time Person Expertise (FTUE) or onboarding stream?

Some cellular apps, like eLearning apps, assign the person a degree to mark their development by way of mastering the fabric taught within the app. Different apps, like cellular video games, have quite a lot of achievements that the participant can unlock as they progress. In these eventualities, Department’s Obtain Degree or Unlock Achievement occasions could also be of use to you. 

When you supply a trial model of the app, or any premium characteristic within the app, the Begin Trial and Subscribe occasions gives you perception into what number of customers provoke a trial, and what number of subscribe to the premium characteristic. Usually, when a person first installs an app, they aren’t taken on to the content material of the app. Somewhat they’re taken to some type of tutorial that walks them by way of the app or a web page the place they’ll create an account or log in to the app. That is an instance of the place you may leverage Department’s Full Tutorial, Full Registration, and Login occasions. 

Customized occasions

Department provides you the power to outline occasions with customized names and metadata

That is the place quite a lot of shoppers get confused, or even perhaps overwhelmed by the potential choices. When contemplating should you ought to observe a customized occasion, ask your self the next questions:

  • Is there a predefined Normal Occasion Department affords that can be utilized as an alternative?
  • Do I wish to view this occasion on the Department dashboard?
  • Will this occasion give me perception into the person journey from our web site into the cellular app?
  • Is that this occasion a worth driver for my enterprise?
  • Will I make advertising and marketing marketing campaign selections with perception about this occasion?

If Department offers an ordinary occasion that both suits your wants precisely or is shut sufficient that it may be repurposed to your use case, then you must use the usual occasion first. One of many essential causes you’ll observe an occasion with Department is since you wish to view the occasion on the Department dashboard to see some type of development within the knowledge. If you wish to view an occasion on the dashboard, then you will have to trace it utilizing the Department SDK. Additionally of key significance is when within the person journey this occasion will probably be fired. When you slender the scope of the occasions you observe by way of Department to solely key downstream occasions that happen proper after an set up, you may hone in on and analyze key metrics that reveal the success of your person acquisition and re-engagement efforts.  

Acquire perception into cross-platform and gadget utilization

Have you ever ever needed to observe down discrepancies when the identical person makes use of your app on a special gadget? Department acknowledges that many customers have a number of units that they’ll use to work together along with your internet and app properties. 

Image of cartoon-style woman interacting with a mobile phone and laptop computer to depict cross-platform metrics.

For that reason, we offer the setIdentity() operate that you need to use with any of our SDKs — together with Android, iOS, and Net — to specify an identifier that will probably be added to the entire occasions tracked through Department. This allows you to sew collectively the person journey from cellular internet into app and their first interactions along with your app. It additionally means that you can decide if a person is identical person on a special gadget by checking if the ID worth matches on each units of occasions.

When you name this operate earlier than monitoring occasions with Department, any occasions tracked after that may have a area referred to as developer identification added to them as metadata, with no matter identifier you specify. You possibly can then view this developer identification on the Department dashboard as occasions come into the Stay View, or you need to use certainly one of our Information Export merchandise to export the info. 

Among the most frequent questions I get from shoppers round Department’s setIdentity() operate are:

  • What ought to we use because the identifier?
  • When ought to setIdentity() be referred to as?
  • What about visitor customers?

For the identifier specified with setIdentity(), you must use some type of public dealing with identifier for the person, one that you’d share with a 3rd celebration, like an advert community. Department is not going to generate an ID for you; it simply provides you the power to set an ID that you just create. Additionally, you will need to word that you must NEVER be passing PII like e-mail, telephone quantity, and many others. into setIdentity(). For instance, a super identifier to make use of is a Universally Distinctive Identifier (UUID) or Globally Distinctive Identifier (GUID).

The setIdentity() operate ought to ideally be referred to as when the person logs into your app and you’ve got the person ID accessible. Occasions is not going to have the ID retroactively added to them. Which means occasions solely begin having the developer identification area appended anytime an occasion is distributed to Department after setIdentity() known as. When you ever wish to take away the identification, for instance, within the case that the person logs out of their account, Department offers a logout() methodology which can take away the identification from any occasions tracked after it’s referred to as. 

Since setIdentity() is commonly used when the person logs in, shoppers typically ask about utilizing this operate with visitor customers. It’s potential to take action — you’ll simply must have a visitor ID that you just affiliate with an account. Additionally, as soon as the person logs in, the ID will probably be completely different. This will likely seem complicated once you see two completely different person IDs on the dashboard. The opposite choice is to not set an identification for visitor customers, so you’ll have perception into the occasions however not which person carried out which occasion. 

Monitor occasions to optimize your SANs advert campaigns

Department occasions are very helpful should you work with a Self Attributing Community (SAN) and run advertisements campaigns with them. Advert networks depend on particular occasions for advertisements optimization. For instance, Fb depends on occasions like set up, buy, and many others. to find out which advertisements are the simplest and to optimize based mostly on these occasions.

Image of Branch and Facebook databases showing how via an MMP API endpoint, click or impression campaign data can be attributed.

Usually, you would want to have the Fb SDK built-in in your app to have the ability to optimize campaigns. Nevertheless, the Department SDK means that you can map the occasions you observe with Department to the occasion names that Fb expects. 

Why would you wish to do that by way of Department? With Department, not solely are you able to optimize marketing campaign efficiency however you additionally get a full image of your app’s ROI from the entire varied channels and platforms, multi functional place. The Department dashboard turns into your supply of reality for monitoring the efficiency of your advert campaigns. With Department you may:

  • Monitor the journey of a person to get perception into their worth throughout every platform and channel.
  • Enhance conversions by forwarding occasions to SAN networks for advert optimization.
  • Measure the success of your campaigns and their ROI utilizing the Department dashboard.

As soon as you start monitoring this knowledge by way of the Department SDK, you might have the power to make use of the Cohort Analytics characteristic to grasp the ROI of your campaigns and likewise information future selections you make pertaining to funding selections and focusing on customers. You possibly can analyze this knowledge to see how customers in sure teams carried out over time. This offers you perception into necessary metrics like retention and lifelong worth (LTV). 


Whereas rising your corporation and person base by way of installs is extremely necessary, getting conversions and with the ability to observe down funnel conversions to grasp which channels really carry out and drive ROI is invaluable. Measuring the necessary KPI occasions for your corporation, downstream occasions customers carry out after putting in your app, and necessary conversion occasions used for advertisements optimization with Department’s SAN integrations might help a enterprise perceive what works and what doesn’t. You probably have any questions in terms of monitoring occasions with the Department SDK, please contact

Options Architect

Rob Gioia is a Options Architect at Department. He helps firms rise up and working utilizing Department’s suite of SDKs and merchandise. Previous to Department he labored as a cross-platform cellular functions developer for a number of years, and makes use of his cellular growth expertise to information shoppers by way of utilizing finest practices and chic coding options.

Jun 01, 2022

Department offers the business’s main cellular linking and measurement platforms, providing options that unify person expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Be taught extra about Department or contact gross sales at the moment.


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