Events and funnels

In this section you have a several menu tabs:

Overview

This is a list of all custom events with general statistics for each of them:

  • The total number of events for a selected time period

  • The number of unique users who completed these events

  • The average number of events by user (calculated as the total number of events divided by the number of unique users)

The default time period for the overview is last 7 days, you can change it with a calendar button.

This report requires Custom Event integration. Learn more here

Conversion Funnels

The Conversion Funnel report allows you to create conversion funnels based on the sequence of custom events. With this report you get statistics on the number of unique users who completed these events.

To launch the report, choose up to 4 steps by clicking the "Add step" button. The sequence here is important: if you take A, B and C steps, first you will get the number of users who completed the A event, then the number of users who completed both A and B events, then the number of users who completed A, B and C events during a selected period of time.

To specify the value of step’s parameters, click "Add parameter" button to the right of the step, choose a parameter and set value’s condition. Choose dates when events are completed by modifying the date range menu on the top right of the page. Click "View result" to see the funnel.

You can also set a time limit between two steps ("Step time limit" check button), make a step optional ("Optional" check button; in this case, two funnels will be built: with users who have and haven't completed the step) or set a time limit for the whole funnel. In the last case, if the user completes only 2 of 5 steps for the selected time, they will be calculated on these 2 steps, even if they complete all steps but it takes more time than you set.

You can also select the type for the funnel and choose between a table or a chart.

Also, you will be able to set an ‘Aggregation period’ to see how users pass the steps on the specific days, weeks or months. This chart shows the conversion and number of users at different steps like if this funnel was built only for the data point (day/week/month) of the horizontal axis.

For example, if you select aggregation by days and report time frame from July 1 to July 7, then for July 1 on the chart you will see only those users who started and finished the steps on that day.

To set a filter based on app version, channel, device or some custom segment, click the "Filter" button on the top right of the page. Compare the funnel for different segments by clicking “Add comparison”. The funnel will be built after clicking “View result” or “Refresh” buttons.

The number of unique users that completed events during a chosen time period is presented in the vertical axis of the chart.

The funnel can be saved by clicking the "Save" button in the top right corner. It will be available in the funnels list in the “Conversion Funnel” section.

After the funnel is created, you can see a grey icon to the right of each funnel step. A click on this icon shows the menu with the following options:

  • When the ‘Aggregation period’ is disabled, you will be able to see conversion dynamics for steps. It shows the distribution of the conversion by days between two neighboring steps. The denominator for this conversion always stays the same - it is the number of users who performed the funnel step. The numerator contains the number of users who converted on a specific day. For example, if you build a funnel from the 1st to the 7th of July, then for the 3rd of July you will see the users who performed the specific step on the 3rd of July related to users who performed this step for the whole period (1st to 7th of July).

  • “Create segment” allows to create a static segment, which contains users who completed funnel steps to the current one inclusively

Also, the results of the funnel can be exported as a .csv file by clicking the “Export” button in the top right corner.

This report requires Custom Event integration. Learn more here

User Flow

This report shows the most popular sequences of events users complete.

There are two ways how this report can work:

  1. It can show the sequence of events that go after a specific event (select “from the event” in the drop-down list of the “Flow direction” menu)

  2. It can show the sequence of events preceding a specific event (select “to the event” in the drop-down list of the “Flow direction” menu)

The target event should be chosen in the drop-down list of the “Event” section. This event can be a basic event (Install, Tutorial Steps, Payment, In-app Purchase, Level Up , Progression) or a custom event.

If you choose the User churn as a target event and the flow direction to the event, you will see the distribution of the last events that were performed before your users churned.

For this event, you can also select a parameter: a number of days related to churn.

If you select that User churn >= 4 days, it means that the flow will be built for those users who are not active for 4 days or more.

If you want to build a user flow report on specific events, you can exclude some or all basic events on the “Include basic events” and include any custom events in the “Include custom events” drop-down list.

Moreover, if you need to know the exact parameter values of the events in the flow you can choose it in “Include events with params distribution” menu.

This report also takes into account users’ churn (when users stop using the app). Churn here is the period of users’ inactivity after which they will most likely no longer open the app again. This period should be set in the “Churn period” section.

After the chart is built, you can click on each event to see the flow. Each branch of the flow consists of 5 event-points.

Click “View result” or “Refresh” to build the report. It will show top events that lead to or go after a chosen event.

Default report period is the last 30 days, you can change it in the top right corner. You can configure a filter in the report, use already created filter template or custom segment to get more detailed data. To apply changes press “Refresh” button.

This report requires Custom Event integration. Learn more here

Custom Events

The Custom Event report allows you to analyze and keep track of user activity collected as custom events.

Custom events are used to track particular user actions, which you specified for your app, such as:

  • Any action a user takes in the app (hits, shoots, moves, putting an item into the basket, etc.)

  • Taps on certain menu elements.

  • Users' search for items in a virtual shop, etc.

You can track both events and their parameters (properties) and you can set up to 20 parameters for each event. For example, if you have an event for battle creation, parameters can be duration, map, number of players, battle mode, etc.

When one or more events are integrated, you can start using the Custom Event report.

To build the report, select up to 3 events above the report, and to set a filter for event parameters, select a parameter and value.

You can change the following report settings:

  • Metric type – what you want to calculate; and it can be one of the following:

    • Events - total number of performed events.

    • Users - count of unique users that perform events.

    • % of active - is a proportion of unique users that perform events to active users in a period.

    • Average and Median events per user - is how many times users perform events in a given period (in an average or median mean).

  • Aggregation period – the time period over which the data are aggregated (5 min, hour, day, week, month, year). To use a 5 min aggregation report the time frame should be 2 days or less.

  • View – chart type (chart, table or transposed table, area chart, and bar chart).

Also, there are powerful Grouping capabilities. You can select “on” in the Group by selector and then select up to 2 grouping levels. It can be user properties like app version, channel, country, language, device, paying capacity, paying status, campaign. For every grouping, you can select Top N filter to include into the report only Top N groups by events count.

And more complex grouping options such as Frequency and Parameter values grouping. Frequency grouping shows you how many users perform your events 1 time, 2 times, 3-5 times, and so on. So you can decide if they used it because it’s just a new button or feature in your app, or because it is a really useful feature. You can follow the frequency of use of any event dynamic and analyze how it’s changed over time or over app versions.

To analyze parameters of your events select “Parameter value” in a group by section then select the parameter and then one of the parameter functions. For numeric parameters it can be:

  • Average and Median per event - is an average or median numeric parameter value for selected events.

  • Sum - is a total sum of selected parameters for events (for example total sum of coins spent by users on every level).

  • Distinct values - are unique values of the selected parameter. For every parameter value, you can calculate the total events count or unique users that perform an event with this parameter value (pick one of them in Metric view selector).

  • Distribution - is a grouping option that allows you to analyze unlimited numeric parameter values that will be grouped into the bins; for each bin, you can calculate total events count or unique users that perform events within this parameter value bin.

Text parameters are always analyzed by distinct values, so for every text value, you can calculate the metric chosen in the Metric Type list.

To see results, choose the events and click the "View result" or “Refresh” button.

If you'd like to work with data on your own, click the "Export" button and data will be exported as a .csv file. Data in the exported file can be sorted by days.

Also, you can save the report by clicking the “Save” button. It will be available in the “Custom Events” section.

The default report period is the last 7 days; you can change it in the top right corner. You can configure a filter in the report, use an already created filter template or custom segment to get more detailed data. Compare different segments by clicking “Add comparison”. To apply changes tap the “Refresh” button.

This report requires Custom Event integration. Learn more here

New user path

This report shows the most popular actions (events) carried out by users during their first days in the game. The data is presented for two cohorts of users so that it’s convenient to compare them.

You can analyze the top 3 most popular events for every minute of the first in-game hour. Also, you can select the first in-game day or three in-game days in the “Period” drop-down list.

First of all, you need to define the “Primary Cohort” and “Comparative Cohort” by adding install dates and any additional filters (by default the system creates cohorts for the last 7 days with different paying capacity).

The list of the most popular events is created based on events carried out by users from the “Primary Cohort”. The same events are used for analyzing the “Comparative Cohort”.

If you want to see a report only for specific events, use the “Include basic events” and “Include custom events” drop-down lists to include or exclude events.

If you need to know the exact parameter values of events, enable them in the “Include events with params distribution” menu. Then click on an event name and then “Show by parameters”. You will be able to see the parameters of selected events for users from both cohorts.

This report also takes into account users’ churn (when users stop using an app). Here churn is the period of users’ inactivity after which they will most likely never open the app again. This period should be set up in the “Churn period” section.

For the both cohorts we have the Total number of users that are taken for observation. Time since the first launch is a timeline of your new users activity. Each time period (0-1min, 1-2min … 22h-23h) shows maximum three events - these are the most common events of users from the Primary Cohort. Then the system calculates the proportion of users that perform this event to all users in each cohort.

For every time period in the given timeline the number of Active users is calculated (these are users that sent any event selected in the “Include basic events” and “Include custom events” sections). In addition to that, you can see how many users churn in each time period (these are users that haven't sent any of the selected events for the period of time defined as churn in the report settings).

For better understanding of the user lifecycle, the report provides you with milestones. You can see when the majority of users (75%) that haven’t churned before a particular period on the timeline complete the most important events in your app. The following milestones can be shown for your app:

  • Tutorial completion

  • Level up + Number of level

  • First payment